BEER FACTSHEET

Global Beer Brands Overview

eer is Diageos second largest category, contributing B over 2bn to net sales in F09. ur portfolio of strong local brands contributes around 50% O of this figure, thanks to the strong market positions enjoyed worldwide by Diageos broad range of local beer brands. or example, Red Stripe is the No 1 beer brand in Jamaica, F and Tusker is the No 1 brand in Kenya. ike Guinness, these brands have demonstrated over time L their ability to capitalise on the growing appetite for beer in emerging markets. he African beer industry, for example, has grown 50% over the T past decade, excluding illicit brews. The fundamentals for sustained growth remain intact. n Africa, Diageo is the fourth largest player in the beer market by I volume, with a 13% market share. Excluding South Africa, where we do not have a presence with our own beer brands, our market share of 18% is the third largest ahead of SABMiller. verall, beer has delivered good organic growth rates in recent O years. It has grown at 6% CAGR over the past five years, in line with our spirits portfolio, and in the last fiscal year net beer sales growth of 5% outperformed all our other categories.

Red Stripe: The No 1 beer brand in Jamaica, growing at 7% net sales CAGR over the past four years. Variants: Red Stripe Light and Red Stripe Bold (currently in test) Top Markets: Jamaica, UK, US, Antigua Harp: The best selling Irish lager, launched in 1960, growing at 12% net sales CAGR over the past four years and the winner of six gold medals in the Monde Selection beer tasting competition. Made with the pure water of the Cooley Mountains in Dundalk, Ireland, its sparkling colour makes it a distinctive, yet approachable import. Harp is also growing significantly faster than its competition in Nigeria. Variants: 330ml and 500ml bottles Top Markets: Nigeria, Ireland, USA Kilkenny: Launched in 1710, is craft brewed in the oldest operating brewery in Ireland. Its deep red hue and rich, creamy head delivers a distinctively smooth and flavourful taste. Top Markets: Canada, Australia, Ireland

Satzenbrau: A quality lager reflective of modern consumer aspirations, relaunched in 2006 to satisfy the demand in Cameroon for strong lager. Top Markets: Cameroon Senator Keg: A high quality, low priced lager providing an affordable alternative to illicit brews. Senator Keg beer is brewed using a unique barley only brewing process. This pioneering process is the worlds first and is recognised internationally. Launched in November 2004 in consultation with the government, Senator Keg has helped to significantly reduce incidences of alcohol poisoning. Top Markets: Kenya Smithwicks: A rich chestnut colour, with a smooth classic taste. Up to 1996, Canadas leading imported ale in draught format experiencing double-digit growth for over five years. Top Markets: Ireland, Australia, Canada, US

Tusker: Kenyas leading alcohol beverage brand, and has grown at 10% net sales CAGR over the past four years. Loved by Kenyan consumers, it is part of the national fabric. Variants: Tusker Export, Tusker Malt Lager Top Markets: Kenya, Uganda, Tanzania Windhoek: A premium, golden lager beer, still brewed according to the Reinheitsgebot, the German Purity Law of 1516, and is South Africas favourite imported beer. It has a 60% of the total beer market in Namibia. In other markets where it is available, the Windhoek brand portfolio has delivered overall growth of 40% since 2006. Variants: Windhoek Draught, Windhoek Light Top Markets: South Africa, Nambia, Botswana, Angola Bell Lager: is the flagship brand of Uganda Breweries Ltd, a subsidiary of EABL. It has been brewed since 1950 from the finest European and tropical natural ingredients, providing a smooth, crisp and refreshing taste. Bell Lager is named after Port Bell Pier where the brewery is located, 10km from Kampala City.The Pier itself is named after the colonial governor of Uganda, Sir Hesketh Bell (1905-1909). Top Markets: Uganda, Kenya, Tanzania

BEER FACTSHEET
Guinness Overview
Guinness is a truly international beer brand, brewed in 50 countries and sold in 150 worldwide. t was one of the three Diageo brands to generate over 1 billion I in net sales, and contributed approximately 12% of Diageos total net sales. n 2009, the worlds No 1 stout achieved volumes I of 11.1 million equivalent units. iageo has just celebrated the 250th anniversary, D of Arthur Guinness signing the 9,000 year lease at St Jamess Gate. it was marked with worldwide celebrations including a year-long schedule of consumer engagement. uinness Draught is the predominant Guinness in Europe and G North America, whilst Foreign Extra Stout is the predominant variant in Africa, Asia and the Caribbean. uinness is the most international beer brand in Africa, G enjoyed in over 40 markets across the country including Nigeria, Cameroon, Ghana and Kenya. Nigeria is now the second largest global market for Guinness. n the International division, Guinness volumes were up 2% I in F09, with net sales growth of 15% driven by the continued performance of the brand in Africa. Here, volume was up 4% and net sales up 18%. n Asia Pacific, Guinness grew net sales 6% in F09, I growing 11% in its largest market of South East Asia.

Guinness Draught: Including kegs, cans and bottles now represents about 55% of all Guinness sold worldwide. Introduced in 1959, it is the largest Guinness variant across the world. Thanks to the innovation of the widget, Guinness Draught is now available in cans, bottles and an Extra Cold variety. Top Markets: UK, Nigeria, Ireland, US, Canada, Australia, France, Italy, Germany Guinness Extra Stout: The closest to the Guinness Porter originally brewed by Arthur Guinness. Guinness Extra Stout is also known as Guinness Original. Born in 1820 it now represents under 5% of all Guinness sold worldwide. Top Markets: US, UK, Ireland

Guinness Foreign Extra Stout: The fastest growing of all Guinness variants, and is particularly enjoyed in Nigeria, which is the largest market for Foreign Extra Stout and the second largest market for Guinness worldwide. Guinness Foreign Extra Stout is the key Guinness variant for Caribbean, Africa and Asia. First brewed in Dublin in 1802, Guinness Foreign Extra Stout is the original export stout. Top Markets: Caribbean, Africa, Asia Guinness Extra Smooth: Ghana is the first market in the world to launch Guinness Extra Smooth. It is a unique product in the world and the first time that nitrogenated bottled beer has been sold in Africa. Part of the Guinness Foreign Extra Stout family, Guinness Extra Smooth is brewed with tiny bubbles to give it a creamy texture and an extra smooth, satisfying flavour. Top Markets: Ghana

Malta Guinness: Launched in 2004. It remains the only alcohol free, brewed beverage made with the finest quality natural ingredients that appeal to male and female consumers of all ages. Filled with vitamins and essential minerals. Top Markets: Cameroon, Nigeria, Kenya Guinness Red: Made from the same raw ingredients as Guinness, however, uses lightly roasted barley to create a substantial beer with a distinctive red colour. It also reveals the inherent smoother, sweeter flavours of regular Guinness, topped off with the famous creamy white head. Top Markets: Currently on test in the UK