NEW PRODUCT LAUNCH

MALIBU COCKTAILSFebruary 2010

Target Consumer: Social Dynamos+

Key Demos•40/60 Male/ Female

•21 – 40 YO

•Median Personal/HHI: $60K

•College Educated

•Heavy users of all media types

•Ethnically Diverse

Values• Life is about enjoying yourself

• Like to try new products

• Value friends and fun

• They appreciate quality

• Interested in what’s new and trendy

Source: MRI/CCS Carat Data; PRUSA Consumer Segmentation

Why Malibu Cocktails? • Malibu Cocktails leverages the SSOM strategy by offering consumers more convenient ways to

consume Malibu during key outdoor/summer activities

• Opportunity to steal share in a category that’s a perfect fit for Malibu– Diageo dominates the category; 53% share with 5 key brands – Smirnoff Cocktails, JC Authentics/Golden

Margaritas, TGIF, Club Cocktails

• Prepared Cocktails represents nearly $70mm in Nielsen volume sales

Why the Pouch?

• Innovative new packaging for pre-mixed cocktails

• Perfect for refrigerator/cooler

• Ideal for on-the-go occasions

– BBQ/Picnic

– Boat

– Beach/Pool

– Camping/fishing

Consumers are Excited about Malibu Cocktails in the Pouch

•A natural extension of Malibu•Differentiated from other cocktails currently available

Source: Malibu Pre-mixed Cocktail Research

Introducing Malibu Cocktails

A line of quality, pre-made Caribbean cocktails that taste just like the favorite island drinks you order when you’re on a tropical vacation. Perfect for any occasion, whether you’re having a get-together, BBQ, or simply on-the-go. Just pour over ice for a perfectly mixed cocktail every time.

Available in three flavors: Caribbean CosmoRum PunchTropical MojitoTropical Seabreeze *Not shown

Price: Parity to Smirnoff Cocktails $19.99 (1.75 L)

30 Proof (15% alc/vol)

Launch Detail: Package Design

Innovative, unique design with shelf

stand-out and premium cues

Soft plastic pouch with leak proof dispenser nozzle

Refreshing graphics increase taste appeal. (non see-through plastic material)

New Malibu Cocktails logo. Incorporates Malibu “white” of master brand

Reduced environmental impact. 85% reduced carbon footprint compared to glass

Quick chilling time and stays fresh once

opened

# of drinks equivalency on front

of package

Launch Detail: PR & Social Media

Building the Buzz

Build awareness and consumer interest through Facebook interaction

- Details TBD

Trade & Consumer Press Announcement through key media outlets

– Details TBD

Cocktails Product Description

Rum Punch

Blend of Malibu Coconut, pineapple, banana, passion fruit, and mango flavors

Caribbean Cosmo

Blend of Malibu Coconut, lime, orange and cranberry flavors

Tropical Mojito

Blend of Malibu Coconut,

mango, mint, and kaffir lime flavors

Tropical Seabreeze *Not shown

Malibu Coconut, Cranberry,

Pineapple and Grapefruit

Malibu Cocktails: Top Five Things to Know1. Malibu Cocktails is a new product line of pre-mixed cocktails from Malibu

Three flavors: 1. Rum Punch* - lead cocktail2. Caribbean Cosmo3. Tropical Mojito

2. Malibu Cocktails offer consumers convenience for on-the-go occasions• Pouch format is ideal for:

– BBQ/Picnic– Boat– Beach– Camping/fishing

3. Malibu Cocktails are only offered in the uniquely designed, environment friendly 1.75L plastic pouch. (Currently no other spirits in pouch format in market)

4. Malibu Cocktails (30 proof) contain Malibu Coconut along with other flavors(same proof as Smirnoff Flavors)

5. 100% off-premise distribution with primary focus on building presence and awareness via permanent displays