- Insights on Alcohol Consumer Trends and Market Dynamics

- Discover the evolving beverage preferences of consumers as they shift from traditional beer to ready-to-drink spirits and cocktails. Insights from surveys, sales data, and market analysis provide a glimpse into the changing landscape of alcohol consumption, showcasing the rise of flavored spirits and decline in traditional wine and beer segments. Explore the latest trends shaping the alcohol industry and consumer behavior.

• - Alcohol
• Consumer Trends
• Market Dynamics
• Ready-to-Drink

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1. Cheers to Your Future September 14, 2022 BUMP Williams BUMP Williams The BWC Company

2. BWCs Circle of Insights Retailer Data Mftr. Data Importer Data P.O.S. Data Industry Data Wall St./PE Data Distributor Data Govt. Data Packaging Data Consumer Data The BWC Company

3. Consumer Survey Feedback I used to only drink Flavored Beer, never again since I found High Noon. Local Craft Beer was my go-to for parties, now I bring a variety-pack of prepared Spirit drinks. I didn t consider myself a very loyal beer (brand) drinker, but now when I shop, if I can t find my favorite spirits drink, I shop someplace else until I find it. I m not so much worried about calories or price as I am about the Quality and Taste of my drinks. This is going to sound weird, but I only buy big bottles of Vodka in Glass and make my own drinks, but I will only buy the Flavored cocktails in cans. The BWC Company

4. State of the Union Total US All Off-Premise Outlets YTD August 27, 2022 $ % Change YAGO EQ % Change YAGO Total BEER +0.4% -4.5% Imports, Flavors and Single Serve RTD BEER -1.4% -6.9% Hard Seltzer Water Driving Decline Total WINE -3.8% -6.6% ALL segments of Wine are in decline RTD WINE -2.2% -5.9% 11 of Top 15 RTDs in Decline Total SPIRITS RTD SPIRITS +0.1% +2.0% Traditional Spirits Losing Occasions +58.1% +65.7% 14/15 Top RTDs Growing The BWC Company

5. Top 10 RTD Spirits Families CY 20 vs. YTD 21 Total US xAOC + Liquor Plus Convenience CALENDAR YEAR 2021 71.3% $ Shr RTD Spirits 30.0% 1.7% 1.7% 12.7% 6.9% 6.9% 4.5% 2.6% 2.5% 1.7% HIGH NOON is #1 and Widening Gap YTD (Aug. 27), 2022 71.1% $ Shr RTD Spirits 5.7% 1.6% 1.6% 34.3% 11.3% 5.9% 4.6% 2.3% 2.1% 1.8% Source: Nielsen AOD Syndicated BevAl SPIRITS | Total US xAOC + Liq Plus Conv | CYTD 34 Wks - W/E 08/27/2022 The BWC Company

6. Top 25 NEW RTD Spirits Families & Brands ($000) Total US xAOC + Liquor Plus Convenience NEW RTD Spirits Brand Family NEW RTD Spirits Brands CIROC COCKTAIL JAMESON COCKTAIL BULLEIT COCKTAILS JUNE SHINE COCKTAIL BATCH & BOTTLE COCKTAIL FAUX PAS COCKTAILS DOWNEAST CIDER HOUSE CK THOMAS ASHBOURNE COCKTAILS SURFSIDE COCKTAIL NEW AMSTERDAM COCKTAIL JAMESON GINGER AND LIME CK BULLEIT OLD FSHN CK CIROC VDK SPRTZ PINEAPL PSN CK CIROC VDK SPRTZ WTRMLN KIWI CK CIROC VDK SPRTZ SUNSET CTRS CK CIROC VDK SPRTZ COLADA CK BULLEIT MANHATTAN CK JUNE SHINE MARGARITA CK DOWNEAST CIDER HOUSE ASST CK SURFSIDE ICED TEA VDK CK BATCH & BOTTLE OLD FSHND CK JUNE SHINE VODKA SODA CK JUNE SHINE MAI TAI CK BATCH & BOTTLE RHBR COSMPLITN BATCH & BOTTLE SCT MNHTAN CK BATCH & BOTTLE GIN MARTINI CK FAUX PAS SPICY MANGO MRGTA CK JUNE SHINE RANCH WATER CK FAUX PAS BARTLETT PEAR VDK MLE FAUX PAS GRPFRT ORNG TQL SD CK THOMAS ASHBOURNE COSMO CK DAY CHASER TQLA SODA ASST CK THOMAS ASHBOURNE MRGTA CK DOS EQUIS CLS LIME MRGTA CK FAUX PAS LMN MNT VDK SD CK $3,805 $3,383 $3,355 $1,623 $2,307 $1,075 $969 $919 $842 $684 $543 $460 $373 $341 $293 $252 $230 $214 $197 $193 $170 $162 $151 $150 $141 $136 $119 $116 $1,324 $982 $622 $460 $395 $373 $316 $179 $141 $119 $104 $86 $82 $79 $46 $41 $35 $32 $27 $25 $24 $24 Flavors Big Brands Old School Familiarity Packaging SWAY COCKTAIL DAY CHASER COCKTAIL DOS EQUIS COCKTAIL NINKASI COCKTAIL UP OR OVER COCKTAIL THE KRAKEN COCKTAIL DOCKTAILS COCKTAIL SOUTHNORTE COCKTAIL SEA ISLE COCKTAIL BOHO COCKTAIL BOURBONOLA COCKTAIL JOE GAMBINO'S COCKTAIL CAMPARI NEGRONI NUVO COCKTAIL MARZ MARIA'S & JEPPSONS MALORT Source: Nielsen AOD Syndicated BevAl SPIRITS | Total US xAOC + Liq Plus Conv | CYTD 34 Wks - W/E 08/27/2022 *NEW = Zero sales in Calendar Year 2021 The BWC Company

7. Whats Next? Legislative Changesin Favor of RTD Spirits .. <7.5% ABV Spirits Will WIN Battleof the Throat Across Beverage Alcohol Consumer Base Buying More Spirits and Spirits-Based RTD Cocktails on the Rise Retailer Share of Mindat an All-Time High Distributor Share of MindOpening Distribution Opportunities Shelf-Space (COLD & Warm) for Spirits-Based RTDsis Being Planned for NOW Display Space Expandedto Accommodate RTD Spirits Be Cautious of SKU-Mageddon...... Held Accountable to Same $ ROI as BEER! Flavors, Variety Packs, Portable Single-Serve Packaging and QUALITY of Taste Essential Price to Consumer Has NOT Been a Deterrent for Consumer Purchase Behavior The BWC Company

8. THANK YOU BUMP Williams BUMP Williams bump@bumpwilliamsconsulting.com 1-203-338-1207 The BWC Company