Q2 Programs Q2programs

Proud to be The Official Whisky of The Open Championship

2O12 Q2 PROGRAMS Q2PROGRAMS

On-Premise Merchandising Tools and Service Items Contact Your RMM for Allocations

On-Premise Visibility Dair Bloc Flight Tray Tongs Ice Bucket Water Pitcher Tumbler 18 Years Old Original 1L SKU: 2014077 SKU: 2016075 SKU: 2010792 SKU: 2014079 SKU: 2011440 SKU: 2011419 UPC: 081753810849 5% Better Buy Packout: 1 Unit Packout: 1 Unit Packout: 6 Units Packout: 6 Units Packout: 6 Units Packout: 6 Units SCC: 10081753810846 FOB vs 750 mL bottle Blitz Kits Master Brand Ambassador David Blackmore • Core Range Leaflet(25) Available for: • Key Rings (5) • Staff Trainings • Luggage Tag (5) • Consumer Dinners and Events • Self Adhesive • Steak and Scotch Pairings Bartender Cheat Sheet Portfolio Sell Sheet T-Shirt (5) Shelf Talkers (Available for Original • Golf Club Members Tastings Waterproof & Original, EMR, 18 (25) Pocket-sized (25) and EMR-10 Packs of 4) (Contact RMM to coordinate)

Off-Premise Merchandising Tools Contact Your RMM for Allocations

Flexible unit with clear acrylic lockbox and lockable cupboard at base Core Range Dummy Free-Standing Display Unit EMR Window Kit Navigator Panel and Frame Bottles Pack Original + EMR SKU: 2016388 SKU: 301990 SKU: 2018189 SKU: 301992 Packout: 1 Unit Packout: 1 Unit Packout: 1 Unit Packout: 1 Unit Father’s Day Gifting Increase Sales and Turnover by Leveraging Glenmorangie VAPs During the Key Father’s Day Gifting Period Permanent Pack Permanent Pack

NEW Discovery Pack 750ML Original + 750ML Original + 4x100ML Taster Pack 750ML Original + 50ML Lasanta + 50ML 2 Glasses 50ML Quinta Ruban 6 VAPs / Case Quinta Ruban + 50ML Nectar D’Òr 6 VAPs / Case 2011 Surplus 6 VAPs / Case 6 VAPs / Case

UPC: 081753822231 UPC: 081753818395 UPC: 081753817916 UPC: 081753820695 SCC: 10081753822238 SCC: 10081753818392 SCC: 10081753820975 SCC: 10081753820692 SAP: 1055971 SAP: 1050319 SAP: 1052521 SAP: 1052542

The Official Whisky of the 2012 Open Championship

• Glenmorangie has signed a three year partnership with The Open Championship – The oldest and most prestigious golf tournament in the world. • It will be televised in over 190 countries worldwide, reaching over 456 million homes and attended by approximately 200,000 spectators. • Glenmorangie’s advertising budget will be doubled year over year to include TV for the first time. With a high investment into ESPN and Golf Channel, we will have special features integrated into the live broadcast such as “The Unnecessarily Well Made Shot of the Day.” • Glenmorangie will reach 1 Million Single Malt Whisky Drinkers through High Frequency messaging across all marketing platforms.

Key Selling Points The Original Extra Matured Range (12 Years Old) Extremely Rare • Among the top 4 selling super-premium malts • Glenmorangie pioneered wood finishing and extra maturation 18 Years Old in the U.S. (Impact Databank) • Aged for 12 years: after being matured 10 years in bourbon • The Perfect Gift: • The best single malt whisky since 1843 because: casks, each expression is extra matured in superior quality The best whisky and - The tallest malt whisky stills for a purer, smoother Single Malt wine casks for a full 2 years: Port for Quinta Ruban, Sherry the best packaging - Matured in the finest casks that are only used up to two for Lasanta, Sauternes for Nectar D’Or • Suggested retail price times (whereas competitors use up to six times) for greater complexity and flavor • Bottled at 46% ABV (compared to the standard 43%) of $99.99 and non chill-filtered • Scotland’s favorite single malt for over 50 years The Fastest Growing Single Malt in the U.S. Glenmorangie Growth Sales % Chg vs Yr Ago Dollar % Chg 55 60 Current 52 Weeks Volume % Chg 26 28 21 21 18 18 17 14 3 -1 Glenmorangie Glenmorangie Glenlivet Glenfiddich Macallan The Balvenie Original 12 yrs (EMR) 12 YRS 12 YRS 12 YRS 12 YRS SOURCE: SYMPHONY IRI For period up to January 22, 2012 The Highest Consistent Rating of its Peer Group Glenmorangie is Consistently Rated 94/100 for the 9th Consecutive Year in Jim Murray’s “Whisky Bible” 100 94 Points Jim Murray is the Glenmorangie “Robert Parker of Whisky” Original 90 Macallan 12 YO

80 Glenlivet 12 YO

70 Glenfiddich 2004 2005 2006 2007 2008 2009 2010 2011 2012 12 YO

The Best Awarded Single Malt Whisky International Wine & Spirit Competition 2011 Wine Enthusiast Wine Star Awards 2011 • Best Awarded Single Malt with 18 ‘Gold Best in • Wine Enthusiast Class’ Medals in the past five years Distiller of the Year • Glenmorangie Original - Gold (Best in Class) • Glenmorangie Nectar D’Or - Gold (Best in Class) San Francisco World Spirits Competition 2011 • Glenmorangie 18 YO - Gold (Best in Class) • Five Double Gold Medals • Glenmorangie Signet - Gold (Best in Class) • Two Gold Medals • Glenmorangie Quarter Century - Gold (Best in Class) • Distillery of the Year (2010) • Top UK Spirits Distiller of the Year Q2PROGRAMS

Key Priorities Leverage The Open Sponsorship with Special VAP Items and Strong Activation Tools to: 1. Increase Distribution by at least 15% in both On and Off-Premise 2. Drive Velocity and ROS Increase of Core Range: Original, Extra Matured Range and 18 Years Old

The Open Off-Premise Displays 2012 Open Championship

Large Gift Pack TaylorMade TaylorMade TaylorMade (Branded with Open Championship Burner Golf Balls Ghost Manta Putter RocketBallz Driver and Glenmorangie logo) (Branded with Glenmorangie logo) (Branded with Glenmorangie logo) (Branded with Glenmorangie logo)

The Open Sweepstakes Case Card

Brass Key Ring (Branded with Open Championship and Glenmorangie logo) Hat Golf Towel Polo (Branded with Open Championship (Branded with Open Championship (Branded with Open Championship and Glenmorangie logo) and Glenmorangie logo) and Glenmorangie logo)

Limited Edition Bottle Bin “Kiss the Claret” Nylon Golf Shoe Bag TaylorMade Golf Bag Podium Display Display (Branded with Open Championship (Branded with Open Championship and Glenmorangie logo) and Glenmorangie logo) The Open On-Premise Viewing Parties A select group of Golf Clubs & Hotels will be provided with POS Kits to host Viewing Parties during the broadcast of The Open.

Customizable E-vite Template (Available on Centiv)

Customizable Poster Glenmorangie Glasses Double-sided Original & 18 Years Glenmorangie 1.75L (Available on Centiv) Commemorative Edition for Old Customizable Table Tent Commemorative Sampling & Gifts (Available on Centiv) Edition for Sampling Q2PROGRAMS

New Open Championship Promotional VAPs All items will be available for a limited period surrounding The Open. The unique commemorative glasses have been engraved with both the Glenmorangie and The Open Championship logos.

Original + The Original 1.75L with 2 Open-Branded Glasses Open Championship Label 6 VAPs / Case 4 Bottles / Case

UPC: 081753817916 UPC: 081753810832 SCC: 10081753822702 SCC: 10081753822801 SAP: 1056876 SAP: 1057043

The Open On-Premise Trade Appreciation Event

In major markets, attendees will have the chance to play the 2012 Open Championship course, Royal Lytham and St. Annes, on the Glenmorangie golf simulator and enjoy a dram to celebrate our partnership with the R&A. All events to be executed in July, in the following markets: • New York • Boston • Chicago • Dallas • San Francisco • Miami

Ruth’s Chris & Glenmorangie Partner for the Largest Father’s Day Dinner

Glenmorangie and Ruth’s Chris Steakhouse (135 locations) will co-host the Largest Father’s Day Dinner. Guests will receive special Glenmorangie commemorative glasses with their 5 course meal and Glenmorangie pairings. Throughout the year, Glenmorangie tastings and specials will be created to help consumers better understand the quality, innovation and expertise behind Glenmorangie’s range of expressions. Q2PROGRAMS

The Open Advertising Campaign Glenmorangie’s First Ever Television Advertising Campaign

Glenmorangie will be advertising on TV for the first time. Throughout July, Glenmorangie will air its first TV creative on ESPN, ESPN2 and Golf Channel. During The Open, ESPN and Golf Channel will both have Glenmorangie special features during the broadcast.

Glenmorangie Q2 Media Plan Media Investment More Than Doubled Total Q2 Media Spend Over $1.6MM

April May June July August

26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20

ADVERTISING BOOST TELEVISION ESPN/ESPN2 Golf Channel NEWSPAPER Wall Street Journal Financial Times Front Page CONSUMER MAGAZINE Golf ESPN the Magazine Golf Digest Golf Magazine Kingdom Magazine TPC Programs Affluent Lifestyle Cigar Aficionado The New Yorker Worth Wine Spectator Wine Enthusiast Business Market Watch Whisky Enthusiast Whiskey Advocate ADVERTISING BOOST