Smirnoff Premium Mixed Drinks

Off-Premise Sell Sheet

INTRODUCING SMIRNOFF® PREMIUM MIXED DRINKS SIGNATURE SCREWDRIVER Available November 2011

THE SITUATION The PAB Category Leads Malt Beverage Growth • The PAB category represents over $1 Billion in retail sales and is posting double-digit value and volume growth.¹ • Diageo PAB Innovation has contributed ~$26MM in sales in the latest 52 weeks, accounting for 16% of overall PAB value growth.¹

SMIRNOFF® Premium Malt Mixed Drinks (PMD) Revolutionized Category in ‘10 • Launched in 2010, SMIRNOFF® Premium Mixed Drinks introduced consumers to real mixed drink taste with the convenience of beer • SMIRNOFF® Premium Mixed drinks leverages special technology to replicate mixed drink experience.

SMIRNOFF® Premium Mixed Drinks Grew the PAB Category • SMIRNOFF® Mixed Drink growth was +88% incremental to the business – a number that is considered exceptional within CPG². • All SMIRNOFF® PMD flavors were a Top 5 (IRI) and in year 2 are still at the Top! Blueberry & Lemonade (#2), Cranberry & Lime (#4), Classic Lemonade (#11), 12 Bottle Variety Pack (#6).¹

THE IDEA • Introduce NEW SMIRNOFF® Premium Mixed Drinks Signature Screwdriver, with the quality and refreshing taste of a cocktail classic, but with the format and convenience of a beer.

Winning Concept & Winning Liquid • SMIRNOFF® PMD Signature Screwdriver proprietary juice flavor technology provides a “juicier” mouth-feel³. • Concept scores beat competition and improved after tasting incredible liquid!³

BEFORE TASTING AFTER TASTING SCREWDRIVER

TARGET CONSUMERS SCREWDRIVER Purchase Interest (Def/Prob Buy)

68%

84%

Overall Liking (Mean 9 Pt Scale)

7.2

7.7

After Tasting Liquid - Purchase Interest & Liking Improved!³

1. IRI Total US F/D/C – Latest 52 Weeks Ending June 12, 2011; 2. Cannibalization Study & IRI Data; 3. Quant Research March ‘11. Study Markets Chicago, Daytona, Las Vegas Minneapolis, St. Louis, Tucson

HOW IT WORKS

Screwdriver TV Spot

Point-of-Sale

Build Awareness

Convert at Retail

Fully Integrated Communications Plan: • +$7MM dedicated to TV and Digital advertising. • Heavy-up sampling (where legal), POS, coupons and social media to create awareness and drive sales! • Both TV creative and Point-of-Sale materials will feature “Fridgetender”, building awareness at home and converting at retail.

CONSISTENT MESSAGING

Shelf Placement Suggested Guidelines

Support Materials: Case Card, Case Tucker, Cooler Door Decal, Shelf Strip, Shelf Talker, Standee, Base Wrap, Pennant String, Inflatable Hanging Bottle, Floor Decal (English), Mass Display, 6 Case Wire Rack, Case Stacker

• SMIRNOFF® PMD Signature Screwdriver should be blocked with the SMIRNOFF® PMD family of brands at eye level on shelf.

Drive Trial with 12 Bottle Variety Pack • The Variety Pack is a proven off-premise proposition to sample target consumer with multiple flavors. • Features 3 bottles of NEW SMIRNOFF® Signature Screwdriver plus 3 bottles each of the top selling Cranberry Lime, Blueberry Lemonade and Classic Lemonade.

KEY BENEFITS

NEXT STEPS

• A NEW premium mixed drink offering, with the convenience and format of beer. • Consumers love the concept and the liquid. • Fully integrated launch plan and formats will build awareness and drive trial at retail.

• Target displays in high-traffic areas during key months leading up to TV advertising. • Utilize the wide-range of POS and coupons to build awareness and drive trial purchase.

ORDER TODAY AND OFFER YOUR CUSTOMERS A FLAVORFUL NEW WAY TO ENJOY A SCREWDRIVER SMIRNOFF® Signature Screwdriver Bottle UPC

SMIRNOFF® Signature Screwdriver Shipper UPC

SMIRNOFF® Signature Screwdriver 6-Pack Carrier UPC

Case Per Tier Tiers Per Pallet Cases Per Pallet Case Weight (Ibs) Full Pallet Weight (Ibs) Case Dimensions (Inches) Case Length Case Width Case Height Bottle Dimensions (Inches) Bottle Width Bottle Height

12 6 72 32 2,323 15.250 10.375 8.750 2.376 8.359

PLEASE DRINK RESPONSIBLY SMIRNOFF Premium Malt Mixed Drinks Flavored Malt Beverage. ©2011 The Smirnoff Co., Norwalk. CT