Document:

EX-10.4

 Exhibit 10.4 

CERTAIN CONFIDENTIAL INFORMATION CONTAINED IN THIS DOCUMENT, MARKED BY BRACKETED ASTERISKS, HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND
EXCHANGE COMMISSION PURSUANT TO RULE 24B-2 OF THE SECURITIES EXCHANGE ACT OF 1934, AS AMENDED. 
 CONA SERVICES LLC 

MASTER SERVICES AGREEMENT 

(DSD Functionality) 
 This MASTER
SERVICES AGREEMENT (DSD) (this “Master Agreement”) is dated April 6, 2016 and made effective as of April 2, 2016 (the “Effective Date”) by and between Coca-Cola Bottling Co. Consolidated, a Delaware
corporation (“Bottler”); and CONA Services LLC, a Delaware limited liability company (“CONA”). 

BACKGROUND: 
 The Coca-Cola
Company (“TCCC”) and Coca-Cola Refreshments USA, Inc. (“CCR”) have developed a uniform information technology system called the Coke One North America system (the “CONA System”) to promote
efficiency in the operations of participating North American bottlers and long-term uniformity and efficiency among North American bottlers of Coca-Cola, including CCR. 

CONA has licensed and acquired certain assets relating to the CONA System. 

CONA has acquired or entered into, or intends to enter into, certain agreements with third-party subcontractors, vendors and licensors (each,
a “Vendor”) relevant to the CONA System, and Bottler and CONA desire for CONA to assume responsibility for managing the relationship with Vendors and to pass the cost of software licenses and services described in these agreements
through to Bottler (or allow Bottler to use the Vendor’s software licenses and services), and Bottler desires to receive or use those software licenses and services. 

Bottler is a member of CONA and has entered into the Limited Liability Company Agreement of CONA, dated as of January 27, 2016 (as
amended from time to time), which governs the operations of CONA (the “CONA LLC Agreement”). 
 On the terms and subject to
the conditions of this Master Agreement and the Services Exhibits (as defined below), the parties mutually desire that Bottler implement and use the CONA System in connection with Bottler’s operation of its business in Bottler’s
Territories. 
 Certain terms used in this Master Agreement have the definitions set forth in Appendix 1. 

Based upon these premises, Bottler and CONA hereby agree as follows: 

ARTICLE 1. BOTTLER USE OF THE CONA SYSTEM AND RECEIPT OF SERVICES 

1.01 Bottler Use of CONA System. Bottler is authorized to use the CONA System in the Territories in connection with its distribution,
sale, marketing and promotion of Beverages, subject to the provisions of the CONA LLC Agreement. If Bottler does not use the CONA System in all of its Territories, Bottler shall remain obligated to pay the Service Fees for all cases in its
Territories as set forth in Section 10.01. Use of the CONA System that is beyond the scope of this Agreement will be documented separately by the parties. Bottler’s use of the CONA System will be subject to any limitations set forth in any
third-party licenses or other agreements relating to third-party components of the CONA System. Notwithstanding any provision of this Master Agreement to the contrary, Bottler’s Affiliates that support, in whole or in part, any aspect of
Bottler’s distribution, sale, marketing and/or promotion of Beverages shall be entitled to use the CONA System in North America pursuant to this Master Agreement at no additional cost and otherwise on the same general terms and conditions 

 
applicable to Bottler, so long as the use thereof by such Affiliates of Bottler (a) does not have a material negative impact on the use of the CONA System by other bottlers; or (b) does
not result in a material increase in CONA’s costs that is not covered by the Service Fees and other fees and charges otherwise payable by Bottler hereunder. In all other cases, use of the CONA System by Bottler’s Affiliates shall be
subject to the approval of the CONA Board of Directors (which approval shall not be unreasonably withheld) to the extent contemplated by the CONA LLC Agreement. 

1.02 Services. The services provided by CONA to Bottler pursuant to this Master Agreement (the “Services”) reflect
three primary work streams, as set forth in Exhibit A (Build), Exhibit B (Deploy) and Exhibit C (Operate) (each of Exhibits A, B and C, a “Services Exhibit”). 

(a) Build. CONA will provide certain of the Services described in Exhibit A directly, and will coordinate and manage the
provision of all Services described in Exhibit A that are performed by Vendors. 
 Build phase Services include governance, business
process management, and standards for the build process; planning, design, development and testing of the CONA System; building required infrastructure; acquiring necessary licenses; and integration and performance testing. Build phase Services do
not include business support. The respective roles and responsibilities of CONA and Bottler with respect to Build phase Services are set forth in Exhibit A. 

(b) Deploy. CONA will provide certain of the Services described in Exhibit B directly, and will coordinate and manage the
provision of all Services described in Exhibit B that are performed by Vendors. 
 Deploy phase Services include program management,
change management, deployment infrastructure, data loading and cutover. The roles and responsibilities of CONA and Bottler with respect to Deploy phase Services are set forth in detail in Exhibit B. 

(c) Operate. CONA will provide certain of the Services described in Exhibit C directly, and will coordinate and manage the
provision of all Services described in Exhibit C that are performed by Vendors. 
 Operate phase Services include CONA System access,
operations infrastructure, network operations, job monitoring, system maintenance, basic user access, helpdesk/application support and data management. The respective roles and responsibilities of CONA and Bottler with respect to Operate phase
Services are set forth in detail on Exhibit C. 
 (d) As condition to the provision of the Services, Bottler will reasonably
(i) cooperate with CONA and the Vendors providing such Services, including by promptly providing all Bottler Data reasonably necessary for the provision of such Services; (ii) provide appropriate training on such processes and functions to
its users; (iii) ensure the data quality necessary to operate the CONA System for data supplied by or on behalf of Bottler; (iv) follow the uniform application support process; (v) run the necessary business controls and
reconciliation tasks; and (vi) manage system access and user roles. Bottler will use the uniform business processes and functions of the CONA System to operate its business. In addition, Bottler will comply with its obligations under the CONA
LLC Agreement. 
 (e) CONA (and not Bottler) has the sole authority to define and establish the specifications for the CONA System, including
the list of Equipment, the Data Centers, the features and functionality of the CONA Software, and the list of Vendor Software (collectively, the “CONA  

  
 -2- 

 
System Specifications”) and may revise those specifications from time to time, subject to Section 4.01. The Vendor Software that is in the scope of the CONA System
Specifications as of the Effective Date is further described in Appendix 4 (and CONA may revise the list of Vendor Software from time to time). Bottler will retain responsibility to obtain and maintain at its cost and expense any equipment,
software or service that is either outside the scope of the CONA System Specifications or in the scope of the CONA System Specifications but assigned to Bottler. 

1.03 Vendors. Bottler acknowledges that third party Vendors will perform certain of the Services under CONA’s direction. Bottler
further acknowledges that certain Vendors may require Bottler to enter into a separate agreement directly with the Vendor to enable Bottler to use Vendor’s services and participate in the CONA System. Bottler agrees to enter into such separate
agreement, on terms that are reasonably acceptable to Bottler, if requested by CONA. Each Services Exhibit includes an overview of the relevant Services to be provided by Vendors and the Services to be provided by CONA directly. CONA may revise any
such overview upon notice to Bottler. CONA is solely responsible for the management of all Vendors in connection with the provision of Services. Where this Master Agreement or an applicable Services Exhibit specifies that CONA’s obligation is
to “require” a Vendor to take a specified action, CONA’s obligation is fulfilled if CONA has used commercially reasonable efforts to have the Vendor take the action, which may include using commercially reasonable efforts to include a
provision requiring the action in its relevant agreement with such Vendor. 
 1.04 Additional Services. Bottler may from time to
time, subject to Section 5.02, request that CONA perform localized or special services to augment or supplement the Services (collectively, the “Additional Services”). Upon receipt of such a request, CONA will evaluate
the feasibility and cost of performing such Additional Services and, with respect to any Additional Services approved by the CONA Board of Directors, will provide Bottler and the other bottlers using the CONA System with (a) a written
description of the work CONA anticipates performing in connection with such Additional Services, (b) a schedule for commencing and completing the Additional Services, and (c) any applicable Service Levels or KPIs. All Additional Services
must be approved by the CONA Board of Directors pursuant to the CONA LLC Agreement. Bottler (and any other bottlers who desire to use or access the Additional Services) will compensate CONA for such Additional Services based on an agreed price (the
“Additional Service Fees”). If CONA and Bottler agree that CONA will perform the Additional Services, the parties will execute a written amendment to the applicable Services Exhibit. 

ARTICLE 2. DATA CENTERS. 

2.01 Data Center. The Services that are required to be provided from a data center will be provided from (1) the data centers
described in the applicable Services Exhibit, or (2) any data center operated by CONA or on behalf of CONA or an applicable Vendor (any of the foregoing, a “Data Center”). 

2.02 Facility Requirements. CONA will provide, or require the applicable Vendors to provide, to Bottler, at no charge to Bottler, such
access to such Data Centers as may be reasonably necessary for Bottler’s receipt of the Services, in accordance with CONA’s security policies, including as documented in Appendix 2. Bottler acknowledges that any access to any Data
Center operated by or on behalf of a Vendor may be subject to the Vendor’s or its own contractor’s security policies and procedures. 

ARTICLE 3. OPERATE PHASE PERFORMANCE STANDARDS 

3.01 Service Levels. Exhibit C sets forth the key performance indicators (the “KPIs”) and service levels
(“Service Levels”) that will be used to measure the performance of the applicable Services during the Operate phase. The service level credits earned by CONA will be either (a) retained by CONA

  
 -3- 

 
for working capital purposes and/or refunded pro-rata to all CONA System users (e.g., a pro-rata reduction of the Service Fees charged to bottlers) in the case of service credits that are
generally applicable to the CONA Services and/or the CONA System; or (b) passed through to individual bottlers, in the case of service credits that are applicable to a specific, separately identifiable or localized bottler activity and
reflected on the invoice for monthly services described in Section 10.04. 
 3.02 Root-Cause Analysis. After receipt of
notice from Bottler in respect of any failure to provide the Services in accordance with the Service Levels or KPIs, CONA will provide and, where applicable, require the Vendors to provide a root-cause report detailing the cause of, and, if such
failure was caused by CONA and/or the Vendors, a procedure for correcting, such failure, which report will address how the procedure for correcting the failure will prevent or minimize the risk of recurrences. 

3.03 Adjustment of Service Levels and KPIs. The Service Levels or KPIs may be adjusted higher periodically in recognition of the
anticipated improvement in service quality as identified from time to time by CONA. CONA will work in good faith with Vendors to improve the quality of the Services to meet or exceed Service Levels or KPIs. 

3.04 Measurement and Monitoring. CONA will implement and, where applicable, require the Vendors to implement measurement and monitoring
tools and metrics as well as standard reporting procedures within the timeframe set forth in the applicable Services Exhibit, to measure and report the performance of the Services against the applicable Service Levels and KPIs. To the extent
available from Vendors, Bottler will be provided with access to on-line databases containing up-to-date information regarding the
status of Service problems, Service requests and user inquiries. 
 ARTICLE 4. GOVERNANCE; PERSONNEL 

4.01 CONA Board of Directors. CONA’s Board of Directors has the right to direct and oversee CONA’s business and affairs
pursuant to the CONA LLC Agreement. Decisions to be made by CONA under this Master Agreement are to be made by or under the direction of CONA’s Board of Directors. The day-to-day operations of CONA hereunder will be managed by the CEO and
management team of CONA under the direction of the CONA Board of Directors. Participation on CONA’s Board of Directors is governed by the CONA LLC Agreement, and nothing in this Master Agreement amends or supersedes any rights or obligations of
any party to the CONA LLC Agreement. 
 4.02 Conduct of Personnel. While at Bottler’s premises, CONA will require that its and
Vendors’ personnel (1) comply with reasonable requests, rules and regulations of Bottler made known to CONA or the applicable Vendor regarding their conduct generally applicable to such premise, and (2) otherwise conduct themselves in
a businesslike manner. 
 ARTICLE 5. OTHER RESPONSIBILITIES 

5.01 Security; Privacy. CONA will, in cooperation with the Vendors, establish and update the network security and privacy policies
contained in Appendix 2 and Appendix 3 with respect to the CONA System. CONA will provide reasonable advance notice to Bottler of any changes that CONA makes to such network security policies. Bottler will comply, and will use
commercially reasonable efforts to ensure that its users comply, with CONA’s network security and privacy policies documented in Appendix 2 and Appendix 3, as applicable to Bottler, and as updated by CONA from time to time with
reasonable advance notice to Bottler. For the provision of the Services, CONA will comply, and will use commercially reasonable efforts to require all Vendors to comply, with all network security and privacy policies with respect to the CONA System,
including the Security Practices documented in Appendix 2 and the CONA Hosting Security Guideline documented in Appendix 3. 

  
 -4- 

 5.02 Change Control Procedures. Any request by Bottler for features, upgrades or other
changes to the CONA System Specifications including the CONA Software, Equipment or any other item in the CONA System (each, a “Change”; collectively, “Changes”), together with the desired timetable for implementing
those Changes, must be presented to CONA, and their execution will be subject to the review and approval of the CONA Board of Directors. All such requests must be made in writing by Bottler to CONA. Following receipt of a request from Bottler, each
proposed Change will be analyzed by CONA’s management and, if appropriate, a detailed description of any changes to be made to the CONA System Specifications, this Master Agreement and/or the Services Exhibits, including rates, budget,
schedule, services and any deliverables, will be prepared for consideration by the CONA Board of Directors (each, a “Change Order”). CONA is not required to make any change in the Services until a Change Order has been approved by
the CONA Board of Directors. All approved Change Orders will be incorporated into the applicable Services Exhibit as a written amendment. The procedures described in this Section 5.02 are referred to herein as the “Change Control
Procedures.” Notwithstanding the foregoing, CONA may make temporary Changes required by an emergency if CONA, in its reasonable opinion, believes that complying with the Change Control Procedures would be detrimental to CONA, Bottler or
other users of the CONA System. 
 5.03 Reports. CONA or the Vendors will provide to Bottler the operational reports as agreed
between CONA and Bottler (the “Reports”). 
 5.04 Records. CONA will use commercially reasonable efforts to
maintain, and shall use commercially reasonable efforts to require Vendors to maintain, complete and accurate records of, and supporting documentation sufficient to document, the Services and the Service Fees paid or payable by Bottler under the
applicable Services Exhibit (“Records”). With respect to the amounts chargeable to and payments made by Bottler under any Services Exhibit, Records will be kept in accordance with generally accepted accounting principles applied on
a consistent basis. Bottler will be entitled to review the Records applicable to Bottler’s Services on reasonable notice to CONA; provided, however, that Bottler will have no right to access or review any data relating to any other recipient of
services from CONA. 
 5.05 Disaster Recovery Plan. Exhibit C (Operate) includes the procedures to be followed with respect to
the continued provision of the Services if a Data Center is unavailable for use by any applicable party because it has been destroyed, damaged or is otherwise not available for use (the “Disaster Recovery Plan”) to such an extent
that CONA is unable to provide any or all of the Services. CONA may modify or change the Disaster Recovery Plan for CONA’s Data Center at any time; provided, however, that CONA must provide Bottler with written notice as to any change or
modification that is material, and no such change or modification will materially adversely affect CONA’s ability to restore the Services. Changes to the Disaster Recovery Plan will be subject to approval of the CONA Board of Directors. 

ARTICLE 6. EQUIPMENT, SOFTWARE AND INTELLECTUAL PROPERTY RIGHTS 

6.01 Equipment. “Equipment” means, unless otherwise provided in this Master Agreement or any Services Exhibit, the
particular computer equipment and peripherals, telecommunications products and other equipment, together with any and all associated documentation, useful or necessary for the performance of the Services at the Data Centers. Unless expressly
specified otherwise in a Services Exhibit, CONA will own/lease/license, operate and maintain the Equipment (including managing the Vendors who are to provide maintenance to the Equipment). Unless expressly specified otherwise in a Services Exhibit,
all amounts due under an Equipment lease that are attributable to the period during which CONA has operational responsibility for the corresponding Equipment will be included in the costs to be shared in accordance with Article 10, although
these shared costs will not in any way be considered a sublease, a transfer, or a sale of the corresponding Equipment from CONA to Bottler. For clarity, Bottler will retain the responsibility to obtain and maintain all other equipment, not
considered to be 

  
 -5- 

 
Equipment, necessary for its receipt and use of the Services, at its cost and expense, including delivery, installation and connectivity for such equipment. 

6.02 Bottler Software. Bottler hereby grants to CONA, at no cost to CONA, a non-exclusive, royalty-free, non-transferable right to use,
copy, execute, reproduce, operate, maintain and adapt, display, perform, modify, improve, and make derivative works of any software owned or licensed by Bottler (the “Bottler Software”), solely as useful or necessary to provide the
Services, subject to any and all applicable license restrictions of Bottler’s third-party licensors. CONA may sublicense to Vendors the right to have access to, operate, maintain, and use the Bottler Software to the extent contemplated by this
Master Agreement and any Services Exhibit, subject to any and all applicable license restrictions of Bottler’s third-party licensors. Upon expiration or termination of this Master Agreement for any reason, the applicable rights granted to CONA
(and/or any Vendors) in this Section 6.02 immediately will, except as necessary for CONA (and any Vendors) to carry out its obligations under the Master Agreements for Bottler (including under Section 15.04(a) and ARTICLE
16), revert to Bottler. 
 6.03 Developed Software. As between Bottler and CONA, ownership of any (1) software or materials
developed by CONA (the “Developed Software”), other than modifications to Bottler Software, and (2) any related documentation, will be governed by Section 6.10. 

6.04 CONA Software. Subject to applicable license agreements in the case of Vendor Software, CONA hereby grants to Bottler a
non-transferable (except as transferability is permitted in this Master Agreement, the applicable Services Exhibit or the CONA LLC Agreement), royalty-free, non-exclusive license to use, copy, execute, reproduce, operate, display, and perform, all
software and other materials (including all modifications and enhancements thereto) owned or licensed by CONA and used to provide the Services, together with any and all associated documentation (the “CONA Software”), for use by
Bottler during the Master Agreement Term and any Termination Assistance Period solely in connection with the provision of the Services to Bottler and the receipt and use by Bottler of the Services, in each case for Bottler’s internal operations
and in compliance with the CONA LLC Agreement. Subject to Section 1.01, Bottler may sublicense its rights under this Section 6.04 to any Affiliate of Bottler for use by such Affiliate solely in connection with the provision of Services to
such Affiliate and the receipt and use by such Affiliate of the Services for such Affiliate’s internal operations. Notwithstanding the foregoing, the license provided for in this Section 6.04 will not apply to the extent it would
contravene any license restrictions and/or limitations applicable to the Vendor Software; provided, however, that CONA shall use commercially reasonable efforts to obtain from all Vendors all rights necessary to grant the rights set forth in this
Section 6.04. 
 6.05 Frequency of Vendor Software Releases. As part of the Services, CONA will require the applicable Vendors
to make available new releases and versions of Vendor Software to be used under each Services Exhibit with commercially reasonable frequency, unless otherwise determined by CONA pursuant to Section 4.01. 

6.06 Changes and Upgrades to CONA Software. Except for modifications resulting from new releases and versions of Vendor Software (e.g.,
as set forth in Section 6.05) and Changes and/or modifications as may be approved by the CONA Board of Directors with reasonable advance notice to Members, CONA will not make any Changes or modifications to the CONA Software that
would materially impair its functionality or materially degrade its performance. CONA will require that the applicable Vendors make available and install in connection with, and as part of, the Services any generally available modifications or
enhancements to the Vendor Software on the same basis that such modifications or enhancements are made available to CONA. 

  
 -6- 

 6.07 Back-Up. CONA will, and/or will require the
applicable Vendors to, take commercially appropriate measures to back up all Bottler Data then residing on the CONA System. 
 6.08
Vendor Agreements. CONA will obtain and maintain in effect with each Vendor a written agreement with terms that permit CONA to provide the Services to Bottler, it Affiliates and the other Members of CONA (and pass through the benefits of the
Vendor agreement to Bottler, its Affiliates and the other Members of CONA) consistent with the provisions of this Master Agreement, including without limitation Section 1.01. 

6.09 Notice of Defaults. Bottler will promptly inform CONA of any breach of, or misuse or fraud in connection with, any Third-Party
Services Contract, Equipment lease or Vendor Software license of which it becomes aware, and will cooperate with CONA to prevent or stay any such breach, misuse or fraud. 

6.10 Intellectual Property. 

(a) “Intellectual Property” means all works, including literary works, pictorial, graphic and sculptural works, architectural
works, works of visual art, and any other work that may be the subject matter of copyright protection; advertising and marketing concepts; information; data and databases; formulas; designs; models; drawings; computer programs, and software and all
related source code, object code, documentation, listings, design specifications, and flowcharts; trade secrets; and any ideas, methods, processes, and inventions, including all processes, machines, manufactures and compositions of matter and any
other invention that may be the subject matter of patent protection; and all statutory protection obtained or obtainable thereon. 
 (b) As
between CONA and Bottler and subject to Section 8.02, CONA retains ownership of all Intellectual Property made or owned by CONA (or TCCC, CCR or its other licensors) (including the CONA System) and any modifications or enhancements thereto or
other derivative works thereof (excluding modifications to the Bottler Software). As between CONA and Bottler and subject to Section 8.02, CONA will have and retain all worldwide right, title and interest in and to (1) the CONA Software;
and (2) Intellectual Property that is created, made, conceived, reduced to practice or authored by or on behalf of CONA or the Vendors, in connection with the performance of the Services or any Additional Services (excluding modifications to
the Bottler Software); and (3) any modifications, improvements or other derivative works of any of the foregoing. CONA retains all rights to its general knowledge, experience and know-how (including processes, ideas, concepts, and techniques)
acquired in the course of performing the Services excluding any Bottler Confidential Information and Bottler Data (provided that this provision does not impair Bottler’s rights to any of its own knowledge, experience, and know-how that Bottler
may share with CONA). For clarity, as between CONA and Bottler, the CONA System and any improvements or modifications to or derivatives of the CONA System are and remain the exclusive property of CONA, subject to the rights granted to Bottler under
this Master Agreement and the rights granted to TCCC and/or CONA’s members under the license agreement between TCCC and CCR that has been assigned to CONA and under the CONA LLC Agreement. Bottler will execute, or use commercially reasonable
efforts to cause to be executed, any documents to document or perfect CONA’s ownership rights in any Intellectual Property that CONA is entitled to own pursuant to this Section 6.10(b). 

(c) CONA warrants that the CONA System does not use any open source or freeware code in a manner that, if the CONA System and Services are used
in accordance with this Agreement, would require Bottler to distribute or disclose any source code that was included in the CONA 

  
 -7- 

 
System and Services. Furthermore, CONA represents that it will use all open source or freeware code in accordance with the applicable licensing terms of such open source or freeware code. 

ARTICLE 7. THIRD PARTIES 

7.01 Cooperation with Bottler Third-Party Contractors. 

(a) Bottler may hire contractors, subcontractors, consultants, and/or other third parties (“Bottler Third-Party Contractors”)
to perform services that complement the Services. CONA will require the Vendors to cooperate with and work in good faith with Bottler Third-Party Contractors as reasonably requested by Bottler. Such cooperation may require that Bottler execute a
separate agreement with Vendors on commercially reasonable terms and conditions, which may include the Vendors: (i) providing reasonable remote access to the Equipment and Vendor Software to the extent necessary and permitted under any
underlying agreements between CONA and the applicable Vendors; (ii) facilitating requests for assistance and support services to such Bottler Third-Party Contractors on the part of Vendors at rates to be agreed between them; and
(iii) providing existing written requirements, standards and policies for systems operations so that the enhancements or developments of Bottler Third-Party Contractors may be operated by CONA in connection with the Services; provided, however,
that if such enhancements or developments of Bottler Third-Party Contractors require excess resources or other costs or fees to be incurred by CONA, Bottler will be responsible for the payment of such extra fees or costs. CONA will notify Bottler in
writing of any additional costs or fees incurred by CONA. Bottler will require its Bottler Third-Party Contractors to comply with the security and confidentiality requirements of CONA and its Vendors, including those set forth in Appendix 2,
and will, to the extent performing work on CONA Software or Equipment for which CONA has operational responsibility, comply with CONA’s and the applicable Vendors’ standards, methodologies, and procedures, including those set forth in
Appendix 2. 
 (b) CONA will promptly notify Bottler if it has reason to believe that an act or omission of its Bottler Third-Party
Contractor will cause, or has caused, a problem or delay in providing the Services, and will work with Bottler to prevent or circumvent such problem or delay. CONA will cooperate with Bottler and Bottler Third-Party Contractors to resolve
differences and conflicts arising between the Services and other activities undertaken by Bottler or any of its Bottler Third-Party Contractors. Bottler will be responsible for any failure of its Bottler Third-Party Contractors to comply with
Bottler’s obligations under this Master Agreement or any applicable Services Exhibit. 
 ARTICLE 8. BOTTLER DATA 

8.01 Provision of Data. Bottler will supply to CONA and/or the applicable Vendor, in connection with Services required, data in the
form and on such schedules as agreed upon by Bottler and CONA in the applicable Services Exhibit and as may otherwise be agreed upon from time to time as necessary to permit CONA to perform the Services. 

8.02 Ownership of Bottler Data. All data and information submitted to CONA and/or the applicable Vendor by or on behalf of Bottler or
as such data and information is processed, developed, amended, modified or enhanced by CONA and/or the applicable Vendor on Bottler’s behalf in connection with the Services (the “Bottler Data”) is and will remain the property
of Bottler, except to the extent that the ownership of such data is determined in a different way by other agreements between the parties or between other parties concerning that data (e.g. cross-license brands, GPI etc.). Except as permitted by
this Master Agreement, an applicable Services Exhibit or an ancillary agreement executed by CONA and 

  
 -8- 

 
Bottler, CONA will not, and will require that the Vendors will not, (1) use Bottler Data other than in connection with providing the Services, (2) disclose, sell, assign, lease or
otherwise provide Bottler Data to third parties, or (3) commercially exploit Bottler Data. 
 8.03 Correction of Errors. CONA
will correct promptly and/or will require the applicable Vendor to correct promptly any known errors or inaccuracies in Bottler Data and Reports (1) caused by CONA or such Vendor, respectively, or (2) as otherwise provided in a Services
Exhibit. Bottler is responsible for (a) the accuracy and completeness of its Bottler Data, and (b) any errors in or with respect to data obtained from CONA and/or the applicable Vendor caused by materially inaccurate or incomplete Bottler
Data, except in either case to the extent that CONA and/or the applicable Vendor caused the Bottler Data to be inaccurate or incomplete. 

8.04 Inspection and Ownership of Reports. Bottler will inspect and review the Reports and provide CONA with a notice of errors or
inaccuracies. Bottler will own all Reports generated by or on behalf of CONA specifically for Bottler. 
 8.05 Ownership of Media.
Unless furnished or paid for by Bottler or otherwise provided in a Services Exhibit, all media upon which Bottler Data is stored is and will remain the property of CONA and/or the applicable Vendor. 

8.06 Data Privacy. 
 (a)
Roles. In relation to the Bottler Data that constitute personal data under the relevant laws relating to data protection, trans-border data flow and data privacy (collectively, “Privacy Laws”), (i) Bottler will at all
times act as and maintain the role of the owner and/or controller of such data; and (ii) CONA will at all times act as and maintain the role of the processor, and, subject to Section 8.06(e), will only process or transfer (both
terms as defined in the relevant Privacy Laws) Bottler Data as instructed in writing by Bottler and in accordance with the terms of this Section 8.06. Nothing in this Master Agreement or any Services Exhibit will restrict or limit in any
way Bottler’s rights or obligations as owner and/or controller of its Bottler Data or be deemed as an assignment of such rights and obligations to CONA or any Vendor; nor will anything in this Master Agreement or any Services Exhibit restrict
or limit in any way CONA’s rights or obligations as processor or its obligations to comply with all of Bottler’s instructions as to the processing of its Bottler Data. 

(b) Written Agreement. For purposes of the relevant Privacy Laws, this Master Agreement and its applicable Services Exhibits are the
written agreements relating to the processing by CONA of Bottler Data. 
 (c) Instructions. This Master Agreement and any Services
Exhibit (including the exhibits and attachments hereto and thereto) constitute the written instructions by Bottler as of the Master Agreement Effective Date for CONA’s processing of its Bottler Data. Such instructions may be modified and/or
supplemented from time to time by written agreement of Bottler and CONA. 
 (d) Compliance. Bottler and CONA as controller and
processor, respectively, of any personal data (as defined in the relevant Privacy Laws) contained in the Bottler Data will duly observe all of their respective obligations under the relevant Privacy Laws. Bottler will make or obtain and maintain
throughout the Master Agreement Term all necessary registrations or filings and notifications which Bottler is obliged to obtain and maintain pursuant to the relevant Privacy Laws in respect of the Services or other activities contemplated to be
undertaken under or in connection with a Services Exhibit. CONA will during the Master Agreement Term, as part of the 

  
 -9- 

 
Services, comply with Bottler’s written instructions regarding the processing of its Bottler Data and, in so processing such Bottler Data, engage in activities and operations and maintain
safeguarding and confidentiality measures (collectively, the “Actions”) which comply with Privacy Laws. 
 (e)
Changes. The requirements relating to any changes of the written processing instructions or the Actions will be subject to the Change Control Procedures. If such a Change is generated by a modification in the Privacy Laws and is required for
ongoing compliance with such Privacy Laws, then CONA shall promptly implement the requested Change. The allocation of costs associated with such Change will be mutually agreed by CONA and Bottler. 

(f) Lawful Use. Bottler shall ensure that Bottler is entitled to transfer the relevant Personal Information to CONA so that CONA may
lawfully use, process and transfer the Personal Information in accordance with this Master Agreement on Bottler’s behalf. 
 (g)
Vendors and Subcontractors. CONA may use Vendors and Subcontractors to provide Services on its behalf in accordance with the terms of this Master Agreement. Any such Vendor or Subcontractor will be permitted to process Personal Information
solely pursuant to the terms of this Article 8 and only as necessary to deliver the services CONA has retained them to provide. These Vendors and Subcontractors may be located outside of the United States. CONA warrants that the agreements it has in
place with any and all Vendors and Subcontractors contain similar or greater data privacy and security obligations. 
 (h) If CONA receives
any order, demand, warrant, or any other document requesting or purporting to compel the production of Personal Information under applicable law (including, for example, by oral questions, interrogatories, requests for information or documents in
legal proceedings, subpoenas, civil investigative demands or other similar processes), CONA shall immediately notify Bottler (except to the extent otherwise required by Applicable Law) and shall not disclose the Personal Information to the third
party without providing Bottler at least forty-eight (48) hours, following such notice, so that Bottler may, at its own expense, exercise such rights as it may have under law to prevent or limit such disclosure. Notwithstanding the foregoing,
CONA shall exercise commercially reasonable efforts to prevent and limit any such disclosure and to otherwise preserve the confidentiality of the Personal Information and shall cooperate with Bottler with respect to any action taken with respect to
such request, complaint, order or other document, including to obtain an appropriate protective order or other reliable assurance that confidential treatment will be accorded to the Personal Information. 

(i) CONA shall, as appropriate and as directed by Bottler, regularly dispose of Personal Information that is maintained by CONA, but that is no
longer necessary to provide the Services. Upon termination or expiration of the Master Agreement or any Vendor agreement for any reason or upon Bottler’s request, CONA (and any Vendor, as applicable) shall immediately cease handling Personal
Information and shall return in a manner and format reasonably requested by Bottler, or, if specifically directed by Bottler, shall destroy, any or all Personal Information in CONA’s (or such Vendor’s) possession, power or control. If CONA
disposes of any paper, electronic or other record containing Personal Information, CONA shall do so by taking all reasonable steps (based on the sensitivity of the information) to destroy the Information by: (a) shredding; (b) permanently
erasing and deleting; (c) degaussing; or (d) otherwise modifying the Personal Information in such records to make it unreadable, unreconstructable and indecipherable. Upon request, CONA will provide a written certification that Personal
Information has been returned or securely destroyed in accordance with this Section. 

  
 -10- 

 ARTICLE 9. INSURANCE AND RISK OF LOSS 

9.01 Insurance Requirements. CONA shall, at its own cost and expense, acquire and maintain during the term of this Master Agreement,
with insurance carriers having an AM Best Rating of A-VII or better, sufficient insurance to adequately protect the respective interests of the parties. Specifically, CONA must carry the following minimum types and amounts of insurance on an
occurrence basis:  
 Commercial General Liability including premises-operations, broad form property damage, products
/completed operations, contractual liability, independent contractors, personal injury and advertising injury and liability assumed under an insured contract with limits of at least $ 1,000,000 per occurrence and $ 2,000,000 general
aggregate and $ 2,000,000 Products / Completed Operations Aggregate; and 
 Statutory Workers’ Compensation Insurance and
Employer’s Liability Insurance in the minimum amount of $ 2,000,000 each employee by accident, $ 2,000,000 each employee by disease and $ 2,000,000 aggregate by disease; and 

Property Insurance for tangible personal property owned by CONA in a minimum amount, to the extent commercially reasonable, equal to the
full replacement cost of such property; and 
 Commercial Automobile Liability for any owned, non-owned, hired, or borrowed automobile
is required in the minimum amount of $ 1,000,000 combined single limit; and 
 Cyber Liability Insurance in the minimum amount of $
5,000,000. 
 In addition, CONA shall maintain umbrella coverage in the minimum amount of $ 10,000,000. CONA shall include the Bottler as an
“Additional Insured” on its Commercial General Liability and Commercial Auto Liability policies listed above.
 9.02
Insurance Renewals. Upon the execution of this Master Agreement and annually upon the anniversary date(s) of the insurance policy’s renewal date(s), CONA will provide Bottler with a Certificate of Insurance evidencing the required
coverages and terms set forth above.
 9.03 Insurance Notifications. CONA shall provide Bottler with thirty (30) days written
notice of any cancellation, non-renewal, termination, material change or reduction in coverage. 
 9.04 Waiver of Recovery. CONA will
cause its insurance companies to waive their right of recovery against Bottler. 
 9.05 Non-Limitation. The stipulated limits of
coverage above shall not be construed as a limitation of any potential liability to Bottler, and failure to request evidence of this insurance shall not be construed as a waiver of CONA’s obligation to provide the insurance coverage specified.

 9.06 Deductibles. CONA will be solely responsible for any deductible or self-insured retention maintained under its policies. 

9.07 Primary and Excess Coverage. The above insurance limits may be achieved by a combination of primary and umbrella/excess
policies.

  
 -11- 

 ARTICLE 10. PAYMENTS TO CONA 

10.01 Service Fees. Financial obligations in respect of the CONA System are as follows: 

(a) Each party will bear its own expenses associated with the deployment (see details in Exhibit B). 

(b) CONA shall charge Bottler fees (the “Service Fees”), as follows: 

 

	 	(1)	The Service Fees for any Phase 1(a) Territories will be (A) $[***], multiplied by (B) the Phase 1(a) Cases in such Phase 1(a) Territory divided by twelve, until the earlier of for Phase 1(a) Cases in
each Phase 1(a) Territory (I) the tenth anniversary of the date on which Bottler acquired [***] such Phase 1(a) Territory, or (II) the date on which Bottler has paid its pro rata share of the expenses incurred by CCR in connection with
CONA startup (i.e., based on the Bottler’s percentage interest in CONA) (the payment terms for Phase 1(a) Territory Service Fees are described in more detail in the Financial Matters Agreement, dated April 1, 2016, by and among the CONA
members (the “Financial Matters Agreement”)) (each such period, a “Recovery Period”). From and after the end of each Recovery Period, the Service Fees for cases distributed in the applicable Phase 1(a) Territory
will be the amount determined under Section 10.01(b)(4). 

  

	 	(2)	The Service Fees for each of Bottler’s Territories (other than the Phase 1(a) Territories and the Legacy Territories), or portion thereof, that either use the CONA System upon acquisition by Bottler or that
subsequently convert to the CONA System will be, at the date of such acquisition and/or subsequent conversion, $[***], multiplied by the number of physical cases of Beverages distributed in such Territory (or portion thereof) during the
related calendar month, until the Steady State Date. From and after the Steady State Date, the Service Fees for cases of Beverages distributed in Bottler’s Territories (other than the Phase 1(a) Territories and the Legacy Territories) will be
the amount determined under Section 10.01(b)(4). 

  

	 	(3)	The Service Fees for any Legacy Territories that have converted to the CONA System will be $[***], multiplied by the number of physical cases of Beverages distributed in such Legacy Territory (or portion thereof)
during the related calendar month, until the Steady State Date. From and after the Steady State Date, the Service Fees for cases distributed in the Legacy Territories will be the amount determined under Section 10.01(b)(4).

  

	 	(4)	From and after the Steady State Date (and except for the Service Fees payable during each Recovery Period as described in Section 10.01(b)(1) above), the Service Fees will be an amount per physical case of
Beverages equal to the aggregate costs incurred by CONA to maintain and operate the CONA System and provide the Services (for DSD functionality), divided by the total number of standard physical cases of Beverages distributed by all of the Members
of CONA during the related calendar month (except as provided in Section 10.01(b)(1) with respect to Phase 1(a) Cases during the Recovery Periods). Such amount will be determined by the Board of Directors of CONA in accordance with the
provisions of the CONA LLC Agreement. CONA shall charge, and Bottler agrees to pay, the Service Fees under this Section 10.01(b)(4) even if Bottler is not using the CONA System for all or any portion of its operations in its Territories.

  
 -12- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

	 	(5)	On an annual basis, CONA will perform an analysis of the aggregate costs incurred by CONA to maintain and operate the CONA System and provide the Services and any Additional Services to determine the percentage of total
costs attributable to (1) third-party software (including software licenses, subscriptions, software as a service, or by whatever name referred to) and (2) services, including, but not limited to, data processing services, software
maintenance services, information services, and all other categories of services as may be necessary. CONA will provide this percentage to Bottler annually upon completion of the analysis. CONA will collect and remit tax on the taxable percentage
related to the taxable items in states where CONA has a legal obligation to collect and remit sales and use tax. If CONA does not charge the applicable sales tax, Bottler is responsible to determine whether Bottler owes use taxes on such charges
based on the percentage provided. 

 Except as provided in this Master Agreement and its Services Exhibits and Appendices, each party
will bear its own expenses in connection with the provision and receipt of the Services. Unless otherwise provided in the applicable Services Exhibit, all invoices and payments for Service Fees will be made in U.S. dollars. 

Any amendments or waivers to this Article 10 will require the approval of the Board of Directors of CONA. 

10.02 Additional Service Fees. If CONA will provide Additional Services, Bottler will pay the agreed Additional Service Fees pursuant
to Section 1.04. 
 10.03 Proration. All periodic Service Fees or any other fees and charges under this Master Agreement
and any Services Exhibit are to be computed on a calendar month basis and will be prorated on a daily basis for any partial month. 
 10.04
Payment Schedule. Unless set forth otherwise in any Services Exhibit or an applicable Amendment to a Services Exhibit, the Service Fees and any other fees or charges owed by Bottler will be due and payable no later than thirty (30) days
after Bottler’s receipt of an applicable invoice from CONA. CONA will invoice Bottler on a quarterly basis for Service Fees (and on an annual basis for any sales and use taxes to be collected by CONA pursuant to Section 10.01(b)(5))
as calculated above within thirty (30) days following the end of each quarter (or annual period for such sales and use taxes). Each invoice will contain the information as detailed in the applicable Services Exhibit. Any amount not paid when
due will bear interest until paid at a rate of interest equal to the lesser of (a) the prime rate established from time to time by Citibank of New York plus two percentage points or (b) the maximum rate of interest allowed by applicable
law, provided that CONA will notify Bottler in writing prior to accruing any interest under this Section 10.04. 
 10.05
Taxes. Bottler is responsible for all sales and use taxes and similar taxes imposed on the Service Fees and for any other fees and charges under this Master Agreement and any Services Exhibit. CONA will collect from Bottler and remit such
taxes where legally required to do so. Bottler will be responsible for remitting such taxes, if applicable, in states where CONA does not have a legal obligation to collect and remit such taxes. 

ARTICLE 11. AUDITS 
 11.01
Audit. Subject to the approval and direction of the CONA Board, CONA shall conduct, and when necessary in the reasonable judgment of CONA management shall require its key Vendors to conduct, at least annually an SSAE-16 audit of the CONA
Services and supporting systems. The audit scope for CONA audits shall include Data Centers and the CONA Systems, and, unless otherwise agreed 

  
 -13- 

 
by the CONA Board, the audits will each cover a full twelve month period ending no earlier than September 30th of each year. Final audit reports will be issued to Bottler no later than
November 15th of each year. 
 11.02 General Procedures. Following any audit or examination, CONA will conduct (in the case of
an internal audit), or request its external auditors or examiners to conduct, an exit conference with the applicable Vendors to obtain factual concurrence with issues identified in the review. Bottler and CONA will develop mutually acceptable
operating procedures for the sharing of audit and regulatory findings and reports related to operating practices and procedures produced by auditors or regulators of either party. 

11.03 Response. CONA will review each audit report promptly after the issuance thereof. CONA will respond (or cause the applicable
Vendor to respond) to each audit report in writing within thirty (30) days from receipt of such report. CONA will develop and adopt (pursuant to Section 4.01) an action plan to promptly address and resolve any deficiencies, concerns
and/or recommendations in such audit report. CONA will, and will require each applicable Vendor to, undertake remedial action in accordance with such action plan and the dates specified therein. 

ARTICLE 12. CONFIDENTIALITY 

12.01 Confidential Information. It is anticipated that during the performance of this Master Agreement and any Services Exhibit, CONA
or Bottler may disclose to the other or the receiving party may come in contact with or observe certain confidential business, technical or financial information which is the property of the disclosing party. With respect to the terms and conditions
of this Master Agreement, as well as the terms and conditions of the Services Exhibits and the Appendices attached hereto from time to time, and any other information that the disclosing party identifies in writing at the time of disclosure as
confidential or within thirty (30) days from an oral disclosure, or is reasonably identifiable as confidential (“Confidential Information”), the receiving party will exercise the same degree of care and control to maintain such
information in confidence and prevent disclosure thereof to third parties as the receiving party normally uses to preserve and protect its own Confidential Information of a similar nature during the Master Agreement Term and, except as required
under Section 12.03, for a period of five (5) years thereafter, but in no event will such care and control be less than reasonable industry standards. No party will be obligated to maintain in confidence: (i) information which is, or
subsequently becomes, within the knowledge of the public generally through no fault of the receiving party; (ii) information which the receiving party can show was previously known to it as a matter of record at the time of receipt;
(iii) information which is obtained lawfully from a third party who is not under an obligation of confidentiality to the disclosing party; (iv) information which is developed as a matter of record by the receiving party without the use of
the disclosing party’s Confidential Information; (v) information which is disclosed to a third party by the disclosing party without a corresponding obligation of confidence; or (vi) information which is required to be disclosed
pursuant to the requirement of a government or regulatory agency or national securities exchange or by operation of law subject to prior consultation with the disclosing party’s legal counsel. 

12.02 Bottler Confidential Information. The Bottler Data and any other information describing or evaluating any proposed Changes or
Additional Services requested by Bottler will be considered Bottler’s Confidential Information, and Bottler may impose reasonable access limitations on CONA’s access to commercially sensitive Bottler Data in order to limit such access to
those of CONA’s personnel who have a need to know in order to carry out CONA’s obligations pursuant to this Master Agreement or any Services Exhibit. These restrictions do not supersede any subsequent agreement that might be entered into
between the parties and that governs the use and access of such Bottler Data and Bottler’s Confidential Information. Nothing in this Master Agreement shall be construed to change or modify the 

  
 -14- 

 
use and access of Bottler Data, if that use and access is already subject to other agreements between the parties or third parties. Notwithstanding the foregoing, to the extent CONA implements
any Changes into the CONA System and/or provides any Additional Services, then all confidential information and materials provided by Bottler that relate to such Changes and Additional Services shall automatically become CONA’s Confidential
Information. 
 12.03 Trade Secrets. No receiving party, nor their respective employees, agents, contractors or subcontractors, will
disclose, or use for their own benefit any Confidential Information which is identified as a trade secret without the disclosing party’s prior written consent for as long as the Confidential Information remains a trade secret. 

12.04 Use During Performance of Agreement. Each party will each only be entitled to use Confidential Information and trade secrets of
the other solely to the extent required to exercise its rights and meet its obligations under this Master Agreement and any Services Exhibit. CONA may provide Confidential Information of Bottler to Vendors on an as-needed basis, and will contract
with such Vendors for confidentiality obligations consistent with this ARTICLE 12. Bottler is permitted to disclose Confidential Information of CONA to (i) any of its employees, agents, or contractors; (ii) any Affiliate of Bottler
that utilizes any Services; and (iii) any Bottler Third-Party Contractor, but only to the extent necessary to utilize the Services (in the case of an employee, agent, contractor or Affiliate of Bottler) or to perform services as contemplated by
Section 7.01 (in the case of a Bottler Third-Party Contractor), and provided that any such employee, agent, contractor, Affiliate or Bottler Third-Party Contractor agrees to maintain and use the confidentiality of such Confidential
Information to the same extent required by this Article 12. Upon termination of this Agreement, CONA and Bottler shall immediately cease use of and destroy all copies of the other party’s Confidential Information. 

12.05 Unauthorized Acts. Bottler and CONA will: (1) notify the other party promptly of any unauthorized use, or attempt thereof,
of the other party’s Confidential Information by any person or entity which may become known to such party, (2) promptly furnish to the other party full details of the unauthorized use of the other party’s Confidential Information, or
attempt thereof, and use commercially reasonable efforts to assist the other party in investigating or preventing the reoccurrence thereof, and (3) use commercially reasonable efforts to cooperate with the other party in any litigation and
investigation against third parties deemed necessary by the other party to protect its proprietary rights Each party will bear the cost it incurs as a result of compliance with this Section 12.05. 

ARTICLE 13. REPRESENTATIONS, WARRANTIES AND COVENANTS 

13.01 By Bottler. Bottler represents, warrants and covenants that: 

(a) it is a corporation duly incorporated, validly existing and in good standing under the laws of the State of Delaware; 

(b) it has all the requisite corporate power and authority to execute, deliver and perform its obligations under this Master Agreement; 

(c) the execution, delivery and performance of this Master Agreement by Bottler has been duly authorized by Bottler; 

(d) Bottler has not as of the Master Agreement Effective Date, and will not, disclose any Confidential Information of CONA in violation of the
terms of this Master Agreement, unless such disclosure was permitted under another agreement between the parties at the time of disclosure; 

  
 -15- 

 (e) there is no claim, action, suit, investigation, or proceeding pending or, to Bottler’s
knowledge, contemplated or threatened against Bottler which seeks damages or penalties in connection with any of the transactions contemplated by this Master Agreement or to restrict or delay the transactions contemplated hereby or to limit in any
manner CONA’s rights under this Master Agreement; and 
 (f) Bottler has obtained, or will obtain, all consents, approvals, licenses or
assignments necessary to perform the obligations for which Bottler is responsible under this Master Agreement and/or any Services Exhibit and to receive the Services. 

13.02 By CONA. CONA represents, warrants and covenants that: 

(a) it is a limited liability company duly organized, validly existing and in good standing under the laws of the State of Delaware; 

(b) CONA has all requisite company power and authority to execute, deliver and perform its obligations under this Master Agreement; 

(c) the execution, delivery and performance of this Master Agreement by CONA has been duly authorized by CONA; 

(d) CONA has not, as of the Master Agreement Effective Date, and will not, disclose any Confidential Information of Bottler in violation of the
terms of this Master Agreement, unless such disclosure was permitted under another agreement between the parties at the time of disclosure; 

(e) there is no claim, action, suit, investigation, or proceeding pending or, to CONA’s knowledge, contemplated or threatened against CONA
which seeks damages or penalties in connection with any of the transactions contemplated by this Master Agreement or to restrict or delay the transactions contemplated hereby or to limit in any manner Bottler’s rights under this Master
Agreement; and 
 (f) CONA has obtained, or will obtain, all consents, approvals, licenses or assignments necessary to perform the Services
for which CONA is responsible under this Master Agreement and/or any Services Exhibit. 
 13.03 Other Warranties. 

(a) Warranties. CONA represents and warrants that it will diligently perform, and use commercially reasonable efforts to cause the
Vendors to perform, the Services in a professional quality conforming to generally accepted industry standards and practices. 
 (b)
Pass-Through Warranties and Indemnities. CONA agrees that it will pass through to Bottler any rights it obtains under warranties and indemnities given by the Vendors in connection with any Service, Vendor Software, Equipment or Deliverable to
the extent permitted by the applicable Vendor contract or consented to by the applicable Vendor on a case-by-case basis. If pass-through warranties and indemnities are not available from a particular Vendor, CONA will enforce the applicable warranty
or indemnity on behalf of Bottler as provided below. In the event of a Service, Vendor Software, Equipment or Deliverable nonconformance, CONA will coordinate with, and be the point of contact for resolution of the problem through, the applicable
Vendor and, upon becoming aware of a problem, will notify such Vendor and will use 

  
 -16- 

 
commercially reasonable efforts to cause such Vendor to promptly repair or replace the nonconforming item in accordance with such Vendor’s warranty. 

(c) EXCEPT AS EXPRESSLY SET FORTH IN THIS MASTER AGREEMENT, BOTH CONA AND BOTTLER EXPRESSLY DISCLAIM ALL OTHER WARRANTIES EXPRESS, IMPLIED, OR
STATUTORY WITH RESPECT TO THIS MASTER AGREEMENT, THE SERVICES EXHIBITS, AND ANY PRODUCTS, SERVICES, SOFTWARE OR DATA THAT THEY PROVIDE TO THE OTHER PARTY HEREUNDER, INCLUDING IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR PARTICULAR PURPOSE,
TITLE OR NON-INFRINGEMENT, AND FURTHER DISCLAIMS ANY LIABILITY FOR REPRESENTATIONS OR PROMISES NOT CONTAINED IN THIS MASTER AGREEMENT. 

ARTICLE 14. DISPUTE RESOLUTION 

14.01 Disputes. Any dispute between any parties arising out of this Master Agreement and any Services Exhibit will first be heard by
CONA’s Board of Directors (or a committee of the CONA Board of Directors established for that purpose). Either party may request consultation by giving the other party-disputant detailed written notice that, in its opinion, a dispute has
arisen, and stating the basis for the dispute and its position on the dispute. If a committee of the CONA Board of Directors is unable to finally resolve the matter, the disputed matter will be referred to CONA’s full Board of Directors to
resolve the matter. If the dispute cannot be resolved by the CONA Board of Directors, then the matter will be exclusively submitted to the American Arbitration Association (“AAA”) for arbitration at a mutually agreed location.
Unless otherwise expressly stated herein, the arbitration will be conducted in accordance with AAA’s Commercial Arbitration Rules including the Optional Rules for Emergency Measures of Protection in effect at the time of the submission to
arbitration. The arbitral tribunal will consist of three neutral arbitrators pursuant to the procedures of the AAA. The arbitral award will be non-appealable, final and binding upon both parties. Neither party shall be required to give general
discovery of documents, but may be required by the arbitrators to produce specific, identified documents that are relevant to the dispute. The language of arbitration will be English. The parties will keep confidential any matters with respect to
such arbitration proceedings. 
 No dispute under this Master Agreement or any Services Exhibit will be the subject of litigation or other
formal proceeding between any parties (excluding any actions based upon the indemnity obligations under Article 17, actions seeking injunctive relief for an actual or threatened breach of Article 12, and an action to compel compliance with
this Section). 
 14.02 Continued Performance. In the event of a good faith dispute between Bottler and CONA regarding this Master
Agreement and any Services Exhibit pursuant to which Bottler in good faith believes it is entitled to withhold payment, Bottler will, upon request by CONA and on the date which any Service Fees are required to be made during the pendency of such
dispute, deposit the full disputed amount of the Service Fees in an interest-bearing escrow account in a nationally-recognized bank or depository specified by CONA and furnish evidence of such deposit to CONA. For as long as Bottler makes any such
required escrow deposits during the pendency of such dispute, CONA will continue to provide the Services and Bottler will pay, and continue to pay, all undisputed amounts. Upon resolution of the dispute, the money in the escrow account, plus any
interest earned on such money, will be distributed to the prevailing party or will be distributed among Bottler and CONA pro rata in accordance with the claims or portions of claims resolved in each party’s favor. 

  
 -17- 

 ARTICLE 15. EFFECTIVENESS; TERM; TERMINATION 

15.01 Master Agreement Term. The term (the “Master Agreement Term”) of this Master Agreement will commence on the date
first written above (the “Master Agreement Effective Date”) and will continue until terminated pursuant to this ARTICLE 15. 

15.02 Termination for Cause. 

(a) Material Breach By Bottler. If Bottler fails to perform its material obligations under Article 10 (“Payments to
CONA”), Article 12 (“Confidentiality”), Article 13 (“Representations, Warranties and Covenants”) or Article 17 (“Indemnities”), and such failure is not cured within ninety (90) days after written notice is
given to Bottler specifying the nature of the default, CONA may, upon further ninety (90)-day written notice to Bottler, terminate this Master Agreement and any Services Exhibit as to Bottler as of the date specified in such notice of termination.

 (b) Material Breach by CONA. If CONA commits a material breach under this Master Agreement that is having a material adverse effect
upon Bottler’s business in the Territories, and such failure is not cured within ninety (90) days after written notice is given to CONA specifying the nature of the default, Bottler may, upon further ninety (90)-day written notice to CONA,
terminate this Master Agreement as it applies to Bottler as of the date specified in such notice of termination. 
 (c) Termination for
Insolvency. If CONA or Bottler becomes or is declared insolvent or bankrupt, is the subject of any proceedings relating to its liquidation, dissolution, its insolvency or for the appointment of a receiver or similar officer for it, makes an
assignment for the benefit of all or substantially all of its creditors or enters into an agreement for the composition, extension, or readjustment of all or substantially all of its obligations, then, unless the insolvent or bankrupt party
immediately gives adequate assurance of the future performance of this Master Agreement or any Services Exhibit, CONA or Bottler may, by giving written notice thereof to the other party-disputant, terminate this Master Agreement as of a date
specified in such notice of termination. 
 15.03 Termination upon Dissolution of CONA. If CONA is dissolved in accordance with the
provisions of the CONA LLC Agreement, this Master Agreement will terminate, and Bottler will have the rights to use the CONA System provided for under the CONA LLC Agreement. 

15.04 Effect of Termination. Except as otherwise provided in Section 11.03 of the CONA LLC Agreement with respect to a
Member withdrawing from CONA, upon the termination of this Master Agreement and/or any Services Exhibit: 
 (a) If requested by Bottler, CONA
will, and/or will use good faith efforts to require Vendors to, continue to provide to Bottler those Services and reasonable assistance in Bottler’s transitioning its business back to its legacy systems or another system provided for or by
Bottler, for up to the Termination Assistance Period pursuant to ARTICLE 16, as may further be detailed in mutually agreed Services Exhibit (“Termination Assistance Services”). Bottler will pay for such Services in accordance
with the provisions of Article 10 as of the date of such termination or as otherwise set forth in the applicable Services Exhibit; provided that , if CONA terminated this Master Agreement for nonpayment, CONA’s obligation under this
Section 15.04(a) and Article 16 will be subject to prepayment by Bottler for Termination Assistance Services and payment of all other 

  
 -18- 

 
amounts owed by Bottler that remain due and payable to CONA prior to commencement of any Termination Assistance Services. 

(b) Bottler will pay CONA for all authorized Services performed, and CONA Software or Equipment purchased at Bottler’s request and
delivered to Bottler, through the date of such termination; 
 (c) each party will have the ownership rights specified in ARTICLE 6;
and 
 (d) Bottler will not be (1) obligated to pay any termination fee to CONA in the event of a termination of this Master Agreement
and/or any Services Exhibit, except as provided to the contrary in an applicable Services Exhibit or in the CONA LLC Agreement, and (2) required to make any further payments under Article 10 in respect of any terminated Services Exhibit, except
as provided for in Section 15.04(a) and Section 15.04(b), or as provided in the applicable Services Exhibit or the CONA LLC Agreement. 

The provisions of this Section 15.04 are in addition to, and not in lieu of, any remedies provided for by law or equity or in the CONA LLC
Agreement. 
 ARTICLE 16. TERMINATION ASSISTANCE SERVICES 

16.01 Availability. The Termination Assistance Services will commence upon any notice of termination of the Master Agreement Term, and
continue for up to six (6) consecutive months following the effective date of the termination of the Master Agreement Term (as such effective date may be extended by the parties’ agreement) (“Termination Assistance
Period”). At Bottler’s request, CONA will, and/or will use good faith efforts to require Vendors to, provide Termination Assistance Services described in Section 15.04(a) and this Article 16 to Bottler. If provided, CONA will, and
will require Vendors to, perform the Termination Assistance Services with at least the same degree of accuracy, quality, completeness, timeliness, responsiveness and cost-effectiveness as it provided and was
required to provide for the same or similar Services during the Master Agreement Term. The quality of the Services provided by CONA following its receipt of a notice of termination or non-renewal will not be
degraded or deficient in any material respect. 
 16.02 Scope of Service. As part of the Termination Assistance Services, CONA will,
and will require Vendors to, transfer, in a timely manner, the control and responsibility for all information technology functions and Services previously performed by or for CONA to Bottler and/or its designees by the execution of any documents
reasonably necessary to effect such transfers. 
 ARTICLE 17. INDEMNITIES 

17.01 Bottler Indemnities. Bottler agrees to defend CONA, and its subsidiaries, divisions and affiliates, and each of their employees,
officers and directors, from and against all third-party claims, suits and proceedings brought against CONA, and will pay all final judgments awarded or settlements entered into on such claims, for (A) bodily injury (including loss of life) or
damage to real property or tangible personal property caused by the gross negligence or willful misconduct of Bottler, its agents, employees or contractors, or (B) a violation of any applicable Privacy Law attributable to the gross negligence
or willful misconduct of Bottler, its agents, employees or contractors, in each case arising out of or in connection with this Master Agreement and Services Exhibits. These indemnities will pass through to the Vendors, as applicable. 

  
 -19- 

 17.02 CONA Indemnities. CONA agrees to defend Bottler, its subsidiaries, divisions,
affiliates, and each of their employees, officers and directors, from and against all third-party claims, suits and proceedings brought against Bottler, and will pay all final judgments awarded or settlements entered into on such claims, for
(A) bodily injury (including loss of life) or damage to real property or tangible personal property caused by the gross negligence or willful misconduct of CONA, its agents, employees or Vendors, or (B) a violation of any applicable
Privacy Law attributable to the gross negligence or willful misconduct of CONA, its agents, employees or Vendors, in each case arising out of or in connection with this Master Agreement and Services Exhibits. CONA will use commercially reasonable
efforts to obtain like indemnities from Vendors for the benefit of Bottler. 
 17.03 Infringement Claims. If any claim should be made
against Bottler at any time during the Master Agreement Term, that by virtue of its use of the Services, Bottler is infringing any intellectual property rights, the parties shall reasonably cooperate and use commercially reasonable efforts to
resolve the situation. If the claim is based on a Service that does include Vendor Software or services, CONA will, promptly after receiving notice of the claim made against Bottler, coordinate with, and be the point of contact for resolution of the
problem through, the applicable Vendor and will notify such Vendor and will use commercially reasonable efforts to cause such Vendor to obtain a license for Bottler to continue using the Services, promptly modify the Services (without any change in
functionality), so that they become non-infringing, or replace the Services with functionally equivalent non-infringing Services in accordance with such Vendor’s warranty. If any such claim proceeds to litigation, Bottler agrees that the CONA
Board may direct CONA to control the defense of the claim in order to ensure that the interests of the respective members are adequately protected. 

ARTICLE 18. DAMAGES; LIABILITY WAIVER 

18.01 CONSEQUENTIAL DAMAGES. NEITHER CONA NOR BOTTLER WILL BE LIABLE FOR ANY INDIRECT, SPECIAL, INCIDENTAL, PUNITIVE OR CONSEQUENTIAL
DAMAGES OR LOST PROFITS, OR ANY OTHER DAMAGES THAT ARE NOT DIRECT AND OUT-OF-POCKET, ARISING OUT OF OR RELATING TO SUCH PARTY’S PERFORMANCE UNDER THIS MASTER AGREEMENT AND SERVICES EXHIBITS. 

18.02 DAMAGES CAP. EXCEPT AS PROVIDED IN SECTION 18.03 OR THE NEXT SENTENCE, NEITHER CONA NOR BOTTLER WILL BE LIABLE FOR ANY
DAMAGES, WHETHER BASED ON AN ACTION OR CLAIM IN CONTRACT, EQUITY, NEGLIGENCE, TORT OR OTHERWISE, UNDER THE MASTER AGREEMENT AND SERVICES EXHIBITS. IN RECOGNITION OF THE PASS-THROUGH NATURE OF THE SERVICES TO BE PROVIDED BY VENDORS, SUBJECT TO
SECTION 1.03, CONA WILL NOT BE LIABLE TO BOTTLER FOR ANY DAMAGES, WHETHER BASED ON AN ACTION OR CLAIM IN CONTRACT, EQUITY, NEGLIGENCE, TORT OR OTHERWISE, UNDER THE MASTER AGREEMENT AND SERVICES EXHIBITS, FOR ANY ACT OR OMISSION OF ANY VENDOR, TO ANY
GREATER EXTENT THAN THE APPLICABLE VENDOR IS LIABLE TO CONA FOR SUCH ACT OR OMISSION. 
 18.03 EXCEPTIONS TO LIMITATIONS OF
LIABILITY. NOTWITHSTANDING ANYTHING HEREIN TO THE CONTRARY, THE FOREGOING LIMITATIONS WILL NOT APPLY TO (I) A PARTY’S OWN WILLFUL MISCONDUCT; OR (II) THE INDEMNIFICATION OBLIGATIONS SET FORTH IN ARTICLE 17; OR
(III) BREACH OF THE CONFIDENTIALITY OBLIGATIONS SET FORTH IN ARTICLE 12; OR (IV) BOTTLER’S OBLIGATION TO PAY IN ACCORDANCE WITH THIS AGREEMENT FOR SERVICES RENDERED. 

  
 -20- 

 18.04 TCCC AND CCR LIABILITY WAIVER. BOTTLER, ON BEHALF OF ITSELF AND ALL OF ITS PAST AND
PRESENT SUBSIDIARIES, PARENTS, SUCCESSORS AND PREDECESSORS, AFFILIATES, RELATED ENTITIES AND DIVISIONS, SUCCESSORS, AND ASSIGNS (COLLECTIVELY, THE “BOTTLER PARTIES”), HEREBY RELEASES AND DISCHARGES TCCC, CCR AND ALL OF THEIR
RESPECTIVE PAST AND PRESENT SUBSIDIARIES, PARENTS, SUCCESSORS AND PREDECESSORS, AFFILIATES, RELATED ENTITIES AND DIVISIONS, REPRESENTATIVES, SUCCESSORS AND ASSIGNS (COLLECTIVELY, THE “TCCC PARTIES”), FROM ANY AND ALL LIABILITIES,
CLAIMS, CAUSES OF ACTION, OBLIGATIONS, DEMANDS, LOSSES, COSTS OR EXPENSES OF ANY KIND OR NATURE WHATSOEVER, PAST OR PRESENT, ASCERTAINED OR UNASCERTAINED, KNOWN OR UNKNOWN, SUSPECTED OR UNSUSPECTED, CLAIMED OR UNCLAIMED WHICH THE BOTTLER PARTIES
HAVE, OR HAVE EVER HAD, BY VIRTUE OF ANY ACT, OMISSION, REASON, CAUSE OR THING ALLEGED OR THAT COULD HAVE BEEN ALLEGED IN ANY JUDICIAL OR ARBITRATION PROCEEDINGS WITH RESPECT TO THE PROVISION OF SERVICES BY CONA PURSUANT TO THIS AGREEMENT. CONA
ITSELF WILL NOT CONSTITUTE EITHER A BOTTLER PARTY OR A TCCC PARTY FOR PURPOSES OF THIS SECTION 18.04 (I.E., CONA IS NOT WAIVING ANY CLAIMS AGAINST THE TCCC PARTIES UNDER THIS SECTION 18.04, AND BOTTLER PARTIES ARE NOT WAIVING ANY
CLAIMS AGAINST CONA UNDER THIS SECTION 18.04). TCCC AND CCR ACKNOWLEDGE AND AGREE THAT CONA WILL RETAIN ALL RIGHTS UNDER ANY AGREEMENT BETWEEN CONA AND TCCC OR CCR, RESPECTIVELY, INCLUDING WIHOUT LIIMITATION THE ASSET PURCHASE AGREEMENT,
FINANCIAL MATTERS AGREEMENT AND MASTER SERVICES AGREEMENT DATED AS OF APRIL 2, 2016. 
 ARTICLE 19. MISCELLANEOUS 

19.01 Force Majeure. 
 (a)
No party will be liable, or be deemed to be in default, to another party hereunder (except as provided in Section 5.05) by reason or on account of any delay or omission caused by epidemic, fire, order of a court of competent jurisdiction
(other than preliminary or permanent injunctions issued pursuant to an indemnity obligation for intellectual property infringement set forth in Article 17), executive decree or order, act of God or public enemy, war, riot, civil commotion,
earthquake, accident, explosion, casualty or embargo; provided that such force majeure event that is an accident or casualty is not caused directly or indirectly by the excused party and could not have been prevented by such party’s reasonable
diligence; and provided, further, that such events will not be excused to the extent they are intended to be addressed by, or can be obviated by the implementation of, the Disaster Recovery Plan. 

(b) Upon the occurrence of a force majeure event, the non-performing party will be excused from any
further performance of those of its obligations pursuant to the applicable Services Exhibit affected by the force majeure event for as long as (a) such force majeure event continues and (b) such party continues to use commercially
reasonable efforts to recommence performance whenever and to whatever extent possible without delay. The party delayed by a force majeure event will immediately notify the other party or parties by telephone (to be confirmed by written notice within
twenty-four (24) hours of the inception of the failure or delay) of the occurrence of a force majeure event and describe in reasonable detail the nature of the force majeure event. 

  
 -21- 

 (c) The occurrence of a force majeure event does not limit or otherwise affect CONA’s
obligation to provide either normal recovery procedures or any other disaster recovery services as described in Section 5.05 except to the extent the force majeure event prevents the performance of such obligations. 

19.02 Compliance with Rules and Regulations. Each party will instruct its personnel, agents and subcontractors to comply with the
safety standards, security regulations and other published policies of the other party while on the other party’s premises. Each party shall ensure that when entering or within the other party’s premises, all such party’s personnel,
agents and subcontractors must establish their identity to the satisfaction of security personnel and comply with all directions given by them, including directions to display any identification cards provided by such other party. 

19.03 Severability. If any provision contained in this Master Agreement shall for any reason be held invalid, illegal or unenforceable
in any respect, such invalidity, illegality or unenforceability shall not affect any other provision of this Master Agreement, and this Master Agreement shall be construed as if such invalid, illegal or unenforceable provision had never been
contained in this Master Agreement. 
 19.04 Assignment. 

(a) Neither CONA nor Bottler may assign this Master Agreement, without the prior written consent of the other party; provided, however, that
Bottler may, upon notice to CONA, assign this Master Agreement, without CONA’s consent, to any subsidiary or affiliate of Bottler. Bottler’s rights under this Master Agreement may be assigned in connection with a permitted transfer of
Bottler’s interest in CONA in accordance with the terms of the CONA LLC Agreement. 
 (b) Any assignment in contravention of this
Section 19.04 will be void. 
 19.05 Notices. Except as otherwise specified in this Master Agreement or Services Exhibit,
all notices, requests, approvals, and consents and other communications required or permitted under this Master Agreement or any Services Exhibit will be in writing and will be sent by express mail, Federal Express, or other, similar overnight
bonded mail delivery services to the address specified below: 
 In the case of Bottler: 

Coca-Cola Bottling Co. Consolidated 

4100 Coca-Cola Plaza 
 Charlotte,
NC 28211 
 Attention: Chief Information Officer 

With a copy to: General Counsel 

In the case of CONA: 
 CONA
Services LLC 
 1 Coca-Cola Plaza 

Atlanta, GA 30313 
 Attention:
Reinhard Meister, CEO 
 With a copy to: General Counsel 

Each party may change its address or facsimile number for notification purposes by giving the other party notice of the new address or
facsimile number and the date upon which it will become effective. 

  
 -22- 

 19.06 Counterparts. This Master Agreement and any Services Exhibit may be executed in any
number of counterparts, all of which taken together will constitute one single agreement among the parties. 
 19.07 Headings; Cross
References. The article and section headings and the table of contents are for reference and convenience only and will not be considered in the interpretation of this Master Agreement or any Services Exhibit. All cross-references in this Master
Agreement and any Services Exhibit to Sections, Articles or Exhibits will be deemed to be references to the corresponding section or article in, or exhibit to, this Master Agreement or the applicable Services Exhibit, unless the context otherwise
clearly indicates. 
 19.08 Relationship. The performance by CONA of its duties and obligations under this Master Agreement and any
Services Exhibit will be that of an independent contractor and nothing contained in this Master Agreement or any Services Exhibit will create or imply an agency relationship between any of the parties, nor will this Master Agreement or any Services
Exhibit be deemed to constitute a joint venture or partnership between any of the parties. 
 19.09 Consents, Approvals and Requests.
All consents and approvals to be given by a party under this Master Agreement and any Services Exhibit will not be unreasonably withheld or delayed and the requesting party will make only reasonable requests under this Master Agreement and/or any
Services Exhibit. No approval will be valid or acceptable unless given by an authorized representative of the appropriate party. 
 19.10
Waiver. No delay or omission by either party to exercise any right or power it has under this Master Agreement or any Services Exhibit will impair or be construed as a waiver of such right or power. A waiver by either party of any breach or
covenant will not be construed to be a waiver of any succeeding breach or any other covenant. All waivers must be in writing and signed by the party waiving its rights. 

19.11 Entire Agreement. This Master Agreement, including each Services Exhibit (and including all Schedules thereto) and each of the
Appendices which are hereby incorporated by reference into this Master Agreement (including all Attachments thereto), are the entire agreement between the parties with respect to the Services, and there are no other representations, understandings
or agreements between any parties relative to such subject matter. 
 19.12 Interpretation of Documents. The terms and conditions of
the Services Exhibits will be supplemental and additional to the terms and conditions of the Master Agreement; provided, however, that if by reference to specific sections in the Master Agreement, a Services Exhibit expressly states that certain
specified terms and conditions of the Master Agreement will not apply in the contractual relationship among the parties, the relevant parts of such Services Exhibit will prevail over the specified sections of the Master Agreement. Any boilerplate
terms contained in any purchase order, order confirmation or invoice will be void and of no effect with respect to this Master Agreement and/or any Services Exhibit. 

19.13 Amendments. No amendment to, or change, waiver or discharge of, any provision of this Master Agreement or any Services Exhibit
will be valid unless in writing and signed by a respective authorized representative of each party. 

  
 -23- 

 19.14 Governing Law and Forum. This Master Agreement, including each Services Exhibit,
will be governed by the laws of the State of Georgia, U.S.A. without reference to conflict of laws principles. 
 19.15 Survival. In
addition to those provisions expressly surviving termination or expiration, the terms of Article 8, Section 10.05, Article 12, Article 13, Article 14, Article 15, Article 16 and all applicable provisions of this Master Agreement and each
Services Exhibit with respect to any Termination Assistance Services being provided by CONA, Article 17, Article 18, and Article 19 will survive the termination of this Master Agreement for any reason. 

19.16 Third-Party Beneficiaries. Except as expressly specified in this Master Agreement, this Master Agreement and each Services
Exhibit will not benefit, or create any right or cause of action in or on behalf of, any person or entity other than Bottler (and its Affiliates using Services as permitted hereunder) and CONA. 

19.17 Covenant of Further Assurances. The parties covenant and agree that, subsequent to the execution and delivery of this Master
Agreement and without any additional consideration, they will execute and deliver any further legal instruments and perform any acts which are or may become necessary to effectuate the purposes of this Master Agreement. The parties covenant and
agree that, subsequent to the execution and delivery of a Services Exhibit and without any additional consideration, each of them will execute and deliver any further legal instruments and perform any acts which are or may become necessary to
effectuate the purposes of the such Services Exhibit. 
 19.18 Export Regulations. This Master Agreement is expressly made subject to
any United States government laws, regulations, orders or other restrictions regarding export from the United States of Equipment, computer hardware, software, technical data or derivatives of such Equipment, hardware, software or technical data.
Notwithstanding anything to the contrary in this Master Agreement, no party will directly or indirectly export (or re-export) any Equipment, computer hardware, software, Deliverables technical data or derivatives of such Equipment, hardware,
software, Deliverables or technical data, or permit the shipment of same: (a) into (or to a national or resident of) any country to which the United States has embargoed goods; (b) to anyone on the U.S. Treasury Department’s List of
Specially Designated Nationals, List of Specially Designated Terrorists or List of Specially Designated Narcotics Traffickers, or the U.S. Commerce Department’s Denied Parties List; or (c) to any country or destination for which the United
States government or a United States governmental agency requires an export license or other approval for export without first having obtained such license or other approval. The parties will reasonably cooperate with the other and will provide to
the other promptly upon request any end-user certificates, affidavits regarding re-export or other certificates or documents as are reasonably requested to obtain approvals, consents, licenses and/or permits required for any payment or any export or
import of products or services under this Master Agreement. 
 19.19 Disclaimers. Bottler acknowledges that, as between it and CONA,
it is solely responsible for determining its requirements and specifications to address its legal or regulatory compliance, including its Sarbanes-Oxley compliance. CONA is not providing any legal advice to Bottler. Bottler will consult with and
rely exclusively on its own legal counsel for legal advice regarding its legal and regulatory compliance obligations. The foregoing will not limit CONA’s obligations hereunder with respect to compliance with laws, rules and regulations
applicable to CONA’s provision of the Services. 
 19.20. Favored Nations Status. The Services hereunder are being provided by
CONA to Bottler and other CONA members on a “cost pass through” basis. This Master Agreement contains the same terms and conditions as the Master Services Agreement of each Founding Member (as defined in the CONA LLC Agreement), except in
the case of member-specific terms, such as description of specific 

  
 -24- 

 services to be provided by the Company, applicable service levels and the cost of such member-specific services.
[***]. 
 — Signature page follows — 

  
 -25- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 IN WITNESS WHEREOF, the parties have each caused this Master Agreement to be signed and delivered
by its duly authorized representative. 
  

			
	COCA-COLA BOTTLING CO. CONSOLIDATED
		
	By:	 	 /s/ James E. Harris

			
	Printed Name:	 	James E. Harris

			
	Title:	 	Executive Vice President, Business Transformation

			
	
	CONA SERVICES LLC
		
	By:	 	 /s/ Reinhard Meister

			
	Printed Name:	 	Reinhard Meister

			
	Title:	 	Chief Executive Officer

  
 -26- 

 List of Exhibits and Appendices to 

Master Services Agreement 
 Services
Exhibits 
  

	 	A.	Build 

  

	 	B.	Deploy 

  

	 	C.	Operate 

 Schedule 1: Key Performance Indicators, Service Level Specifications and Credits 

Schedule 2: Disaster Recovery Plan 

Appendices 
  

	 	1.	Defined Terms 

  

	 	2.	Security Practices 

 Attachment 1: CONA Data Classification and Encryption Policies 

Attachment 2: Terms and Conditions of Service for Single Sign-On Capability 

 

	 	3.	CONA Hosting Security Guidelines 

  

	 	4.	Vendor Third Party Software 

  

	 	5.	Bottler’s Phase 1(a) Territories and Phase 1(a) Cases 

  

	 	6.	Territories Projected to be on the CONA System to reach Steady State 

  
 -27- 

 Exhibit A 

Build 
  

					
	 	 
	Scope / Services	  	 The Services to be provided in connection with the Build phase will be
set forth in this Exhibit A and will include the following:
  

	  	        (i)	    	 Governance, Business Process Management and Standards

 

	  	        (ii)	    	 Planning, design, development and testing of the CONA System

 

	  	        (iii)	    	 Build of required infrastructure

 

	  	        (iv)	    	 Acquisition of required license rights

 

	  	        (v)	    	 Integration and performance testing

 

	  	        (vi)	    	 Build activities to be provided under this Exhibit
A will not include business support.
  

  
 -28- 

 Exhibit B 

Deploy 
  

					
	Services	 	 The Services to be provided in connection
with the Deploy phase will be set forth in this Exhibit B and will include the following:
  

	 	        (1)	    	 Program management (including CONA deployment methodology, quality control and
readiness assessments)
  

	 	        (2)	    	 Change Management (including BPM, solution support, knowledge transfer to the
project team, and user training)
  

	 	        (3)	    	 Deployment infrastructure (including CONA landscape, hosting and network)

 

	 	        (4)	    	 Data loading (including loading tools, data loads (mock and production)

 

	 	        (5)	    	Cutover (including technical cutover, dry runs and business cutover)
	 	 
	Costs	 	 The IT deployment cost for the CONA
System will be included in the CONA operating costs.
  
 All other costs will be shared
based upon an “activity based approach” with each party bearing its own expense associated with the deployment. For example, CONA pays for data extractions and business personnel on-site to successfully transition any of the Territories
(or portion thereof) to the CONA System and Bottler pays for items such as their business personnel on-site and training their new associates on its business processes/standards.

  
 -29- 

									
	 Area
	  	 Key Deliverables
	  	 Bottler
	  	 CONA/SOF
	  	 CONA

	System	  	 CONA Release 3/4 Build
 Localizations for
transition territories
 Security & Roles
 Unit- and
Integration Test
 System integration to Legacy application

End-to-End Test
 End User Acceptance Test

CONA Release 3/4 Operations & Monitoring
 CONA Release 3/4User
Support
	  	 C
 A

A
 I

A
 A

A
 C

A (Legacy)
	  	 C
 C

C
 I

C
 C

C
	  	 A
 R

R
 A

C
 C

C
 A

A (CONA)

					
	Training	  	 Training approach / concept / baseline material

Training material – Iteration 1
 Project Team Training

End User Training
	  	 R
 A

C
 A
	  	 R
 R

C
 C
	  	 A
 C

A
 C

					
	 Transition &
 Change Mgmt
	  	 Process & Role Changes
 HRM - People

MTO – Customer
 OTC – Sales & Delivery

FTD - Product Planning, Warehouse and Inventory
 PTP –
Procurement, Replenishment
 RTR - Accounting
	  	A	  	C	  	C
					
	Data	  	 Data extraction
 Data cleansing / mapping /
conversion
 Data loading - Mock data loads
 Data loading –
Production data loads
	  	 A
 C

A
	  	 A
 R

C
 C
	  	 C
 R

A
 R

					
	Transition Playbook	  	 Transition and Change Management Plan

Deployment project plan for transition territories
 Resource
plan
	  	 A
 A

A
	  	 R
 C

R
	  	 C
 C

R

					
	Cutover	  	Dry-Run and Cutover	  	A	  	R	  	R

  
 -30- 

 Exhibit C 

Operate 
  

					
	CONA Responsibilities	  	 The Services to be provided in connection
with the Operate phase will be set forth in this Exhibit C and will include the following:
  

	  	        (1)	    	 CONA System access

 

	  	        (2)	    	 Operations infrastructure (servers, data storage, hosting, backup, disaster
recovery, database, security threat protection, upgrades, standard landscapes)
  

	  	        (3)	    	 Network operations

 

	  	        (4)	    	 Job monitoring, batch management

 

	  	        (5)	    	 System maintenance

 

	  	        (6)	    	 Basic user access

 

	  	        (7)	    	 role based via idM

 

	  	        (8)	    	 Helpdesk/Application Support (support will include Level 2 Support and Level 3
Support, but will not include Level 1 Support (which will be provided by Bottler), issue analysis, issue resolution, root cause analysis, reporting, support tools, data issues, and security issues)

 

	  	        (9)	    	 Data management (data life cycle management, new data, changes, retirement of
data objects, quality controls, elimination of duplicates, mass changes, conversion, new data objects/attributes, synchronization with other data sources, archiving, maintenance process/workflow)

 

	  	        (10)	    	 Projects and professional services in response
to Change requests (including non-common application design, development, IT consulting, training, knowledge transfer, assessments and similar services). Such projects and professional services will be provided by separate statements of work on a
time and materials basis.
  

	Key Performance Indicators (“KPIs”), Service Level Specifications and Credits	  	See Schedule 1 to Exhibit C
	 	 
	Bottler Conditions & Responsibilities	  	 Bottler will participate in
governance in accordance with Section 4.01.
  
 Bottler will provide CONA with
access to Bottler Data necessary for provision of Services and will otherwise cooperate in CONA’s provision of Services.
  

Bottler will run its business according to commonly

  
 -31- 

					
	 	  	
designed business processes and system functionality of CONA.
  

Bottler will provide continuous training of CONA process and system functionality to Bottler’s users.

 
 Bottler will ensure the data quality required to run CONA processes and systems for
Bottler Data supplied by or on behalf of Bottler.
  
 Bottler will follow the application
support process as commonly designed.
  
 Bottler will run the required business controls
and reconciliation tasks as specified.
  
 Bottler is responsible for Bottler system
access and user roles to ensure audit compliance.

	 	 
	Disaster Recovery Plan	  	See Schedule 2 to this Exhibit C.

  
 -32- 

 SCHEDULE 1 to EXHIBIT C 

Key Performance Indicators, Service Level Specifications and Credits 

The following specifications define the technical and performance service level commitments that CONA will require of its Vendors. 

 

									
	 	 	Incident/ Problem Priorities
	 	 	 	 	Urgency
	 Impact
	 	 	 	 Immediate response
and sustained effort
required until
service is restored
User(s) unable
to
perform job
 No work around is
available
	 	 Standard support
process are
followed

User(s) unable to
perform job
properly
Reasonable
(acceptable)
workaround not
available
	 	
Service can be
scheduled
Users can do job,
but requires extra
effort

Workaround may be
available

	Operations	 	 	 	High	 	Medium	 	Low
	 Business critical system service or site is unavailable or degraded
	 	High	 	P1	 	P2	 	P3
	 Business critical system service or site is affected, but it is still available and operating at
an acceptable level
	 	Medium	 	P2	 	P3	 	P4
	 Non-business critical system, service or site is unavailable or degraded
	 	 	 	 
	 Non-business critical system, service or site is affected, but it is still available and operating
at an acceptable level
	 	Low	 	P3	 	P4	 	P5
	 Issue affecting a Single User.
	 	 	 	 

 1.2 Monthly Incident Service Level Specifications and Credits 

CONA will require Vendors to provide the following monthly incident SLAs and credits: 

At Risk Amount: [***]% 
  

															
	 Service
	 	 Service Level
	 	Target	 	 	Allocation
Pool	 	 	SL Credit	 
	Availability	  
					
	 Productive Availability – Systems specified as productive available for Customer use
(including but not limited to servers, storage, LAN)
	 	 Availability of productive systems during scheduled hours
(excluding planned maintenance outage)
	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Non-Productive Availability Other Instances (Sandbox,
	 	Availability of Non-Productive systems during scheduled hours	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 

  
 -33- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

															
	 Service
	 	 Service Level
	 	Target	 	 	Allocation
Pool	 	 	SL Credit	 
	 Development, QA, Training and Data Conversion)
	 	(excluding planned maintenance outage)	 				 				 			
	
	Incident Response Time	  
					
	 Response Time – P1 Tickets
	 	Percentage responded to within 15 minutes	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Response Time – P2 Tickets
	 	Percentage responded to within 60 minutes	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Response Time – P3 Tickets
	 	Respond within 4 business hours	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	
	Service Restoration Time	  
					
	 Resolution Time – P1 Tickets
	 	Percentage resolved within 4 hours	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Resolution Time – P2 Tickets
	 	Percentage resolved within 8 hours	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Resolution Time – P3 Tickets
	 	Percentage resolved within 2 business days	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	
	SAP Performance	  
					
	 Average User Response Time
	 	Percent of SAP dialogue response times for productive systems within 3 seconds	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	
	Change Management	  
					
	 Change Management Responsiveness
	 	Percentage of total requests for Change responded to within agreed upon service levels within a given month	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Change Management Timeliness
	 	Percentage of total requests for Change completed according to scheduled timeline.	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 
	 Change Management Accuracy
	 	Percentage of successful request for Changes executed within a given month	 	 	[***	]% 	 	 	[***	]% 	 	 	[***	]% 

 1.3 Quarterly Service Level Specifications and Credits 

CONA will require the following quarterly SLA and credit: 
  

							
	 Service
	  	 Service Level
	  	 Target
	  	 SL Credit

	 Minimal Resource Turnover
	  	Percentage of retained resources from the preceding calendar quarter who are still assigned to CONA’s engagement to provide the Services	  	[***]% per quarter	  	$[***] per occurrence

 1.4 Critical Event Service Level Specifications and Credits 

CONA will require Vendors to provide the following critical events SLA and credit: 

 

							
	 Performance Category/Critical Deliverable Effective Date
	  	Measurement
Period	  	Deliverable
Credit	 
	 Three (3) maintenance landscape packages delivered during the 90 days following the CONA
Infrastructure Readiness
	  	Monthly	  	$	[***	] 

  
 -34- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 SCHEDULE 2 to EXHIBIT C 

Disaster Recovery Service Summary 

[***] 
 [***] 

[***] 
 [***] 

 

							
	[***]	  	[***]	  	[***]	  	[***]
	[***]	  	[***]	  	[***]	  	[***]
	[***]	  	[***]	  	[***]	  	[***]

 [***] 
 [***] 

[***] 
 [***] 

 
  

[***] 

  
 -35- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 [***] 
  

							
	[***]	 	 	 	 	 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 	 	 	 	 	 

  
 -36- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 [***] 
  

							
	[***]	 	 	 	 	 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 		 		 	 
	 	 	 	 	 	 	 

  

  
 -37- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 Appendix 1 

Defined Terms 
 For
all purposes of this Master Agreement, the following terms have the following meanings and such definitions are equally applicable to both the singular and plural forms of any of the terms herein defined. Terms other than those defined are to be
given their plain English meaning or their normal industry standard meaning. 
 “AAA” is defined in
Section 14.01. 
 “Actions” is defined in Section 8.06(d). 

“Additional Services” is defined in Section 1.04. 

“Additional Service Fees” is defined in Section 1.04. 

“Affiliates” means, with respect to any person or entity, any other person or entity that directly, or indirectly through one
or more intermediaries, controls, or is controlled by, or is under common control with, that person or entity. 

“Beverages” means non-alcoholic beverages which Bottler is authorized to distribute under Bottler’s Comprehensive
Beverage Agreement or any other agreement with TCCC. 
 “Bottler” is defined in the preamble. 

“Bottler Data” is defined in Section 8.02. 

“Bottler Parties” is defined in Section 18.04. 

“Bottler Software” is defined in Section 6.02. 

“Bottler Third-Party Contractors” is defined in Section 7.01(a). 

“Change Control Procedures” is defined in Section 5.02. 

“Change Order” is defined in Section 5.02. 

“Change(s)” is defined in Section 5.02. 

“CONA” is defined in the preamble. 

“CONA Board of Directors” is defined in Section 1.04. 

“CONA LLC Agreement” is defined in the recitals. 

“CONA Software” is defined in Section 6.04. 

“CONA System” is defined in the recitals. 

“CONA System Specifications” is defined in Section 1.02(e). 

“Confidential Information” is defined in Section 12.01. 

“Data Center” is defined in Section 2.01. 

“Deliverable” means any item, tangible or intangible, other than Equipment or CONA Software, expressly designated as a
deliverable in the applicable Services Exhibit. 
 “Developed Software” is defined in Section 6.03. 

“Disaster Recovery Plan” is defined in Section 5.05. 

  
 -38- 

 “Equipment” is defined in Section 6.01. 

“Financial Matters Agreement” is defined in Section 10.01(b)(1) 

“Intellectual Property” is defined in Section 6.10. 

“KPIs” is defined in Section 3.01. 

“Legacy Territories” means the Beverage distribution territories held by Bottler as of January 1, 2014. 

“Master Agreement” is defined in the preamble. 

“Master Agreement Effective Date” is defined in Section 15.01. 

“Master Agreement Term” is defined in Section 15.01. 

“Personal Information” means any information that identifies or can be used to identify an individual, including, without
limitation: (a) name; (b) mailing address; (c) telephone or fax number; (d) email address; and (e) identification number. 

“Phase 1(a) Cases” means the number of physical cases distributed in a Phase 1(a) Territory [***], as identified on
Appendix 5. 
 “Phase 1(a) Territories” means the Territories of Bottler identified on Appendix 5. 

“Privacy Laws” is defined in Section 8.06(a). 

“Records” is defined in Section 5.04. 

“Recovery Period” is defined in Section 10.01(b)(1). 

“Reports” is defined in Section 5.03. 

“Service Levels” is defined in Section 3.01. 

“Service Fees” is defined in Section 10.01. 

“Services” is defined in Section 1.02. 

“Services Exhibit” is defined in Section 1.02. 

“Steady State Date” means the earlier of (1) the date on which all Territories identified on Appendix 6 have
converted to the CONA System; or (2) December 31, 2018. 
 “TCCC” is defined in the recitals. 

“TCCC Parties” is defined in Section 18.04. 

“Termination Assistance Period” is defined in Section 16.01. 

“Termination Assistance Services” is defined in Section 15.04(a). 

“Territories” means the territories in which Bottler is authorized to distribute products of TCCC in accordance with
Bottler’s Comprehensive Beverage Agreement with TCCC. 
 “Third-Party Services Contracts” means contracts between
Bottler and Bottler Third-Party Contractors relating to the Bottler Third-Party Contractors’ performance of services that complement the Services. 

“Vendor” is defined in the recitals. 

“Vendor Software” means the portion of CONA Software that is licensed by CONA from Vendors. 

  
 -39- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 Appendix 2 

Security Practices 
 [***] 

[***] 
 [***] 

[***] 
 [***] 

[***] 

  
 -40- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 [***] 

[***] 
 [***] 

  
 -41- 

[***] – THIS CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR
CONFIDENTIAL TREATMENT. 

 Attachment 1 

CONA Data Classification and Encryption Policy 

[***] 
 [***] 

[***] 
 [***] 

[***] 

							
	[***]	  	[***]	  	[***]	  	[***]
	[***]	  	[***]	  	[***]	  	[***]
	[***]	  	[***]	  	[***]	  	[***]

  
 -42- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 [***] 
  

							
	 	  	 [***]
	  	 [***]

	 [***]
	  	 [***]
	  	 [***]
	  	 [***]

	 [***]
	  	[***]	  	[***]	  	[***]
	 [***]
	  	 [***]
  

[***]
	  	 [***]
  

[***]

 [***] 
  

							
	 	  	 [***]

	 [***]
	  	 [***]
	  	[***]	  	 [***]

	 [***]
	  	[***]	  	[***]	  	[***]

  
 -43- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

							
	[***]	 	[***]	 	[***]	 	[***]
	[***]	 	[***]	 	[***]	 	[***]
	[***]	 	[***]	 	[***]	 	[***]
	[***]	 	[***]	 	[***]	 	[***]
	[***]	 	[***]	 	[***]	 	[***]

  
 -44- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

							
		  		  	[***]	  	[***]
	 [***]
	  	[***]	  	[***]	  	[***]
	 [***]
	  	[***]	  	[***]	  	[***]
	 [***]
	  	[***]	  	[***]	  	[***]

 [***] 

  
 -45- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 Attachment 2 

TERMS AND CONDITIONS OF SERVICE FOR SINGLE SIGN-ON CAPABILITY 

[***] 
 [***] 

[***] 
 [***] 

[***] 
 [***] 

[***] 

  
 -46- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 [***] 

[***] 

  
 -47- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 Appendix 3 

CONA Hosting Security Guidelines 
  

 
 [***] 

[***] 
 [***] 

[***] 
 [***] 

[***] 

  
 -48- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 [***] 

[***] 

  
 -49- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 Appendix 4 

Vendor Software 
 CONA will be financially
responsible to obtain the right to use, operate or to have access to (third party) software as set forth below to provide the Services to Bottler, unless it is stated below that Bottler will be financially responsible. The cost of obtaining any such
rights will be treated in accordance with Article 10. Bottler shall have the responsibility, including the financial responsibility, to obtain the right to use, operate or to have access to any (third party) software or equipment not included in the
Vendor Software described below. 
 CONA third party software 
  

			
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]

  
 -50- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

			
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]
	 [***]
	  	[***]

  
 -51- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 Appendix 5 
  

							
	 Bottler
	  	 Phase 1(a) Territory
	  	
Start Date (date of
Phase 1(a) Territory closing/
conversion)
	  	Physical Case
Volume
(MM)
	 CCBCC
	  	Johnson City/Morristown	  	5/24/14	  	[***]
		  	Knoxville	  	10/27/14	  	[***]
		  	Cookville/Cleveland	  	2/1/15	  	[***]
		  	Louisville/Evansville	  	3/2/15	  	[***]
		  	Pikeville/Paducah/Lexington	  	5/4/15	  	[***]
				
	 CCBCU
	  	Oxford	  	3/29/14	  	[***]
		  	Pensacola/Valparaiso	  	9/29/14	  	[***]
		  	Montgomery/West Point/Dothan/Tuscaloosa	  	11/24/14	  	[***]
		  	Scottsboro/Dalton	  	2/1/15	  	[***]
				
	 Swire USA
	  	Denver and Colorado Springs	  	TBD depending on date of conversions	  	[***]
				
	 CCBF
	  	Central Florida	  	6/1/15	  	[***]
				
	 Great Lakes
	  	Chicago	  	6/1/15	  	[***]

 [***] 
 [***] 

[***] 

  
 -52- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT. 

 Appendix 6 

Territories Projected to be on CONA to Reach Steady State 

[***] 
  

					
	 Bottler
	  	Territory	  	Projected Last
Closing Date
	 CCBCC
	  	[***]	  	[***]
		  	[***]	  	[***]
		  	[***]	  	
	 United
	  	[***]	  	[***]
		  	[***]	  	[***]
		  	[***]	  	
	 Swire
	  	[***]	  	[***]
		  	[***]	  	[***]
		  	[***]	  	
	 Great Lakes
	  	[***]	  	[***]
	 Florida
	  	[***]	  	[***]
	 CCR
	  	[***]	  	[***]

  
 [***]

  
 -53- 

CONA AND BOTTLER CONFIDENTIAL INFORMATION 

Classified - Unclassified 
 [***] – THIS
CONFIDENTIAL INFORMATION HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND EXCHANGE COMMISSION PURSUANT TO A REQUEST FOR CONFIDENTIAL TREATMENT.Exhibit

Exhibit 10.1

FIREEYE, INC.
2013 EMPLOYEE STOCK PURCHASE PLAN
(as amended and restated as of August 2, 2016)
1.Purpose.  The purpose of the Plan is to provide employees of the Company and its Designated Companies with an opportunity to purchase Common Stock through accumulated Contributions.  The Company’s intends for the Plan to have two components: a Code Section 423 Component (“423 Component”) and a non-Code Section 423 Component (“Non-423 Component”).  The Company’s intention is to have 423 Component of the Plan qualify as an “employee stock purchase plan” under Section 423 of the Code.  The provisions of the 423 Component, accordingly, will be construed so as to extend and limit Plan participation in a uniform and nondiscriminatory basis consistent with the requirements of Section 423 of the Code.  In addition, this Plan authorizes the grant of an option to purchase shares of Common Stock under the Non-423 Component that does not qualify as an “employee stock purchase plan” under Section 423 of the Code; such an option will be granted pursuant to rules, procedures or sub-plans adopted by the Administrator designed to achieve tax, securities laws or other objectives for Eligible Employees and the Company.  Except as otherwise provided herein, the Non-423 Component will operate and be administered in the same manner as the 423 Component.  
2.    Definitions.
(a)    “Administrator” means the Board or any Committee designated by the Board to administer the Plan pursuant to Section 14.
(b)    “Affiliate” means any entity, other than a Subsidiary, in which the Company has an equity or other ownership interest.
(c)    “Applicable Laws” means the requirements relating to the administration of equity-based awards under U.S. state corporate laws, U.S. federal and state securities laws, the Code, any stock exchange or quotation system on which the Common Stock is listed or quoted and the applicable laws of any foreign country or jurisdiction where options are, or will be, granted under the Plan.
(d)    “Board” means the Board of Directors of the Company.
(e)    “Change in Control” means the occurrence of any of the following events:
(i)    A change in the ownership of the Company which occurs on the date that any one person, or more than one person acting as a group (“Person”), acquires ownership of the stock of the Company that, together with the stock held by such Person, constitutes more than fifty percent (50%) of the total voting power of the stock of the Company; provided, however, that for purposes of this subsection, the acquisition of additional stock by any one Person, who is considered to own more 

    

than fifty percent (50%) of the total voting power of the stock of the Company will not be considered a Change in Control; or 
(ii)    A change in the effective control of the Company which occurs on the date that a majority of members of the Board is replaced during any twelve (12) month period by Directors whose appointment or election is not endorsed by a majority of the members of the Board prior to the date of the appointment or election.  For purposes of this subsection (ii), if any Person is considered to be in effective control of the Company, the acquisition of additional control of the Company by the same Person will not be considered a Change in Control; or 
(iii)    A change in the ownership of a substantial portion of the Company’s assets which occurs on the date that any Person acquires (or has acquired during the twelve (12) month period ending on the date of the most recent acquisition by such person or persons) assets from the Company that have a total gross fair market value equal to or more than fifty percent (50%) of the total gross fair market value of all of the assets of the Company immediately prior to such acquisition or acquisitions; provided, however, that for purposes of this subsection, the following will not constitute a change in the ownership of a substantial portion of the Company’s assets: (A) a transfer to an entity that is controlled by the Company’s stockholders immediately after the transfer, or (B) a transfer of assets by the Company to: (1) a stockholder of the Company (immediately before the asset transfer) in exchange for or with respect to the Company’s stock, (2) an entity, fifty percent (50%) or more of the total value or voting power of which is owned, directly or indirectly, by the Company, (3) a Person, that owns, directly or indirectly, fifty percent (50%) or more of the total value or voting power of all the outstanding stock of the Company, or (4) an entity, at least fifty percent (50%) of the total value or voting power of which is owned, directly or indirectly, by a Person described in this subsection (iii)(B)(3).  For purposes of this subsection, gross fair market value means the value of the assets of the Company, or the value of the assets being disposed of, determined without regard to any liabilities associated with such assets. 
For purposes of this definition, persons will be considered to be acting as a group if they are owners of a corporation that enters into a merger, consolidation, purchase or acquisition of stock, or similar business transaction with the Company.
Notwithstanding the foregoing, a transaction will not be deemed a Change in Control unless the transaction qualifies as a change in control event within the meaning of Code Section 409A, as it has been and may be amended from time to time, and any proposed or final U.S. Treasury Regulations and Internal Revenue Service guidance that has been promulgated or may be promulgated thereunder from time to time.
Further and for the avoidance of doubt, a transaction will not constitute a Change in Control if: (i) its sole purpose is to change the state of the Company’s incorporation, or (ii) its sole purpose is to create a holding company that will be owned in substantially the same proportions by the persons who held the Company’s securities immediately before such transaction.

2

(f)    “Code” means the U.S. Internal Revenue Code of 1986, as amended.  Reference to a specific section of the Code or U.S. Treasury Regulation thereunder will include such section or regulation, any valid regulation or other official applicable guidance promulgated under such section, and any comparable provision of any future legislation or regulation amending, supplementing or superseding such section or regulation.
(g)    “Committee” means a committee of the Board appointed in accordance with Section 14 hereof.
(h)    “Common Stock” means the common stock of the Company.
(i)    “Company” means FireEye, Inc., a Delaware corporation, or any successor thereto. 
(j)    “Compensation” means an Eligible Employee’s base straight time gross earnings, payments for overtime and shift premium, but exclusive of payments for commissions, incentive compensation, bonuses and other similar compensation.  The Administrator, in its discretion, may, on a uniform and nondiscriminatory basis, establish a different definition of Compensation for a subsequent Offering Period.
(k)    “Contributions” means the payroll deductions and other additional payments that the Company may permit to be made by a Participant to fund the exercise of options granted pursuant to the Plan. 
(l)    “Designated Company” means any Subsidiary or Affiliate that has been designated by the Administrator from time to time in its sole discretion as eligible to participate in the Plan.  For purposes of the 423 Component, only the Company and its Subsidiaries may be Designated Companies, provided, however that at any given time, a Subsidiary that is a Designated Company under the 423 Component shall not be a Designated Company under the Non-423 Component. 
(m)    “Director” means a member of the Board.
(n)    “Eligible Employee” means any individual who is a common law employee providing services to the Company or a Designated Company and is customarily employed for at least twenty (20) hours per week and more than five (5) months in any calendar year by the Employer, or any lesser number of hours per week and/or number of months in any calendar year established by the Administrator (if required under applicable local law) for purposes of any separate Offering or for Eligible Employee participating in the Non-423 Component.  For purposes of the Plan, the employment relationship will be treated as continuing intact while the individual is on sick leave or other leave of absence that the Employer approves or is legally protected under Applicable Laws.  Where the period of leave exceeds three (3) months and the individual’s right to reemployment is not guaranteed either by statute or by contract, the employment relationship will be deemed to have terminated three (3) months and one (1) day following the commencement of such leave.  The Administrator, in its discretion, 

3

from time to time may, prior to an Enrollment Date for all options to be granted on such Enrollment Date in an Offering, determine (on a uniform and nondiscriminatory basis or as otherwise permitted by Treasury Regulation Section 1.423‐2) that the definition of Eligible Employee will or will not include an individual if he or she: (i) has not completed at least two (2) years of service since his or her last hire date (or such lesser period of time as may be determined by the Administrator in its discretion), (ii) customarily works not more than twenty (20) hours per week (or such lesser period of time as may be determined by the Administrator in its discretion), (iii) customarily works not more than five (5) months per calendar year (or such lesser period of time as may be determined by the Administrator in its discretion), (iv) is a highly compensated employee within the meaning of Section 414(q) of the Code, or (v) is a highly compensated employee within the meaning of Section 414(q) of the Code with compensation above a certain level or is an officer or subject to the disclosure requirements of Section 16(a) of the Exchange Act, provided the exclusion is applied with respect to each Offering in an identical manner to all highly compensated individuals of the Employer whose Employees are participating in that Offering.  Each exclusion shall be applied with respect to an Offering in a manner complying with U.S. Treasury Regulation Section 1.423‐2(e)(2)(ii).
(o)    “Employer” means the employer of the applicable Eligible Employee(s).
(p)    “Enrollment Date” means the first Trading Day of each Offering Period.
(q)    “Exchange Act” means the U.S. Securities Exchange Act of 1934, as amended, including the rules and regulations promulgated thereunder. 
(r)    “Exercise Date” means the first Trading Day on or after May 31 and November 30 of each Purchase Period.  Notwithstanding the foregoing, the Exercise Date(s) of the Pre-Existing Offering Period will continue to be (i) November 15, 2016 and (ii) May 15, 2017, in each case, subject to Section 29.  For the avoidance of doubt, the first Exercise Date for the first new Offering Period following the Restatement Effective Date will be May 31, 2017.
(s)    “Fair Market Value” means, as of any date and unless the Administrator determines otherwise, the value of Common Stock determined as follows:
(i)    If the Common Stock is listed on any established stock exchange or a national market system, including without limitation the New York Stock Exchange, NASDAQ Global Select Market, the NASDAQ Global Market or the NASDAQ Capital Market of The NASDAQ Stock Market, its Fair Market Value will be the closing sales price for such stock as quoted on such exchange or system on the date of determination (or the closing bid, if no sales were reported), as reported in a source the Administrator deems reliable;
(ii)    If the Common Stock is regularly quoted by a recognized securities dealer but selling prices are not reported, its Fair Market Value will be the mean between the high bid and low asked prices for the Common Stock on the date of determination (or if no bids and asks were reported 

4

on that date, as applicable, on the last Trading Day such bids and asks were reported), as reported in a source the Administrator deems reliable; or
(iii)    In the absence of an established market for the Common Stock, the Fair Market Value thereof will be determined in good faith by the Administrator.
(t)    “Fiscal Year” means the fiscal year of the Company.
(u)    “New Exercise Date” means a new Exercise Date if the Administrator shortens any Offering Period then in progress.
(v)    “Offering” means an offer under the Plan of an option that may be exercised during an Offering Period as further described in Section 4.  For purposes of the Plan, the Administrator may designate separate Offerings under the Plan (the terms of which need not be identical) in which Employees of one or more Employers will participate, even if the dates of the applicable Offering Periods of each such Offering are identical and the provisions of the Plan will separately apply to each Offering.  To the extent permitted by U.S. Treasury Regulation Section 1.423‐2(a)(1), the terms of each Offering need not be identical provided that the terms of the Plan and an Offering together satisfy U.S. Treasury Regulation Section 1.423‐2(a)(2) and (a)(3).  
(w)    “Offering Periods” means the overlapping periods of approximately twelve (12) months during which an option granted pursuant to the Plan may be exercised, (i) commencing on the first Trading Day on or after May 31 and November 30 of each year and terminating on the first Trading Day on or after May 31 and November 30, approximately twelve (12) months later; provided, however, that the first new Offering Period following the Restatement Effective Date will commence on November 15, 2016 and will end on November 30, 2017 (subject to Section 29), and provided, further, that if the Pre-Existing Offering Period is not reset on November 15, 2016 as a result of Section 29, then there will be an additional non-routine Offering Period that will commence on May 15, 2017 and will end on May 31, 2018 (subject to Section 29).  The duration and timing of Offering Periods may be changed pursuant to Sections 4 and 19. 
(x)    “Parent” means a “parent corporation,” whether now or hereafter existing, as defined in Section 424(e) of the Code.
(y)    “Participant” means an Eligible Employee that participates in the Plan.  
(z)    “Plan” means this FireEye, Inc. 2013 Employee Stock Purchase Plan.  
(aa)    “Pre-Existing Offering Period” means the Offering Period in effect as of the Restatement Effective Date.
(bb)    “Purchase Period” means the approximately six (6) month period commencing after one Exercise Date and ending with the next Exercise Date, except that the first Purchase Period of any Offering Period will commence on the Enrollment Date and end with the next Exercise Date.  

5

(cc)    “Purchase Price” means an amount equal to eighty-five percent (85%) of the Fair Market Value of a share of Common Stock on the Enrollment Date or on the Exercise Date, whichever is lower; provided however, that the Purchase Price may be determined for subsequent Offering Periods by the Administrator subject to compliance with Section 423 of the Code (or any successor rule or provision or any other Applicable Law, regulation or stock exchange rule) or pursuant to Section 19.
(dd)    “Restatement Effective Date” means August 2, 2016.
(ee)    “Subsidiary” means a “subsidiary corporation,” whether now or hereafter existing, as defined in Section 424(f) of the Code.
(ff)    “Trading Day” means a day on which the national stock exchange upon which the Common Stock is listed is open for trading.
(gg)    “U.S. Treasury Regulations” means the Treasury regulations of the Code.  Reference to a specific Treasury Regulation or Section of the Code shall include such Treasury Regulation or Section, any valid regulation promulgated under such Section, and any comparable provision of any future legislation or regulation amending, supplementing or superseding such Section or regulation.
3.    Eligibility.
(a)    Offering Periods.  Any Eligible Employee on a given Enrollment Date will be eligible to participate in the Plan, subject to the requirements of Section 5.  
(b)    Non-U.S. Employees.  Eligible Employees who are citizens or residents of a non-U.S. jurisdiction (without regard to whether they also are citizens or residents of the United States or resident aliens (within the meaning of Section 7701(b)(1)(A) of the Code)) may be excluded from participation in the Plan or an Offering if the participation of such Eligible Employees is prohibited under the laws of the applicable jurisdiction or if complying with the laws of the applicable jurisdiction would cause the Plan or an Offering to violate Section 423 of the Code.  In the case of the Non-423 Component, Eligible Employee may be excluded from participation in the Plan or an Offering if the Administrator has determined that participation of such Eligible Employee is not advisable or practicable.
(c)    Limitations.  Any provisions of the Plan to the contrary notwithstanding, no Eligible Employee will be granted an option under the Plan (i) to the extent that, immediately after the grant, such Eligible Employee (or any other person whose stock would be attributed to such Eligible Employee pursuant to Section 424(d) of the Code) would own capital stock of the Company or any Parent or Subsidiary of the Company and/or hold outstanding options to purchase such stock possessing five percent (5%) or more of the total combined voting power or value of all classes of the capital stock of the Company or of any Parent or Subsidiary of the Company, or (ii) to the extent that his or her rights 

6

to purchase stock under all employee stock purchase plans (as defined in Section 423 of the Code) of the Company or any Parent or Subsidiary of the Company accrues at a rate, which exceeds twenty-five thousand dollars ($25,000) worth of stock (determined at the Fair Market Value of the stock at the time such option is granted) for each calendar year in which such option is outstanding at any time, as determined in accordance with Section 423 of the Code and the regulations thereunder.
4.    Offering Periods.  The Plan will be implemented by consecutive Offering Periods with a new Offering Period commencing on the first Trading Day on or after May 31 and November 30 each year, or on such other date as the Administrator will determine; provided, however, that the first new Offering Period following the Restatement Effective Date will commence on November 15, 2016 and will end on November 30, 2017 (subject to Section 29), and provided, further, that if the Pre-Existing Offering Period is not reset on November 15, 2016 as a result of Section 29, then there will be an additional non-routine Offering Period that will commence on May 15, 2017 and will end on May 31, 2018 (subject to Section 29).  The Administrator will have the power to change the duration of Offering Periods (including the commencement dates thereof) with respect to future Offerings without stockholder approval if such change is announced prior to the scheduled beginning of the first Offering Period to be affected thereafter; provided, however, that no Offering Period may last more than twenty-seven (27) months.
5.    Participation.   An Eligible Employee may participate in the Plan pursuant to Section 3(a) by (i) submitting to the Company’s stock administration office (or its designee), on or before a date determined by the Administrator prior to an applicable Enrollment Date, a properly completed subscription agreement authorizing Contributions in the form provided by the Administrator for such purpose, or (ii) following an electronic or other enrollment procedure determined by the Administrator.
6.    Contributions.
(a)    At the time a Participant enrolls in the Plan pursuant to Section 5, he or she will elect to have Contributions (in the form of payroll deductions or otherwise, to the extent permitted by the Administrator) made on each pay day during the Offering Period in an amount not exceeding fifteen percent (15%) of the Compensation, which he or she receives on each pay day during the Offering Period (for illustrative purposes, should a pay day occur on an Exercise Date, a Participant will have any payroll deductions made on such day applied to his or her account under the current ongoing Purchase Period that is scheduled to end on the pay day).  The Administrator, in its sole discretion, may permit all Participants in a specified Offering to contribute amounts to the Plan through payment by cash, check or other means set forth in the subscription agreement prior to each Exercise Date of each Purchase Period.  A Participant’s subscription agreement will remain in effect for successive Offering Periods unless terminated as provided in Section 10 hereof.
(b)    In the event Contributions are made in the form of payroll deductions, such payroll deductions for a Participant will commence on the first pay day following the Enrollment Date and will end on the last pay day prior to the Exercise Date of such Offering Period to which such 

7

authorization is applicable, unless sooner terminated by the Participant as provided in Section 10 hereof; provided, however, that for the first Offering Period, payroll deductions will commence on the first pay day on or following the end of the Enrollment Window.
(c)    All Contributions made for a Participant will be credited to his or her account under the Plan and Contributions will be made in whole percentages only.  A Participant may not make any additional payments into such account.
(d)    A Participant may discontinue his or her participation in the Plan as provided in Section 10.  During an Offering Period, a Participant may decrease (but not increase) the rate of his or her Contributions during the Offering Period by (i) properly completing and submitting to the Company’s stock administration office (or its designee), on or before a date determined by the Administrator prior to an applicable Exercise Date, a new subscription agreement authorizing the change in Contribution rate in the form provided by the Administrator for such purpose, or (ii) following an electronic or other procedure prescribed by the Administrator.  If a Participant has not followed such procedures to change the rate of Contributions, the rate of his or her Contributions will continue at the originally elected rate throughout the Offering Period and future Offering Periods (unless terminated as provided in Section 10).  Except as otherwise determined by the Administrator, a Participant may only make one (1) decrease in the rate of Contributions during each Purchase Period under this Section 6(d).  Any change in payroll deduction rate made pursuant to this Section 6(d) will be effective as of the first full pay day following fifteen (15) calendar days after the date on which the change is made by the Participant (unless the Company, in its sole discretion, elects to process a given change in payroll deduction rate more quickly).  
(e)    Notwithstanding the foregoing, to the extent necessary to comply with Section 423(b)(8) of the Code and Section 3(c), a Participant’s Contributions may be decreased to zero percent (0%) at any time during a Purchase Period.  Subject to Section 423(b)(8) of the Code and Section 3(c) hereof, Contributions will recommence at the rate originally elected by the Participant effective as of the beginning of the first Purchase Period scheduled to end in the following calendar year, unless terminated by the Participant as provided in Section 10.
(f)    Notwithstanding any provisions to the contrary in the Plan, the Administrator may allow Eligible Employees to participate in the Plan via cash contributions instead of payroll deductions if (i) for Participants participating in the Non-423 Component, payroll deductions are not permitted under applicable local law, and (ii) for Participants participating in the 423 Component, the Administrator determines that cash contributions are permissible under Section 423 of the Code. 
(g)    At the time the option is exercised, in whole or in part, or at the time some or all of the Common Stock issued under the Plan is disposed of (or any other time that a taxable event related to the Plan occurs), the Participant must make adequate provision for the Company’s or Employer’s federal, state, local or any other tax liability payable to any authority including taxes imposed by jurisdictions outside of the U.S., national insurance, social security or other tax withholding obligations, 

8

if any, which arise upon the exercise of the option or the disposition of the Common Stock (or any other time that a taxable event related to the Plan occurs).  At any time, the Company or the Employer may, but will not be obligated to, withhold from the Participant’s compensation the amount necessary for the Company or the Employer to meet applicable withholding obligations, including any withholding required to make available to the Company or the Employer any tax deductions or benefits attributable to sale or early disposition of Common Stock by the Eligible Employee. In addition, the Company or the Employer may, but will not be obligated to, withhold from the proceeds of the sale of Common Stock or any other method of withholding the Company or the Employer deems appropriate to the extent permitted by U.S. Treasury Regulation Section 1.423‐2(f).  
7.    Grant of Option.  On the Enrollment Date of each Offering Period, each Eligible Employee participating in such Offering Period will be granted an option to purchase on each Exercise Date during such Offering Period (at the applicable Purchase Price) up to a number of shares of Common Stock determined by dividing such Eligible Employee’s Contributions accumulated prior to such Exercise Date and retained in the Eligible Employee’s account as of the Exercise Date by the applicable Purchase Price; provided that in no event will an Eligible Employee be permitted to purchase during each Purchase Period more than 3,000 shares of Common Stock (subject to any adjustment pursuant to Section 18) and provided further that such purchase will be subject to the limitations set forth in Sections 3(c) and 13.  The Eligible Employee may accept the grant of such option (i) with respect to the first Offering Period by submitting a properly completed subscription agreement in accordance with the requirements of Section 5 on or before the last day of the Enrollment Window, and (ii) with respect to any subsequent Offering Period under the Plan, by electing to participate in the Plan in accordance with the requirements of Section 5.  The Administrator may, for future Offering Periods, increase or decrease, in its absolute discretion, the maximum number of shares of Common Stock that an Eligible Employee may purchase during each Purchase Period of an Offering Period.  Exercise of the option will occur as provided in Section 8, unless the Participant has withdrawn pursuant to Section 10.  The option will expire on the last day of the Offering Period.
8.    Exercise of Option.
(a)    Unless a Participant withdraws from the Plan as provided in Section 10, his or her option for the purchase of shares of Common Stock will be exercised automatically on the Exercise Date, and the maximum number of full shares subject to the option will be purchased for such Participant at the applicable Purchase Price with the accumulated Contributions from his or her account.  No fractional shares of Common Stock will be purchased; any Contributions accumulated in a Participant’s account, which are not sufficient to purchase a full share will be retained in the Participant’s account for the subsequent Purchase Period or Offering Period, subject to earlier withdrawal by the Participant as provided in Section 10.  Any other funds left over in a Participant’s account after the Exercise Date will be returned to the Participant.  During a Participant’s lifetime, a Participant’s option to purchase shares hereunder is exercisable only by him or her.

9

(b)    If the Administrator determines that, on a given Exercise Date, the number of shares of Common Stock with respect to which options are to be exercised may exceed (i) the number of shares of Common Stock that were available for sale under the Plan on the Enrollment Date of the applicable Offering Period, or (ii) the number of shares of Common Stock available for sale under the Plan on such Exercise Date, the Administrator may in its sole discretion (x) provide that the Company will make a pro rata allocation of the shares of Common Stock available for purchase on such Enrollment Date or Exercise Date, as applicable, in as uniform a manner as will be practicable and as it will determine in its sole discretion to be equitable among all Participants exercising options to purchase Common Stock on such Exercise Date, and continue all Offering Periods then in effect or (y) provide that the Company will make a pro rata allocation of the shares available for purchase on such Enrollment Date or Exercise Date, as applicable, in as uniform a manner as will be practicable and as it will determine in its sole discretion to be equitable among all participants exercising options to purchase Common Stock on such Exercise Date, and terminate any or all Offering Periods then in effect pursuant to Section 19.  The Company may make a pro rata allocation of the shares available on the Enrollment Date of any applicable Offering Period pursuant to the preceding sentence, notwithstanding any authorization of additional shares for issuance under the Plan by the Company’s stockholders subsequent to such Enrollment Date.
9.    Delivery.  As soon as reasonably practicable after each Exercise Date on which a purchase of shares of Common Stock occurs, the Company will arrange the delivery to each Participant of the shares purchased upon exercise of his or her option in a form determined by the Administrator (in its sole discretion) and pursuant to rules established by the Administrator.  The Company may permit or require that shares be deposited directly with a broker designated by the Company or to a designated agent of the Company, and the Company may utilize electronic or automated methods of share transfer.  The Company may require that shares be retained with such broker or agent for a designated period of time and/or may establish other procedures to permit tracking of disqualifying dispositions of such shares.  No Participant will have any voting, dividend, or other stockholder rights with respect to shares of Common Stock subject to any option granted under the Plan until such shares have been purchased and delivered to the Participant as provided in this Section 9.
10.    Withdrawal.
(a)    A Participant may withdraw all but not less than all the Contributions credited to his or her account and not yet used to exercise his or her option under the Plan at any time by (i) submitting to the Company’s stock administration office (or its designee) a written notice of withdrawal in the form determined by the Administrator for such purpose, or (ii) following an electronic or other withdrawal procedure determined by the Administrator.  Any withdrawal made pursuant to this Section 10 will be effective as of the first pay day following fifteen (15) calendar days after the date on which the withdrawal is made by the Participant (unless the Administrator, in its sole discretion, elects to process the withdrawal more quickly) (for illustrative purposes, if a Participant withdraws less than fifteen (15) days prior to an Exercise Date, then the withdrawal will be effective after the Exercise 

10

Date (and the Participant’s option will be exercised automatically on that Exercise Date), unless the Company, in its sole discretion, elects to process the withdrawal more quickly).  All of the Participant’s Contributions credited to his or her account will be paid to such Participant promptly after the effectiveness of the withdrawal and such Participant’s option for the Offering Period will be automatically terminated, and no further Contributions for the purchase of shares will be made for such Offering Period.  If a Participant withdraws from an Offering Period, Contributions will not resume at the beginning of the succeeding Offering Period, unless the Participant re-enrolls in the Plan in accordance with the provisions of Section 5.
(b)    A Participant’s withdrawal from an Offering Period will not have any effect upon his or her eligibility to participate in any similar plan that may hereafter be adopted by the Company or in succeeding Offering Periods that commence after the termination of the Offering Period from which the Participant withdraws.
11.    Termination of Employment.  Unless a Participant’s ceasing to be an Eligible Employee, for any reason, he or she will be deemed to have elected to withdraw from the Plan and the Contributions credited to such Participant’s account during the Offering Period but not yet used to purchase shares of Common Stock under the Plan will be returned to such Participant and such Participant’s option will be automatically terminated.  A Participant whose employment transfers between entities through a termination with an immediate rehire (with no break in service) by the Company or a Designated Company shall not be treated as terminated under the Plan; however, if a Participant transfers from an Offering under the 423 Component to the Non-423 Component, the exercise of the option shall be qualified under the 423 Component only to the extent it complies with Section 423 of the Code.
12.    Interest.  No interest will accrue on the Contributions of a participant in the Plan, except as may be required by Applicable Law, as determined by the Company, and if so required by the laws of a particular jurisdiction, shall apply to all Participants in the relevant Offering under the 423 Component, except to the extent otherwise permitted by U.S. Treasury Regulation Section 1.423‐2(f).
13.    Stock.
(a)    Subject to adjustment upon changes in capitalization of the Company as provided in Section 18 hereof, the maximum number of shares of Common Stock that will be made available for sale under the Plan will be 2,500,000 shares of Common Stock, plus an annual increase to be added on the first day of each Fiscal Year beginning with the 2014 Fiscal Year equal to the lesser of (i) 3,700,000 shares of Common Stock, (ii) one percent (1%) of the outstanding shares of Common Stock on such date, or (iii) an amount determined by the Administrator.
(b)    Until the shares are issued (as evidenced by the appropriate entry on the books of the Company or of a duly authorized transfer agent of the Company), a Participant will only have the rights of an unsecured creditor with respect to such shares, and no right to vote or receive dividends or any other rights as a stockholder will exist with respect to such shares.

11

(c)    Shares of Common Stock to be delivered to a Participant under the Plan will be registered in the name of the Participant or in the name of the Participant and his or her spouse.
14.    Administration.  The Plan will be administered by the Board or a Committee appointed by the Board, which Committee will be constituted to comply with Applicable Laws.  The Administrator will have full and exclusive discretionary authority to construe, interpret and apply the terms of the Plan, to designate separate Offerings under the Plan, to designate Subsidiaries and Affiliates as participating in the 423 Component or Non-423 Component, to determine eligibility, to adjudicate all disputed claims filed under the Plan and to establish such procedures that it deems necessary for the administration of the Plan (including, without limitation, to adopt such procedures and sub-plans as are necessary or appropriate to permit the participation in the Plan by employees who are foreign nationals or employed outside the U.S., the terms of which sub-plans may take precedence over other provisions of this Plan, with the exception of Section 13(a) hereof, but unless otherwise superseded by the terms of such sub-plan, the provisions of this Plan shall govern the operation of such sub-plan).  Unless otherwise determined by the Administrator, the Employees eligible to participate in each sub-plan will participate in a separate Offering or in the Non-423 Component.  Without limiting the generality of the foregoing, the Administrator is specifically authorized to adopt rules and procedures regarding eligibility to participate, the definition of Compensation, handling of Contributions, making of Contributions to the Plan (including, without limitation, in forms other than payroll deductions), establishment of bank or trust accounts to hold Contributions, payment of interest, conversion of local currency, obligations to pay payroll tax, determination of beneficiary designation requirements, withholding procedures and handling of stock certificates that vary with applicable local requirements.  The Administrator also is authorized to determine that, to the extent permitted by U.S. Treasury Regulation Section 1.423‐2(f), the terms of an option granted under the Plan or an Offering to citizens or residents of a non-U.S. jurisdiction will be less favorable than the terms of options granted under the Plan or the same Offering to employees resident solely in the U.S.  Every finding, decision and determination made by the Administrator will, to the full extent permitted by law, be final and binding upon all parties.  
15.    Transferability.  Neither Contributions credited to a Participant’s account nor any rights with regard to the exercise of an option or to receive shares of Common Stock under the Plan may be assigned, transferred, pledged or otherwise disposed of in any way (other than by will, the laws of descent and distribution) by the Participant.  Any such attempt at assignment, transfer, pledge or other disposition will be without effect, except that the Company may treat such act as an election to withdraw funds from an Offering Period in accordance with Section 10 hereof.
16.    Use of Funds.  The Company may use all Contributions received or held by it under the Plan for any corporate purpose, and the Company will not be obligated to segregate such Contributions except under Offerings or for Participants in the Non-423 Component for which Applicable Laws require that Contributions to the Plan by Participants be segregated from the Company’s general corporate funds and/or deposited with an independent third party.  Until shares of Common Stock are issued, Participants will only have the rights of an unsecured creditor with respect to such shares.

12

17.    Reports.  Individual accounts will be maintained for each Participant in the Plan.  Statements of account will be given to participating Eligible Employees at least annually, which statements will set forth the amounts of Contributions, the Purchase Price, the number of shares of Common Stock purchased and the remaining cash balance, if any.
		
	18.
	Adjustments, Dissolution, Liquidation, Merger or Change in Control.

(a)    Adjustments.  In the event that any dividend or other distribution (whether in the form of cash, Common Stock, other securities, or other property), recapitalization, stock split, reverse stock split, reorganization, merger, consolidation, split-up, spin-off, combination, repurchase, or exchange of Common Stock or other securities of the Company, or other change in the corporate structure of the Company affecting the Common Stock occurs, the Administrator, in order to prevent dilution or enlargement of the benefits or potential benefits intended to be made available under the Plan, will, in such manner as it may deem equitable, adjust the number and class of Common Stock that may be delivered under the Plan, the Purchase Price per share and the number of shares of Common Stock covered by each option under the Plan that has not yet been exercised, and the numerical limits of Sections 7 and 13.
(b)    Dissolution or Liquidation.  In the event of the proposed dissolution or liquidation of the Company, any Offering Period then in progress will be shortened by setting a New Exercise Date, and will terminate immediately prior to the consummation of such proposed dissolution or liquidation, unless provided otherwise by the Administrator.  The New Exercise Date will be before the date of the Company’s proposed dissolution or liquidation.  The Administrator will notify each Participant in writing or electronically, prior to the New Exercise Date, that the Exercise Date for the Participant’s option has been changed to the New Exercise Date and that the Participant’s option will be exercised automatically on the New Exercise Date, unless prior to such date the Participant has withdrawn from the Offering Period as provided in Section 10 hereof.  
(c)    Merger or Change in Control.  In the event of a merger or Change in Control, each outstanding option will be assumed or an equivalent option substituted by the successor corporation or a Parent or Subsidiary of the successor corporation.  In the event that the successor corporation refuses to assume or substitute for the option, the Offering Period with respect to which such option relates will be shortened by setting a New Exercise Date on which such Offering Period shall end.  The New Exercise Date will occur before the date of the Company’s proposed merger or Change in Control.  The Administrator will notify each Participant in writing or electronically prior to the New Exercise Date, that the Exercise Date for the Participant’s option has been changed to the New Exercise Date and that the Participant’s option will be exercised automatically on the New Exercise Date, unless prior to such date the Participant has withdrawn from the Offering Period as provided in Section 10 hereof.

13

19.    Amendment or Termination.
(a)    The Administrator, in its sole discretion, may amend, suspend, or terminate the Plan, or any part thereof, at any time and for any reason.  If the Plan is terminated, the Administrator, in its discretion, may elect to terminate all outstanding Offering Periods either immediately or upon completion of the purchase of shares of Common Stock on the next Exercise Date (which may be sooner than originally scheduled, if determined by the Administrator in its discretion), or may elect to permit Offering Periods to expire in accordance with their terms (and subject to any adjustment pursuant to Section 18).  If the Offering Periods are terminated prior to expiration, all amounts then credited to Participants’ accounts that have not been used to purchase shares of Common Stock will be returned to the Participants (without interest thereon, except as otherwise required under Applicable Laws, as further set forth in Section 12 hereof) as soon as administratively practicable.
(b)    Without stockholder consent and without limiting Section 19(a), the Administrator will be entitled to change the Offering Periods or Purchase Periods, designate separate Offerings, limit the frequency and/or number of changes in the amount withheld during an Offering Period, establish the exchange ratio applicable to amounts withheld in a currency other than U.S. dollars, permit Contributions in excess of the amount designated by a Participant in order to adjust for delays or mistakes in the Company’s processing of properly completed Contribution elections, establish reasonable waiting and adjustment periods and/or accounting and crediting procedures to ensure that amounts applied toward the purchase of Common Stock for each Participant properly correspond with Contribution amounts, and establish such other limitations or procedures as the Administrator determines in its sole discretion advisable that are consistent with the Plan.
(c)    In the event the Administrator determines that the ongoing operation of the Plan may result in unfavorable financial accounting consequences, the Administrator may, in its discretion and, to the extent necessary or desirable, modify, amend or terminate the Plan to reduce or eliminate such accounting consequence including, but not limited to:
(i)    amending the Plan to conform with the safe harbor definition under the Financial Accounting Standards Board Accounting Standards Codification Topic 718 (or any successor thereto), including with respect to an Offering Period underway at the time;
(ii)    altering the Purchase Price for any Offering Period or Purchase Period including an Offering Period or Purchase Period underway at the time of the change in Purchase Price;
(iii)    shortening any Offering Period or Purchase Period by setting a New Exercise Date, including an Offering Period or Purchase Period underway at the time of the Administrator action;
(iv)    reducing the maximum percentage of Compensation a Participant may elect to set aside as Contributions; and

14

(v)    reducing the maximum number of Shares a Participant may purchase during any Offering Period or Purchase Period.
Such modifications or amendments will not require stockholder approval or the consent of any Plan Participants.
20.    Notices.  All notices or other communications by a Participant to the Company under or in connection with the Plan will be deemed to have been duly given when received in the form and manner specified by the Company at the location, or by the person, designated by the Company for the receipt thereof.
21.    Conditions Upon Issuance of Shares.  Shares of Common Stock will not be issued with respect to an option unless the exercise of such option and the issuance and delivery of such shares pursuant thereto will comply with all applicable provisions of law, domestic or foreign, including, without limitation, the Securities Act of 1933, as amended, the Exchange Act, the rules and regulations promulgated thereunder, and the requirements of any stock exchange upon which the shares may then be listed, and will be further subject to the approval of counsel for the Company with respect to such compliance.
As a condition to the exercise of an option, the Company may require the person exercising such option to represent and warrant at the time of any such exercise that the shares are being purchased only for investment and without any present intention to sell or distribute such shares if, in the opinion of counsel for the Company, such a representation is required by any of the aforementioned applicable provisions of law.
22.    Code Section 409A.  The 423 Component of the Plan is exempt from the application of Code Section 409A and any ambiguities herein will be interpreted to so be exempt from Code Section 409A.  In furtherance of the foregoing and notwithstanding any provision in the Plan to the contrary, if the Administrator determines that an option granted under the Plan may be subject to Code Section 409A or that any provision in the Plan would cause an option under the Plan to be subject to Code Section 409A, the Administrator may amend the terms of the Plan and/or of an outstanding option granted under the Plan, or take such other action the Administrator determines is necessary or appropriate, in each case, without the Participant’s consent, to exempt any outstanding option or future option that may be granted under the Plan from or to allow any such options to comply with Code Section 409A, but only to the extent any such amendments or action by the Administrator would not violate Code Section 409A.  Notwithstanding the foregoing, the Company shall have no liability to a Participant or any other party if the option to purchase Common Stock under the Plan that is intended to be exempt from or compliant with Code Section 409A is not so exempt or compliant or for any action taken by the Administrator with respect thereto.  The Company makes no representation that the option to purchase Common Stock under the Plan is compliant with Code Section 409A.

15

23.    Term of Plan.  The Plan will become effective upon the earlier to occur of its adoption by the Board or its approval by the stockholders of the Company. It will continue in effect for a term of twenty (20) years, unless sooner terminated under Section 19.
24.    Stockholder Approval.  The Plan will be subject to approval by the stockholders of the Company within twelve (12) months after the date the Plan is adopted by the Board.  Such stockholder approval will be obtained in the manner and to the degree required under Applicable Laws.
25.    Governing Law. The Plan shall be governed by, and construed in accordance with, the laws of the State of California (except its choice-of-law provisions).
26.    No Right to Employment.  Participation in the Plan by a Participant shall not be construed as giving a Participant the right to be retained as an employee of the Company or a Subsidiary or Affiliate, as applicable.  Furthermore, the Company or a Subsidiary or Affiliate may dismiss a Participant from employment at any time, free from any liability or any claim under the Plan.
27.    Severability.  If any provision of the Plan is or becomes or is deemed to be invalid, illegal, or unenforceable for any reason in any jurisdiction or as to any Participant, such invalidity, illegality or unenforceability shall not affect the remaining parts of the Plan, and the Plan shall be construed and enforced as to such jurisdiction or Participant as if the invalid, illegal or unenforceable provision had not been included.
28.    Compliance with Applicable Laws.  The terms of this Plan are intended to comply with all Applicable Laws and will be construed accordingly.
29.    Automatic Transfer to Low Price Offering Period.  To the extent permitted by Applicable Laws, if the Fair Market Value of the Common Stock on any Exercise Date in an Offering Period is lower than the Fair Market Value of the Common Stock on the Enrollment Date of such Offering Period, then all participants in such Offering Period will be automatically withdrawn from such Offering Period immediately after the exercise of their option on such Exercise Date and automatically re-enrolled in the immediately following Offering Period as of the first day thereof.

16

Source: [{"source": "alea-institute/alea-institute/kl3m-data-edgar-agreements/train-00263-of-00352.parquet"}, [{"source": "alea-institute/alea-institute/kl3m-data-edgar-agreements/train-00263-of-00352.parquet"}]]