Celestial BeerA taste of heaven

A success story.

Q4 € -

€ 2,000,000

€ 4,000,000

€ 6,000,000

€ 8,000,000

€ 10,000,000

€ 12,000,000

€ 14,000,000 € 13,251,541

€ 8,377,177

€ 3,772,188

Celestial

Elite

Cravious

CELESTIAL VICTORY!

More bragging. Because we can.

Q4 € -

€ 2,000,000

€ 4,000,000

€ 6,000,000

€ 8,000,000

€ 10,000,000

€ 12,000,000

€ 14,000,000 CelestialEliteCravious

Total0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000CelestialLiquid BreadElite

More than € 13.000.000 in balance

Almost € 5.000.000 more than Elite

Most crates sold within the DEBB

22% of all crates sold = 3.900.000 crates

550.000 more than Liquid Bread

Who is Celestial?

Gábor Majdán (CEO) Peter van Stijn (CIO) Ward Schmit (CPL)

Robin Gelhard (CFO) Elena Iancu (CHR) Esther van der Drift (CMS)

Who is Celestial?

• Slogan: a taste of heaven.• Mission: making a difference in our

customer’s life – by being sensitive to their particular tastes, – by valuing their opinions and – by providing them with a high quality product that

satisfies their choice.• Vision: creating value by anticipating and

understanding human desires.

Nova Premium Pilsner

Sold in:The NetherlandsGermanySouth AfricaSpain

Responsible for more than 70% of our profits

Sold almost 2.000.000 crates in Germany

Danke sehr!

The single most sought beer within the DEBB!

How did all this happen?

Q4 € -

€ 2,000,000

€ 4,000,000

€ 6,000,000

€ 8,000,000

€ 10,000,000

€ 12,000,000

€ 14,000,000 € 13,251,541

€ 8,377,177

€ 3,772,188

Celestial

Elite

Cravious

CELESTIAL VICTORY!

Quarter 1 – The first stepsProfit: € 979.186

Glass shard problems in Spain:Resulting in 60.000 returned Flare crates

Sold 728.647 crates of Celestial Beer!

With only five members of the board.

Implemented ERP, which later gave us more than € 1.000.000

Quarter 2 - Let’s just change it a bit

Profit: € 4.501.681

Adjustments in market-share and price combinationsResult: explosion in profits.

Sold 971.211 crates of Celestial Beer!

Again, with only five members of the board.

We took the leadand didn’t let it go

Quarter 3 – Over-extension

Profit: € 3.847.540Precautions were taken for the expected market saturation:aggressive marketing, meticulous pricing.

Sold 1.095.932 crates of Celestial Beer!

Not by us though!

97% of crates sold!Elite: 61%Cravious: 63%

Quarter 4 – Price warsProfit: € 2.568.738Aggressive marketing (€ 1.400.000 invested)Decreasing prices (avg. 7%)Same production, except for German Pilsner... Bad idea!

Sold 1.087.710 crates of Celestial Beer!

171.000 German Pilsner crates returned.

Implemented Business Intelligence system: € 590.287

Special Marketing campaigns

• “Go for the 101st” promotion in South Africa.• 2010 FIFA World Cup promotions• Design contest for the label of Celestial Gloria

Prospects• Negotiations started with Virgin Galactic and

Sir Richard Branson• Joint adventure to Outer Space!

Key performance indicators

Aimed to stay under €8/crate

Key performance indicators

0.00%10.00%20.00%30.00%40.00%50.00%

Q1 Q2 Q3 Q4

Return costs

Celestial

Elite

Liquid Bread

Aimed to stay under 25%Aimed to stay under 10%

Key performance indicators

Aimed at 75% return after one year

Key performance indicators

3%

21%

23%15%

12%

8%

3% 13%

2%

Market share

Socius

Celestial

Rez Beer

Liquid Bread

Cravious

Persaud

Sopheur

Elite

Aimed at selling at least 20% of DEBB’s crates

Check out our webshop!

• Look for our glasses, mugs, stationary, t-shirts, bags, keychains, umbrellas, parasols and more!

More info

• Check out our website at www.bvvk.net/beer

• Or follow us at www.twitter.com/CelestialBeer

Celestial BeerA taste of heaven

A success story.