Ardagh Glass Finance plc - Irish Stock Exchange

has consistently focused on decreasing total costs through staffing reductions, machine line
rationalization and investments in advanced technology.
• Proven Ability to Execute Strategic Acquisitions and Integrate Acquired Businesses. Ardagh’s strategy
of careful evaluation and pursuit of strategic opportunities has resulted in its successful growth
through acquisitions. Recently, the Rexam Acquisition resulted in approximately doubling
Ardagh’s size based on sales volume, in significantly expanding its operations in Germany and
Poland and in entering into new markets in the Nordic and Benelux regions. Ardagh previously
acquired and efficiently integrated companies such as Heye Holding, HSU and Redfearn. These
acquisitions resulted in Ardagh’s expansion into new and existing markets and generated
significant cost savings and revenue growth.
• Experienced and Highly Focused Management Team with a Proven Track Record. Ardagh’s
management team is highly experienced with strong backgrounds in the glass container industry
in Northern Europe, Australia and Southeast Asia. Ardagh’s senior team have demonstrated
their ability to manage costs, adapt to changing market conditions and acquire and successfully
integrate new businesses, including our significant expansion and the nearly doubling of our size
as a result of the Rexam Acquisition. Ardagh’s directors and senior management are incentivized
through share ownership in our ultimate holding company Ardagh Glass Group S.A. As of
December 31, 2009, Ardagh’s directors and senior management (including directors of Ardagh
Glass Group S.A., other than Paul Coulson) collectively owned directly approximately 22% of
the total share capital of Ardagh Glass Group S.A.
Business Strategy
The principal objective of Ardagh’s business strategy is to increase the value of Ardagh’s glass
manufacturing business through growth in its core areas and through opportunistic, strategic expansion.
Ardagh is pursuing this objective through the following strategies:
• Maintain a Disciplined Earnings and Cash Flow Orientated Approach. Ardagh carefully assesses the
potential for earnings and cash flow stability and growth when we evaluate the performance of
our operations, new investment opportunities and, selectively, prospective acquisitions. In
managing our businesses we seek to improve our efficiency, control costs and preserve cash
flows. In response to the present economic environment, we have taken and will continue to
take decisive actions to reduce costs, preserve cash and rationalize our manufacturing base.
• Continue to Apply Advanced Technology and Technical Expertise to Improve Quality, Service,
Profitability and Cash Flow. Ardagh’s goal is to be the most profitable glass container producer in
the markets in which it operates, with a low cost base, highly efficient machinery, strong
technological expertise and a highly motivated workforce. Through the technology and
manufacturing business of Heye International, which designs, manufactures and commissions
glass container plants, and through its technology and licensing agreement with O-I in the
United Kingdom, and the deployment of the best technology available globally, Ardagh intends
to increase productivity through the continuing development and transfer of expertise and best
practices across its operations.
• Focus on High Growth Glass Intensive Segments. Ardagh focuses its marketing efforts and
production capacity on relatively high-growth glass segments in which it can maintain or achieve
competitive pricing levels, such as the premium beer segment. Ardagh also focuses on segments
that we believe have potential to substitute high-value added glass containers for alternative
forms of packaging.
• Improve Product Mix and Diversify Customer Base. Ardagh has and will continue to improve its
product mix by replacing lower margin business with higher margin business as opportunities
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