Peter Swinburn,

President & CEO

MOLSON COORS BREWING COMPANY

Molson Coors CanadaBrewing Capacity: 12 Million HL Annually

39% Share of Market

Molson Coors

MillerCoorsBrewing Capacity: 103.7 Million HL Annually

29% Share of Market

Molson Coors International

Core Markets

Molson Coors EuropeBrewing Capacity: 23.6 Million HL Annually

Share of market:

Serbia 52%

Croatia: 44%

Hungary: 25%

Bulgaria: 34%

Czech Republic: 15%

Romania: 16%

Bosnia-Herzegovina: 27%

Montenegro: 90%

Slovakia: 5%

UK & Ireland: 19%

Molson Coors: A Global Portfolio

Czech Republic

RomaniaHungary

Slovakia

Molson Coors in Central Europe

BulgariaSerbia

Croatia

Montenegro

Bosnia

Brewery

23% Market Share

#1/#2 Brands in 6 of 9 Markets

Molson Coors: Responsibility

2102 North American & World Index

Beverage Sector Leader

2102 North American & World Index

Beverage Sector Leader

Key Trends

in Beer

130

140

150

130

140

150

Beer Drinkers Broadening their Portfolio

to Adjacent Categories

USCanadaUKPer Capital LDA Alc ConsumptionPer Capital LDA Alc Consumption Beer Share of Per Cap Servings

130

140

150

70

80

90

100

110

120

20

00

20

02

20

04

20

06

20

08

20

10

70

80

90

100

110

120

130

2000 2002 2004 2006 2008 2010

70

80

90

100

110

120

130

2000 2002 2004 2006 2008 2010

Room for Profitable Growth in

Mature Markets

Value

Home-tainment

Body Smart

INNOVATION

ABOVE PREMIUM

Trading Up

Digital Revolution

Rise in Hispanics

Experimentation

Authenticity

INNOVATION

FSM Excellence – Execution exampleChannel Dynamics More Volatile

Increased Likelihood of Taxation

and Regulation

How Do We Ensure Beer

Is the Beverage of Choice?

Listen to beer drinkers and follow

them where they take us1

Open up the innovation

pipeline

Execute or be eaten

2

3

Listen to Beer Drinkers and Follow

Them Where They Take Us1

Consumers are the Voice

of the Brand

Key Strategies for

Growing the Beer

Category

Quality &

Craftsmanship

“Goodness”

Food Relevance

Social Relevance

2 Open Up the Innovation Pipeline

“Beer is being out-innovated”

Elevate the Brand

Experience

Capitalize on Trend

of Moderation

Source Growth

From AdjacenciesEnhance The Value

Chain

Innovation Strategies

Elevate the

Brand Brand

Experience

Source

Growth from

Adjacencies

Capitalize on Trend of Moderation

Enhance the Value Chain

“Rocky Mountain Cold

Refreshment” brand

positioning shared with

suppliers

Execute or Be Eaten

Brilliant execution is a

strategic imperative:

“Execution is not just tactics

– it is a discipline and a

3

– it is a discipline and a

system.

It has to be built into the

company’s strategy, its goals and its culture.”

��Standard customer segmentationStandard customer segmentation

��Standard success measuresStandard success measures

��Standard outlet executionStandard outlet execution

Commercial Excellence

��Standard customer satisfaction metricsStandard customer satisfaction metrics

��Standard sales reports and incentivesStandard sales reports and incentives

Brands Rule—But the

Rules Have Changed

MOLSON COORS BREWING COMPANY