F 15 JACK DANIELS FOB GIFT CONCEPTS Gift

F 15 JACK DANIEL’S FOB GIFT CONCEPTS Gift packaging works to help support the brand in 3 major areas Brand building § Reinforcing JD’s Premium credentials § Product/brand story knowledge § Loyalty § Interaction and experience with JD § Volume driver during key selling periods In-store § Increasing visibility & presence in store § Providing competitive edge to sway decision at point of purchase § Driving frequency of purchase § Drives trial and provides retention incentive Consumer § Driving frequency of occasion § Aiding occasion based drinking (eg - Lynchburg Lemonade) § Deepens interaction & affinity with brand § Brand icon as a badge

GLOBAL JD FOB GIFTING F 15 DETAILS CHANNELS AND TIMING Description Consumer pricing guidance Single Tin 70 cl 2 nd in a 3 year series ‘Our Provenance’ Value added Tin series celebrating Our Provenance Gunmetal grey copy on black body, Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday -Gifting - Volume driver -- Collectability Double Tin 70 cl 2 nd in a 3 year series ‘Our Provenance’ Gift with purchase Gunmetal grey copy on black body, contains 2 JD proprietary tumblers with swing/cartouche embossed branding Partial to full cost recovery if market conditions allow - Modern Trade -- Specialty - Holiday -Gifting - Build brand Repeat of F 14 design, but with embossed glasses (swing cartouche logo) Gift with Purchase Vat dyed premium carton. No plastic window, bottle & glass shaped cut outs in front panel Partial to full cost recovery if market conditions allow - Modern Trade - Traditional Trade Repeat of F 14 design Value added, Everyday Gift Cameo of Mr. Jack with story on side panel. ‘Bellow’ closure with inside flooded black Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday/Year round - Gifting -Volume driver - Brand building affinity NEW Value added, Everyday gift Vat dyed board with die cut bottle reveal window. Inside flooded orange to enhance on shelf appearance Naked bottle price. Partial to full cost recovery if market conditions allow - Modern Trade - Specialty Liquor -Holiday -- Year round - Gifting - Brand build Gift with purchase Vat dyed board with die cut bottle reveal window. Inside flooded orange to enhance on shelf appearance Carton 70 cl GJ gift carton with 2 glasses NEW Glasses embossed with ‘Order of Gentlemen’ logo Themes/ Seasonality Liquor Role affinity -- Collectability - Holiday -Gifting - Volume driver - Brand building affinity - Modern Trade - Specialty Liquor - Holiday/ - Gifting Build brand affinity -Self reward Year round availability Type Ability to up charge Status Differentiate from competition Name 2 Glass Carton 70 cl Key Channels STRATEGIC IMPERATIVES

GLOBAL JD FOB GIFTING F 15 DETAILS CHANNELS AND TIMING Type Description Consumer pricing guidance Themes/ Seasonality - Modern JDSB 2 glass carton pack NEW Gift with purchase Vat dyed board with bottle & glass shaped cut outs. Inside flooded gold. Proprietary JDSB glasses Partial to full cost recovery if market conditions allow - Holiday JDTH 2 shot glass carton 70 cl NEW Value added Work in progress, image for placement only. Proprietary JDTH shot glasses This pack should not be considered if market conditions do not allow for upcharge cost recovery - Modern Trade - Traditional Trade - Holiday - Gifting -Volume driver - Brand building affinity JDTH Carton 70 cl NEW Value added Work in progress, image for placement only Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade Holiday/Year round - Gifting -Volume driver - Brand building affinity Trade -- Specialty Liquor Role -Gifting - Build brand affinity -- Collectability Year round availability Status Ability to up charge Name Differentiate from competition Key Channels STRATEGIC IMPERATIVES

REGIONAL (PRAGUE) JD FOB GIFTING F 15 DETAILS Description Themes/ Seasonality Role Consumer pricing guidance LL Mug Pack, 70 cl Upgraded F 14 pack with vat dyed board & die cut windows (no plastic window) Gift with purchase Carton with proprietary LL mugs, including branded lids Full cost recovery if market conditions allow - Modern Trade -Traditional Trade - Summer - Promote Mixibility - Gifting - Build Brand Affinity 50 cl poker set pack Upgraded F 14 pack with vat dyed board & die cut windows (no plastic window) Gift with purchase Cards & chips in self contained tin for permanent keepsake Full cost recovery if market conditions allow -Traditional Trade -Modern Trade -Convenience - Holiday - Gifting - Build affinity -Self Reward -- Trial NEW Gift with purchase Leatherette velvet lined carry case with screw on acrylic guitar head bottle stopper Partial to full cost recovery if market conditions allow -Modern Trade -- Specialty Liquor Music -Gifting -- Self reward -Build Brand Guitar case carton, 70 cl Affinity - Endorse Music platform SB Carton NEW Value added Concept is in development, image is for placement only Naked bottle price, or cost recovery if market conditions allow -Modern Trade -- Specialty Liquor -- Holiday - Gifting Build brand affinity -Self reward JD FOB Wooden box, 70 cl’s Repeat of F 14 Value added MDF board with Perspex window & mirror. Metal fixtures with leather handle Partial cost recovery if market conditions allow - Specialty Liquor -Holiday -- Year round -- Gifting -- Self indulgence Year round availability Type Key Channels Ability to upcharge Status STRATEGIC IMPERATIVES Differentiate from competition Name LOCATION AND TIMING