Mountain Man Brewing Co (Evelyn).xls

Mountain Man Brewing Co (Evelyn).xls - Exhibit 2 Profile of...

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Domestic Light Beer Gender 58% 68% 81% Male Female 42% 32% 19% Age 21-24 9% 8% 2% 25-34 20% 20% 15% 35-44 24% 23% 19% 45-54 22% 23% 32% 55-64 14% 14% 19% 65+ 12% 12% 13% Household Income under $25k 14% 16% 20% $25k-49.9k 25% 24% 27% $50k-74.9k 21% 21% 25% $75k-99.9k 16% 15% 15% $100k+ 24% 23% 13% Exhibit 1 Mountain Man 2005 Income Statement Net Revenues $50,440,000 100.00% Margen B 31% Cost of Goods Sold $34,803,600 69.00% Margen O 10% Gross Margin $15,636,400 31.00% Margen Neto 6% Sales, General & Administrative $9,583,600 19.00% Other Operating Expenses $1,412,320 2.80% Operating Margin $4,640,480 9.20% $151,320 0.30% Net Income Before Taxes $4,791,800 9.50% Provision for Income Taxes $1,677,130 3.30% Net Income After Taxes $3,114,670 6.20% Exhibit 3 Competitive Market Shares in Barrels by Brewer East Central Region Anheuser-Busch 15,620,252 42.00% Miller 8,553,948 23.00% Coors 3,347,197 9.00% Other 2nd tier Premium & Popular Brewers 4,648,885 12.50% Craft / Specialty Brewers 557,866 1.50% Imports 4,462,929 12.00% Total 37,191,077 100% Exhibit 4 Beer Consumption by State (2000 to 2005 Shipments in Barrels) STATE 2000 2001 2002 2003 2004 2005 ILLINOIS 9,038,323 9,165,381 9,268,188 9,108,157 9,032,851 9,063,267 INDIANA 3,954,209 3,947,446 4,021,685 3,905,265 3,993,643 3,998,855 KENTUCKY 2,517,894 2,486,731 2,564,013 2,490,928 2,591,949 2,555,739 MICHIGAN 6,761,561 6,695,665 6,854,064 6,774,702 6,746,578 6,700,174 OHIO 8,493,144 8,601,604 8,682,331 8,760,272 8,702,382 8,584,283 WEST VIRGINIA 1,274,626 1,311,838 1,360,589 1,348,527 1,373,205 1,359,231 WISCONSIN 4,741,019 4,784,791 4,890,122 4,855,313 4,877,662 4,929,529 EAST CENTRAL REGION 36,780,776 36,993,456 37,640,992 37,243,163 37,318,269 37,191,077 TOTAL U.S. 197,609,645 200,146,800 202,605,792 202,586,016 204,318,220 203,515,149 Source: Beer Institute Exhibit 5 Consumption by Type of Beer (2005) EAST CENTRAL REGION % Total 6-year CAGR Light Beer 18,744,303 50.40% 4% Premium Beer 7,326,642 19.70% -4% Popular 4,351,356 11.70% -5% Imported Premium 4,462,929 12.00% 6% Superpremium (craft and high-end domestics) 2,305,847 6.20% 9% Total Barrels 37,191,077 100.00% SOM Source: Extrapolated from Beverage Marketing Corp. Data Consumption by Origin / Packaging (2005) EAST CENTRAL REGION % Total Imported 4,462,929 12.00% Domestic - Packaged 29,618,974 79.60% 1.40% Domestic - Draught 3,109,174 8.40% Total Barrels 37,191,077 100.00% Source: Freedonia Analyst Report Exhibit 6: Light Beer Market Shares and Dominant Brands Light Beer Competitive Market Shares East Central Region 2005 Market Share Anheuser-Busch 49% Miller 24% Coors 11% Other brands 14% Imports 2% Total Light Beer 100% Leading Domestic Light Beer Brands Brand 2005 Market Share Bud Light 32.90% Miller Lite 17.80% Coors Light 14.70% Natural Light 9.80% Busch Light 6.40% Michelob Ultra 5.60% Milwaukee’s Best Light 3.40% Other domestic brands 9.40% Total 100% Leading Imported Light Beer Brands Brand 2005 Market Share Corona Light 57% Amstel Light 26% Labatt Blue Light 15% Other imported brands 2% Total 100% Medium 2005 Network television 382.3 Cable television 72.1 Spot television 144.3 Exhibit 2 Profile of Beer Drinkers by Beer Type by Key Demographics, 2005 Domestic Premium Beer Mountain Man Lager Other Income Exhibit 7 U.S. Beer Advertising Expenditures by Medium (in millions of dollars), 2005
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Syndicated television 5.5 Spot radio 22.4 Network radio 1.2
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NO LA Revenues from MM in 2005 Contribution Margin Annual Change Revenues East Central LB market 2005 Annual Change East Central LB Mk Barrels of MMB Variable Cost MMB Increase in cost MML Lanzamiento?
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