Budweiser Fan Brew

Anomaly

Section I — Basic information

Business Results Period (Consecutive Months): Month of March, 2012

Start of Advertising/Communication Effort: March 1, 2012

Base Period as a Benchmark: March 2011

Section II — Situation analysis

a) Overall Assessment

In 2010 Budweiser had identified hockey as a key strategic priority and was ready to win with consumers, armed with the NHL sponsorship forming a part of this plan. However, in 2011, after a single year of being the lead Labatt brand for the NHL sponsorship, Labatt found itself outbid for the Canadian NHL league sponsorship rights by Molson Coors. Budweiser found itself in a position where Molson, with its lead brand Molson Canadian, would have several key team sponsorships, which it had held for many years, as well as the league partnership, all of which contributed to a much higher brand association between Molson Canadian and hockey than Budweiser had enjoyed.