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AirWater Just Got More Exciting

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Concept / Positioning

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Flavored Vodka Water - A New Category

Citrus: FlavoredWater: Pure Water Carbonated: SparklingNatural Flavor: All Natural

4% alc/vol: Moderate Alcohol

95 cal: Low Calorie

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Intersection of 2 Major Trends

Water ($11bn US market)

Overall bottled water market large and growing

Premium segment well established

Vodka ($8bn US market)

Vodka leads all spirits in share (34%) and growth (6% CAGR)(1)

Large premium segment

Flavored Vodka (20% of Vodka) growth leader (13% CAGR) (1)

(1) U.S. market data. CAGR for 2000-2010

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Positioning: “Live Smart, Drink Smart”

Simple: Water, alcohol, flavors (citrus, berry, club)

Low calorie, low carbs, 4% alcohol

Only natural ingredients

Clean taste, clean odor, clean package

Refreshing alternative to beer, wine and cocktails

Perfectly suited for mixology trend

Cans easy to use, broaden venues / locations

Bottles launching in 2013

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Target Consumers

Broad target market: post-college, meaningful disposable income

Interested in healthy, active lifestyle

Brand conscious

High female proportion

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Huge Market Opportunity

Refreshing alternative to currently available products

Consumers switching from:― Beer to more trendy drinks― Mixed spirits― Wine (esp. non-meal)― Non-alcoholic drinks, incl. water

Wine$30Bn

Spirits$22Bn

Bottled Water$11Bn

Market Sizes

LightBeer

$23BnOther$35Bn

Beer$58Bn

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Distribution

Broad distribution through all channels: Off-premise:

― Big box retailers

― General supermarkets

― Organic supermarkets

― Convenience stores

― Independents On-premise:

― Bars / lounges

― Clubs / dance venues

― Stadiums

― Airlines

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Pricing

Premium pricing relative to beer consistent with upscale, high quality product

Large female demographic less price sensitive

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Execution

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Sales Experienced sales force launched multiple

products nationally across all channels

3-tier distribution system for alcoholic beverages requires unique skill-set― Both wholesalers and retailers important― Personal relationships critical

Strong, long-standing, relationships with:― Distributors

― Retailers– National / regional / local grocery – Big box– Organic grocery– Convenience / independents – Specialty retailers / airlines

Off-premise

In-store displays Sampling POS Ongoing support from

local sales team

Off-premise

In-store displays Sampling POS Ongoing support from

local sales team

On-premise

Drink specials POS “Air Raid” promotions

On-premise

Drink specials POS “Air Raid” promotions

Print media

Vice Regional publications

Print media

Vice Regional publications

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Traditional Grassroots Marketing Predominantly Grassroots, Viral Marketing to Build Long-Lasting Loyalty

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Special Events

Air Jet Pack Sports events (e.g. Baseball, America’s Cup) Summer festivals Special appearances National PR

Launch Parties

Electronic Dance Music (EDM) events of approx. 2,000 people

EDM events in Los Angeles, Portland, Las Vegas, Seattle and San Francisco

Mobile VideoTruck

Supports on- and off-premise launch events

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Social Media

Facebook 11k+ likes on facebook,

~180 new likes per day Highly engaged community Positive product feedback Supports new package /

channel launches

Twitter 400+ followers on twitter Updates on current events

Instagram 600+ consumer

uploads

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Recent Press / Media Coverage

“No longer will you have to guzzle down beverages that leave a lingering taste in your mouth as Air tastes just like water.”

“A new alcoholic drink, Air, Alcohol Inspired Refresher, is being touted as vodka-like.It's nearly completely tasteless,odorless and colorless.”

“Air sounds much more interesting and enjoyable than a Mike’s”

“Are you a vodka/soda guy (or gal) too impatient to mix a simple adult beverage?... What you need to know is that a new beverage is about to come on the market, and it will make your life a helluva lot easier in certain respects.”

“Few new products have had the good luck to be launched on such an historic occasion as a Big League perfect game. That may be the indicator of a charmed existence for Air.”

Air…“That's the brand name for the cutting edge of the alcoholic beverage market: carbonated water infused with alcohol and refreshing bubbles…”

“Every now and again, something comes across our desks that just seems... suspicious. Because of the tremendous material upside to all our lives if these claims pan out, we …investigate…..We… cracked open the can. So far, so bubbly. No alcohol smell. The taste: like Calistoga or Perrier, with a kick.”

“Best of all, it’s only 95 calories.”

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Traction To Date Product launch: 2H May 2012 Initial market: Southern California. Current shelf presence:

― Whole Foods― Albertsons― Ralphs― 7-Elevens― Walmart― Various leading independents and key on-premise

Highly positive feedback from store managers and chain buyers Roll-out in other markets underway:

― Northern California, Nevada, Arizona, Washington, Oregon, Idaho Inbound requests for national launch: 7-Eleven, Walmart, SuperValue 7,000+ cases sold to date

― Fastest product launch in company history Rapid sales growth with virtually no advertising spend

― July-Aug: 100% m-o-m same store growth at Whole Foods and Albertsons

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