1. 2013 Beam Global Vision Into Action – National Accounts
Vision Crafting The Spirits That Stir The World
Mission To Become The World’s Fastest Growing Spirits Company
Financial Objectives Exceed National Account Plan Numbers:
Off Premise Appox - 7% Depletions; 10% NSV & 12% DGP (Ex Innovation)
On Premise 4.5% Depletions; 6.2% NSV & 8.1% DGP (Ex Innovation)
Winning Competitive Edge: The Spirit Of Beam: Entrepreneurs…Creating Innovative Solutions…Beating The Competition,
Together - Beam NAM’S understand the importance & complexity of driving sustainable results
within our Platinum, Gold and Silver acct universe. All NAM’s are Gold Spirits Trainer Certified!
Priority No. 1: Become 2nd Largest supplier in dollars (12 Month Rolling) – Grow our Value share
faster then our Volume share TTL NA Accounts (12/31/13)
CREATE FAMOUS BRANDS BUILD WINNING MARKETS FUEL OUR GROWTH
Priority 2: Priority 5: Priority 8:
Use shopper insights to out execute Create Universal Vistaar pricing tool for Align Our Organizations objectives to our
competition and secure Customer Centric On & Off Premise National Accounts / customers timelines (TTB Approvals /
programs that drive industry leading growth Better understand, manage and reconcile Innovation)
on our Power and Rising Stars Brands funding streams from NAHQ Accounts
Priority 9:
Priority 3: Nail Pinnacle – make it big in Priority 6: Work seamlessly with Local Sales /
NAHQ off and on-premise (440K Off / 75K Exemplify industry leadership with all Marketing & Activation Center (Strengthen
On) National Accounts – Be viewed as trusted Feedback Loop & Increase Communication)
unbiased supplier
Priority 4: Priority 10:
Create Growth through securing Innovation Build zero based budgets & Cat +1 Plan
& Expanded Category leadership in Bourbon Priority 7: builds for 2014 – Platinum / Gold & Silver
& Tequila (SG Vodka & Wine) Accelerate Share Growth In Platinum, Gold Accounts – Refine On Premise National
& Silver Accounts – Drive Value – Protect Acct lists (Implement Exposure – Trial &
Pricing integrity Adoption model) CONFIDENTIAL

2. NAHQ BHAG & Top 5 Goals: 2013
BHAG: Make the NAHQ team both a clear source of talent for the company and a sought after career
progression experience within Beam. Success in 2013 would be 2 NAMS being recruited to other Beam
organizations and 75% of NAHQ job openings being filled internally
Top 5 Goals
1. DGP growth above 10% with Skinnygirl, Sauza Family, Jim Beam Family, Maker’s Mark and Pinnacle being
the 5 fastest growing brand families
– Acute focus on Sauza/Cinco partnership success and overall development/expansion of relationship
with Corona (Expand to 4th of July & Holiday – Attain 100% participation of NAHQ Accts)
2. Integrate NAHQ into state planning and pricing processes (IL, FL, CA, AZ, IN); have 4 QBRs with all DVPs,
state managers, and KAMs attending
3. Create clear compensation links between Local Field Sales/NAHQ & SWS Local Field Sales/NAHQ.
(California/Arizona/Illinois/Florida). Train & Develop all NAM’s/Kam’s on Vistaar (BR3) & the New IRI
Pricing tool
4. Be seen as best-in-class supplier to our NAHQ customers as evidenced by being the highest scoring
supplier on question 1 of the CM profit group survey
– Acute Focus: Win at Walmart with our new structure as evidenced by 25% growth in 2013 and at
least 4 regional activations, listings or other “wins” that would not have happened without Execution
Managers
5. Re-establish our hiring procedure in 2013 – build process of standardized background questions,
behavioral questions, exercises and interview settings to ensure we find the right cultural fit to our
organization.

3. 2013 National Account OFF-PREMISE Planning Calendar
National Account OFF-PREMISE Planning Calendar
January February March April May June July August September October November December
Brand Leadership CBT - H1 review
CBT - Q1
Activation Meeting - projected 2013
Review finish
Marketing / AC Planning Chicago
RNDC
Leadership Leadership SWS
Distributor Planning - IN review
Meetings Meetings Planning
Meetings 1/22/13
SWS
Bottom Up Initial Budget Account and Brand Lock in
innovation
Planning Ask BI
Budget Ask
Q1 - Update 2/15, Close 3/15 (BI and OP Ex) Q2 - Update 5/15, Close 6/15 (BI and OP Ex) Q3 - Update 8/15, Close 9/15 (BI and OP Ex) Q4 - Update 10/15, Close 12/1 (BI and OP Ex)
Budget Update
DISCUS - Military DISCUS -
Industry Military Exchange Military
Conference
Safeway - TTT /
Kroger - TTT SV TTT Target - TTT
Military TTT
Distillery Trips
IRI: Jan 7-8
Team Travel: PTW: Jan 14-17 QBR Review 2014 AC / brand QBR - Na-HQ
Leadership
National Sales
CBT - H1 review
SWS
Company CA/ WD: Jan 23-24
Meeting - projected 2013 Team Meeting
Deerfield planning Off Meeting Planning
Chicago finish
Meetings
NA-HQ CA NA-HQ WD NA-HQ CA NA-HQ CA
QBR - NA-HQ QBR - NA-HQ
QBR / Division Division Division Division Division
Off Off
Meeting Meeting Meeting Meeting
Meetings
Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit, Nielsen Summit,
MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM, MTCF, HUB, GM,
Monthly NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA NAM Calls, CA
Deliverable Planner Planner Planner Planner Planner Planner Planner Planner Planner Planner Planner Planner
Fall Pull review:
SV,Miejer, Fall Pull review: 2014 Innovation SV,CVS, Target, Meijer, Military, Kroger,
Walmart, Sam's Sam's
Safeway, WAGS planner / IFT Safeway, Wags Hyvee TWM
New Items Kroger, HyVee
Kroger - TTT
WAGs Charity SV TTT
Safeway - TTT CVS LMM SV - Chicago SV - Boise
SV Charity D&S National CVS Clam-bake Safeway Gala
Important Walmart / Sam's Meeting Charity Charity
Sales Meeting
Account Events YBM
Overlap preperation
3 Team Travel
2013
2014

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