2. MENU SURVEY WAVE 13 October / November 2014 2

3. All information is confidential and property of MKTG INC. MENU SURVEY 13 DIAGEO MENU SURVEY STRATEGY 3 The Importance of Cocktail Menus in On Premise Accounts A successful menu strategy can increase brand sales, and provide up-selling opportunities in an account The top 10 most popular cocktails drive 60% of spirit sales, and 75% of consumers are willing to pay up to 46% more for quality branded products To remain competitive with other brands, Diageo strives to continue to have a large presence and placement in cocktail menus across the nation Diageo uses a Menu Strategy to determine what brands and cocktails to drive placement for, depending on the type of account (Casual Dine, Sports Bar, Lounge, Nightclub, etc)

4. All information is confidential and property of MKTG INC. MENU SURVEY 13 DIAGEO MENU SURVEY FINAL REPORT cont. 4 SPIRITS CATEGORY SHARE OF TOTAL MENUS Diageo begins by analyzing the % of each spirits category on all menus (Diageo and Non-Diageo spirits) Once the categories are broken out, Diageo can determine their % SHARE The Diageo % Share of spirit categories can be compared to past Menu Survey Waves

5. All information is confidential and property of MKTG INC. MENU SURVEY 13 DIAGEO MENU SURVEY FINAL REPORT cont. 5 The % of each menu type in an account is determined Once the menu types are broken out, Diageo can determine their % SHARE across these menus The Diageo % Share of menu types can be compared to past Menu Survey Waves

6. All information is confidential and property of MKTG INC. MENU SURVEY 13 DIAGEO MENU SURVEY FINAL REPORT cont. 6 The top brands/drink types are called out, based on their menu type The Diageo % Share in those brands/drink types is determined

7. All information is confidential and property of MKTG INC. MENU SURVEY 13 DIAGEO MENU SURVEY FINAL REPORT - The Importance Of Correct Data Capture 7 To maintain the integrity of these National Reports, it is extremely important to collect accurate menu survey data each wave Exact Menu Survey Data reported allows Diageo to correctly track the success of their Menu Survey Strategy across the Nation

8. All information is confidential and property of MKTG INC. MENU SURVEY 13 PROGRAM OVERVIEW 8 PROGRAM OVERVIEW The Menu Survey Program is a Diageo survey executed twice annually We are tasked to collect data about any spirits drinks, and brands that are offered on menus at the assigned accounts MKTG is the collection agency for this data –analysis and reporting are done by the DIAGEO BAP team (Business Analytics and Performance) For the Menu Survey Program, MKTG is tasked to collect the following data from all assigned accounts: What types of PERMANENT menus are currently offered at the account (Main Menu, Spirit List, Happy Hour, Bottle Service, etc) Record any spirits drinks from these menus and document: Drink Category, Brand (or unbranded if none listed), Traditional or Signature Drink (definition provided in training manual), Drink Type (i.e. Margarita, Martini, Straight Up, Spirit List, etc.) Record any Diageo wines listed, but only if there is a spirits menu in place These surveys are executed at a random sampling of accounts requested by the local Diageo team and Distributor. The final assigned account lists should NOT be shared with these teams to maintain the integrity of the survey

9. All information is confidential and property of MKTG INC. MENU SURVEY 13 EXECUTION OVERVIEW Training All Lead Promotional Models (LPMs) or Surveyors must attend an online training, and pass a quiz before executing any Menu Surveys. This includes any surveyors who have executed in the past as information changes each wave All LPMs must pass a short quiz after attending training before executing any Menu Surveys. Copy and Paste this URL into your web browser to take the quiz; http://www.proprofs.com/quiz- school/story.php?title=NzkwNDE4IJFGhttp://www.proprofs.com/quiz- school/story.php?title=NzkwNDE4IJFG A training video, Diageo brand list, and program deck are provided to each LPM for reference Survey Execution Surveyors must physically visit all accounts during “off hours” while in professional attire Surveyors must execute surveys according to training guidelines. All permanent spirits menus at the account MUST be surveyed, assuming the account grants permission. Brands listed on a Spirit List must be recorded separately from the Main Menu. Diageo wines must be recorded separately, as long as a spirits menu is present Surveyors will enter all data directly into the Event Management Center (EMC); www.diageoemc.com Photos are MANDATORY for each entrance and will be uploaded to the survey in the EMC. Photos should also be attempted for every menu (when permitted), and can be uploaded to the survey in the EMC as well TIMELINE SURVEYS ARE STARTING Oct 13 th - DO NOT ENTER ANY SURVEYS BEFORE THIS TIME ALL DEADLINES FOR COMPLETION WILL BE COMMUNICATED LOCALLY BY YOUR MANAGER 9

10. All information is confidential and property of MKTG INC. MENU SURVEY 13 RUN OF SHOW Prepare – Before Entering The Account Re-Read all training documents and print Diageo Brand List for reference Turn on iPad at home – make sure it is fully charged and that you are able to access the Diageo EMC and sign in successfully via the Verizon WiFi cellular data Print out your list of assigned accounts (with Account Number, Name, and Full Addresses) You will need the account number to enter the menu surveys online Plan ahead – Please visit accounts during “OFF” hours to avoid busy lunch, happy hour, or dinner rushes Dress Professionally – remember, you are a representative of MKTG and Diageo At the Account With your iPad provided, take a picture of the account entrance (you will need to upload this photo to the EMC in order to save the menu survey) Introduce yourself – If the manager is not available, ask to the person in charge (shift leader, head bartender). Politely explain the purpose of your visit and ask to see all of the available menus from the account (sample script on slide 11) With your iPad provided, take a picture of each menu present at account (when permitted) Sign on to the Diageo EMC (www.diageoemc.com) on your iPad and complete 1 new menu survey per account. (step-by-step directions on following pages) After you have completed your survey online, return the menus to server/bartender/manager and be sure to THANK them for their time and allowing us to perform the survey Complete all surveys by the deadlines assigned from your Event Manager All iPads must be returned to your Event Manager as soon as possible. Save the photos of menus on the iPad you return to your EM/AEM 10

11. All information is confidential and property of MKTG INC. MENU SURVEY 13 SAMPLE SCRIPT “Hi, my name is________ and I’m with MKTG, representing Diageo. We are currently conducting surveys to understand the types of drinks different accounts are offering on their menus. May I take a look at any of your menus that offer spirits products? (be sure to look at ALL available menus in the account). We are not doing this to collect any pricing or competitive information. We are simply looking to improve our own services, through Diageo, with menu programs to better meet your needs. “ If they say NO: “I want to assure you that we are not here to get competitive information (we are not collecting prices). We are trying to get a better understanding of what is on your menu so Diageo can offer better menu programs to meet your needs. Are you sure you won’t reconsider?” If they continue to say NO, tell them you understand, and thank them for their time. (You must still fill out the survey form for in the system and note the reason for an incomplete survey. Please note the reason, contact name, and contact phone). As always, remember that you are representing Diageo and we always must be gracious and courteous to accounts to maintain good relationships. Do not try to force any account to participate. This should be a rare exception as almost all of these accounts were surveyed previously. You will be paid $15 for these account visits only if the survey form is filled out online with the reason, contact name, and contact phone. 11

12. All information is confidential and property of MKTG INC. Main Menu Bottle Service Menu Martini Menu After Dinner/Desse rt Menu Spirit List If an account has a Spirit List, do NOT count it on the Main Menu. This is the only exception where an account may not have a Main Menu Happy Hour Menu 12

13. All information is confidential and property of MKTG INC. Permanent Table Tent Menus (list multiple cocktails/drinks) – Can be used in the absence of any other Main Menu 13 Other Menus

14. All information is confidential and property of MKTG INC. Drink Boards that list Features by Day of Week 14 Non-Permanent Feature Table Tent Menus (usually list only one feature) $5 Captain Shots DO NOT USE

15. All information is confidential and property of MKTG INC. MENU SURVEY 13 ONLINE SURVEY FORM On your iPad, click on the Diageo EMC Icon in the Menu Dock. This will pull up the Safari browser to the Event Management Center website iPads are 3G enabled but will also work with a Wi-Fi network Sign in with your EMC username and password 15

16. All information is confidential and property of MKTG INC. MENU SURVEY 13 ONLINE SURVEY FORM Once signed in, click on the “Menu Survey” Tab Click on “Create New Menu Survey” 16

17. MENU SURVEY 13 SURVEY STEP 1: INFORMATION AND ENTRANCE PHOTO 17 Select your survey market Enter your survey account number exactly as it appears on your assigned list If you get an error, leave this blank but make sure to fill in the Bar or Restaurant name so we can later go back and add the correct survey account number Enter the Bar or Restaurant name for accounts that have multiple bars, such as Casinos or Hotels Select the date of visit Attach the photo of the account entrance Click on the photo attachment icon A window will appear to inset the image Click Browse to search the iPads camera roll Choose the correct photo Click ‘Insert’ Add additional menu photos, if permitted  NOTE: Attaching a menu photo is NOT a substitution for completing a menu survey. You must still list each individual menu drink type

18. All information is confidential and property of MKTG INC. MENU SURVEY 13 SURVEY STEP 2: MENU INFO If spirits menus are present at the account, choose all menus that apply If Diageo wines are present at the account, use the drop down to select ‘Yes’ or ‘No’ If you are not able to complete the survey, choose one of the reasons below Permanently closed Account refused (list the contact name, phone and reason) No menus (list the contact name, phone and reason) ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC 18 Once all information has been complete, click ‘save’

19. ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC MENU SURVEY 13 SURVEY STEP 3: New Menu Survey Drink Once account information has been entered, and menus have been selected, click ‘New Menu Survey Drink’ to Begin entering the spirits drinks on the menus

20. All information is confidential and property of MKTG INC. MENU SURVEY 13 SURVEY STEP 3: NEW MENU SURVEY DRINK cont. ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC Go through and analyze each drink/bottle/cocktail one-by-one You will need to create a “New Menu Survey Drink” for every drink on every menu (spirits only) Which Menu was it on? : Select Menu (Main Menu, Spirit List, Etc.) Category: Select Category (Whiskey, Gin, Vodka, Etc.) Brand: Select Brand (if no brands listed in drink, select “Unbranded”) Traditional or Signature Cocktail?: ( see definitions page) Drink Type: Select the most appropriate drink type If “other” what was the drink type? CLONE FEATURE After hitting the ‘save’ button – you can “clone” it and re- save to create a second drink with the exact same info. Use this for Spirit Lists or for “Other Branded Non-Diageo” drinks Only use this drink type as a last resort option. Almost all of the drinks found on your menus should fit into one of the drink type categories provided 20

21. All information is confidential and property of MKTG INC. MENU SURVEY 13 SURVEY STEP 4: Wine Present in Account ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC 21 Only after menu drinks have been entered, click ‘New Menu Survey Diageo Wine’ to enter any Diageo Wines available at the account

22. ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC MENU SURVEY 13 SURVEY STEP 4: Wine Present in Account Con’t If Diageo wines are present at the account, you can track them here. Use the drop down to select the Diageo Wine brand.

23. ALL INFORMATION IS CONFIDENTIAL AND PROPERTY OF MKTG INC MENU SURVEY 13 SURVEY STEP 4: Wine Present in Account Con’t Select whether the brand was available by the Glass, Bottle or featured in a Cocktail

24. All information is confidential and property of MKTG INC. MENU SURVEY 13 SURVEY STEP 5: Final Review AFTER you’ve entered and saved every spirits drink on all menus, click on Menu Survey Name to return to the full Survey page Review all information to ensure that it is all correct and all Menus and drinks or wine have been accounted for You’re Done! After you have completed your survey online, return the menus to server/bartender/manager and be sure to THANK them for their time and allowing us to perform the survey 24

25. FAQ MENU SURVEY 13 25

26. All information is confidential and property of MKTG INC. FAQ – SURVEY EXECUTION WHAT IF… …There is a posting on the wall (drink board/menu board/poster) - does this count as a menu? Yes IF – The posting is a permanent menu visible in the account and if the drinks are available everyday No IF – The posting only applies to specific days of the week. If the drinks posted are any kind of nightly features (i.e.Tuesday Margarita specials and Monday Night Football specials). These are features, NOT menus and should NOT be recorded …There is a list of Tequila, Scotch, Whiskey, etc – does this count and how do I document these drinks? Do I have to list them all? Yes. If this is a permanent menu available, this counts as a Spirits List menu. Yes, you must list all the brands listed on these menus. This can NOT be documented on a Main Menu, only on a Spirit List Menu, even if it is on the same page …What about menus for bottle service? Yes. A bottle service printed menu counts. This can also be a Main Menu if no other menus are present at the account ✔ ✖ 26

27. All information is confidential and property of MKTG INC. FAQ – SURVEY EXECUTION (CONT) …The drink is named a St Germain Martini, but the first brand listed in the description is Smirnoff? What do I count this as? This counts as a St Germain branded traditional drink. If there is a brand in the name of the drink, that is the main brand we want to capture …The Vodka Brand listed in the drink is not available in the drop down menu of the online menu survey? All Diageo brands should be listed on the menu survey, so if the Brand is not available, choose the option Branded: Other Non-Diageo Vodka …There is no brand in the name of the drink but brands in the ingredients, does this count as branded? Which brand do I feature? YES, this counts as a branded drink. We want to list it under whatever brand is listed first. Example: Long Island Iced Tea – vodka, Myers Rum, Tequila, Tanqueray Gin…. Since Myers is the first listed brand, we want to capture this as a Myers branded drink 27

28. All information is confidential and property of MKTG INC. FAQ – SURVEY EXECUTION (CONT) …The only menu at the account just has beer and wine? And there are no permanent boards on the wall? You must select “No spirit drink menus of any kind” under the section, Not able to complete survey? Why? The surveyor must record the contact name and phone number of the account staff that confirmed there were no spirits menus available. The surveyor will be paid $15 for this account. In this case, do NOT record any of the Diageo wines present at the account …The Liquor list of all Vodka, Rum, Whiskey, and Tequila brands are on the same page as the regular spirits cocktails? Record the cocktails under Main Menu, and then record all of the spirits by brand under the Spirit List, even though they are on the same page. All Spirit List entries should be recorded as Menu: Spirit List, Branded, Traditional, Drink Type: Spirit List …Can I just use the Menu they have online? NO, You must go to each account to analyze the spirits drink menus in the establishment, as they may be different in person, and check for permanent drink boards on the wall 28

29. APPENDIX MENU SURVEY 13 29

30. All information is confidential and property of MKTG INC. DEFINITIONS Traditional Cocktail : A basic, commonly named drink found in most restaurants, bars (i.e. Margarita, Martini, Manhattan, Mojito) If there is a Brand in the drink name such as, Don Julio Margarita, this is still classified as a Traditional cocktail If you were to order this cocktail at any account, you would most likely get the same drink made each time Signature Cocktail: A twist on a traditional drink. It has a specific name for that establishment or a unique ingredient (i.e. The Skinny Margarita, Ultimate Espresso Mudslide, Fado’s Irish Coffee) This is a cocktail that can only be ordered at the account that it is specific to 30

31. All information is confidential and property of MKTG INC. DEFINITIONS MAIN MENU If the account does offer a spirits menu, one of them must count as the Main Menu on the form. If the account only has one menu with spirits cocktails, this will count as the Main Menu, except for Spirit Lists which are recorded using the Spirit List menu option. o If the account ONLY has a Bottle Service Menu, this will count as their Main Menu o If the account ONLY has a Martini Menu, this will count as their Main Menu o If the account ONLY has a Spirit List, this will count as a Spirit List Menu and no Main Menu will be recorded BOTTLE SERVICE All bottle service menus should be captured. Please enter each bottle and select Drink Type: Bottle Service SPIRIT LIST: Each brand MUST be documented. Use the Spirit List menu option, even if this is the only menu present (A Spirit List can NOT be a main menu). Record each brand/varietal and select Drink Type: Spirit List MARTINI MENU If it is on the Martini Menu – it should be recorded as a Martini. A Cosmopolitan or Manhattan are the only Martinis that should recorded by their specific Drink Type 31

32. All information is confidential and property of MKTG INC. DEFINITIONS (CONT) Bahama Mama: Made with dark rum, 151 proof rum, coffee and coconut liqueurs and pineapple juice over ice Black/White Russian: Made with vodka, coffee liqueur and cream (optional) over ice Blood Mary/Maria: Made with vodka or tequila and spiced tomato juice over ice Bombs/Drops/Shots: Any spirits(s) served as a straight shooter or dropped/poured into a mixer such as beer or an energy drink Bottle Service: Any spirit(s) listed by brand for bottle purchase and recorded on Bottle Service Menu Breezer/Cooler/Punch/Splash: Any spirits(s) served with a combination of fruit juices or mixers over ice/blended Caipirinha: Made with cachaca (sugar cane rum), sugar and lime muddled over ice Coffee Drinks: Any spirit(s) served with coffee (hot or cold) Colada: Made with rum, cream of coconut and fruit juice blended with ice Cosmopolitan: Made with vodka, orange flavored liqueur, cranberry juice and lime served chilled and straight up Daiquiri: Made with rum, lemon or lime juice, sugar and usually fruit blended with ice Dark & Stormy: Dark or spiced rum topped with ginger beer over ice Hot Chocolate: Any spirit(s) served with hot chocolate Hot Tea / Hot Toddy: Any spirit(s) served with hot tea or hot water and spices Iced Tea: Any spirit(s), typically vodka, mixed with iced tea (any flavor) 32

33. All information is confidential and property of MKTG INC. DEFINITIONS (CONT) Lemon/Lime(ade): Any spirit(s) mixed with lemon(ade) or lime(ade) juice and sugar (optional) over ice Lite/Skinny/Low Cal : Any spirit(s) cocktail described as lite, skinny, or low calorie in the name or description of the cocktail Long Island Iced Tea: A mix of vodka, rum, tequila, gin and orange flavored liqueur with sour mix and topped with cola (or cranberry juice for a Long Beach Iced Tea) served over ice Mai Tai: Made with rum, curacao, lemon and pineapple juice, grenadine, and orgeat syrup, poured over ice Manhattan: Whiskey, sweet vermouth and bitters chilled and strained into a martini glass or served over ice with a cherry Margarita: Made with tequila, orange flavored liqueur, and lemon or lime juice Martini: Any spirit and/or liqueur(s) shaken or stirred over ice and then strained and served ‘up’ in a chilled martini glass Mint Julep: Any spirit (typically bourbon) with sugar and sprigs of mint served over ice Mojito: Made with rum (or vodka), sugar, lime juice, crushed mint leaves and club soda over ice Mudslide: Vodka, coffee or cream liqueurs and milk or ice cream blended with ice Old Fashioned: Any Spirit (typically whiskey), bitters, and sugar over muddled fruit and ice (aka Sazerac) Paloma: Made with tequila and grapefruit flavored soda over ice with a lime wedge Rum and Cola: Any rum mixed with cola 33

34. All information is confidential and property of MKTG INC. DEFINITIONS (CONT) Rum Runner: Made with rum, flavored liqueur(s), flavored brandy (optional), and a combination of fruit juices over ice Side Car: Cognac (or other premium spirit), orange liqueur and lemon juice served straight up or over ice Spirit List: Any spirit(s) listed by brand name for purchase and recorded on Spirit List Menu Straight up/On the rocks: Any spirit(s) served without mixers Tequila Sunrise: Made with tequila, orange juice and grenadine W / Champagne: Any spirit(s) mixed with champagne or sparkling wine W / Cola: Any spirit(s) mixed with cola W / Energy Drink: Any spirit(s) mixed with an energy drink W / Ginger Ale/Ginger Beer - Any spirit(s) mixed with ginger ale soda or ginger beer W / Ice Cream or Milk: Any spirit(s) poured or blended with ice cream, or mixed with cream/milk W / Juice: Any spirit(s) mixed with juice W / Soda: Can be club soda/seltzer water/soda water, lemon-lime soda W / Tonic: Any spirit(s) mixed with tonic W / Sour: Any spirit (typically whiskey) mixed with sour 34

35. All information is confidential and property of MKTG INC. Here are a few examples of how to classify the following drinks on this menu: Texas Rose: Menu: Main Drink Menu Category: Whiskey Brand: Bulleit Bourbon Signature or Traditional?: Signature Drink Type: Breezer/Cooler/Punch/Splash Blue Grass Cocktail Menu: Main Drink Menu Category: Whiskey Brand: Unbranded Signature or Traditional? Signature Drink Type: w/ Juice Big Apple Manhattan Menu: Main Drink Menu Category: Whiskey Brand: Bulleit Rye Signature or Traditional? Signature Drink Type: Manhattan Anything On The Liquor List Menu: Spirit List Category: Whiskey Brand: Jim Bean Signature or Traditional?: Traditional Drink Type: Spirit List 35 SAMPLE MENU Do not document Beer. Spirits drinks only, and Diageo wines if a spirits menu is present Note: Even though the Liquor List is on the same page as the Main Menu, the Brands are recorded on Spirit List

36. All information is confidential and property of MKTG INC. CONTACTS MKTGINC CASSANDRA ROSS PROGRAM MANAGER BRITTANY SALAMONE PROGRAM COORDINATOR Send all Menu Survey emails to support_emc@mktg.com 36