THETHE EAGLE’S VOICEEAGLE’S VOICE

THE NEWSLETTER FOR THE SILVER EAGLE FAMILY | SUMMER | 2015

Dear Silver Eagle Family, CURRENT SEASONALS Once again we find ourselves at the end of another hot summer. As we make way for a fall full of festivals GOOSE ISLAND and sporting events, I’d like to take a moment to say thank OKTOBERFEST: you. Your continued teamwork and commitment to success Features the flavors despite the challenging environment was very apparent of sweet, dried apricots during the first half of the year, and I greatly appreciate and a mild, earthy your efforts. bitterness.

It’s no secret that the heavy rains in May and June proved challenging to our industry and affected sales going into our busy summer months. And while our markets did not see the sales we had all hoped for, there were some positive trends. We continued to see growth in the premium plus, Mexican imports and craft segments and expect our portfolios within these segments to continue delivering strong results. SAINT ARNOLD OKTOBERFEST: With Oktoberfest seasonals now in the market, football season in full swing, and A full-bodied, malty, basketball season around the corner, I am optimistic that the fall months will be slightly sweet beer successful for our business. I encourage all of us to not let the past dictate the future. celebrating the Today’s hard work sets the stage for tomorrow’s success. autumn harvest.

And speaking of success, I must commend all of you who chose to spend some of your free time this spring and summer giving back to our community. Enclosed you can read more about Silver Eagle employees making a difference by participating SIERRA NEVADA in volunteer initiatives. There is nothing better than being able to give back to OKTOBERFEST: A German-American the communities in which we live and work. There will be additional volunteer collaboration on the classic opportunities in the future and I encourage everyone to come out and participate festival beer that’s deep in these community projects. golden in color and rich with complex malt flavor. I must also praise all our employees who worked tirelessly day and night to ensure the success of this year’s Fiesta San Antonio. The 11-day festival is a huge undertaking each year, and as you will read on page five, our teams really came together to make 2015 another successful and responsible celebration.

We are the best in the business because of the job you each do every day. Thank you for your continued dedication to Silver Eagle and keep up the good work! IN THIS ISSUE...

Silver Eagle Happenings...... 2 &4 Sincerely, Fiesta San Antonio...... 5 HR Connection...... 7

Super Bowl LI...... 8 from the desk of John L. Nau, III THE EAGLE’S VOICE | SUMMER | 2015

SILVER EAGLE HAPPENINGS IN THE MARKET...

Houston Dynamo

Houston Astros Opening Day

Kroger #14 Crown Display by Ricardo Nava

Texas Crawfish Festival

Sunmart #125 Military Display Oculto Manor by Matt Deleon

Corona Pre-Party @ BBVA Compass Stadium

Free Press Summer Fest

Fallbrook Valero Military Display by Joseph Guerrero Cinco de Mayo @ Traders Village Playoffs PAGE 2 THE EAGLE’S VOICE | SUMMER | 2015

SILVER EAGLE EAST IN THE COMMUNITY

BUDWEISER: AMERICA MADE BETTER Each year, Silver Eagle employees have the opportunity to get involved in local volunteer initiatives through SED’s partnerships in the community. This June, for the fourth year in a row, SED-East employees joined Anheuser-Busch brewery employees for the annual ‘Budweiser: America Made Better’ bayou cleanup. Thank you to the more than 30 Silver Eagle employees who spent their Saturday morning working in Park to conserve and protect Houston’s most significant natural resource!

FOLDS OF HONOR Silver Eagle recently presented a check for $40,000 to the Folds of Honor Foundation during opening ceremonies of a baseball game. Since 2010, Budweiser and its wholesalers have raised nearly $10 million nationwide for the Folds of Honor Foundation - an organization that provides educational scholarships for families of U.S. military personnel killed or disabled while serving our nation. In the Houston area alone, Silver Eagle has contributed close to $200,000 to the organization. Thanks to the company’s 2015 contribution, Silver Eagle has been recognized as the grand prize winner in the Folds of Honor 2015 incentive program. Silver Eagle has a long-standing commitment to our country’s military, and this program is one of the many ways in which the company supports our service men and women.

SILVER EAGLE EAST CORPORATE SOCIAL RESPONSIBILITY

SED-East’s CSR program continues to provide a variety of We I.D. and Celebrate Responsibly materials to accounts and local events to help wait staff and store clerks quickly identify and prevent underage drinking and over consumption. In line with these efforts, 3,000 Designate A Driver sunglasses were passed out to consumers at Freedom Over Texas, and 2,500 Enjoy Responsibly divot tools were handed out during the Insperity and Shell Houston Open golf tournaments. The Good Sport program had another successful year of collaborating with the Houston Rockets. During the 2014-2015 season 7,374 designated drivers signed up during home games – ranking Houston third place overall in sign-ups by NBA teams throughout the country. A Houston Rockets ‘Designated Driver of the Season’ was awarded during a half- court presentation at the team’s first home playoff game. The Good Sport program also continued its activation with the Houston Dynamo, Sugar Land Skeeters, and Houston Astros games this spring and summer, and is set for another great season to come with the .

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SILVER EAGLE HAPPENINGS IN THE SAN ANTONIO MARKET...

Tejano Conjunto Festival

Total Wine @ The Rim Bud & Burgers Display by Justin Trevino

SED Receives VFW Appreciation Plaque

Culinaria Burgers and Beer

Alpha Media Cinco Presented by Montejo

#UpforWhatever @ USA vs. Mexico Soccer Match

Culinaria 5k Post-Run Celebration

Valero Alamo Bowl @ the Alamodome H-E-B #025 Military Display by Carlos Hernandez J & J Food Mart Patriotic Display by Roger Thompson

PAGE 4 THE EAGLE’S VOICE | SUMMER | 2015

SILVER EAGLE AROUND TOWN

Braving a bit of rain and challenging weather, thousands of San Antonians and visitors came out to enjoy music, dancing, food and beer among other festivities during Fiesta San Antonio in April. Bud Light was once again the official beer sponsor throughout the 11-day celebration. Our teams were present at more than 15 events, setting up stages, signage, and ensuring festival-goers had plenty of cold Bud Light to drink. In addition to the activation of sales and marketing programs at each of the events, the CSR team also activated programs at many of the events.

The CSR focus areas included: preventing underage drinking, promoting the use of a designated driver and promoting responsible consumption of our products by adults. With the help of the sales team, the We I.D. program was activated through signage and informational materials at most of the events where our products were sold. And for the sixth year in a row, SED-West sponsored the Fiesta Safe Rides program, which provided Fiesta-goers with a $20 pre-paid taxi gift card to get them safely to and from Fiesta events. A public service announcement featuring John Nau alongside King Antonio XCIII and El Rey Feo LXVII also aired on all major San Antonio-area TV stations and reminded Fiesta-goers to be safe and designate a driver.

Each year SED-West has a bigger and better presence during Fiesta San Antonio, and 2015 was no exception. With the hard work of all employees, the 11 days of Fiesta were a great success. Thank you to everyone involved in making this huge city-wide event such a success year after year.

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SILVER EAGLE WEST IN THE COMMUNITY

BASURA BASH In February, SED-West employees participated in the San Antonio River Foundation’s 21st annual Basura Bash. This event brings together more than 2,000 volunteers to clean up waterways throughout San Antonio. This year’s event proved to be record-breaking with 45 tons of trash picked up along 18 creeks and the San Antonio River. In addition to the trash that was collected, volunteers were able to remove 159 tires and almost one ton of metal from our city’s waterways. A huge thanks to all the Silver Eagle employees who volunteered!

ZOO-LA-LA FEAST WITH THE BEASTS This summer SED-West sponsored the 20th annual Feast with the Beasts – Zoo-La-La at the San Antonio Zoo. This typically wine-centered event featured a new element this year - the ‘Silver Eagle Craft Beer Walk.’ Silver Eagle had the opportunity to feature several products from our craft line-up, including: Goose Island, Shock Top, Boerne Brewing, Karbach, Freetail and Saint Arnold. Money raised during the event went back into the zoo to support the daily operations and upkeep of the facility as well as care of the animals.

SILVER EAGLE WEST CORPORATE SOCIAL RESPONSIBILITY

SED-West’s CSR team has been busy this spring and summer promoting the Designate A Driver and Enjoy Responsibly programs. These programs were activated at many events around town, including the Valero Alamo Bowl, San Antonio Spurs games, the San Antonio Stock Show and Rodeo, the Poteet Strawberry Festival, various Fiesta events and the River City Rock Fest. Thousands of people were reminded to Enjoy Responsibly over the last several months due to these efforts by the CSR team, including 4,300 who signed up to be designated drivers.

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SILVER EAGLE HR CONNECTION

SILVER EAGLE SCHOLARSHIP PROGRAM In conjunction with the Community Foundation (GHCF) and International Scholarship and Tuition Services (ISTS), earlier this year Silver Eagle rolled out an updated scholarship award program for children of Silver Eagle employees. Student applications completed in March were evaluated by ISTS, and as a result, 42 students are receiving educational scholarships for the 2015-2016 school year. In total, the hard-working children of Silver Eagle employees have been awarded $139,300 for the fall and spring semesters. This amount is an increase from the 2014-2015 school year, which provided $116,374 in scholarships to the children of Silver Eagle employees. Congratulations to all recipients! As a reminder, scholarship recipients and their parents will be notified when it is time for students to decide whether they wish to accept the scholarship amount ($1,000) allocated for the 2016 summer semesters. As part of the updated program, the application process has been streamlined to an annual submission. Applications for the 2016-2017 school year will open up early next year.

EMPLOYEE MILESTONES Silver Eagle takes pride in hiring and retaining the best employees in the business. The company is very proud and appreciative of the dedication and outstanding service from our employees each and every day. Congratulations to all the employees who have recently celebrated a milestone anniversary.

Years of Service # of Employees Years of Service # of Employees 5 24 20 14 10 26 25 10 15 19 30 + 2

DEPENDENT ELIGIBILITY AUDIT Thank you to all employees with dependents currently enrolled in Silver Eagle’s healthcare plan for promptly responding to the BMI Dependent Audit conducted in June. Should you still have questions regarding your status with this audit, please contact your branch’s HR Generalist.

BUD LIGHT GIVES TO HOUSTON Silver Eagle recently launched Bud Light Gives to Houston - a series of events focused on engaging millennials to give back to the communities in which they live and work through the power of volunteerism. The first event, supporting the Houston Food Bank, was a huge success. More than 300 volunteers – comprised of Silver Eagle employees, friends and local consumers – came together to sort food and prepare it for distribution in an effort to ensure no child is hungry. After the work was complete, Silver Eagle hosted an after party in the Food Bank parking lot to say ‘Thank You’ to volunteers for giving their time for a good cause. During the after party volunteers enjoyed music from 97.9 The Box, sampled fare from some of Houston’s favorite food trucks, and of course enjoyed cold Bud Lights. Be sure to watch the SED Communications boards and Silver Eagle’s social media channels to find out how you can participate in the next Bud Light Gives to Houston event taking place this fall.

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CONGRATULATIONS!

Babies: Boy, Zachary Flores, born to Crecensio Flores on 08/07/2014 Girl, Brooklyn Arias, born to Tierra Perry on 08/08/2014 Boy, Mason Lara, born to Ricky Lara on 08/24/2014 Girl, Olivia Bush, born to Neal Bush on 08/29/2014 Girl, Zoey Ramirez, born to Ruben Ramirez Jr. on 09/19/2014 Boy, Aaron Reyes, born to Armando Reyes on 09/24/2014 Girl, Natalie Rojas, born to Israel Rojas on 09/26/2014 SUPER BOWL LI Girl, Charlotte Smith, born to Ryan Smith on 10/02/2014 With Super Bowl LI still a year and a half away, the city of Houston is already busy preparing Girl, Rylee Viviano, born to John Viviano Jr. on 10/04/2014 to welcome the world into town for one of sports’ greatest annual events. Bud Light and Silver Girl, Lana Gonzalez, born to Daniel Gonzalez on 11/14/2014 Eagle Distributors are proud to be one of sixteen leading companies in Houston to have signed Girl, Kolbie Hayden, born to Bryan Hayden on 11/24/2014 on as a founding sponsor of the Houston Super Bowl Host Committee. Houston will play Boy, Colton Dickson, born to Christopher Dickson on 11/25/2014 host to the big game on February 5, 2017 and as a founding sponsor, Silver Eagle will play an Boy, Ethan Matti, born to Brian Matti on 12/19/2014 Boy, Marques Thornton, born to Marques Thornton on 12/19/2014 integral role in shaping this world class event. Girl, Julia Ellis, born to Chance Ellis on 12/26/2014 , from Toyota Center to Minute Maid Park, will be home to Super Bowl Boy, Eliseo Duran, born to Francisco Duran on 01/23/2015 Central - a ten-day fan festival expected to draw one million people. As a founding sponsor, Boy, Brodrick Gordon Jr., born to Brodrick Gordon on 01/28/2015 Boy, Riley Bills, born to Travis Bills on 02/03/2015 we look forward to showcasing this area to our fellow Houstonians as well as visitors from Boy, Miles Davidoff, born to Heather Davidoff on 02/08/2015 around the world. In order to deliver a successful Super Bowl in 2017, Super Bowl organizers Boy, Jerimih Westmoreland, born to Melvin Kidd Jr. on 02/09/2015 will need 10,000 volunteers. This will be a great opportunity for Silver Eagle employees to get Girl, Lillian Ochoa, born to Israel Ochoa on 03/20/2015 involved and take part in a once-in-a-lifetime experience. Silver Eagle looks forward to all of Boy, Josha Neal, born to Josha Neal on 05/07/2015 us leading the effort to create unique and memorable events across the Houston area! Girl, Emery Wells, born to Eric Wells on 05/07/2015 Boy, Jaxon Esposito, born to Joseph Esposito III on 05/10/2015 Girl, Chloe Byland, born to Paul Byland on 05/11/2015 Girl, Julia Schmidt Tabolsky, born to Sally Anne Schmidt on 05/25/2015 SILVER EAGLE Boy, Julien Abreo, born to Amber Abreo on 05/29/2015 Boy, Jovanni Thorn, born to Manuel Casillas on 06/11/2015 CRAFT LINE - UP Girl, Kaylee Arrendondo, born to Steven Arrendondo on 06/13/2015 Boy, Westyn Herzog, born to Richard Herzog on 06/17/2015 SILVER EAGLE EXPANDS CRAFT LINE-UP Boy, Luke Rodriguez, born to Rikki Rodriguez on 06/21/2015 In April, SED-East became the official distributor of Houston-based 8th Wonder Brewery. Boy, Augustus Pogue, born to Jerry Pogue on 07/02/2015 Boy, Liam Sheppard, born to Jason Sheppard on 07/24/2015 This partnership expands 8th Wonder’s reach in the Houston market and allows Silver Eagle to continue to meet the demands of consumers looking to mix local beer selections into their tried and true favorites. In addition to 8th Wonder, this spring Silver Eagle also brought Follow us “Like” us Atlanta-based SweetWater Brewing Company to both East and West on Twitter! on Facebook! markets, and expanded Freetail Brewing Co. to Houston from the HOUSTON HOUSTON original distribution that was only in SED-West territories. @BudLightHtown Bud Light Houston @HoustonBeerExp Houston Beer Experts

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