This document contains a series of one-line slogans and phrases brainstorming potential marketing concepts for Mavericks beer. Some of the concepts focus on an active outdoor lifestyle of playing hard and enjoying beer afterwards. Others emphasize getting dirty and muddy or refer to beer in more general terms of socializing and enjoyment. The document dates the concepts as having been generated on November 18, 2012.

1. Page 1 (Concept Ideas)
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Some work is worth bringing home
Some sessions never end
Endorsed by El Brujo. Enjoyed in
NorCal.
After a long day of drop kicks and
dragon whips, nothing satisfies a
maverick like a Mavericks
Live to Play.
Living La Vida Mavericks
11/18/2012 1

2. Page 1 (Concept Ideas)
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Friends: ✔
Beautiful hike: ✔
Beer Nap: ✔
Mavericks: The only thing more
satisfying than a nap.
11/18/2012 2

3. Page 1 (Concept Ideas)
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Playas gonna play.
If it’s worth doing, it’s
worth doing in a Speedo.
All sports have the
potential to be extreme.
Mavericks: The Sports
Drink for Playas
Everywhere
11/18/2012 3

4. Page 1 (Concept Ideas)
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Only the Strong Need Apply
Beer for Social Climbers
Everywhere
If you can’t go to the
mountains…
Practical Interior Decoration
Live to Play
Home Sweet Home
11/18/2012 4

5. Page 1 (Concept Ideas)
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Beer to get dirty with
If you’re not muddy by
the end of the day it
wasn’t a good day.
Friends don’t let friends
stay clean.
Play. It’s a dirty job, but
someone’s got to do it.
11/18/2012 5

6. Page 1 (Concept Ideas)
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Play Dirty. Drink Deep.
It’s not about gear. It’s all about
heart.
Mavericks: Where Old School and
New School Get Reacquainted
Fashion Backward
11/18/2012 6

7. Page 1 (Concept Ideas)
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Beer to get dirty with
If you’re not muddy by
the end of the day it
wasn’t a good day.
Friends don’t let friends
stay clean.
Play. It’s a dirty job, but
someone’s got to do it.
11/18/2012 7

8. Page 1 (Concept Ideas)
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Who survives the Zombie
apocalypse? Mavericks, that’s who.
Run like your life depends on it.
What a beer run should look like.
11/18/2012 8

9. Page 1 (Concept Ideas)
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Go on a beer run
Mavericks come in all sizes
11/18/2012 9

10. Page 1 (Concept Ideas)
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You’ll be head over heels for Mavericks
We don’t care how you get down the
mountain.
Earn your beer.
Just Brew It
Thank God For Beer
11/18/2012 10

11. Page 1 (Concept Ideas)
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Go on a beer run
Mavericks come in all sizes
11/18/2012 11

12. Page 1 (Concept Ideas)
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Beer Me!
It’s not the size of the dog in the fight…
You’re outside the box. We’re inside the
can.
Pure Canned Awesome!
11/18/2012 12

13. Page 1 (Concept Ideas)
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Live to Play
Playtime is never over
Play more.
Play is forever.
11/18/2012 13

14. Page 1 (Concept Ideas)
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You’ll be head over heels for Mavericks
Substance Trumps Style.
Style Points Be Damned.
Beer for a head first lifestyle.
11/18/2012 14