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GROUP PRESENTATION

An innovative packaging solution

for the brewing industry.

An innovative packaging solution

for the brewing industry.

Context

• Domestic beer markets are in decline since more than 20 years in western Europe; resulting in substantial volume drops

• Belgium is one of the most famous beer cultures in the world, because of its diversity and substantial degree of maturity in specialties.

• Nevertheless the reputation of the beer culture, the domestic consumption dropped from more than 125 per capita to 82L per capita in Belgium, in less than 25 years.

• In order to revitalize the industry, all breweries are looking for NPIs (new product innovations) or NMAs (new market activations).

• NMAs in the past have led to a share of more than 55% of the annual Belgian beer production that is destined to export markets. There is an overall international Belgian Beer ‘Momentum’.

EcoDRAFT® & ExpoDRAFT®

• EcoDRAFT® & ExpoDRAFT® are innovative packaging containers for beer that solves among many others (see next slides) the financial issue.

• Proposition: – Rigid moulded container with a double layered

inner bag

– One-way and returnable

– 5 liter, 10 liter, 20 liter and 30 liter

– Best technology available on the market

Logistics

• Weight optimisation versus traditional stainless steel kegs and

the EcoDRAFT® & ExpoDRAFT® container dimensions lead to:

– Higher volume per pallet (990 liter vs 540 liter)

– Which offers substantial savings in transportation costs (+/- 30%)

– Storage space savings (pre-filled, filled and no off-season keg pool)

– No return flow to be monitored

Operations

• EcoDRAFT® & ExpoDRAFT® kegs : – are delivered “ready 2 fill” to the brewery

– are compatible with all existing filling lines (some minor changes such as excluding the cleaning steps)

– Cleaning and repair costs (material and labor) are eliminated

– All spear systems can be applied

– High filling capacity on a separate filling line is an option (120 kegs/hour for an investment of 25K€

On own Filling line till automized

CONCEPT CAPACITY INVESTMENT

* On existing filling line 60 or 120 / hr / station ____ €

* 1-head 60 / hr / station 21.425 €

* 2-head filling station 120 / hr / station 37.000 €

* Multiple fill stations Multiple x 60 or 120 / hr Acc. to concept

* Multiple fill stations + robot

Unlimited Acc. to concept

Financial

• ExpoDRAFT® one-way:

– Is an off-balance activity with no up-front investments or resource allocations

– Represents no keg losses – Optimises the keg pool, since there is no need to consider

spare kegs for seasonality peaks – Straightforward NPI or NMA decisions based on variable

packaging costs, deliver extra income and margins

• EcoDRAFT® returnable: – Substantial lower investment than traditional stainless steel

kegs – Purchase price of the keg covered by the deposit value; no

more issues when it comes to losses

Marketing

• The larger the distance, the lower the cycle time, the more benefits ExpoDRAFT® one-way offers

• Low cost of entry into beer keg markets for NPIs, NMAs one-shots, trials, etc…

• Straight forward margin breakdown calculations, because of variable cost

• Option to personalize shape, color, imprints, mould • Solid and “traditional” beer keg look & shape which leverages the

perceived value of a premium Belgian beer vs existing one-way propositions

• Totally recyclable and environmental (no detergents, no Alu layers, return transports,…) friendly offer

• Long best before dates offer maximum beer freshness comparable to SS kegs, maintained after activation, and therefore an ideal experience or moment of consumption for the consumers

Marketing

Commercial (User benefits)

• 100% compatible with existing dispensing equipment; no tailor-made expensive handling or dispensers

• Multi-connectivity • Equal to regular keg dispensing (speed, foam, etc..) • Flexibility in formats (5L, 10L, 20L, 30L) • One-way or returnable • Weight in handling versus stainless steel kegs • Additional storage room because of no empties (for one-way proposition) • Long shelf-live enable bar owners to enlarge the range of special beers

with lower rotation • No foam at connection or at the end, equal extra sales • Pressure relieve valve for ExpoDraft® kegs • Fits in fridge draft equipment • Easy of use (same as regular) • Hygiene

EcoDRAFT® & ExpoDRAFT® Product Line

Re-Usable:

One-way:

– 5 liter (available End 2012)

20 L & 30 L re-usable

• Extremely long Best Before Date: • Even after connecting the keg, the shelf life is guaranteed • Standard spears and couplers • Multi-connectible • CO2 level in beer stable; no oversaturation, no desaturation • High Burst pressure vs PET • CO2 seperated from beervolume, no contamination risks • Valve system with high O2 barrier • 30 € deposit covers the investment (purchase) • Perfect to palletize (990 L per pallet instead of 540 L) • Only minor adjustments on the existing filling lines (80% of the process can be

excluded: cleaning) • High filling capacity for only 37.000 € (separate filling line) at 120 kegs per hour. • Branding possibilities • Ecological: reusable, recycable and no detergents for • High drop and pressure resistance