Belhaven Black

The number one Scottish Stout

55 PERCENT% value growth vs a year ago

Stout is the fastest growing category within beer seeing Stout has won share from Ale and lager

Total Beer Lager Ale Stout - 72.3% 19.3% 8.3% -0.4pp -0.7pp +1.1pp +34.2% +33.4% +29.6% +55.0% Value Share vs YA Value Share of Beer by Category | MAT vs YA Value % Chg vs YA Source: CGA OPMS MAT data to P02 2023 (25/02/2023)

ONE BRAND CONTRIBUTES

98% SHARE OF DRAUGHT STOUT

Source: CGA OPMS MAT data to P02 2023 (25/02/2023)

Despite its popularity there is very little choice on the bar for the consumer

many brewers are trying to cash in on the popularity of stout

ONE BREWER STANDS OUT ABOVE THE REST ….

Belhaven Black the #number

1 Scottish stout*

Belhaven has a rich heritage in brewing stout

Brewing porter stout in Scotland dates to mid 18th century following its popularity in England.

Belhaven started producing stouts and porter in the mid 1800s, but the turning point was 1950 with awards from the UK and abroad for Belhaven #1 stout, Heavy Stout and Belhaven Sweet Stout. Then followed Trinidad Stout.

Today, Scotland’s favourite stout is still brewed using malted barley, local water and Belhaven yeast, to yield an easy drinking stout.

In fact, we use a blend of roast barley, roasted black malt and a light roasted chocolate malt. This creates a rich, smooth, and creamy stout with a hint of sweet chocolate and a roasted malt finish –without the bitterness of other stouts.

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.. people

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place

country

*CGA OPM data to P02 2023 (25/02/2023)

Its not just about Scotland. Belhaven Black is the number 2 stout brand in gb FREETRADE and growing*

WHILE COMING FROM A SMALLER BASE, BELHAVEN BLACK IS SEEING STRONG GROWTH ACROSS TOTAL GB MARKET

VOLUME VS YEAR AGO VALUE VS YEAR AGO 30.3% 35.9% 120% 144%

FREE TRADE MAT VOL AND VALUE CGA OPM Data to P3 2023 (25/03/2023)

Top line:

There is NO statistical difference between GUINNESS and BLACK when it comes to likelihood to purchase

…

Guinness 62% & Belhaven 60%

• Belhaven is ahead on flavour and strength when looking at just about right scores (JAR),

• top two boxes combined for Overall Liking puts Belhaven marginally ahead at 36% (v Guinness at 34%),

• there is little to separate either on colour and, less on aroma,

• Guess what? …. 52% Guinness regulars would buy Belhaven

How about those interested in trying stout?

• OVERALL LIKING – had Belhaven BLACK at 49% vs 45% for Guinness

In a RECENT survey, New drinkers to the category showed a preference to the taste of belhaven black over the leading brand*

Development and

159

*Survey 2021 - Scottish Centre for Food

Innovation

respondents.

BELHAVEN Black REPRESENTS BETTER VALUE FOR THE CONSUMER**

DELIVERING A QUALITY STOUT AT A COMPETITIVE PRICE**

FREE TRADE MAT AVG PRICE PER PINT IN FREE TRADE CGA OPM Data to P3 2023 (25/03/2023)

SDM TO INSERT COMMERCIALS

BELHAVEN Black DELIVERS A GREAT PROFITABILITY FOR YOUR VENUE**

A WEALTH OF SUPPORT AVAILABLE**

Installation kit

Branded tap handle and font

Glassware

Drip mats

Plus – free 17:19 kits available

Belhaven brewery was established in 1719. and 17:19 is the perfect time to enjoy a belhaven black for an after work drink.

Kits include

100 drip mats/tent cards/posters/5x t-shirts mixed sizes

Bar runners

POS Perfect serve training

Brand advocacy programme**

All new instals have the opportunity to

Sign up to the brand genius “mystery drinker” campaign.

All you have to do is

Site the POS back of house

Ask your team to learn about the beer from the short video

Offer your customers a sample (free keg provided on install)

When our “mystery drinker” visits in the 1st 8 weeks of install they ask “what do you recommend”

If one of your staff talks about belhaven black and offers a sample and then executes the “perfect serve” they will be given a

£50 reward

Stout first appeared in 1677, and remains a firm favourite to this day characterised by its rich, dark colour.

Belhaven Scottish Oat stout pours virtually black with a head of creamy brown foam. This is a dark, rich and layered stout revealing a wonderful silky texture, a lingering finish and a balanced sweetness with hoppy bitterness. Making this 7% ABV stout intense yet very approachable.

We use a complex mash including 100% Scottish roasted barley and oats: in fact there are 3 types of malt to create a complex aroma which hints at coffee, dark chocolate, deep caramel, toasted bread and more.

As a result, Belhaven Scottish Oat stout is a true pleasure to sip, contemplating all of the beer’s unique, bold character. Something you’d expect from the home of Scottish brewing for over 300 years.