CO L D B E E R * A SS O R T M E N T * PAC K AG E VA R I E T Y Premium beer has 24% more trips than Above Premium shoppers.(2) 21% of FMB shoppers are exclusive to the segment.(2) 78% of the time CRAFT BEERS are consumed after 24 hours. (2) in liquor stores, beer trips are down inspire more routine beer trips. Each 7.3%, and annual spending is down segment has strengths, and when 7.8%. It's important to prevent balanced effectively with the right barriers like a "lack of organizing package mix will create incremental principles making it difficult to trips, velocity and revenue. find what they need" and "too many options making selection overwhelming."(5) Economy shoppers SPEND 2X MORE than Above Premium shoppers.(2) 20 D O LL A R S H A R E - M A LT B A SE D/ HARD CIDER With all that choice, it is important to 12.0% meet shopper expectations through a balance across segments and in-store 12-Pack 28.4% 12.2% 24/30 -Pack expertise that elevate the experience Singles while maintaining an easy-to-shop environment. 6 -Pack 22.4% 25.0% Remaining Packs Liquor stores must offer a wide yet disciplined variety of brands and packages to improve conversion and Nielsen Scantrack Data, 52 weeks ending Dec. 31, 2016; Total Combined Liquor Plus; Liquor Channel is not projected to Total U.S.