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Slide 2: Legal Disclaimers
Legal Disclaimers Certain statements contained in these presentations that are not statements of historical fact constitute forward-looking statements, notwithstanding that such statements are not specifically identified. In addition, certain statements may be contained in the future filings of the
Slide 3: Annabelle Degroot, BU President West Africa
• Born in Kitwe, Zambia ANNABELLE • 10 years in our company DEGROOT • I’m proud to be leading the way for women in our BU President industry West Africa
Slide 4: West Africa BU overview and country roles
West Africa BU overview and country roles Ghana: Nigeria: Population 28M Population 196M Beer PCC 7.4L Beer PCC 10.2L AB InBev AB InBev Average Low Share Share L1 market C1 market
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Slide 6: Why are we betting on Nigeria?
Why are we betting on Nigeria?
Slide 7: 410M People
410M People Source: UN Population Division
Slide 8: …concentrated in high density urban areas
…concentrated in high density urban areas Source: World Bank
Slide 9: …and there will be a large emerging LDA population
…and there will be a large emerging LDA population 22.7M LDA population (2018) Source: World Bank
Slide 10: Working minutes to buy a Core beer
Working minutes Nigeria to buy a Core beer High Mid-High 19 44 35M Middle & upper Low-Mid 72 class population in 2018 Low 140 Source: Working minutes – EIU Canback 2018; Middle class: EIU Canback 2014
Slide 11: Hustle, resilience and digital entrepreneurship
Hustle, resilience and digital entrepreneurship Hustle Resilience Digital entrepreneurship Year of entry NIGERIA AFRICA 1923 97.2M 216M Internet users Internet users 1953 53% 18% Penetration Penetration 1961 2001 2005 Source: Jumia Mobile Data Report 2017
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Slide 13: The size of the prize
The size of the prize 30Mhl CAGR +4% 20Mhl Premium/ Core + Core Affordable 2018 2028 PCC: 10.2 PCC: 12.0 Source: Ipsos market share census 2018
Slide 14: What is our objective in Nigeria?
What is our objective in Nigeria?
Slide 15: A winning portfolio
A winning portfolio Current beer & stout market share Brand AB InBev Share* Premium/ International Core + 1% 22% Breweries - AB InBev Core 28% 16% Guinness Diageo - Affordable 7% 62% Nigerian Breweries - Heineken Malt 6% Source: Ipsos market share census 2018 Source: Ipsos market share census 2018 *
Slide 16: Change is happening in Nigeria: One Nigeria
Change is happening in Nigeria and it's bringing us all closer together to create one team with one dream. It's the transition to One Nigeria.
Slide 17: Route to market & national distribution
Route to market & national distribution Ilesha AB InBev Brewery location Sagamu Onitsha White space Lagos AB InBev Developing footprint AB InBev Strong footprint Port Harcourt
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Slide 21: Raise a trophy
RAISE A TROPHY YES WE CAN i ] BD ' FIFAWORLD CUP , | RUSSIA 2018 | ‘HONOURABLE | ; — a SUGAR oe SSCL RST? ppReP Brewed with Honour
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Slide 25: Free Bud for every Nigerian goal
FREE BUD FOR EVERY (NIGERIAN-COM == 2222240 SUG UIBETHEOD DS RUSSIO® . “ * . 4 é em 4 fs ee 2018 Se * r * . ZORE INFORMATION, VISIT: Qf @BuDWEISERNG. ‘ se LS j Z SPAR)
Slide 26: Free Bud for every Nigerian goal
FREE BUD FOR EVERY (NIGERIAN-COM == 2222240 SUG UIBETHEOD DS RUSSIO® . “ * . 4 é em 4 fs ee 2018 Se * r * . ZORE INFORMATION, VISIT: Qf @BuDWEISERNG. ‘ se LS j Z SPAR)
Slide 27: Our leading earned media and digital impact
Our leading earned media and digital impact Bud Brand Health Metrics Since Launch 50% 2018 Fifa World Cup RussiaTM Share of voice in Nigeria 40% 38% 30% Brand Awareness 21% 20% 16% First Consideration 10% 2% 0% 3rd 3 Mar'18 March 2018 22nd Jun'18 22 June 2018 Budweiser Nike Trophy Hero Coca-Cola Sou
Slide 28: The stout opportunity
The stout opportunity 2.1Mhl AB InBev 4% Diageo 60% Heineken 36% Share of Stout Source: Ipsos market share census 2018
Slide 29: The start of an ambitious journey
The start of an ambitious journey
Slide 30: 2018, giving us reasons to believe
2018, giving us reasons to believe New RTM model One Great Nigeria Brands & Execution Sagamu Budweiser online launch