Answer Happy

Exhibit 1 Mountain Man 2005 Income Statement Net Revenues COGS 100.0% 69.0% $50,440,000 34,803,600 15,636,400 9,583,600 1,412,320 31.0% 19.0% 2.8% Gross Margin SG&A Other Operating Expenses Operating Margin Other Income 4,640,480 151,320 9.2% 0.3% Net Income Before Taxes Provision for Income Taxes 4,791,800 1,677,130 9.5% 3.3% $ 3,114,670 6.2% Net Income After Taxes Advertising expenses were $1.35 million annually or 2.7% of total revenues. Advertising expenses included radio, print, and outdoor advertising, sponsorships, as well as costs to produce these media,
well as COSS Exhibit 2 Profile of Beer Drinkers by Beer Type by Key Demographics, 2005 Domestic Light Beer Domestic Premium Beer Mountain Man Lager Gender Male Female 58% 68% 32% 81% 19% 42% Age 21-24 25-34 35-44 45-54 55-64 65+ 9% 20% 24% 22% 14% 12% 8% 20% 23% 23% 14% 12% 2% 15% 19% 32% 1996 13% Household Income under $25k $25k-49.9k $50k-74.9k $75k-99.9k $100k+ 14% 25% 21% 16% 24% 16% 24% 21% 15% 23% 20% 27% 25% 15% 13% 7
Exhibit 3 Competitive Market Shares in Barrels by Brewer Anheuser-Busch Miller Coors East Central Region 15,620,252 42.0% 8,553,948 23.0% 3,347,197 9.0% 4,648,885 12.5% 557,866 1.5% 4,462,929 12.0% 37,191,077 100% Other 2nd tier Premium & Popular Brewers Craft/Specialty Brewers Imports Total Note: Sales in barrels of wholesale shipments. Exhibit 4 Beer Consumption by State, 2000 to 2005 (shipments in barrels) 2002 2003 2004 2005 STATE 2000 2001 Illinois Indiana Kentucky Michigan Ohio West Virginia Wisconsin East Central Region 9,038,323 3,954,209 2,517,894 6,761,561 8,493,144 1,274,626 4,741,019 9,165,381 3,947,446 2,486,731 6,695,665 8,601,604 1,311,838 4,784,791 9,268,188 4,021,685 2,564,013 6,854,064 8,682,331 1,360,589 4,890,122 9,108,157 3,905,265 2,490,928 6,774,702 8,760,272 1,348,527 4,855,313 9,032,851 3,993,643 2,591,949 6,746,578 8,702, 382 1,373,205 4,877,662 9,063,267 3,998,855 2,555,739 6,700,174 8,584,283 1,359 231 4,929,529 37,191,077 37,640,992 37,318,269 36,993,456 37,243,163 36,780,776 202,586,016 204,318,220 203,515,148 202,605,792 TOTAL U.S. 197,609,645 200,146,800
Exhibit 5 Consumption by Type of Beer and by Origin/Packaging, 2005 A. Consumption by Type of Beer Light Beer Premium Beer Popular Imported Premium Superpremium (craft and high-end domestics) EAST CENTRAL REGION 18,744,303 7,326,642 4,351,356 4,462,929 % Total 50.4% 19.7% 11.7% 12.0% 6-year CAGR 14% (4%) (5%) +6% 2,305, 847 6.29% +9% 37,191,077 100.0% Total Barrels B. Consumption by Origin/Packaging % Total Imported Domestic - Packaged Domestic - Draught EAST CENTRAL REGION 4.462,929 29,618,974 3,109,174 12.0% 79.6% 8.4% Total Barrels 37,191,077 100.0%
A. 2005 Market Share Light Beer Competitive Market Shares East Central Region Anheuser-Busch Miller Coors Other brands Imports Total Light Beer 49% 24% 11% 14% 2% 100% B. 2005 Market Share Leading Domestic Light Beer Brands East Central Region Bud Light Miller Lite Coors Light Natural Light Busch Light Michelob Ultra Milwaukee's Best Light Other domestic brands 32.9% 17.8% 14.7% 9.8% 6.4% 5.6% 3.4% 9.4% Total 100% C. Leading Imported Light Beer Brands Brand Corona Light Amstel Light Labatt Blue Light Other imported brands 2005 Market Share 57% 26% 15% 2% Total 100%
Exhibit 7 U.S. Beer Advertising Expenditures by Medium (in millions of dollars), 2005 Medium 2005 Network television Cable television Spot television Syndicated television Spot radio Network radio $382.3 72.1 144.3 5.5 22.4 1.2 Total Broadcast $627.8 23.2 6.6 Magazines Newspapers Newspaper supplements Outdoor 51.5 Total Print $81.3 TOTAL $709.1