Prepared by

1
Beer Shopper Consumer Insights
Prepared by Anheuser-Busch, Inc.
2
Beer Consumption Is Wide-Spread Nearly Half of
the U.S. Population are Regular Beer Consumers
Percent of Total Adult Population
Past Week Drinker 28 Past Month Drinker 14 Past
Year Drinker 12 Less than Past Year
Drinker 17 Non Beer Drinker 30
42
Source A-B Beverage Scape Dec 2001
3
45 of U.S. Households Purchase Beer
But Beer generates nearly 3 times the retail
sales of Wine
Beer and Wine Category household penetration
rates are comparable ...
Share of Total Alcohol Beverage Retail Sales,
1999
U.S. Household Shopper Penetration
Beer
45
54.7 Beer
48
Wine
14.4 Wine
30.9 Spirits
Spirits
32
Source Nielsen Household Panel, Adams Beer
Handbook, 2000
4
Beer Drinkers Purchase Beer Frequently
About Half of Beer Drinkers Are Frequent Beer
Shoppers
Source A-B Beer Poll 2001
5
Who Is the Beer Consumer?
of Population
of Population

• Interpretation Beer Consumers Skew More Male
  and Less Female
• 70 of beer consumers are male while only 48 of
  the U.S. adult population is male
• 30 of beer consumers are female while 52 of the
  U.S. adult population is female
• Additional Skews Can Be Found for Age,
  Occupation, Race and Marital Status

Source 2002 AB Eagle EyeTM
6
Key Beer Consumer Groups ...

• Male Consumers
• Latino Consumers
• Younger Consumers
• Blue Collar Consumers
• African-American Consumers
• Aging Baby Boomer (50 years) Consumers

7
Males and Younger Consumers Are Key Beer
Consumer Targets
Average Per Capita Consumption
Per capita beer consumption among male consumers
is 67 higher than average
Male
Female
Per capita beer consumption among 21-27 year old
consumers is more than double the average
21-27
28 - 34
35 - 49
50
0
50
150
200
250
100
Per Capita Consumption Index
Source AB Market Research
8
Male Consumers Have Higher Per Capita
Consumption of Beer Products
but they consume 75 of past week beer volume
65 of past week beer consumers are male
Source MRI Doublebase 2001
9
Younger Consumers Have Higher Per Capita
Consumption of Beer Products
9 of past week beer consumers are between 21 and
24 ...
but they consume 13 of past week beer volume
Source MRI Doublebase 2001
10
Blue Collar Consumers Have Higher Per Capita
Consumption of Beer Products
21 of past week beer consumers are blue collar
...
but they consume 25 of past week beer volume
Source MRI Doublebase 2001
11
Core Consumer Groups Are Growing

• 21-27 Year Olds 13
• Latino 32
• African-American 15
• 50 Consumer 25

Source U.S. Census
12
The 21-27 Consumer Group Is Growing
13 growth for the First Time Since the 1980s
13 growth for the First Time Since the 1980s
Source U.S. Census
13
The Latino Consumer Group Is Growing
32 Growth Over the Next 10 Years
Source U.S. Census
14
The African-American Consumer Group Is Growing
15 Growth Over The Next Ten Years
Source U.S. Census
15
The 50 Consumer Group Is Growing
Aging Baby Boomers Provide Significant volume
Opportunity 25 Growth Over The Next Ten Years
16
Premium High End Beers Accounts for Nearly 75
of Beer Industry Sales

• Premium Beers (e.g., Budweiser and Bud Light)
  will account for nearly 60 of Industry Sales
• High End Beers (Imports, Micros, Specialties,
  Super-Premiums (e.g., Michelob) will account for
  16 of Industry Sales

Beer Industry Sales By Price Segment 2001
High End
16.2
Premium
58.6
11.4
Budget
13.8
Popular
Source AB Market Research
17
Different Consumption Roles Are Driving the
Growth for Premium and High End Beers
Premiums (e.g., Budweiser Family)
High Ends (e.g., Micros, Imports)
Key Roles Casual Everyday Consumption Higher
Consumption Occasions Parties, Barbecues
Key Roles Special Less Frequent Lower Consumption
Occasions On-Premise
18
Who Is the High End (Domestic) Beer Consumer?
The High End (Domestic) Consumer Skews Younger,
Well Educated, Full-Time Employed, White / Grey
Collar, Non-Ethnic and Upper Income
Source 2002 AB Eagle EyeTM
19
Who Is the High End (Import) Beer Consumer?
The High End (Import) Consumer Skews, Younger,
Well Educated, Full-Time Employed, White / Grey
Collar, Hispanic, and Single
Source 2002 AB Eagle EyeTM
20

• Beer Consumption is Wide-Spread
• Nearly Half of the U.S. Population are
• Regular Beer Consumers
• Core Beer Consumer Groups are Growing
• Premium High End Beers Account for
• Nearly 75 of Beer Industry Sales

• Beer Consumption is Wide-Spread
• Nearly Half of the U.S. Population are
• Regular Beer Consumers
• Core Beer Consumer Groups are Growing
• Premium High End Beers Account for
• Nearly 75 of Beer Industry Sales