1. Food Business Summit Moscow Feb 4-5,2010
Tunç Cerrahoğlu
President
SUN InBev

2. Agenda
Introduction of our company
How beer category has been doing?
How consumers are reacting to economic crisis?
Food retail going forward

3. = Anheuser-Busch InBev at a glance +
Anheuser-Busch InBev is the leading global brewer.
One of the world’s top five consumer products companies.
Four of the top ten selling beers in the world are Anheuser-Busch InBev brands.
Approximately employees world wide
Number 1 or 2 position in over 20 markets
Over 200 brands worldwide. + =
November Anheuser-Busch and InBev combined to create the global leader in beer and one of the world’s top 5 consumer products companies.

4. SUN InBev Russia 8800 employees 10 breweries
More than 150 sales offices
Number 2 in Russia
St.-Petersburg
Kursk
Novocheboksarsk
Klin
Perm
Ivanovo
Saransk
Omsk
Volzhsky
Angarsk
33,0 –54,0
Less then 2,7
2,7 – 13,0
14,0 – 32,0
more then 54,0
Inhabitants per sq.km

5. Global Brands Brewed in Russia

6. Strong portfolio of Russian Brands

7. Category dynamics, National Urban
Beer category demonstrated decrease in Volume in the long term (-10,7%) as well as in Value (-1,3%) vs. Year Ago.
Category dynamics, National Urban
Source: Nielsen, Retail Audit Urban Russia Report

8. Total Beer Price segment structure, urban communities
Price segment split varies by community
Total Beer Price segment structure, urban communities
Source: Nielsen, Retail Audit Urban Russia Report

9. Although beer penetration stable over
last years, number of beer consumption
occasion decreasing resulting in market
volume shrink.
Beer consumers penetration Last 3 months consumption penetration
Consumption volume
Source: Synovate BPT,
Urban Russia
Source: COMCON TGI, Urban Russia

10. 69% of people worried about crisis in Russia, lower than year ago.
How worried are you by the current economic crisis in this country?
Dynamics
Worried (points 4-5), % =  
Nov’08
Dec’08
Jan’09
Feb’09
Mar’09
Apr’09
May’09
Jun’09
Jul’09
Aug’09
Sep’09
Oct’09
Nov’09
November 2009
I don’t believe the crisis exists
1+2 – not worried
3 – moderately
4 – rather worried
5 – worried a lot  
Significantly higher/ lower vs. previous wave
Source: COMCON Crisis Research
On-line panel
Base: All respondents, (1300 monthly)
Personally, I’ve noticed it! I’m on an administrative leave now, there is no work to do. And they owe me a few months’ salary.
It's the beginning of stabilization after crisis.
The crisis dictates its terms.
An on-going crisis, unemployment, decreased incomes, growing
crime rate and corruption, plus this flu...

11. Put off or rejected to purchase
People still save money on frequent cafés visits and putting off purchasing realty, cars and HH appliances
December 2008 vs. November 2009
December 2008
November 2009
Put off or rejected to purchase
Saving money now, buying less expensive products, not as many or not as often
% of each category (potential) buyers
Source: COMCON Crisis Research
On-line panel

12. Beer along with other alcohol drinks among categories buyers are saving money more than on average.
Thinking of the last month, has your purchase of the following product categories changed? (by a list of answer options
Are saving money (at least in one of 50 categories in the questionnaire)
86%
Fish
Ice-cream
Gellies, marshmallow, pastila, etc.
Yogurt, tvorozhok, desserts
Salted snacks, not including crispbread
RTE breakfasts
Color cosmetics
Chews
Ketchup
Lollipops
Baby food
Rye and wheat crispbread
Mineral water
Coffee
Body lotion, cream, milk
Childrenswear and footwear
Milk, kefir, ryazhenka
Womenswear
Menswear
Meet
Juice, nectar
Chocolate tablets
Loose chocolates
Vodka
Boxed chocolates
Frozen convenience food
CSD
Chips
Beer
Wine/ champagne/ vermouth
Toys
Cheese
Strong alcohol (not incl. vodka)
Chocolate bars
November 2009
Source: COMCON Crisis Research
On-line panel
%: of buyers for each category, buying less/ not as often/ cheaper brands/ at a cheaper POS
* 34 categories where they’re saving more money vs. others

13. % of category purchasers
55% of beer purchasers reported no change and/or increased spending for beer
% of category purchasers
Nov’09 13
1. Began to buy in smaller volume 26
2. Began to buy not so often 7
3. Began to buy less expensive brands 10
4. Began to buy at a less expensive store 1
Stored up 47
No change 8
Increased expenses (began to buy more, more expensive, more often)
THINKING OF THE PAST MONTH, have any of your purchases of beer changed?
Dynamics (total)
Began to save money on (p. 1-4), % 11 12 2 3 4 5 6 7 8 9 10 
2008
2009
Source: COMCON Crisis Research
On-line panel
November 2009, Regions
Moscow
StPet
Regions 42 47 50 21 5
Significantly higher/lower than average category

14. Channel performance 2009 vs. 2008
The over all retail turnover of Russia for 2008 was 13.8 milrd RUR that is on 13% higher than in 2007, the result of 2009 is considered to be on 4.5% higher than 2008
The main drop due to crisis is sensed by HoReCa channel more that 55% decline
The main drop in retail turnover is coming from OM, Kiosks and Pavilions
The performance of modern retail and traditional food stores is above the market drop in FMCG

15. Channel performance possible trends for 2010
The modern retail will keep developing and leading the growth of the total retail turnover. The main expansion will come from hypermarket formats due to the fact that in Russia the lowest in Europe ratio of m2 on 1000 people
(500 m2)
The share of OM, Kiosks and Pavilions will keep declining
The consumer offers and category marketing within all FMCG categories will become the most important driver for generating added value

16. Our expectations from food retail business
Category management and deep understanding of category value drivers
Space management within not only beer aisle, but total store space

17. National Accounts example
São Paulo
Before
After

18. National Accounts example
São Paulo
Before
After

19. THANK YOU FOR YOUR ATTENTION!
СПАСИБО ЗА ВНИМАНИЕ!