1. Bud Light Lime-a-Ritas
End of Program Recap
Denver: May 2015 – August 2015

2. Type
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-O-
Rita
Lemon-
Ade-Rita
Apple-
Ahhh-
Rita
ON
PREMISE
291 100% 27,723 19,547 15,974 $30,269.34 4,276 1,662 3,939 0 3,883 2,184 0
RETAIL 110.5 100% 4,520 3,356 1,873 $1,957.50 393 368 374 0 383 355 0
TOTALS 401.5 100% 32,243 22,903 17,847 $31,480.56 4,669 2,030 4,301 0 4,266 2,539 0
MARKET SUMMARY: DENVER

3. ON-PREMISE

4. Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 1:
5/1/15-
5/3/15
2 100% 45 40 30 $102.00 0 0 0 0 0 0 0
0Week 2:
5/4/15-
5/10/15
3 100% 125 125 125 $213.30 15 27 27 0 27 29 0
Week 3:
5/11/15-
5/17/15
12 100% 2,250 1,235 958 $825.76 215 0 166 0 530 47 0
Week 4:
5/18/15-
5/24/15
10 100% 950 705 525 $1,044.90 106 17 159 0 151 92 0
Week 5:
5/25/15-
5/31/15
5.5 100% 1,150 775 620 $637.44 230 0 180 0 180 30 0
Week 6:
6/1/15-
6/7/15
13 100% 1,885 1,000 823 $1,697.18 256 97 186 0 207 77 0
Week 7:
6/8/15-
6/14/15
14.5 100% 1,280 1,035 735 $1,509.60 214 80 151 0 206 84 0
Week 8:
6/15/15-
6/21/15
17 100% 1,485 995 812 $2,098.39 293 50 256 0 125 88 0
EXECUTIVE SUMMARY: DENVER

5. Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 9:
6/22/15-
6/28/15
15.5 100% 1,255 980 733 $1,799.23 145 88 175 0 98 127 0
Week 10:
6/29/15-
7/5/15
16.5 100% 1,635 860 695 $1,796.28 198 48 118 0 167 164 0
Week 11:
7/6/15-
7/12/15
26 100% 2,210 1,860 1,693 $3,212.73 398 242 418 0 325 310 0
Week 12:
7/13/15-
7/19/15
15.5 100% 1,285 980 890 $1,787.88 270 80 272 0 170 98 0
Week 13:
7/20/15-
7/26/15
25 100% 2,640 1,853 1,324 $3,186.33 401 80 381 0 268 194 0
Week 14:
7/27/15-
8/2/15
24 100% 1,458 1,088 907 $1,639.12 201 140 206 0 219 141 0
EXECUTIVE SUMMARY: DENVER

6. Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 15:
8/3/15-
8/9/15
27 100% 2,275 1,916 1,783 $2,395.26 499 367 312 0 373 232 0
Week 16:
8/10/15-
8/16/15
24.5 100% 2,125 1,445 1,185 $2,195.10 340 96 354 0 301 94 0
Week 17:
8/17/15-
8/23/15
19.5 100% 1,765 1,445 1,055 $2,013.82 288 105 284 0 228 150 0
Week 18:
8/24/15-
8/30/15
20.5 100% 1,905 1,210 1,081 $2,115.02 207 145 294 0 208 227 0
TOTALS 291 100% 27,723 19,547 15,974 $30,269.34 4,276 1,662 3,939 0 3,883 2,184 0
EXECUTIVE SUMMARY: DENVER

7. • The accounts that showed the most success were those that had a higher percentage of female consumers in the LDA – 35 age
range, these consumers preferred the Ritas taste profile over beer.
• Denver exceeded both sampling and mass impression goals for the program at both on and off premise activations:
o 67 samples per 1.5 hour event (Goal 40 samples)
o 120 Mass impression per 1.5 hour activation (Goal 100 impressions)
• The Denver market exceeded the combined on & off premise program execution goal (382.5 hours) by 5% (401.5 hours
completed).
• Week 15 of the program was the most successful, sampling 1783 consumers, which was over 3 quarters of total impressions.
• The Rita cabana footprint has been pivotal, the music, vibrant colors, and premiums were very enticing to consumers.
o Many consumers commented on feeling like a mixologist while visiting the Rita cabana.
o Consumers enjoyed having the option to try different flavors and were impressed by the fruit garnish that came with their
Rita.
o Consumers very much enjoyed the quality of the POS and the variety of colors the glasses and lip balms came in.
HIGHLIGHTS

8. • The Denver Market had a slow start to the program as the final lists for on and off premise venues was finalized.
• As the program progressed the Market Manager and wholesaler team were able to expand the overall venue universe and
remove any venues that were a poor fit for the program allowing the market to exceed all goals.
• At times it was challenging to find correct venues where teams could hit the right demographic and also meet program goals for
impressions and samples distributed.
• Off premise sampling legalities presented additional challenges.
• More on premise activations were scheduled to make up for the limitations in the off premise environment.
• Accounts that saw an older age demographic present during activations (ages 35+) yielded less successful results.
CHALLENGES

9. Account
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Mang-O-
Rita
Lemon-
Ade-Rita
Gibby’s Big
Backyard Sports
Bar & Grill
32.5 100% 2,650 2,325 2,068 $4,264.23 522 391 492 465 198
Mile High Flea
Market
60 100% 11,700 6,800 5,170 $5,996.74 1,450 0 1,538 1,937 245
Exdo Event Center
(RiNo Beach Club)
66 100% 3,720 2,942 2,611 $8,160.00 617 446 467 624 457
Grizzly Rose 16 100% 2,350 1,600 1,302 $2,259.20 540 287 233 0 242
Blake St Tavern 15.5 100% 810 715 638 $1,384.70 112 126 108 156 136
Total 190 100% 21,230 14,382 11,789 $22,064.87 3,241 1,250 2,838 3,182 1,278
Account Feedback:
• Gibby’s was the top performing account averaging 122 engagements and 107 samples distributed per 1.5 hour activation.
The majority of consumers were the correct demographic and high venue attendance allowed for consistently high metrics.
• Exdo Event Center is a good fit with Ritas programming, averaging 85 engagements and 67 samples distributed per
activation.
• Both Grizzly Rose and Blake St Tavern fit the target demographic and received a receptive consumer response, particularly
during ladies night.
TOP PERFORMING ACCOUNTS

10. Account Feedback:
• The lower performing accounts are based on the low number of samples distributed compared to the number of hours
executed. As a group these venues averaged 43 engagements, 42 interactions and 38 samples distributed per 1.5 hour
event, below program goals.
• Each of these lower performing accounts did not fit the demographics for the program, activation hours were reduced or
eliminated due to poor performance.
BOTTOM PERFORMING ACCOUNTS
Account
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Mang-O-
Rita
Lemon-
Ade-Rita
Shananigan’s 1.5 100% 40 40 30 $39.00 20 0 0 0 10
The Dive Bar &
Grill
9 100% 190 190 178 $383.61 45 0 0 60 73
Lil Devil’s 1.5 100% 60 50 45 $135.50 11 6 13 8 7
Brewski’s 5 100% 175 175 152 $362.71 39 38 24 16 35
WT Shorty’s 5.5 100% 185 180 160 $419.30 20 23 28 28 31
Total 22.5 100% 650 635 565 $1,340.12 135 67 65 112 156

11. RETAIL

12. EXECUTIVE SUMMARY: DENVER
Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 1:
5/1/15-
5/3/15
6.5 100% 195 135 64 $106.59 8 7 18 0 16 15 0
0Week 2:
5/4/15-
5/10/15
6 100% 240 193 60 $79.83 14 3 12 0 14 17 0
Week 3:
5/11/15-
5/17/15
2 100% 30 30 18 $18.26 6 0 4 0 4 4 0
Week 4:
5/18/15-
5/24/15
1.5 100% 40 40 22 $30.22 4 6 4 0 4 4 0
Week 5:
5/25/15-
5/31/15
3 100% 200 138 80 $89.46 12 16 12 0 30 10 0
Week 6:
6/1/15-
6/7/15
7.5 100% 255 180 113 $98.71 15 36 20 0 18 24 0
Week 7:
6/8/15-
6/14/15
10 100% 420 290 142 $153.04 24 78 16 0 16 8 0
Week 8:
6/15/15-
6/21/15
2 100% 50 30 12 $14.02 0 12 0 0 0 0 0

13. EXECUTIVE SUMMARY: DENVER
Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 9:
6/22/15-
6/28/15
6 100% 340 220 118 $133.49 10 4 44 0 32 28 0
Week 10:
6/29/15-
7/5/15
7 100% 250 170 102 $110.44 0 72 12 0 6 12 0
Week 11:
7/6/15-
7/12/15
6 100% 140 120 100 $135.99 24 22 22 0 20 12 0
Week 12:
7/13/15-
7/19/15
8 100% 280 210 150 $169.10 54 0 32 0 20 44 0
Week 13:
7/20/15-
7/26/15
7 100% 275 235 165 $70.13 22 35 16 0 46 46 0
Week 14:
7/27/15-
8/2/15
4 100% 260 140 72 $74.63 22 0 22 0 20 8 0

14. EXECUTIVE SUMMARY: DENVER
Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend
Lime-A-
Rita
Raz-Ber-
Rita
Straw-
Ber-Rita
Cran-
Brr-Rita
Mang-
O-Rita
Lemon-
Ade-
Rita
Apple-
Ahhh-
Rita
Week 15:
8/3/15-
8/9/15
12 100% 550 450 212 $234.18 65 24 46 0 43 34 0
Week 16:
8/10/15-
8/16/15
6 100% 275 225 113 $89.47 23 17 22 0 22 29 0
Week 17:
8/17/15-
8/23/15
4 100% 180 135 90 $91.68 18 12 24 0 24 12 0
Week 18:
8/24/15-
8/30/15
12 100% 540 415 240 $258.26 72 24 48 0 48 48 0
TOTALS 110.5 100% 4,520 3,356 1,873 $1,957.50 393 368 374 0 383 355 0

15. • Consumer response to the Ritas program was positive with 74% of engagements resulting in an interaction and 56% of
interactions resulting in a consumer sample.
• The off premise accounts that yielded the most success in the Bud Light Lime-a-Ritas program were accounts that drew age-
specific crowds (Experience Maximizers/Millenials, Ages 25-34), as well as high-volume accounts.
• The entire Rita cabana footprint was pivotal, the music, vibrant colors, and premiums were very enticing to consumers.
o Many consumers commented on feeling like a mixologist while visiting the Rita Cabana.
o Consumers enjoyed having the option to try different flavors and were impressed by garnishing their Rita with fruit.
o Consumers enjoyed the quality of the POS and the multitude of recipe ideas in the books distributed.
• Denver ABI helped support off premise promotions by providing mail in rebates for the Brand Ambassadors to pass out, as
additional savings to the consumer to promote sales.
• “Wet” samplings were limited due to legalities, however, when allowed, produced stronger consumer interest and sales as
consumers were able to sample the product before making a purchase.
HIGHLIGHTS

16. • CO Liquor Laws do not allow consumers to sample product in store, unless scheduled as a wet sampling. Only certain liquor
stores carry the license to do so and the wholesaler must schedule in advance. If it is a wet sampling, only a 2oz pour is allowed.
• BA purchased product and would hand out “take home” samples. The most common objection to making a purchase, was that
the consumer had not tried it yet.
• Depending on setup location and account size either helped or hindered the amount of traffic.
CHALLENGES

17. Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend Lime-A-Rita
Raz-Ber-
Rita
Straw-Ber-
Rita
Mang-O-
Rita
Lemon-Ade-
Rita
Westminster
Total Beverage
18.5 100% 680 531 366 $294.79 83 98 58 68 59
Thornton Total
Beverage
9.5 100% 475 325 159 $160.01 44 4 44 43 24
Daveco 9.5 100% 505 209 165 $189.78 44 21 38 34 28
Superior Liquor 10 100% 390 275 99 $127.31 24 36 20 8 11
Argonaut 7.5 100% 650 380 154 $162.21 36 4 44 40 30
Total 55 100% 2,700 1,720 953 $934.10 231 163 204 193 152
Account Feedback:
• All off premise accounts varied in demographic, however these high volume accounts had high number of average
engagements (74), interactions (47) and samples distributed (26) as compared to other off premise activations.
• Westminster Total Beverage was the top performing account which allowed the team to activate multiple wet samplings,
allowing each activation to average 30 samples distributed.
• Daveco had a huge case display that was near the entrance, which increased consumer awareness at each promotion.
TOP PERFORMING ACCOUNTS

18. Account Feedback:
• The lower performing accounts are based on the low number of samples distributed compared to the number of hours
executed. As a group these venues averaged 39 engagements, 32 interactions and 14 samples distributed per 1.5 hour
event, below program goals.
• Each of these lower accounts did not fit the demographics for the program, activation hours were reduced or eliminated due
to poor performance.
BOTTOM PERFORMING ACCOUNTS
Date
Completed
Hours
Deployment Engagements Interactions
Samples
Distributed
Bar Spend Lime-A-Rita
Raz-Ber-
Rita
Straw-Ber-
Rita
Mang-O-
Rita
Lemon-Ade-
Rita
Chatfield Wine
& Spirits
2 100% 50 50 24 $29.39 0 24 0 0 0
Hampden
Warehouse
Liquor Mart
1.5 100% 60 45 18 $37.68 0 0 6 6 6
Great American
Beer Store
3.5 100% 80 70 27 $55.05 5 12 3 2 5
Town Center 4 100% 105 80 32 $48.55 5 12 6 3 6
King Soopers 4 100% 90 70 40 $58.93 3 10 9 9 9
Total 15 100% 385 315 141 $229.60 13 58 24 20 26

19. Cancellation Reason Executions
Account Cancelled
1
No product 2
WSLR Cancelled 0
Mosaic Cancelled 0
Other 0
Total 3
CANCELLED EVENTS

20. “I can’t wait for Apple-Ahh-Rita to be back in stores. It is my
favorite flavor!”– Gibby’s, Female, 30’s
“I never thought to mix flavors. I love that idea!”– Exdo Event
Center – Female, late 20’s
“I like the fruit garnish, it really steps up the Lime-a-Rita as a
drink option.”– Club Vinyl, Male, 30’s
“I pick these now over Mike’s Hard Lemonade.”
– Daveco, Female, 30’s
“The small 8oz cans are a good size and easy to drink before
they get warm.”- Mile High Flea Market , Female, 30’s
CONSUMER QUOTES

21. “I am happy that we brought the Rita’s in! I personally love them and I
think they will be successfulduring the busy football season. It will
give the consumers an option instead of beer and it will be easy for
the bar staff instead of mixing a drink.”
– Blake St Tavern,EventCoordinator
“I think the Rita’s have been a great promotion to bring in. The
consumers love them, it goes great with the outdoor volleyball, and
your team does an awesome job! I’ve been happy to have you guys.”
– Gibby’s Big Backyard Sports Bar & Grill,GeneralManager
“Thank you guys for being here each week and making our ‘Beach
Goers’enjoy their time just a bit more.”
– RiNo Beach Club at Exdo EventCenter,Manager
“Your team does a great job sampling. They are responsible and
thorough. The promotions seem to be a success,so we can continue
to book them.”
– GrizzlyRose,GeneralManager, Female,30’s
ACCOUNT QUOTES

22. TOP PHOTOS: DENVER
Exdo Event Center 6.21
Exdo Event Center 6.28
Mile High Flea Market 6.14
Grizzly Rose 7.23 Daveco 7.11 Argonaut 8.1

23. TOP PHOTOS: DENVER
Mile High Flea Market 7.26Grizzly Rose 6.18 Thornton Total Beverage 6.13
Gibby’s 6.5Blake St Tavern 7.2 Westminster Total Beverage 7.25
Mile High Flea Market 6.28