AZ Diageo FY 16 Holiday Program by Vitagraphics.net

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DIAGEO

FY 16 HOLIDAY

THE CHARMER SUNBELT GROUP AZ 2015 DIAGEO PRODUCT INFORMATION Awards and Accolades..........................................................5 Product Catalog...............................................................141 DIAGEO SPIRITS INTEGRATED NATIONAL PROGRAMS Off Premise...........................................................................9 On Premise.........................................................................27 DIAGEO SPIRITS Innovation.........................................................................43 Holiday VAP.......................................................................53 Holiday Gifting...................................................................55 Coupons.......................................................................75 MEDIA OVERVIEW Brand Media......................................................................91 DIAGEO CHATEAU & ESTATES Wine Integrated National Programs....................................101 Wine Innovation...............................................................125

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he San Francisco World Spirits Competition is the first comprehensive, international spirits judging ever held in the United States on an annual basis. Celebrating its 15th year of awarding spirits excellence, the 2015 Competition was held in downtown San Francisco in March.

Judging is based on a blind, consensual procedure ensuring competitive integrity, making this annual competition the most reputable and recognized competition in the spirits industry. In 2015, distillers and importers submitted 1,580 spirits from 66 countries. Diageo spirits liquids and packaging were recognized across the board as best-in-class at the 2015 San Francisco World Spirits Competition, winning a grand total of 91 awards. In both Scotch and North American Whisk(e)y liquids, Diageo brands did especially well, with 14 brands winning multiple medals, and several being named “Best” in their category. The Company was also named “Importer of the Year” in recognition of Diageo’s consistent high quality of spirits across all brands.

2015 SAN FRANCISCO WORLD SPIRITS COMPETITION DOUBLE GOLD MEDAL WINNERS

BLADE & BOW® BOURBON WHISKEY 22 YEAR OLD – BEST STRAIGHT BOURBON

• Smooth and smoky with good oak structure, accented with notes of torched sugar, sweet vanilla bean and a spicy dry rye finish.

CROWN ROYAL® NORTHERN HARVEST RYE BLENDED CANADIAN WHISKY

• A distinctive Canadian Rye whisky balanced with hints of warm spice and an impeccably smooth finish.

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BUCHANAN’S MASTER®

CLYNELISH®

• Soft honey taste giving way to bitter chocolate.

• Faint flower fragrance, brown sugar with an attractive slight bitterness.

CROWN ROYAL® HAND SELECTED BARREL

GEORGE DICKEL®

BLENDED SCOTCH WHISKY

CANADIAN WHISKY

– BEST CANADIAN WHISKY • A balance of creamy and fruity with notes of banana, and rich oak undertones from maturing in new American wood.

SINGLE MALT SCOTCH WHISKY 14 YEAR OLD

NO. 12 TENNESSEE WHISKY – BEST TENNESSEE WHISKY

• Concentrated flavors of rich oak and subtle vanilla lead to a long finish with hints of maple, butter and smoke.

2015 SAN FRANCISCO WORLD SPIRITS COMPETITION DOUBLE GOLD MEDAL WINNERS

GEORGE DICKEL® RYE WHISKY

• Only rye finished in the style that made George famous: chilled, then charcoal mellowed. Fruit notes that maintain upon first taste and then finishes with a long, composed spiciness.

JOHNNIE WALKER DOUBLE BLACK® BLENDED SCOTCH WHISKY

• Matured in deep-charred oak casks, this whisky offers natural smoke flavors and extraordinary richness.

LAGAVULIN®

OBAN®

– BEST SINGLE MALT SCOTCH 13 TO 19 YEARS

• The additional four years of

SINGLE MALT SCOTCH WHISKY 16 YEAR OLD

SINGLE MALT SCOTCH WHISKY 18 YEAR OLD maturation gives it a sweeter, smoother finish than the 14 year old. It is pleasantly smooth textured with a long, elegant finish of late smoke and cocoa.

• Powerful, smoky, peaty

aroma with a distinctively robust and complex taste.

ORPHAN BARREL™ LOST PROPHET™ KENTUCKY BOURBON

• Notes of honey, dried fruit, apricot and clove.

TANQUERAY® LONDON DRY GIN

• Layers of flavors, robust juniper and smooth citrus notes which makes it the perfect base for Tanqueray’s signature cocktails.

TALISKER®

SINGLE MALT SCOTCH WHISKY 10 YEAR OLD

– BEST SINGLE MALT SCOTCH UP TO 12 YEARS • A spicy complexity with singular peppery character, further distinguished by a smoky smoothness and sweet, lingering peaty finish.

LAGAVULIN® SINGLE MALT SCOTCH WHISKY 12 YEAR OLD

• Distinctly herbal with

smooth dark chocolate, aromatic smoke and a piercing pine resin finish.

OBAN LITTLE BAY™ SINGLE MALT SCOTCH WHISKY

• Occasional hints of orange zest

and clove, before growing drier, again slightly minty, with hints of green apple.

TALISKER STORM™

SINGLE MALT SCOTCH WHISKY

– BEST SINGLE MALT SCOTCH NO AGE STATEMENT • Sweet, spicy and peppery, with clouds of smoke; warm, intense, long finish.

CRAGGANMORE ®

SINGLE MALT SCOTCH WHISKY 12 YEAR OLD • Hugely complex, rich with layers of flavor and a whiff of smoke in the finish.

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2015 SAN FRANCISCO WORLD SPIRITS COMPETITION GOLD MEDAL WINNERS BLADE & BOW® BOURBON WHISKEY

BUCHANAN’S® DELUXE™

BULLEIT®

BOURBON WHISKEY 10 YEAR OLD

• Rewards sippers with a delicious hint of dried apricot and ripe pear on entry before melting into a sweet roasted grain taste mid-palate. The finish includes notes of charred oak and warm winter spices.

BLENDED SCOTCH WHISKY 12 YEAR OLD

BULLEIT®

CAOL ILA®

DALWHINNIE®

• A smooth entry, bolstered by sweet tones of maple and oak. Finishes long, satiny, woody/resiny and light toffee.

• Sweet start, light fragrant

• Soft, lasting flavors of

GLENKINCHIE®

I.W. HARPER®

95 RYE WHISKEY

GEORGE DICKEL® BARREL SELECT® TENNESSEE WHISKY

• Aged for a minimum of 10 years and created from individual barrels hand-selected every year. Extraordinarily smooth with caramel and vanilla tones, hints of oak/wood and a long, lingering finish.

• Fresh and spicy, with herbal notes that give way to smooth chocolate.

SINGLE MALT SCOTCH WHISKY 12 YEAR OLD smokiness, salt, sweetness and a lengthy charred dry finish.

SINGLE MALT SCOTCH WHISKY 12 YEAR OLD

• Sweet yet fresh, late

summer fruits, wood and malted barley.

• Consistently smooth taste with vanilla, dried fruit, and a long, smoky finish.

SINGLE MALT SCOTCH WHISKY 15 YEAR OLD

heather, honey sweetness and vanilla. Deeper citrus fruits and hints of malted bread.

BOURBON WHISKEY 15 YEAR OLD

• Sweeter up front with grain and corn moving into notes of oak, raisin, caramel, spice and vanilla. The finish leaving a long and lasting mouthfeel.

MORTLACH™

OBAN®

• Astonishingly complex

• A complex and bold

• Opens with a light, slightly

SINGLE MALT SCOTCH WHISKY 18 YEAR OLD

throughout and characterized by a fine interplay of meaty notes, malty sweetness and balancing acidity, best enjoyed straight.

SINGLE MALT SCOTCH WHISKY RARE OLD

Mortlach with the exquisite balance of sweetness and dryness for which the distillery is renowned.

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SINGLE MALT SCOTCH WHISKY 14 YEAR OLD OLD fruity sweetness of oranges, lemons and pears on the nose. Finishes with a balance of smooth, sweet fruit and an oak-wood dryness.

SPIRITS INTEGRATED NATIONAL PROGRAMS

OFF PREMISE

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BULLEIT® - OCTOBER 2015 INTEGRATED NATIONAL PROGRAM

BULLEIT WILL INSPIRE CONSUMERS TO ELEVATE THEIR TAILGATE OCCASION WITH A MORE CONTEMPORARY APPROACH THROUGH IT’S NEW SOUTH PERSPECTIVE AND EXPERTISE IN COCKTAILS, FOOD AND SET-UP. A Renaissance of Classic Cocktails is driving growth of High End, Small Batch Whisky High End, Small Batch & Single Barrel Bourbons continue year over year growth, +85% since 20115 The tailgating tradition continues to grow and fans are elevating the experience by making them bigger, more elaborate and sophisticated4 Bourbon Whiskey drinkers are more likely than any other spirits category drinkers to have interest in tailgating or football1

MEDIA SUPPORT

$260K Investment will help generate 2.5MM National Impressions SEARCH $76K

Bulleit will be top of mind as consumers are actively searching for relevant keywords • Primarily used to drive users to learn more about Bulleit during key time periods

PRINT: $184K

Over half of consumers look to print ads for product choices2 • Continued partnership with Garden & Gun • Advertorial focused on how to throw and upscale tailgating party with Bulleit cocktails • Product integration at Jubilee event festival in Charleston, SC in Dec • Cigar Aficionado, Whiskey Advocate, and Wine Spectator will further enhance the brand’s presence within the trade community Source: 1. NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2013; 2. Mintel Print vs. Digital Media Use March 2014

1. Nielsen Spectra NCS Adult Usage Tailgating Last 12 Months, Football(attend) Oct 2013 2. – NABCA Control State On Premise Annual Dollar Sales - 12 Months Ending October, 31 2014 3. Nielsen Xaoc 52wks Ending 1/3/15 4. http://www.bonappetit.com/entertaining-style/trends-news/article/luxury-tailgating http://www.225batonrouge.com/community/the-tailgate-trajectory-how-lsufootballs-greatest-tradition-has-changed-and-how-it-has-stayed-the-same 5. NABCA CONTROL STATE ON AND OFF PREMISE W/E November 30 2014

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BULLEIT® - OCTOBER 2015 INTEGRATED NATIONAL PROGRAM

POS SUPPORT Woodie Case Stacker

Case Card/Contravision

Necker

Recipe Books– 16 pages

Shelf Talker

Bulleit

Bourbon®

SAMPLING

– An excellent choice for any tailgate, large or small.

Bulleit Rye ®– Perfect for gatherings that are a little more adventurous, such as a surprising party theme or locale. Bulleit 10 Year®– The ultimate for close friends and special occasions. The very best of smooth, slow sipping bourbons. EXECUTION STANDARDS

Priority Channels: Independent Liquor, Club, Grocery Priority #1: Create Retail Theater in Store

Priority #2: Drive Cross Merch Activation

Priority #3: Engage and Educate Shoppers via Sampling Events

1. Utilize thematic POS and 3D Woody backdrop and barrels to drive display 2. Secure additional displays placement utilizing case cards and barrel heads to promote ingredients to make signature BULLEIT® inspired tailgating cocktails 3. Secure shelf talker, tailgate guide, and shelf glorifier to elevate and showcase bottle and brand

1. Encourage out of category feature with relevant brands that create the ultimate tailgate experience 2. Secure shelf talker, tailgate guide, and shelf glorifier to elevate and showcase bottle and brand

1. Execute sampling events focusing on how to create an upscale BULLEIT® Tailgate experience (where legal) 2. Reinforce signature BULLEIT® “Tailgate” cocktails

DISPLAY STANDARDS

BULLEIT Bourbon Rye 10 Year

3-4 Cases 80%

20%

5-9 Cases 60% 30% 10%

10+ Cases 50% 40% 10%

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INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 BAILEYS® IRISH CREAM

Add A Shot of Baileys to help tap into the shots Opportunity Coffee consumption is on the rise and Baileys® remains the #1 after-dinner drink1 •

•

Baileys® is #1 in Dollar Sales during Holiday 2

36% of Baileys® is consumed in coffee •

255k Baileys ® and Coffee drinks a day

•

93MM drinks a year.3

Keurig is the #1 Single Serve coffee brewer in 20MM households and offers serves more than 50 top coffee brands4 • •

Americans drink more coffee (61%) than soda (41%)5 Single-cup coffee consumption up 9% vs. YAG5

$16.7

$15.6

Millions

$12.8 $1.1MM Difference!

Baileys Original 750

$12.1 $12.0 $12.0 $11.7

Jack Fireball 750 Captain Jack Crown Jameson Daniels Morgan Daniels Royal 750 Black 750 OSR 1.75 Black 1.75 Deluxe 750

$9.6

$9.2

$9.0

Smirnoff Grey Skyy Reg Reg 1.75 Goose 750 1.75

MEDIA SUPPORT

$943k Investment will help generate 47MM National Impressions SEARCH/SOCIAL/MOBILE: $894K •

• • •

Focused digital plan seeking to own the Coffee + Baileys occasions throughout the quarter Alignment to contextual coffee & cultural environments Strong base of video driving targeted reach Timely & relevant social postings amplifying key moments

PRINT: $49K • •

Sandra Lee - page Wine Spectator - spread

Source: 1 – CARAT Media investment as of 6/25/15; Source: 1- Technomic Q4 2014 2- Nielsen XAOC 8WE 1/3/15; 3- CARAT- MRI 2014; 4- Forbes Investing 11/24/14; 5National coffee drinkers trends 2014

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INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 BAILEYS® IRISH CREAM POS & SUPPORT TOOLS

Rack

Shelf Talkers

Spanish Necker

Gift Box

Case Tucker

Lip Balm Bow

Necker, Case Tucker, Door Decal

EXECUTION STANDARDS

•

Co-Display in Chain Accounts outside of Cordials section and In Coffee aisle

•

Joint Sales effort to promote the partnership with both companies

•

Baileys® to activate in displayable, independent liquor accounts where Keurig is not sold

•

Keurig to cross-merchandize with Baileys® rebate offers and/or shelf POS in coffee section DISPLAY STANDARDS

Primary Display Recommend 10+cs display of BAILEYS Espresso Creme in prominent location of store. Secondary Display

Cross Category: Activate 3cs stack of BAILEYS Espresso Creme adjacent to relevant Diageo brands (SMIRNOFF® Confections, CÎROC® Flavors, CAPTAIN MORGAN® OSR). Stand Alone: Activate stand-alone display of BAILEYS Espresso Creme.

Counter Display Activate displays of BAILEYS Espresso Creme 50mL at counter to drive awareness and impulse purchase. SAMPLING SUPPORT

Sample! Sample! Sample! Where legal, sample BAILEYS Espresso Creme on its own or showcase versatility with other Diageo brands. PLEASE DRINK RESPONSIBLY

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SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

EVERYONE CAN MAKE A GREAT DRINK…. DEMONSTRATING VERSATILITY OF SMIRNOFF® AND EASE OF MAKING SIMPLE, DELICIOUS MIXED DRINKS THAT EVERYBODY CAN ENJOY Smirnoff + Holiday…Helps Drive Success •

Holiday is a key selling period as both flavored and unflavored vodka dollars on display spike3 SMIRNOFF® Shoppers are in the store more and buy bottles more often than competition…

• • •

2X as many buyers than Svedka1 8X the trips as New Amsterdam1 Higher repeat purchase rate than Pinnacle2

MEDIA SUPPORT

SMIRNOFF® is investing to support the launch of the new Exclusively for Everybody campaign $6.4MM Investment will help generate 134MM National Impressions TV: $4.1MM • •

Continue celebrating the Exclusively for Everyone trademark campaign with high reach networks ESPN Happy Hour & Jimmy Kimmel sponsorships

DIGITAL/SEARCH/SOCIAL: $2.3MM • •

•

Display advertisements to surround EDM, entertainment, and lifestyle content throughout the quarter Culturally relevant and timely social posts to engage users with brand Paid search around brand, category, and recipe content

Source: 1. CARAT Media as of 6/25/15

SUPPORT TOOLS

Social Media Calendar

Drink Video Collection

Texting Program

Source: 1. Homecan Panel 52WE 6/28/13; 2. Major Retailer Frequent Shopper Card database 3 - Niesen XAOC + Liq, % Lift Dollars Display 14 • SHARE THE MOMENT • FY16 HOLIDAY

SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

POS SUPPORT

Wreath

Table Runner

Carafe Set of 4

Necker– 16 pages

Mug OnPack Rimmer

Poster/Case Tucker Pole Topper

Gift Bow

EXECUTION STANDARDS

Priority #1: Drive Display Velocity Priority #2: Inspire Shoppers In Aisle

INSPIRATION & DIGITAL OFFERS VIA SOCIAL MEDIA

POSTERS CAPTURE ATTENTION UPON ENTRY AT RETAIL

RETAIL SAMPLING DRIVES TRIAL AND CONVERSION

Priority #3: Engage Buyers via Samping

ESCALATING COUPON OFFER

GARNISH RIMMER BRAND TO STAND OUT AT SHELF TEXTING PROGRAM, RECIPE NECKER

DELIVER SHOW STOPPING PRESENCE

DISPLAYSUPPORT

• Build high impact mass display of: • SMIRNOFF® No.21 and focus • Confections(Vanilla, Whipped Cream & Kissed Caramel) • Display Standards: • 10+ cases (smaller accts) • 20+ cases (larger accts) SAMPLING STANDARDS

• Execute sampling (where legal) events during key shopping timeframes focusing on priority flavors (No.21, Core Confections & Fruits) and 3-step drinks (where legal). • Focus on sampling festive, 3-step holiday drinks to drive trial of priority flavors and show buyers just how easy it is to make easy drinks with SMIRNOFF®. • Garnish rimmer & holiday bow provide buyer with the tools to make easy holiday drinks and serve (or gift) at their holiday celebrations

PLEASE DRINK RESPONSIBLY

SMIRNOFF No. 21 Vodka. Distilled From Grain. 40% Alc/Vol. ©[Year] The Smirnoff Co., Norwalk, CT.

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INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM – JULY 2014 CAPTAIN MORGAN® ®HOLIDAY CAPTAIN MORGAN ORIGINAL SPICED RUM CAPTAIN’S TABLE

CAPTAIN MORGAN® sparks adventure with TASTY new holiday groups serves for consumers in both the Off and On-Premise with the Cannonball SITUATION Captain Morgan Rum November Lift w/ Feature & Display4

An estimated 99 Million consumers will travel away from home during the holidays

57%

• 74% will spend their travel time reuniting with family or friends to celebrate and entertain.

47% 40%

• 89% of bartenders that offered group share cocktails offered year round5

• During Holiday occasions, shoppers tend to buy the brands that they know and 2/3rds will spend more for a name brand beverage1 BACARDI

TTL RUM

CAPTAIN MORGAN

• Captain Morgan® sells 25-75% faster during holiday weeks vs. a typical week; spiking more than the total rum segment on avg3

MEDIA SUPPORT

A targeted media strategy will help reach more consumers, more times each day $8.6MM Investment will help generate 300MM+ National Impressions SEARCH/SOCIAL/DIGITAL: $3.6MM • Appear as the top cocktail ingredient when users search for relative keywords • Custom content sponsorship with a partner like The Onion or BuzzFeed to speak to millennials through their trusted sources of entertainment • Fantasy Football sponsorship with CBS Sports to continue the announcement of Cannon Blast • Digital Video in premium environments such as Hulu, and Viacom properties to drive awareness • Active social presence to engage consumers PRINT: $11.3K • Market Watch will further enhance the Cannon Blast within the trade community

TV: $5.0MM • Launch the new OSR trademark campaign with high reaching networks that have cultural significance against our millennial audience • ESPN Happy Hour Sponsorship • 7 weeks at 35-40 GRPs/wk Source: 1. CARAT Media as of 6/24/2014; 2. MKTG Sampling Event Results August 28, 2013

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INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM – JULY 2014 CAPTAIN MORGAN® ®HOLIDAY CAPTAIN MORGAN ORIGINAL SPICED RUM CAPTAIN’S TABLE

POS SUPPORT Necker

Convertible

String Lights

Case Card

Pole Topper & Ceiling Dangler

Poster, Shelf Talker

Case Tucker

DISPLAY STANDARDS

20+ Cs Display

10 Cs Display

Mixer

OSR

50%

WHITE

20%

FLAVORS

20%

Cola Cola, Lemon-Lime Soda Juice

C-BLAST

10%

N/A

EXECUTION STANDARDS

Priority Channels: Independent Liquor, Grocery, Club & Mass Priority #1: Create Retail Theater out of Section • • • •

Build Trademark mass displays in high traffic locations Utilize Cannonball VAP/Pack to drive display Merchandise displays with POS and Mixers Schedule Sampling Events with Custom Labels

Priority #2: Draw Attention in Aisle • Engage Consumers in aisle with POS • Secure Shelf-Talker to create Cannonball Awareness • Leverage Recipe Bottle-Neckers to drive new serves

Convertible

Digital Media Engagement

Pole Topper & Ceiling Dangler

Case Card Mini Case Card Case Tucker Poster

Shelf Talker

PLEASE DRINK RESPONSIBLY

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KETEL ONE ® HOLIDAY – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

Reinforce KETEL ONE’s quality credentials worthy of being shared, setting it apart from other ultra premium vodkas and brown spirits • KETEL ONE® Vodka sales spike during key holiday periods with: • Higher dollar lifts & profit during key selling period. • During the holidays, shoppers will trade up when shopping for a gift, attending or hosting a party.1 • Bartenders describe KETEL ONE® Vodka as “smoother” and “higher quality” than other Vodkas.2 MEDIA SUPPORT

$3.6MM Investment will help generate 174MM Impressions Nationally SEARCH/SOCIAL/DIGITAL: $1.1MM • DIGITAL: • •

Drive mass awareness of new campaign & brand story Drive engagement of Ketel One Cocktails

• •

Drive awareness of new campaign and brand story Drive engagement of recipe content through brand and cultural moments

•

Ketel to surround relevant key words for the brand & category

• Social

• Search:

PRINT: $512K • •

Produce mass awareness of new campaign and brand story through full page color ads Sponsorship of Esquire 1000th issue

TV: $2MM • Garner mass reach behind new campaign in an impactful way • Create impact with World Series spots Sources: CARAT Media as of 6/25/15

Sources: 1 – The Nielsen Company Total US XAOC 4wk ending 11/8/14 & 12/6/14, Profjt is based on avg price per 750ml assuming 26% retailer margin. 42– Spectra Nov 2013 (vs. Absolut Vodka shoppers) 18 • SHARE THE MOMENT • FY16 HOLIDAY

KETEL ONE ® HOLIDAY – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

POS SUPPORT

Necker – 12 pages

Pole Topper – Pot Still Small

Copper Mule Mug

Gift Bag Poster, Case Tucker (Double Sided)

Permanent Pot Still Large

Wreath

DISPLAY STANDARDS

• • •

Build impactful KETEL ONE® permanent mass display/pole topper in high traffic location • 2/3 base, 1/3 flavors Display Standards: 10+ cases for small accounts, 20+ cases for larger accounts. Utilize copper accented POS to drive awareness and conversion , showcasing that KETEL ONE ® Vodka is the perfect brand to serve at holiday gatherings and gifting. SAMPLING SUPPORT

• Allow consumers to discover KETEL ONE’s authenticity and substance during sampling events experienced at off-premise locations. (where legal). • Invite buyers to experience the craft of KETEL ONE® Cocktails. Samplers use a copper shaker and pestle to handcraft these delicious seasonal cocktails. • Those that participate in the sampling will receive a recipe guide so they too can create festive cocktails of substance for all. • Those that purchase a bottle will receive it wrapped in an elegant gift bag sporting an etched personalized copper name tag. EXECUTION STANDARDS Priority #1: Drive Display

INSPIRATION & DIGITAL OFFERS VIA SOCIAL MEDIA

POSTERS CAPTURE ATTENTION UPON ENTRY AT RETAIL

Priority #2: Inspire Shoppers in Aisle

HIGH IMPACT, PREMIUM DISPLAY DELIVERS HOLIDAY DRINK & GIFTING SOLUTIONS

RETAIL SAMPLING DRIVES TRIAL AND CONVERSION

Priority #3: Engage Via Gifting Concierge

SHELF TALKER, ONPACK NECKER AND GIFT TAG ALLOW THE BRAND TO STAND OUT AT SHELF

USER GENERATED CONTENT

PLEASE DRINK RESPONSIBLY

KETEL ONE Vodka. Distilled from Wheat. 40% Alc/Vol. ©[Year] Imported by Ketel One USA, Aliso Viejo, CA.

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CROWN ROYAL® HEROES INTERGRATED NATIONAL PROGRAM – DECEMBER 2015

CROWN ROYAL® INSPIRES SHOPPERS THIS HOLIDAY BY GIVING BACK TO OUR COUNTRY’S HEROES • Nearly all consumers say they want to see more products, services and retailers support worthy issues1 & causes • The holiday season is the peak season for CROWN ROYAL ® Blended Canadian Whisky sales – accounting for 46% of Holiday dollars2 • CROWN ROYAL® outsells the next largest Canadian Whisky 2 to 1 during the holidays2

MEDIA SUPPORT

The holidays are the peak season for CROWN ROYAL® sales, accounting for 40% of media dollars2 $4.4MM Investment will help generate 220MM National Impressions TV & VIDEO: $3.3MM • • • •

High reaching video across channels delivering new compelling credentials messaging Mix of impact drama, lifestyle & live sports programming Innovative delivery of storied history through interactive video across desktop & mobile Continuation of NBA partnership focused on key matchups

SEARCH/SOCIAL/MOBILE: $520K • •

Social postings highlighting key product messaging aligned to cultural windows throughout the quarter Search coverage expanded to encompass quality & heritage copy & queries across devices

PRINT & PARTNERSHIPS: $531K • Premium Mens’ lifestyle partnerships with high impact units and broad target reach coverage • Credentials focus in Shanken titles Source: 1. Carat Media as of 6/25/14; 2. Nielsen Total US XAOC + Liquor 12 W/e December 29, 2012; 3. Carat “Media, the Converging Landscape”; 4. Experian Simmons; Ipsos, Market Evaluations

Source: 1 –Cone Cause Evolution Study 2013, 2 – Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor 4 W/e December 28, 2013

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CROWN ROYAL® HEROES INTERGRATED NATIONAL PROGRAM – DECEMBER 2015

POS SUPPORT ACCOUNT ACTIVITY DANGLER DELUXE

POLE TOPPER

MASS DISPLAY

CASE TUCKER

BOW DISPLAY STANDARDS

•

Inspire shoppers and drive breakthrough displays with bag donation pole topper/bin with deluxe, regal apple &/OR maple Leverage new at-shelf elements (shelf talker & belly band) to drive awareness and participation for bag donation program

DISPLAY GUIDELINES DELUXE

50%

APPLE &/Or MAPLE

50%

ACTIVATION

DONATE YOUR BAG AND SEND IT TO A HERO • This year Crown Royal® will be asking consumers to donate their Crown Royal® bags in the off-premise in support of Military men & women overseas. For every bag donated, Crown Royal will donate $1 to Packages From Home*. • To amplify the Bag Donations, Divisions will have the opportunity and tools to activate events in market and atretail via the “Bag Stuffing” program. Leveraging the collected bags from off-premise activities, adult consumers will pack donated Crown Royal® bags with items to be sent to a local unit or military personnel serving overseas.

*Up to Maximum donation of $25,000

EXECUTION STANDARDS

Priority Channels: Independent Liquor, Grocery, Club, Mass Priority #1: Drive Mass Display Priority #2: Drive Conversion At Shelf

POSTER

BAG DONATION POLE TOPPER/BIN PLEASE DRINK RESPONSIBLY

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INTEGRATED NATIONAL PROGRAM – DECEMBER 2015 CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY

CÎROC® Vodka reminds people of those times and what’s important about the now. •

Consumers are choosing CÎROC® - Making CÎROC® the growth driver in premium Vodka1. • Absolute dollar growth of CÎROC® is $7.1MM with Grey Goose at $1.2MM1.

•

The demand for CÎROC® in bars is stronger than the competition.2

•

360MM glasses of sparkling wine are consumed during the holidays3 providing new opportunity for CÎROC® consumption and buyers.

KEY BENEFITS Generating Growth & Profits

Luxury Cocktail recipes from the Award Winning CÎROC® will Drive Profits and Growth for Luxury Vodka

Consumers Are Choosing CÎROC® - Making CÎROC® the GROWTH DRIVER in Ultra Premium Vodka

$7.2M M

On Premise Shelf Dollars5

Abs Dollar Growth

$20.0

$1.7M M

$13.9

+44%

2011

CIROC

GREY ABSOLUT -$8.4MM GOOSE

SUPPORT TOOLS AND POS

Poster

NYE Kit

Source: 1 – The Nielsen company Total US XAOC + Liq 52WE 5/24/14; 2 – Spectra March 2014, Adults 21+; 3-http://miamifornewyears.com/new-years-eve-infographic/ & http://www.timessquarenyc.org/events/new-years-eve/index.aspx 4 – Millward Brown Tracking Study Q1 F14 – Q1 F15 5– NABCA Control States On Premise 12mos ending 11/30/14

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2014

INTEGRATED NATIONAL PROGRAM – DECEMBER 2015 CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY

MEDIA SUPPORT

$4.85MM National Investment will help generate 262MM National impressions TV:$3.89MM Consumers 25+ spend over 120 hours/week watching TV1 • •

Launch support of NBA initiatives with new creative spots Introduce new Ciroc image to a wide audience on ESPN, TNT, Jimmy Kimmel, and Viacom

DIGITAL/SEARCH: $957K Facebook has the highest monthly reach of all social sites1 • •

DIGITAL: Surround NBA.com with brand content during key sporting moments SEARCH: Surround relevant search terms related to brand values and key drinking holidays

PRINT:$11K Magazines are #1 in ad receptivity1 •

One insertion in Market Watch to maintain a presence in Trade publications

DISPLAY STANDARDS

• Build impactful CÎROC® displays with Holiday disco pole topper. Lead with base and flank with Pineapple & Amaretto. • Drive incremental CÎROC® Pineapple 4 case stand alone displays in high-traffic locations • Utilize CÎROC® POS to drive awareness/conversion by showcasing that CÎROC® is the perfect brand to elevate your holiday parties. • Activate small size and anti-theft display (50 mL, 200 mL 375 mL and 750 ml) at counter and shelf to drive trial, and impulse purchase. Priority #1: Drive Display

Social Media Educates

EXECUTION STANDARDS

Priority #2: Inspire Shoppers In Aisle

Posters inspire buyers upon store entry

High impact display stops buyers

Priority #3: Engage and Educate Gatekeepers

Bottle Glorifier & Necker draws attention at shelves

Luxury Gifting Tools

User Generated Content engaging with product

Source: 1..CARAT “Media, The Converging Landscape”; SHARE THE MOMENT • FY16 HOLIDAY • 23

INTEGRATED NATIONAL PROGRAM – DECEMBER 2015 JOHNNIE WALKER® BLENDED SCOTCH WHISKY JOHNNIE WALKER® WILL INSPIRE SHOPPER TO GIFT THIS SEASON BY OFFERING A SUITE OF UPSCALE GIFTING SOLUTIONS TO MAKE THEIR NEXT WORTHY CELEBRATORY OCCASION MEMORABLE. •

Gifting is key for men during the holidays – 94% of men gave a gift to an adult this past holiday season, most spending between $26-$501

•

JOHNNIE WALKER® leads the Scotch Category with BLACK LABEL® Blended Scotch Whisky2

•

Both JOHNNIE WALKER® BLACK LABEL® Blended Scotch Whisky and JOHNNIE WALKER® BLUE LABEL® Blended Scotch Whisky are top choices for gifting1 MEDIA SUPPORT

$9.8MM investment will help generate 230MM+ National Impressions Investing nearly 2X more than compeition,1 JOHNNIE WALKER® is a top choice for gifting2 SEARCH/SOCIAL/DIGITAL:$863K Digital media has the highest reach per incidence3 • Keep Johnnie top of mind as consumers are actively searching for relevant keywords • Digital video support in premium environments such as Hulu and YouTube PRINT: $3.5MM Magazine ads are #1 in receptivity and inspiration3 • Launch Walk with Joy campaign across wide breadth of genres (news, sports, entertainment, food, lifestyle, and travel) for mass reach • Wall Street Journal front square buy to support Johnnie Blue TV: $5.5MM • Premium programming during the holiday gifting season for both • Walk with Joy and The Wager campaigns Source: 1 – CARAT Media Investment as of 6/25/15; 2 - Vision Critical Male Consumer Holiday

SUPPORT TOOLS TRUNK SHOW GIFTING DISPLAY (FEATURING GIFTING TOOLS)

• • •

Upgraded Engraving Station and Consumer Experience Gift Wraps & Gift Bags Blue Label VAP

Sources: 2 , 2 – Nielsen 52WE 11/8/14Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor

24 • SHARE THE MOMENT • FY16 HOLIDAY

INTEGRATED NATIONAL PROGRAM – – DECEMBER 2015 JOHNNIE WALKER® BLENDED SCOTCH WHISKY POS SUPPORT Contravision

Gift Bags: Red/Black/ Double Black (Small) Gold/Platinum (Medium) Contravision: Black & Blue Label

Information CardClaim Check

Blue Label Gift Bags

Take One Education Guide

DISPLAY STANDARDS 1.

Utilize small & medium size trunks to drive luxury display of the Johnnie Walker portfolio Utilize large Johnnie Walker Gift Center display units to distribute gift boxes available for each label to inspire gifting across the JW portfolio

14+ Case Display

18+ Case Display

Black Label

Double Black

Red Label

EXECUTION STANDARDS

P RIORITY C HANNELS: R ESERVE & L IQUOR, C LUB, G ROCERY

JW.com Priority #1: Secure placement of Luxury Display Trunks & Gifting Destinations on Floor and Shelf

Priority #2: Execute Johnnie Walker Blue Label Engraving 2.0 Events 1.

PLEASE DRINK RESPONSIBLY

Schedule Blue Label engraving events (where legal) Drive visibility to Blue Label Engraving and Gift Wrap POS SHARE THE MOMENT • FY16 HOLIDAY • 25

INTRODUCING A LINE OF PROHIBITION INSPIRED WHISKY COCKTAILS PERFECTED FOR ENJOYMENT FROM BOTTLE TO GLASS. STUDEBAKERCOCKTAILS.COM

26 • SHARE THE MOMENT • FY16 HOLIDAY

SPIRITS INTEGRATED NATIONAL PROGRAMS

ON PREMISE

SHARE THE MOMENT • FY16 HOLIDAY • 27

BULLEIT® - OCTOBER 2015 INTEGRATED NATIONAL PROGRAM

MEDIA SUPPORT

$260K Investment will help generate 2.5MM National Impressions SEARCH $76K

Bulleit will be top of mind as consumers are actively searching for relevant keywords • Primarily used to drive users to learn more about Bulleit during key time periods

PRINT: $184K

2014

28 • SHARE THE MOMENT • FY16 HOLIDAY

BULLEIT® - OCTOBER 2015 INTEGRATED NATIONAL PROGRAM

SUPPORT TOOLS AND POS

Men’s Shirt

Tray

Table Tent Holder

Coaters Set of 3

Ladies' Tank Napkin Holder RECIPES

BULLEIT BOURBON® BLT 1.3 oz. BULLEIT BOURBON® 4 oz. tonic water 1 lemon wedge

BULLEIT 95 RYE® Manhattan 1 oz BULLEIT 0.5 oz Sweet Vermouth 3 dash Angostura Bitters Stir and strain Garnish: Luxardo Cherry, Lemon Peel,

BULLEIT BOURBON® Old Fashioned 1 maraschino cherry 1 oz. BULLEIT BOURBON® 0.25 oz. bitters 1 teaspoon(s) sugar 1 splash(es) water lemon twist 1 slice(s) orange

EXECUTION STANDARDS

Priority Channels: Upscale Casual Dining, Casual Bar, Lounge Priority #1: Drive Tailgate Brunch Activation in Bar

Priority #2: Draw Attention to Bar and Table

1. Secure Bulleit® cocktail feature and thematic POS placement to drive awareness of the Brunch Tailgate party prior to the games beginning 2. Utilize customizable poster to showcase featured Bulleit® cocktails and sporting games during the day

1. Utilize the Bulleit® cocktail service unit to excite consumers with new Bulleit® tailgate themed cocktail recipes and specials 2. Leverage Bulleit® branded/themed POS to drive account visibility

Priority #3: Engage and Educate Consumer via New Drink Recipe

1. Activate the Bulleit® Tailgate Brunch – while engaging consumers with the Bulleit® Tailgator drink recipe through managed and account run brunch activity

SHARE THE MOMENT • FY16 HOLIDAY • 29

INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 BAILEYS® IRISH CREAM

Add A Shot of Baileys to help tap into the shots Opportunity Coffee consumption is on the rise and Baileys® remains the #1 after-dinner drink1 • 36% of Baileys® is consumed in coffee • 255k Baileys ® and Coffee drinks a day • 93MM drinks a year.3 • Keurig is the #1 Single Serve coffee brewer in 20MM households and offers serves more than 50 top coffee brands4 • Americans drink more coffee (61%) than soda (41%)5 • Single-cup coffee consumption up 9% vs. YAG5

$16.7

Baileys® is #1 in Dollar Sales during Holiday 2

$15.6

Millions

$12.8 $1.1MM Difference!

Baileys Original 750

$12.1 $12.0 $12.0 $11.7

Jack Fireball 750 Captain Jack Crown Jameson Daniels Morgan Daniels Royal 750 Black 750 OSR 1.75 Black 1.75 Deluxe 750

$9.6

$9.2

Smirnoff Grey Skyy Reg Reg 1.75 Goose 750 1.75

MEDIA SUPPORT

$943k Investment will help generate 47MM National Impressions SEARCH/SOCIAL/MOBILE: $894K • • • •

PRINT: $49K • •

Sandra Lee - page Wine Spectator - spread

Source: 1 – CARAT Media investment as of 6/25/15; Source: 1- Technomic Q4 2014 2- Nielsen XAOC 8WE 1/3/15; 3- CARAT- MRI 2014; 4- Forbes Investing 11/24/14; 5- National coffee drinkers trends 2014 6-IRI Total US Food & Drug 52wk ending 6/30/2014 7- Technomic Coffee Trends & Baileys® Premiumization 1214 8- Guestmetrics Full Service On Premise September 1 2014-November30 2014 (Categories are not exclusive) *based on average 15% tip per check

30 • SHARE THE MOMENT • FY16 HOLIDAY

$9.0

INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 BAILEYS® IRISH CREAM

SUPPORT TOOLS AND POS

Lip Balm

Chalkboard

Necker

Sticker ACTIVATION & EXECUTION STANDARDS 1)

Bow

Be Prepared for Inquiry – When a customer sees any program visibility or asks about the offer, make sure you are well-versed on the “Add a Shot of Baileys®” program and the value it can deliver to you and your account – YouTube Search ‘Baileys® US Channel’ For the ‘Add A Shot’ video Upsell any Coffee Purchase – Ask your customers to “Add a Shot of Baileys® for $X” to any coffee order – Remember, the hitchhiker glass is 2oz - there is a huge opportunity to increase profits! Offer to Serve the Baileys® shot on the side – Allow customer to add the shot themselves, driving the behavior – If your account, specializes in Baileys® Irish Coffee then let that remain as the primary serve Offer other delicious Baileys® flavor

RECIPES

Partner with accounts to put ‘Add A Shot of Baileys®’ as a consistent menu feature.

PLEASE DRINK RESPONSIBLY

SHARE THE MOMENT • FY16 HOLIDAY • 31

SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

EVERYONE CAN MAKE A GREAT DRINK…. DEMONSTRATING VERSATILITY OF SMIRNOFF® AND EASE OF MAKING SIMPLE, DELICIOUS MIXED DRINKS THAT EVERYBODY CAN ENJOY Smirnoff + Holiday…Helps Drive Success •

Holiday is a key selling period as both flavored and unflavored vodka dollars on display spike3

SMIRNOFF® Shoppers are in the store more and buy bottles more often than competition… • • •

2X as many buyers than Svedka1 8X the trips as New Amsterdam1 Higher repeat purchase rate than Pinnacle2

MEDIA SUPPORT

SMIRNOFF® is investing to support the launch of the new Exclusively for Everybody campaign $6.4MM Investment will help generate 134MM National Impressions

TV: $4.1MM • •

Continue celebrating the Exclusively for Everyone trademark campaign with high reach networks ESPN Happy Hour & Jimmy Kimmel sponsorships

DIGITAL/SEARCH/SOCIAL: $2.3MM • • •

Source: 1. CARAT Media as of 6/25/15

Source: 1. Homecan Panel 52WE 6/28/13; 2. Major Retailer Frequent Shopper Card database 3 - Niesen XAOC + Liq, % Lift Dollars Display 32 • SHARE THE MOMENT • FY16 HOLIDAY

SMIRNOFF EXCLUSIVELY FOR EVERYBODY HOLIDAY– NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

ACCOUNT ACTIVITY

PRIORITIES & PRIORITY CHANNELS – NEIGHBORHOOD BAR, CASUAL BAR, CASUAL DINE

INSPIRATION VIA SOCIAL MEDIA

PERMANENT VISIBILITY TO DRIVE AWARENESS

PERMANENT BARWARE TO DRIVE VISIBILITY & AWARENESS

SINGLE & GROUP-SERVE RECIPES ON FEATURES & MENUS

PLAYFUL SERVEWARE TO INSPIRE & DRIVE TRIAL

USER GENERATED CONTENT #SMIRNOFFMULE

RECIPES CANDY CANE MARTINI 1.5 oz. SMIRNOFF® No. 21 Vodka .5 oz. Peppermint Schnapps 1.5 oz. Lemon-Lime Soda Crushed Candy Cane Rim

MOSCOW MULE 1.5 oz. SMIRNOFF® No. 21 Vodka 4 oz. Ginger Beer or Ginger Ale 2 Wedges of Lime

MERRY BERRY PUNCH 12 oz. SMIRNOFF® Kissed Caramel 16 oz. White Cranberry Juice 2 Handfuls Frozen Cranberries

KISSED CARAMEL CIDER 1.5 oz. SMIRNOFF® Kissed Caramel 4 oz. Apple Cider 2 Lemon Slices

EXECUTION STANDARDS

Priority #2: Drive Call

Priority #1: Educate Gatekeeper 1.

Remind Gatekeepers that SMIRNOFF® pioneered the cocktail revolution in the U.S

1. 2.

Drive call through permanent visibility and POS. Utilize table tent to showcase classic SMIRNOFF® drinks. PLEASE DRINK RESPONSIBLY

SMIRNOFF No. 21 Vodka. Distilled From Grain. 40% Alc/Vol. ©[Year] The Smirnoff Co., Norwalk, CT.

SHARE THE MOMENT • FY16 HOLIDAY • 33

INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM – JULY 2014 CAPTAIN MORGAN® ®HOLIDAY CAPTAIN MORGAN ORIGINAL SPICED RUM CAPTAIN’S TABLE

CAPTAIN MORGAN® sparks adventure with TASTY new holiday groups serves for consumers in both the Off and On-Premise with the Cannonball SITUATION

An estimated 99 Million consumers will travel away from home during the holidays • 74% will spend their travel time reuniting with family or friends to celebrate and entertain. • 89% of bartenders that offered group share cocktails offered year round5

• During Holiday occasions, shoppers tend to buy the brands that they know and 2/3rds will spend more for a name brand beverage1

• Captain Morgan® sells 25-75% faster during holiday weeks vs. a typical week; spiking more than the total rum segment on avg3

MEDIA SUPPORT

Sources: 1. IRI Group Calendar YTD ending 7-8-12 ; 2. IHS / AAA Year-End 2013/14 Forecast 3. National Retail Federation 4. The Nielsen Company Total US AXOC Thanksgiving & Christmas weeks 2014 5. TechnomicBehindtheBarInsights Q3 2014 6. Retailer Shopper Card database Oct-Jan 18th 2014 7. MKTG Program Results period ending December 2014

34 • SHARE THE MOMENT • FY16 HOLIDAY

INTEGRATED NATIONAL PROGRAM – NOVEMBER 2015 CAPTAIN MORGAN® HOLIDAY

POS TOOLS

Menu Board

Men’s T-shirt

Women’s T-shirt

ACCOUNT ACTIVITY

Priority Channels: Neighborhood Bar, Sports Bar, Casual Dine

SIGNATURE SERVES

RECIPES Captain & Cola • 1.5oz Captain Morgan® Original Spiced Rum • 3oz Cola White Mojito • 1.5oz Captain Morgan® White Rum • 0.5oz fresh lime juice • 0.5oz simple syrup • Fresh mint, muddled • Fresh limes, cut into small pieces • 1oz club soda • 1 mint sprig

Captain Morgan® Punch • 9oz Captain Morgan® Original Spiced Rum • 12oz Pomegranate Juice • 6oz Apple Cider • 6oz Lime Juice • 3oz Simple Syrup

White Rum Punch • 4.5oz Captain Morgan® White Rum • 4.5oz Captain Morgan® Original Spiced Rum • 3oz Simple Syrup • 6oz Orange Juice • 3oz Pineapple Juice • 6oz Cranberry Juice • (Option: Top With Club)

EXECUTION STANDARDS

Priority #1: Drive Features 1. 2.

Priority 1: Obtain Feature placement with Captain + Cola, Cannonblast Shot Priority 2: Obtain Features placement with new Captain Mixed Drink recipes to drive group serve occasion (Rum Punch, White + Cola, and Flavor + Juice)

Priority #2: Schedule Sampling Events

Priority #3: Drive Gatekeeper Recommendation

Leverage Cannonball to drive group shot occasion and feature cocktails Secure Seasonal POS and Back Bar Visibility

2. 3.

Educate staff on the mixability of OSR, CMW and Flavors. Utilize recipes and excite bartenders the importance of Captain Morgan during the Holiday Educate staff on Cannonblast

PLEASE DRINK RESPONSIBLY

SHARE THE MOMENT • FY16 HOLIDAY • 35

KETEL ONE ® HOLIDAY – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

* KETEL ONE® is loved by bartenders, calling it “smoother” and “higher quality” than other Vodkas2. $3.6MM Investment will help generate 174MM Impressions Nationally SEARCH/SOCIAL/DIGITAL: $1.1MM • DIGITAL: • •

Drive mass awareness of new campaign & brand story Drive engagement of Ketel One Cocktails

• •

Drive awareness of new campaign and brand story Drive engagement of recipe content through brand and cultural moments

•

Ketel to surround relevant key words for the brand & category

•

Social

•

Search:

PRINT: $512K • •

Produce mass awareness of new campaign and brand story through full page color ads Sponsorship of Esquire 1000th issue

TV: $2MM • Garner mass reach behind new campaign in an impactful way • Create impact with World Series spots Sources: 1 – CARAT Media as of 6/25/15; 2. 3 – MSS Bartender Monthly Newsletter, Aug 2013; 3. CARAT, “Media, The Converging Landscape” * Nielsen AdViews Titos Vodka

Sources: 1 – The Nielsen Company Total US XAOC 4wk ending 11/8/14 & 12/6/14, Profjt is based on avg price per 750ml assuming 26% retailer margin. 42– Spectra Nov 2013 (vs. Absolut Vodka shoppers)

36 • SHARE THE MOMENT • FY16 HOLIDAY

KETEL ONE ® HOLIDAY – NOVEMBER 2015 INTEGRATED NATIONAL PROGRAM

SUPPORT TOOLS AND POS Reversible Chalkboard

Coasters Muddler

Metal On Pack Gift Tag

Men’s & Women’s T-shirts

Copper Mule Mug

Self Adhesive Mustache Copper Shaker

Straw

ACCOUNT ACTIVITY

Priorities & Priority Channels – Independent & Grocery

AWARENESS VIA SOCIAL MEDIA

POS PROVIDES MOVEMBER EDUCATION AND DETAILS

MO TOOLKIT INSPIRES COCKTAIL TRIAL

FESTIVE MO GLASSWARE AND VISIBILITY DRIVE TRIAL

TABLE TENT AND INSERTS HIGHLIGHT MOVEMBER COCKTAILS AND CAUSE

USER GENERATED CONTENT

RECIPES KETEL ONE® UPTOWN 1 Ounce KETEL ONE® Vodka .5 Ounce Pink Grapefruit Juice .5 Ounce Lime Juice .5 Ounce Sparkling Wine .25 Ounce Agave Syrup .25 Ounce Amaretto Liqueur

KETEL ONE® ULTIMATE MARTINI 1.5 Ounce KETEL ONE® Vodka 1 Twist Lemon

KETEL ONE® MO MULE 1.5 Ounce KETEL ONE® Vodka 1 Ounce Pineapple Juice .25 Ounce Lime Juice .25 Ounce Simple Syrup Top with Ginger Beer 1 Dash Aromatic Bitters

KETEL ONE® POM MERRY MASH 1.25 Ounce KETEL ONE® Vodka ½ Cup Fresh Pomegranate Juice Muddle Fresh Lime & Rosemary Fresh Rosemary Sprig

EXECUTION STANDARDS

Priority #1: Drive Call • Utilize Movember POS and permanent barware to drive call. • Gain menu feature placement of KETEL ONE® MO Cocktails by utilizing Menu Maker templates (where legal)

Priority #2: Drive Gatekeeper Recommendation • Educate staff on Movember participation, KETEL ONE® MO Cocktails, brand quality and unique distilling process

Priority #3: Drive Trial & MO Recruitment • Drive trial of Ketel One® MO Cocktails with MO Night Tool Kit • Recruit Movember participation through education at MO Nights. PLEASE DRINK RESPONSIBLY

KETEL ONE Vodka. Distilled from Wheat. 40% Alc/Vol. ©[Year] Imported by Ketel One USA, Aliso Viejo, CA.

SHARE THE MOMENT • FY16 HOLIDAY • 37

CROWN ROYAL® HEROES INTERGRATED NATIONAL PROGRAM – DECEMBER 2015

CROWN ROYAL® INSPIRES SHOPPERS THIS HOLIDAY BY GIVING BACK TO OUR COUNTRY’S HEROES • Nearly all consumers say they want to see more products, services and retailers support worthy issues1 & causes • The holiday season is the peak season for CROWN ROYAL® Blended Canadian Whisky sales – accounting for 46% of Holiday dollars2 • CROWN ROYAL® outsells the next largest Canadian Whisky 2 to 1 during the holidays2 MEDIA SUPPORT

The holidays are the peak season for CROWN ROYAL® sales $4.4MM Investment will help generate 220MM National Impressions TV & VIDEO: $3.3MM •

• • •

SEARCH/SOCIAL/MOBILE: $520K • •

Social postings highlighting key product messaging aligned to cultural windows throughout the quarter Search coverage expanded to encompass quality & heritage copy & queries across devices

PRINT & PARTNERSHIPS: $531K • •

Premium Mens’ lifestyle partnerships with high impact units and broad target reach coverage Credentials focus in Shanken titles Source: 1. Carat Media as of 6/25/15

Source: 1 –Cone Cause Evolution Study 2013, 2 – Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor 4 W/e December 28, 2013 ; 5- US Major Retailer Frequent Shopper Card Data 52 weeks October 2014; 6 - Mintel July 2012; 7-Guestmetric * Average Unit Price for 750ml as reported by Nielsen at an average margin of 26%

38 • SHARE THE MOMENT • FY16 HOLIDAY

CROWN ROYAL® HEROES INTERGRATED NATIONAL PROGRAM – DECEMBER 2015 ACCOUNT ACTIVITY SUPPORT TOOLS AND POS COASTER

BARTENDER HAT SAMPLING COINS

BACK BAR GLORIFIER

HEROES MENU CHALK BOARD (MAGNETIC)

RECIPES Crown of Honor 1.5 oz Crown Royal Deluxe 2 oz. Fresh Lemon Juice Top with lemon-lime soda 2 dashes of Angostura Bitters Glass: Rocks Technique: Combine ingredients except lemon-lime soda in a shaker with ice, shake well and strain in a rocks glass over ice. Top with lemon-lime soda and add two dashes of bitters. The Bold Rush (Gold Rush) 1.25oz Crown Royal Black .75 Lemon Juice .5 Honey Syrup (equal parts honey and water) Glass: Martini Garnish: Lemon Twist Technique: Combine ingrédients in shaker with ice, shake well and strain into a martini glass.

Valiant Apple 1.5 oz Crown Royal Regal Apple 3 oz. Cranberry Juice Glass: Collins Garnish: Lime slice Technique: Add ingredients over ice in Collins glass, stir. Noble Maple 1.5 oz Crown Royal Maple Finished .5 oz lemon juice 1.5 oz. pineapple juice .5 oz club soda Glass: Highball Garnish: Orange Wheel Technique: Add all ingredients except club soda to a shaker with ice, shake well and strain into an ice-filled highball glass.

EXECUTION STANDARDS Priority Channels: Casual Bar, Neighborhood Bar, Sports Bar

Priority #1: Inspire gatekeepers to master Crown batched cocktails • Provide the tools to create batched cocktails featuring fresh seasonal local ingredients to accompany brunch/lunch menus

Priority #2: Gatekeeper education and training • Provide gatekeepers with the tools and instruments to create specialty Crown Royal flavors crafted cocktails

PLEASE DRINK RESPONSIBLY

SHARE THE MOMENT • FY16 HOLIDAY • 39

INTEGRATED NATIONAL PROGRAM – DECEMBER 2015 CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY

CÎROC® Vodka reminds people of those times and what’s important about the now. •

Consumers are choosing CÎROC® - Making CÎROC® the growth driver in premium Vodka1. • Absolute dollar growth of CÎROC® is $7.1MM with Grey Goose at $1.2MM1.

•

The demand for CÎROC® in bars is stronger than the competition.2

•

360MM glasses of sparkling wine are consumed during the holidays3 providing new opportunity for CÎROC® consumption and buyers.

MEDIA SUPPORT

$4.85MM National Investment will help generate 262MM National impressions TV:$3.89MM Consumers 25+ spend over 120 hours/week watching TV1 • •

Launch support of NBA initiatives with new creative spots Introduce new Ciroc image to a wide audience on ESPN, TNT, Jimmy Kimmel, and Viacom

DIGITAL/SEARCH: $957K Facebook has the highest monthly reach of all social sites1 • •

DIGITAL: Surround NBA.com with brand content SEARCH: Surround relevant search terms related to brand values and key drinking holidays

PRINT:$11K Magazines are #1 in ad receptivity1 •

One insertion in Market Watch to maintain a presence in Trade publications

Source: 1..CARAT “Media, The Converging Landscape”;

Necker – 16 pages

SUPPORT TOOLS AND POS NYE Kit

LED Reserve Sign Table Tent

Halo – Bottle Presenter

Source: 1 – The Nielsen company Total US XAOC + Liq 52WE 5/24/14; 2 – Spectra March 2014, Adults 21+; 3http://miamifornewyears.com/new-years-eve-infographic/ & http://www.timessquarenyc.org/events/new-yearseve/index.aspx 4 – Millward Brown Tracking Study Q1 F14 – Q1 F15 5– NABCA Control States On Premise 12mos ending 11/30/14

40 • SHARE THE MOMENT • FY16 HOLIDAY

INTEGRATED NATIONAL PROGRAM – DECEMBER 2015 CÎROC® ULTRA PREMIUM – CÎROC HOLIDAY

ACCOUNT ACTIVITY

•Where legal, drive brand platform with all activation exuding celebratory feeling •Drive consumer awareness, trial and incremental purchase of CÎROC® Vodka, CÎROC® Pineapple and CÎROC® Amaretto RECIPES CÎROC® LOLA

CÎROC® RED BERRY ROYALE

1.5 OZ. CÎROC® VODKA 1.5 OZ. POMEGRANATE JUICE 1 TSP. ELDERFLOWER LIQUEUR SPLASH OF CHAMPAGNE GARNISH: LEMON PEEL

1.5 OZ. CÎROC® RED BERRY 0.5 OZ. FRESH LEMON JUICE 0.5 OZ. SIMPLE SYRUP SPLASH OF ROSE CHAMPAGNE GARNISH: RASPBERRIES CÎROC® COCO LOSO BUBBLY 1 OZ. CÎROC® COCONUT 1 OZ. DOLE® PINEAPPLE JUICE 0.5 OZ. GRENADINE SPLASH OF CHAMPAGNE GARNISH: PINEAPPLE

CÎROC® BELLINI 1 OZ. CÎROC® PEACH SPLASH OF CHAMPAGNE

EXECUTION STANDARDS Priority #1: Drive Call

Priority #2: Drive Awareness with Visibility

1. Drive Call for CÎROC® New Years Eve cocktails via menu placement (including bottle service menu) and use of menu maker to provide the ultimate way to elevate any celebration into a VIP experience CÎROC®.

Priority #3: Engage & Educate Bartenders

1. Bottle Glorifier, Dummy Bottles and Table Tent. 2. For Night Club & Lounge activation use Halo, Ice Bucket, Menu Clip and NYE Kit.

1. Educate via ambassador program & sampling mechanic (where legal)

PLEASE DRINK RESPONSIBLY

SHARE THE MOMENT • FY16 HOLIDAY • 41

CMY

42 • SHARE THE MOMENT • FY16 HOLIDAY

DIAGEO INNOVATION

SPIRITS

SHARE THE MOMENT • FY16 HOLIDAY • 43

JUL / AUG 2015 LAUNCH INNOVATION

Bloomsbury LIMITED EDITION

OVERVIEW THE STORY A juniper forward gin created from the Tanqueray family recipe book dating back to 1880 Bloomsbury, London. Charles Waugh Tanqueray is the son of Charles Tanqueray. In 1868, when Charles died, his son Charles Waugh took over his business. He was 20 years old at the time. A brilliant business man who saw the global potential for Tanqueray, Charles Waugh started promoting the brand internationally. Charles Waugh was instrumental in masterminding the merger between Charles Tanqueray & Co and Alexander Gordon & Co in 1898, forming the largest Gin House in the world.

• LIQUID: London Dry Gin • BOTANICALS: Tuscan Juniper, Coriander, Angelica, Winter Savory, Cassia Bark • TASTE: Robust, Balanced, Juniper-Heavy • SRP: Line Priced w/ Tanqueray Old Tom & Malacca • SIZE: 1.0L • PROOF: 47.3% ABV / 94.6 Proof • SERVE: Gin & Tonic, Singapore Sling, London Buck

Coriander

Winter Savory

Juniper

Angelica

Cassia Bark

SUPPORT Media / PR

POS

Happy Hour Events

Awards

Tanqueray London Dry 5 Double Gold Medals & Best Gin

Table Tent , Shelf Talker, Case Card, Poster

Tanqueray No. TEN ONLY White Spirit inducted into the Hall of Fame

EXECUTION ON-PREMISE • Priority Channels: Craft Cocktail, Fine Dining • Menus: Classic & Retro Cocktails, “Crafted” & “Hand-Made” Creations, Gin & Tonic

Muted dark purple seal & closure reflecting the juniper heavy liquid

OFF-PREMISE • Priority Channel: Specialty Retail Outlets with Knowledgeable Staff

The main label reflects a portion of the original hand written recipe

Tanqueray Bloomsbury Buck A Buck is a classic style of cocktail that denotes a highball made w/ ginger ale or ginger beer; a "London Buck" was made w/ Gin. • 2 oz Tanqueray Bloomsbury • ½ oz Fresh Lemon Juice • 4 oz Ginger Ale • 2 Dashes Angostura Bitters Combine gin, lemon & ginger ale in a highball glass w/ ice & stir. Dash bitters on top. Garnish w/ a lemon wheel.

Tanqueray Fifty Fifty Martini This is how I prefer my Martini & it was quite delicious w/ Bloomsbury. • 2 oz Tanqueray Bloomsbury • 2 oz Dolin Dry Vermouth • 2 Dashes Orange Bitters (1 Dash Fee's, 1 Dash Regan's if we're being picky) Stir, serve up in a Nick & Nora glass. Garnish w/ a lemon twist.

A Charles Waugh Tanqueray signature and initials marque to hero CWT

AUG / SEPT 2015 LAUNCH INNOVATION

OVERVIEW • LIQUID: Blend of Captain Morgan’s Famed Rum and a Unique Bold Spice Blend • TASTE: Caribbean Citrus with Chipotle & Jalapeno Pepper • SRP: Line Priced w/ Captain Morgan OSR • SIZES: 50ml, 750ml, 1.0L • PROOF: 35% ABV / 70 Proof • SERVE: Chilled Shot

SHOTS! SHOTS! SHOTS! • Dramatic increase in shots on-premise with 39% of bartenders reporting serving more shots1 • 56% Growth of Shots on Menus in the Last 2 Years4 • Captain Morgan is the #1 Premium Spiced Rum in Cocktails on Menu2 • Over 80% of consumers drink Captain Morgan on a regular basis – more than Bacardi or Malibu3 • Captain Morgan is Top Rum brand for Shots!

SUPPORT Social Media

POS

Media

50ML Hitchhiker

50ml Counter Unit

Sampling & Managed Bar Nights (MBN)

Table Tent

3D Floor Decal Back Bar Display Unit

Display Case Card/Poster

Glowing Bottle Pourer Gripper

EXECUTION OFF-PREMISE • Shelf: Between Captain Morgan OSR & Captain Morgan White (to the Right of White) • Display: Expand Captain Morgan Footprint by Including Cannon Blast in Existing Captain Morgan OSR & White Displays • Counter: Activate 50ml Display to Drive Trial & Impulse Purchase • Sampling: Multi-Branded CC, featuring CM Cannon Blast

ON-PREMISE • Priority Channels: Neighborhood Bar, Sports Bar, Intellectual-Hub (iHub), Casual Dining • Key Drivers: Capture the Group Shot Occasion in High Volume Rum Accounts • Menus: Group Shot Ritual • Managed Bar Nights (MBN): Captain Morgan Activations • Packaging: UV Ink Detail Allows Cannonball Shaped Bottle to Glow using a Black-Light

SALTY PIRATE

RECIPE 0.75 oz Cannon Blast 6.0 oz Beer Lime Wedge Pirate Salt (4:1 Kosher Salt to Cayenne Powder)

1. Millward Brown Form of Consumption Survey Feb 2104 2. Technomic 2014 Trends in Adult Beverage Study 3. Mintel on premise alcohol consumption trends May 2014 4.Technomic Menu Monitor 2014

RAISE YOUR GLASS. ALWAYS IN MODERATION. Please Drink Responsibly.

SHARE THE MOMENT • FY16 HOLIDAY • 45

AUG / SEPT 2015 LAUNCH

BERRY LEMON

INNOVATION

OVERVIEW • • • • • • •

LIQUID: TASTE: SRP: PACK: SIZES: PROOF: SERVE:

Bright blue colored liquid, Berry forward taste profile Line Priced w/ Existing Smirnoff Flavored Vodkas Shrink wrapped bottle, UV ink detail 50ml, 750mL & 1.0L 30% ABV / 60 Proof Chilled Shot

Why Berry Lemon?

• Plays well into shot space / rituals – BERRY LEMON DROP • Berry + Lemon flavor combinations are becoming more popular, Svedka’s Strawberry Lemonade is the largest variant in their flavored portfolio a year after launch.1 • The Berry + Lemon flavor trend extends across the spirits, PABs, and non-alcoholic beverages (Mike’s Hard Cranberry Lemonade & Hard Blueberry Lemonade). 1

SUPPORT POS Shot Glasses

Electronic Dance Music Festivals

TV & Digital

Sampling Events

Poster, Case card, Case Tucker, Table Tent

Tacker

Shelf Talker

EXECUTION

Sour Berry Lemon Shot 1.5 oz Smirnoff Sours Berry Lemon

Sour Apple Shot 2 oz Smirnoff Sours Green Apple

Sour Watermelon Shot 2 oz Smirnoff Sours Watermelon

Sour Fruit Punch Shot 2 oz Smirnoff Sours Fruit Punch

ON-PREMISE • Backbar: Placement Next to Fireball Cinnamon Whisky & Other Shot Brands • Menu/Feature: Straight Shots (Primary) & Simple Shots (2 Ingredients) • Sampling: Smirnoff Sours Managed Bar Night (MBN) Events OFF-PREMISE • Shelf: Smirnoff Sours should be placed to the Right of Smirnoff No. 21 Vodka • Priority on Shelf (Left to Right): Berry Lemon, Green Apple, Watermelon, Fruit Punch • Display: Smirnoff Sours Stand-Alone or with Smirnoff No. 21 Vodka in a High Traffic Location

1. Source: Nielsen xAOC P52W ending 2/28/15

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SEPT 2015 LAUNCH

INNOVATION

STUDEBAKER FULL STRENGTH READY-TO-SERVE WHISKY COCKTAILS

MANHATTAN & OLD FASHIONED OVERVIEW

• COCKTAIL: Manhattan • TASTE: Whisky, Wine, Vermouth, Dark Fruit, Cherry, Bitters

WHISKY IS STILL ON TOP • Whisky is the Largest Spirit Segment & Continues to Grow (+10.5%) Twice as Fast the Total Category (+5.4%). 1 • Combined the Whisky Based Manhattan & Old Fashion Cocktails have Grown 46% in the OnPremise Over the Past 2 Years. 2 • Consumers are Looking for Higher Alcohol Content when Choosing a Ready-To-Serve (RTS) Cocktail. 3

• COCKTAIL: Old Fashioned • TASTE: Whisky, Drying Orange, Cherry, Peely, Bitters • • • • •

LIQUID: SRP: SIZES: PROOF: SERVE:

Canadian Whisky $24.99 750ml 30% ABV / 60 Proof Chilled, Over Ice

SUPPORT Digital

POS

Master of Whisky

Sampling

EXECUTION ON-PREMISE • DISTRIBUTION: Target Accounts with High Speed to Serve & Transient Bartenders OFF-PREMISE • SHELF: Studebaker should be in the Whiskey Section • Priority #1: To the Right of High West Pre-Mixed Cocktails (where distributed) • Priority #2: Below Bulleit Bourbon • DISPLAY: Utilize POS on Shelf to Call Out the Outstanding Liquid Attributes CANADIAN WHISKEY HERITAGE

During the days of prohibition (1919-1933) Canadian Whiskey boomed in the United States. As whiskey that had been legally distilled north of the border made its way to millions of thirsty Americans hiding out in speakeasies across the country. Bartenders looking for quality spirits quickly became fond of the dynamically rich taste of Canadian Whiskey and enthusiastically adopted it for their whiskey cocktails like the Manhattan & Old Fashioned. PLEASE DRINK RESPONSIBLY.

Source: 1. Nielsen XAOC+L 52 WE 4/25/15; 2. Technomic Q1 2015. 2014, 2013; 3. Lightspeed GMI/Mintel

SHARE THE MOMENT • FY16 HOLIDAY • 47

SEPT / OCT 2015 LAUNCH INNOVATION

OVERVIEW CONSUMERS ARE ENJOYING COFFEE BEVERAGES IN NEW WAYS

• LIQUID: Medium-Roasted Columbian Arabica Beans, Blended w/ Smooth Caribbean Rum from US Virgin Islands, 5X Distilled • TASTE: Finely Balanced, Rich, Real Espresso Taste • SRP: $17.99 • SIZES: 50ml, 750ml • PROOF: 30% ABV / 60 Proof • SERVE: On-The-Rocks, Cowboy Coffee, Mixed Cocktails

• Coffee is Growing: Ready-to-Serve non alcoholic coffee drinks are the fastest growing segment of the non alcoholic drinks category +6.2% last year (vs. soda -3.2%).1 • Coffee Cocktail sales have grown +11% on-premise over last year, +18% in sales per point of distribution.2 • Coffee beers are an exciting intersection in craft beverages, and provide a helpful gateway to coffee lovers looking to develop a taste for craft beer.3

SUPPORT Digital

PR / Press

POS

Bartender Seeding

Case Tuckers

Sampling

Table Tents Recipe Necker 50ml Counter Unit

T-Shirts

EXECUTION ON & OFF PREMISE • Heavy-Up in Coffee-Culture Hubs • Engage Bartenders as Advocates • Challenge Coffee Liqueur Perceptions • Taste & Educate vs. Competitive Brands • Highlight its Versatility by Show-Casing Three Serves on the Back of Pack

PACK DETAILS

Real Coffee Ingredient Call-Outs Caribbean Rum Base

Compelling & Unique Reason to Believe Please Drink Responsibly.

0.5 OZ GRIND® ESPRESSO SHOT 1 OZ BULLEIT® BOURBON 0.25 OZ SIMPLE SYRUP DASH AROMATIC BITTERS COMBINE ALL INGREDIENTS IN A GLASS, ADD ICE, STIR AND GARNISH WITH AN ORANGE PEEL.

Grind Espresso Shot. Caribbean Rum Blended w/ Coffee Extract, Espresso, Coffee & Other Natural Flavors & Caramel Color. 30% ABV ©2015 Grind Distilling Company, Norwalk, CT 1. Source: Beverage Marketing Corp, US LRB Vol by Segment Percent Change 2012/2013 2. Guestmetrics January 2015 3.Good Housekeeping Inside the Institute Dec 2014 & LA Times December 2014

48 • SHARE THE MOMENT • FY16 HOLIDAY

SEPT / OCT 2015 LAUNCH INNOVATION

OVERVIEW THE SITUATION • Rye Whisky is exploding +34% vs YAG1 • 21% of Rye Buyers are also buying Scotch… 3 times more than expected making Johnnie Walker Rye a natural step in the first of next generation whiskies! 2 • Total Scotch is growing +4.3% with Blended Scotch accounting for 2/3 of the business. Rye Dollars have more than tripled its growth in 4 years! 3

• LIQUID: Matured for at least 10 years in first fill American oak casks and then finished in Rye Whiskey casks for 3 months. The single malt at the heart of this blend is Cardhu. • TASTE: Rye casks elicit flavor notes of pepper and vanilla, while still maintaining the smooth taste of Johnnie Walker Scotch • SRP: $45 • SIZES: 750ml Only, Packed 6/case • PROOF: 46% ABV / 92 Proof, Chill-filtered • SERVE: Neat, On the Rocks, Classic Cocktails

SUPPORT Media / PR

POS

Master of Whisky

Sampling

Shelf Talker Metal / Timber Mix

Table Tent

Take One

Coasters

Case Card, Contravision, Poster

EXECUTION ON-PREMISE • Priority Channels: Fine Dining and Upscale Lounge (Mixology/Whisky Accounts) • Key Drivers: Gatekeeper Engagement/Education, Menu Activation, Signature Serve, Classic Cocktails • Menus: Whiskey or Classic Cocktail Menus • Sampling: Production Education & Serve. Motivate experimentation and recipe generation OFF-PREMISE • SHELF: To the right and adjacent to JW Black Label and Double Black. Left of Gold Reserve • DISPLAY: Build WOW portfolio displays that disrupt shopper in high traffic areas • Secondary Goal: Secure standalone JW Rye Cask 5 Case Stacks and lock boxes out of category • Tertiary Goal: Drive JW Rye Casks (10%) visibility with Black Label (50%) & Double Black (40%) case stack

The first in a series of wood finishes (each year JW will release a new wood finished blend), JW Select Casks – Rye Cask Finish was developed to appeal to the American palette. By aging the blend in first-fill American Oak casks and finishing in American Rye casks, Johnnie Walker has created a taste profile that resembles American Rye whiskies but has the smoothness of Johnnie Walker Scotch.

SRP:

$25

$35

$42

$45

$65

$79

$110

$225

This release will sit alongside the JW portfolio in blended scotch category at a premium to Double Black.

Source: 1. The Nielsen Company Total US XAOC + Liq 52WE 1/3/15; 2. Leading retailer shopper data L52 Weeks 3/14/15; 3. The Nielsen Company Total US XAOC + Liq 52WE 1/3/15

PLEASE DRINK RESPONSIBLY.

SHARE THE MOMENT • FY16 HOLIDAY • 49

OCT 2015 LAUNCH INNOVATION

Espresso Crème OVERVIEW

• LIQUID: Roasted Colombian coffee beans, finished with a smooth crème flavor, highlighted by subtle vanilla notes

Consumption of coffee overall in the US continues to grow, over 8% 5yr CAGR1,2

• TASTE: Fresh ground espresso beans on top of Irish Cream and chocolate

36% of Baileys® is consumed in coffee2 / 255k Baileys ® and Coffee drinks a day / 93MM drinks a year.1

• SRP: $24.99 (Parity to OIC & Baileys Flavors)

Coffee beers are an exciting intersection in craft beverages, and provide a helpful gateway to coffee lovers looking to develop a taste for craft beer.3

• SIZES: 50ml, 750ml, 1L • PROOF: 17% ABV / 34 Proof

Coffee cocktail sales have grown +11% on premise over last year, +18% in sales per point of distribution. 4

• SERVE: Straight, Mixed Shots, Cocktails

SUPPORT Social Digital/PR

Shelf Talker

PARTNERSHIPS

POS

SAMPLING

Table Tent Case Tucker Necker Case Card

EXECUTION OFF-PREMISE COUNTER: Activate 50ml at counter to drive impulse purchase DISPLAY: Stand alone, or adjacent to relevant Diageo brands (SMIRNOFF® Confections, CÎROC® Flavors, CAPTAIN MORGAN® OSR)

ON-PREMISE

PRIORITY CHANNELS: Bar, Neighborhood Bar, Lounge & Nightclub, Fine Dining, Casual Dining MENUS/FEATURES: Shots focused in Bar and Lounge accounts. Mini cocktails focused in Fine Dining and Casual Dining SAMPLING: Straight or mix it showcasing versatility with other Diageo brands

…a glamorous way to take the night up a level Source: 1- CARAT- MRI 2014; brand tracking study, 2. IRI – 52wks Ending 12.21.14 – MULO, 3. Good Housekeeping Inside the Institute Dec 2014 & LA Times December 2014, 4. Guestmetrics January 2015

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PLEASE DRINK RESPONSIBLY.

OCT / NOV 2015 LAUNCH INNOVATION

PEPPERMINT TWIST Available for a Limited Time Only this Holiday Season!! Just In Time For The Holidays! • Smirnoff accounts for 41% of dollar sales within the flavored vodka segment1 • Flavored Vodka Sales Increase During the Holidays • Smirnoff flavors are driving both dollar growth and rate of sale in the holiday selling season2 • Peppermint is 3rd fastest growing flavor mentioned on menu’s within the Aromatic segment and is within the top ten fastest growing ingredients on menu

• TASTE:

Sweet holiday candy, balanced by the soothing cool of peppermint • SRP: $15.99 - Line priced with Smirnoff Flavors • SIZES: 50ml (PET), 750ml (glass) • PROOF: 30% ABV / 60 Proof • SERVE: Chilled Shot, Cocktail • PACK: Current Smirnoff flavors glass with Shrink Wrap 750 ML is

“rub and sniff”

Become the Millennial consumers vodka of choice during cultural moments like Ugly Sweater Parties, SantaCon, Friendsgiving, Chrismakwanzakah, and more! On Premise Execution • Menu Features: Drive simple, existing winter-themed drinks & drink rituals • Chilled Shot, Peppermint Martini, Peppermint Hot Chocolate Off Premise Execution • POS: drive unique “Rub and Sniff” technology of 750ml and overall LTO • Display: Stand alone or with existing Smirnoff displays

● Unique “Rub and Sniff” 750 ml bottle, allowing consumers to enjoy hints of peppermint and holiday cheer by simply rubbing outside of bottle ● Distinct look that separates this limited edition offering from other Smirnoff flavors ● Included : “Limited Edition” copy on front of pack Source: 1. Nielsen 52 wk ending 4/25/15; 2. Nielsen

PLEASE DRINK RESPONSIBLY.

SHARE THE MOMENT • FY16 HOLIDAY • 51

OCT / NOV 2015 LAUNCH INNOVATION

BOOTH’S FINEST DRY GIN CASK MELLOWED

THE ORIGINAL “BARTENDER’S GIN” OVERVIEW • LIQUID: Unique liquid is aged in sherry casks giving a characteristic golden hue • TASTE: Delicacy of flavor, aroma & peculiar softness. Distinctive smooth finish. Juniper flavor is mellowed • SRP: $45 • SIZES: 750ml Only • PROOF: 45% ABV / 90 Proof

Versatility

Open to Flavors

Approachable Liquids

Gin is more likely to be consumed in a variety of occasions and locations than other White Spirits1 Consumers are open to embracing new flavor profiles in their gins2 Growth of Gin in classic cocktails is resulting in the use of more non-traditional, low in juniper gins on premise2

WHY BOOTH’S ? A JEWEL IN OUR PORTFOLIO Booth’s is a craft gin – matured in Sherry Casks, the resulting golden-hued gin is more mellow tasting than other gins making it disruptive in the gin category but also a more accessible liquid.

Booth’s has an intriguing & unique story because it was accidentally aged due to overproduction & a storage crisis in the distillery over 250yrs ago.

Booth’s is the oldest Booth’s has many rich trademark in continuous stories: its own cocktail production from 1740 (273 anthology from the 1920s, yrs.). Known as The King of awarded royal warrant, #1 Gins, it witnessed Gin Palaces, Distillery by 1829. Prohibition and the Gilded Age.

EXECUTION SUPPORT

Reviving a historic trademark… SAMPLING

CONSUMER EDUCATION

REPRINT COCKTAIL ANTHOLOGY

With Its Great History, Unique Liquid, Rich Brand Iconography, Booth's Is A Compelling Offering Into "Craft" Ultra-premium Gin. Source: 1. Mintel White Spirits-US November 2013) 2. Beverage Media 2011 3.

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PLEASE DRINK RESPONSIBLY.

HOLIDAY GIFTING

SPIRITS

SHARE THE MOMENT • FY16 HOLIDAY • 53

Baileys 750ml Shot Glass Set

Buchanan's Deluxe 750ml Flask with 2 Cups

Crown Royal Deluxe 750ml Glass Set

54 • SHARE THE MOMENT • FY16 HOLIDAY

We’ve brought together a collection of some of our finest and most unique spirits offerings. Each of these brands and variants offer expertly crafted liquid, distinctive packaging and unrivaled gifting for the holidays.

SHARE THE MOMENT • FY16 HOLIDAY • 55

The Best of Johnnie Walker Blended Whiskies

Rich in heritage, craftsmanship and the mark of distinction for Whiskies.

These hand selected distillations are skillfully mixed by master blenders to produce the consistent flavor for which each Marque is renowned.

56 â&#x20AC;˘ SHARE THE MOMENT â&#x20AC;˘ FY16 HOLIDAY

JOHNNIE WALKER PLATINUM LABEL® A PRIVILEGE WORTH SHARING

JOHNNIE WALKER PLATINUM LABEL® is artfully crafted from Single Malt and Grain Whiskies, matured for a minimum of 18 years. Subtly smoky blend that embodies the rich, full flavors of all Johnnie Walker Scotch whiskies and is characterized by a sweet, yet elegant Speyside style with slight Islay smokiness.

Tasting Notes Smooth creamy vanilla, malty cereal, fragrant almonds and tangerines give Johnnie Walker Platinum Label its waxy, fruity and sweet taste mixed with slight drying astringency with subtle smokiness. Perfect Serve Johnnie Walker Platinum Label is best enjoyed neat and with water. PLEASE DRINK RESPONSIBLY. JOHNNIE WALKER PLATINUM LABEL Blended Scotch Whisky. 40% Alc/Vol. ©2015 Imported by Diageo, Norwalk, CT.

SHARE THE MOMENT • FY16 HOLIDAY • 57

JOHNNIE WALKER® SELECT CASKS RYE CASK FINISH - LTO As a pioneer of whisky blending, Johnnie Walker adds flavor and depth to its blends by aging and finishing them in different wood finishes. The first in a series of wood finishes, JW Select Casks* – Rye Cask Finish was developed to appeal to the American palette. By aging the blend in first-fill American Oak casks and finishing in American Rye casks, Johnnie Walker has created a taste profile that resembles American Rye whiskies but has the smoothness of Johnnie Walker Scotch.

Tasting Notes:

The main blend of flavors are derived from the casks in which the blend has been matured. Rye casks elicit flavor notes of pepper and vanilla, while still maintaining the smooth taste of Johnnie Walker Scotch.

Serving Suggestion:

Perfect whisky for enjoying neat, on the rocks or in cocktails.

*Each year JW will release a new wood finished blend

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Fine Crafted Single Malts and Single Malt Blends Unique and small batch Scotches for people who are new to whisky and whisky connoisseurs alike. These rare and aged Scotches bring the best of Scotland’s Single Malts through unique production methods, expert blending and extraordinary maturation processes.

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INTRODUCING

SMALL CASK WHISKY Situated on a little bay between the West Highlands and the Islands. OBAN LITTLE BAY™ is crafted by selecting small batches of our finest single malt whiskies, and marrying the whiskies in our smallest casks to allow more contact with the wood. This unique process, combined with the expert nose and palate of Malt Master, Dr. Matthew Crow, delivers the signature rich, smooth OBAN® expression with its rich, fruity style but with a more pronounced citrus character.

Awarded Double Gold Medal 2015 San Francisco World Spirits Competition

TASTING NOTES: A dense and coating mouth feel – sometimes sugary and slightly minty – with a warming, comforting sweet chewiness of a richly fruited malt loaf.

Occasional hints of orange zest and clove, before growing drier, again slightly minty, with hints of green apple. (43% ABV)

REWARD SCOTCH ADORERS THIS HOLIDAY WITH THE INTENSE & SMOKY TALISKER STORM™ Located on the shores of Loch Harport, TALISKER™ is double-distilled to create a rich, deep character embodying the maritime characteristics of a whisky made by the sea. It is no wonder that renowned novelist and poet Robert Louis Stevenson regarded TALISKER™ as 'the king of drinks'.

AN AWARD-WINNING SINGLE MALT 2015 San Francisco World Spirits Competition – Double Gold Medal 2014 Ultimate Spirits Challenge – 95 Extraordinary, Ultimate Recommendation 2014 International Wine & Spirits Competition – Silver Outstanding

Tasting Notes: Enhanced and vibrant maritime notes, smoothly balanced with Talisker’s signature warm sweetness.

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A New Single Grain Scotch Whisky Haig Club™ is a single grain whisky crafted to appeal to people who are new to whisky and whisky connoisseurs alike. The whisky is matured in three cask types: Refill Casks, ex-Bourbon American Oak Casks and specially Rejuvenated Casks. The story of the three casks is important as they produce a fresh, clean style that showcases butterscotch and toffee flavors for an ultra-smooth taste. “A Scotsman may frown on mixing Scotch with anything but water, but Haig Club actually lent itself quite nicely to mixed drinks.” Jenn Harris, LA Times – Daily Disk

TASTING NOTES Haig Club™ has a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste. PERFECT SERVE Haig Club™ has an ultra-smooth taste, which makes it enjoyable served neat, over ice or in a long refreshing cocktail. The subtle taste of Haig Club™ pairs very well with food, especially seafood.

PLEASE DRINK RESPONSIBLY

MORTLACH™ RARE OLD

Single Malt Scotch Whisky W E E X I S T T O E N G I N E E R T H E E X T R A O R D I N A R Y. Mortlach™ is one of the most highly regarded Single Malt Scotch Whiskies in the world - dating back over 190 years. The liquid, described by whisky connoisseurs as “the beast of dufftown” for its rich and powerful flavors, is produced in a unique distillation process which commentators have attempted to explain as ‘2.81 distilled’.

Awarded Gold Medal 2015 San Francisco World Spirits Competition

Tasting Notes:

A superbly structured and well balanced whisky in which stylish fruit and floral notes on the nose introduce a rich, complex, energetic palate and a pleasantly drying finish.

Serve:

Best enjoyed neat or on the rocks.

All expression s of Mortlach are showcased in icon ic bottles which take their design inspiration from the golden age of en gineering in which the liquid was born. The faceted base of Rare Old bottles refracts the whisky color and intrigues consumers.

PLEASE ENJOY RESPONSIBLY

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MORTLACH™ 18 YEAR OLD Single Malt Scotch Whisky

W E E X I S T T O E N G I N E E R T H E E X T R A O R D I N A R Y. Mortlach™ is one of the most highly regarded Single Malt Scotch Whiskies in the world - dating back over 190 years. The liquid, described by whisky connoisseurs as “the beast of dufftown” for its rich and powerful flavors, is produced in a unique distillation process which commentators have attempted to explain as ‘2.81 distilled’.

Awarded Gold Medal 2015 San Francisco World Spirits Competition

Tasting Notes:

A very compelling, moreish and appetizing Mortlach™ for those who like their whiskies robust. Fine interplay of meaty notes, malty sweetness and balancing acidity.

Serve:

Best enjoyed neat.

All expression s of Mortlach are showcased in icon ic bottles which take their design inspiration from the golden age of en gineering in which the liquid was born. The metal structure of the 18 year old bottle protects, enhances and displays the fine whisky.

PLEASE ENJOY RESPONSIBLY

Exquisite North American Whiskies

Explore the mystique of our finest North American Whiskies and Bourbons. Meticulously crafted for exceptional structure and distinction.

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A ROYAL OPPORTUNITY CROWN ROYAL® MONARCH 75th ANNIVERSARY BLEND This limited edition blend pays homage to King George VI and Queen Elizabeth’s inaugural royal visit in 1939, when they became the first reigning monarchs to journey across North America and for which CROWN ROYAL® was originally created.

96 rating by The Whisky Advocate and a stellar review by The New York Times!

TASTING NOTES

Showcasing the signature Coffey Rye Whiskey that defines CROWN ROYAL®, this exquisite blend is meticulously crafted using some of the finest, most unique hand-picked whiskies from our extensive stocks. The result is an exceptionally rich and smooth whisky highlighting an elegant complexity of light spice and dried fruit.

SERVE

Enjoy Neat or On the Rocks. PLEASE DRINK RESPONSIBLY

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CROWN ROYAL® XO FINISHED TO PERFECTION

Handcrafted using Crown Royal’s signature blend of the 50 finest Whiskies. Crown Royal XO® is skillfully blended and artfully crafted by the Crown Royal Master Blender. Crown Royal XO® is finished in rare Cognac casks from the Limousin forest in France for an impeccably smooth finish.

TASTING NOTES

CROWN ROYAL® XO is an elegant Whisky deliciously balanced with hints of vanilla, spice and rich dried fruit.

SERVE

Enjoy Neat or On the Rocks.

SHARE THE MOMENT • FY16 HOLIDAY • 67

Sweeter up front with grain and corn immediately apparent, I.W. Harper 15-Year-Old Kentucky Straight Bourbon Whiskey then moves into notes of oak, raisin, caramel, spice, and vanilla. The finish leaves a long and lasting mouthfeel perfect for sipping over conversation with adult friends and family. Enjoy on the rocks, or neat to truly appreciate the full flavor profile.

Beginning with a subtle nose, I.W. Harper Kentucky Straight Bourbon Whiskey leaves traces of caramel and vanilla on entry before melting into a velvety bursts of wood and spice. The finish is sweet and pleasant with subtle fruit notes. SIZES: 750 ML ABV: 82 PROOF, 41% ABV

SIZES: 750 ML ABV: 86 PROOF, 43% ABV 2015 San Francisco World Spirits Competition – Gold Medal

In 1867, German immigrant Isaac Wolfe (I.W.) Bernheim arrived in America with four dollars in his pocket and dreams of a better life. Within 12 short years, he had founded his own distillery and created the original prized and premium bourbon that brought Kentucky bourbon out of the backwoods. One of the few bourbons granted permission to legally produce throughout prohibition, I.W. Harper’s reputation for quality goes straight to the top. Welcomed with pleasure wherever it went, I.W. Harper also traveled the world to become the first bourbon enjoyed in 110 countries. After 20 years, I.W. Harper now returns home, and with stories to tell, so grab some rocks and a glass, this one’s going to be good.

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THE STORY

George always held Scotch as the finest example of whisky and so when he first began distilling his, he spelled his without the ‘e’ because he felt it was just as fine a sipping whisky as anything out of Scotland. George discovered whisky made in winter was smoother than that made in the summer and so the brand is always chilled before it is charcoal filtered. The charcoal filtering (called the Lincoln county process) is what defines “Tennessee” as a style of whisky, it is the chilling that sets George Dickel apart from the other guys.

George Dickel® No. 12

2015 San Francisco World Spirits Competition – Double Gold Medal –

WINNER! BEST IN SHOW TENNESSEE WHISKEY

Tasting Notes Our 90-proof Tennessee Whisky achieves a deep, assertive flavors with an incredibly smooth finish. Bold and brazen, this is our Superior No. 12. Concentrated flavors of rich oak and subtle vanilla lead to a long finish with hints of maple, butter and smoke.

George Dickel® Rye HOST WITH THE MOST!

2015 San Francisco World Spirits Competition – Double Gold Medal –

Tasting Notes George Dickel Rye Whisky starts with the finest rye whisky available, made from 95% rye and 5% malted barley. Then we finish it the Dickel way – chilled, then charcoal mellowed. Spicy with an exceptionally smooth finish. Please Drink Responsibly.

A Bulleit Family Tradition When Tom decided to make whiskey like his great, great grandfather Augustus, he stuck with the Bulleit family tradition. Bulleit Frontier Whiskey is especially high in rye content, giving it a bold, spicy character with a distinctively smooth, clean finish. Pure limestone-filtered water provides the foundation for the whiskey’s character, while charred American oak barrels lend a smoky backbone. The result is placed into a bottle whose design has won awards of its own.

2015 San Francisco World Spirits Competition – Gold Medal –

Using the best grains and Kentucky limestone filtered water, the 150 year old family recipe is uniquely high in rye. Tasting notes: Medium amber in color, with gentle spiciness and sweet oak aromas. Mid palate is smooth with tones of maple, oak, and nutmeg. Finish is long, dry and satiny with a light toffee flavor. 90 proof (45% ABV) • 68% corn, 28% rye, 4% malted barley

A small batch, straight rye whiskey with an unparalleled character of spice and complexity, Bulleit Rye (released in 2011) continues to be recognized and awarded as one of the highest quality ryes available. Tasting notes: Russet in color, with rich oaky aromas. The taste is exceptionally smooth with hints of vanilla, honey, and spice. Finish is crisp and clean with long, lingering flavors. 90 proof (45% ABV) • 95% rye, 5% malted barley

2015 San Francisco World Spirits Competition – Gold Medal –

Aged in charred American white oak, select Bulleit Bourbon barrels were set aside to age for 10 years, resulting in a special expression of Bulleit that provides a rich, incredibly smooth sipping experience. Tasting notes: Deep russet in color, rich oaky aromas. Consistently smooth taste with vanilla, dried fruit, and a long, smoky finish. 91.2 proof (45.6% ABV) • 68% corn, 28% rye, 4% malted barley

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Supreme Sipping Tequilas

Made with the utmost care and attention to detail. These luxury offers are the ultimate in sipping tequila – perfect for those who appreciate tequila or fine whiskies.

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DON JULIO 1942® TEQUILA AWARD-WINNING TEQUILA WITH BOLD, CONTEMPORARY, ULTRA-PREMIUM PACKAGING! • Made from choice blue agave, grown 10-15 years and hand-selected • Distilled only in Pot Still 6, which produces just three barrels per cycle, making DON JULIO 1942® as exclusive as it is excellent • Aged 2½ years in American white oak barrels, creating a tequila with extraordinary taste, depth and smoothness Awarded Bronze Medal 2012 San Francisco World Spirits Competition

GIFTED TEQUILAS: One of a kind gift What: Don Julio 1942 Tequila Gifting and engravings for the Holiday season*.

TASTING NOTES A silky, smooth character that coats the palate with roasted agave flavors, vanilla, sun-ripened tropical fruits and spiced undertones, to create a wonderfully unique tequila experience. Beautiful, sweet agave-laced finish with lingering hints of oak and rich vanilla essence; a full body and creaminess resulting from distillation and aging. AROMA Sweet aromas of caramelized cherries and tones of nuts, almonds and chocolate combine with exotic cinnamon and a light essence of oak. BEST SERVED NEAT IN A ROCKS GLASS OR FLUTE GLASS.

Please Drink Responsibly

*In markets where legal

For the Sophisticated, Discerning Drinker Consumers looking for a symbol of status, theater and luxury for special or high status occasions

Diamante

Blends the art of Tequila with the mastery of French wine making. Unlike many other tequilas, the central part of the plant is removed eliminating bitterness and creating a smoother, sweeter tequila. Combines bold American oak & French casts for a distinctive balanced character.

Tasting Notes: Blanco tequila blended with Anejos for an exquisitely layered taste. Notes of fresh agave, brown spice, oak & honey.

GIFTED TEQUILAS: One of a kind gift What: Deleon Tequila Gifting and engravings for the Holiday season*.

*In markets where legal

SHARE THE MOMENT • FY16 HOLIDAY • 73

Elevate Your Next Occasion With Our

Finest Crafted Spirits.

74 • SHARE THE MOMENT • FY16 HOLIDAY

F16 H1 IRCS

SPIRITS

SHARE THE MOMENT • FY16 HOLIDAY • 75

PORTFOLIO MIX IT UP •

DATES: October-December

•

Offer • Buy Two Save $5 off Participating Brands

•

Brands: • • • • • • • • •

Relska Tanqueray Sterling Vodka J&B Popov Gordon’s Gin Gordon’s Vodka Seagram’s 7 Seagram’s VO Scoresby

•

Sizes: 1.75L

•

Allocation: • 10,000

*See offers for participating products 70

76 • SHARE THE MOMENT • FY16 HOLIDAY

CAPTAIN WHITE & FLAVORS PROGRAM • •

DATES: July-December Offer • Buy Two Save $10 off Captain Morgan White Flavors

•

Brands: • Captain Morgan White • Captain Morgan White Flavors

•

Sizes: 750ml or larger

•

Allocation: • 5,000

*See offers for participating products 71

SHARE THE MOMENT • FY16 HOLIDAY • 77

SMIRNOFF INNOVATION OFFER • •

DATES: July-December Offer • Buy Two Save $10

•

Brands: • Smirnoff Sours • Smirnoff Sorbets

•

Sizes: 750ml or larger

•

Allocation: • 5,000

*See offers for participating products 73

78 • SHARE THE MOMENT • FY16 HOLIDAY

Loyalty Program ROM Coupon-OND Updated July 2015

• DATES: October-December • Offer • Buy 2 Save $5 • Buy 2 Save $10 • Brands: • Baileys • Captain Morgan • Smirnoff • Crown Royal • Johnnie Walker Red • Seagram’s 7 Crown • Ketel One

• Sizes: 750ml or 1.75L • Allocation: • 5,000 (Each)

*See offers for participating products

SHARE THE MOMENT • FY16 HOLIDAY • 79

FLAVORED WHISKEY PROGRAM •

DATES: July-June

•

Offer • Buy Two, Save $10

•

Brands: • Seagram's 7 • Seagram's 7 Dark Honey • Seagram's Stone Cherry Whiskey • Jeremiah Weed + flavors • Pie Hole • F16 Innovation

•

Sizes: 750ml or larger

•

Allocation: • 5,000

*See offers for participating products 75

80 • SHARE THE MOMENT • FY16 HOLIDAY

FIESTAS PATRIAS •

DATES: August-September

•

Offer [IRC 10673] • Buy 2 Bottles (750ml or larger) and save $5 on Groceries Loyalty 1 week in Spanish

• •

Brands: • BUCHANAN’S • CAPTAIN MORGAN • SMIRNOFF

•

Sizes: 750ml or larger

•

Allocation: 5,000

*See offers for participating products 76

SHARE THE MOMENT • FY16 HOLIDAY • 81

FOOTBALL MERCHANDISE PROGRAM

•

DATES: September 2015

•

Offer [IRC ] • Save $4 with purchase of Football Apparel/Merchandise and Smirnoff (1.75L) or Crown Royal (750ML) or 12-pack of Smirnoff Ice.

• Brands • • •

•

Smirnoff Crown Royal Smirnoff Ice

Allocation: 3,000

*See offers for participating products 77

82 • SHARE THE MOMENT • FY16 HOLIDAY

FOOTBALL TAILGATE: MY NANA’S FOODS •

DATES: September-December

•

Offer • Buy Don Julio or Peligroso and receive a bag of My Nana’s chips or El Sol Salsa (up to $3.99 in value)

•

Brands: • Don Julio Blanco, Reposado • Peligroso • Smirnoff • Captain Morgan

• •

Size: 375ml or larger Allocation: 6,000

*See offers for participating products 78

SHARE THE MOMENT • FY16 HOLIDAY • 83

BAILEYS & COFFEE •

DATES: October through December

•

Offer • Save $4 with the purchase of coffee

•

Brands: BAILEYS & FLAVORS

•

Allocation: • 10,000

*See offers for participating products 79

84 • SHARE THE MOMENT • FY16 HOLIDAY

MULTICULTURAL SQUIRT PROGRAM •

DATES: October-July

•

Offer [IRC ] • Save $3 with purchase of 1L of Squirt and a 750ML or Larger of a Participating Brand. • Brands • Smirnoff • Captain Morgan • Ciroc • Buchanans

•

Allocation: 3,000

*See offers for participating products

SHARE THE MOMENT • FY16 HOLIDAY • 85

CAPTAIN MORGAN/MYERS RUM& EGG NOG •

DATES: November through December

•

Offer • Save $2 with the purchase of Egg Nog

•

Brands: • CAPTAIN MORGAN • MYERS’S Rum

•

Allocation: 6,000

*See offers for participating products 81

86 • SHARE THE MOMENT • FY16 HOLIDAY

BAILEYS & DESSERT •

DATES: November-February

•

Offer • Save $5 with the Purchase of Bakery or Dessert Items

•

Brands: BAILEYS & Flavors

•

Allocation: • 5,000

*See offers for participating products 82

SHARE THE MOMENT • FY16 HOLIDAY • 87

BAILEYS ESPRESSO AND SMIRNOFF PEPPERMINT LAUNCH • DATES: November through February • Offer • Buy 2 Save $6 • Brands: • Baileys Espresso • Smirnoff Peppermint • Allocation: 3,000

*See offers for participating products

88 • SHARE THE MOMENT • FY16 HOLIDAY

DIAGEO C&E…Buy 3 Save $10 Now  DATES: July – June  Offer  1) Buy [3] mix and match, Save $10  Brands:  Acacia  Beaulieu Vineyards  Butterfly Kiss  BelCrème de Lys  Great American Wine Company  Once Upon a Vine  Rosenblum, RoseNblum  Sterling Vineyards  Woodwork  Innovation  Sizes: 750ml only  Allocations: 10,000

*See offers for participating products 83

SHARE THE MOMENT • FY16 HOLIDAY • 89

BLENDED SCOTCH WHISKY

“SCOTCH MEETS RYE, VANILLA MEETS SPICE AND PATIENCE MEETS INSPIRATION.” JIM BEVERIDGE – MASTER BLENDER

46% ABV

AGED 10 YEARS

IN 2005, JOHNNIE WALKER’S BLENDING TEAM EXPERIMENTED WITH AGING ITS SCOTCH WHISKIES IN FIRST-FILL AMERICAN OAK AND FINISHING THEM IN RYE WHISKEY CASKS. THE RESULT IS A LIMITED EDITION SCOTCH THAT COMBINES THE BEST OF SCOTTISH DISTILLATION WITH THE BEST OF AMERICAN MATURATION.

PLEASE DRINK RESPONSIBLY.

90 • SHARE THE MOMENT • FY16 HOLIDAY

J O H N N I E WA L K E R . C O M

LOCAL MEDIA SPEND

SPIRITS

SHARE THE MOMENT • FY16 HOLIDAY • 91

BUCHANAN’S® Blended Scotch Whisky MEDIA: F16 October, November, December

$2.4MM Investment will help generate 68MM¹ National Impressions and 14MM Phoenix Impressions BUCHANAN’S® drives greater lifts with feature & display than the competition.2 DIGITAL: $836k • •

•

Broad video coverage of key tentpole season with premium + network placements Music partnerships highlighting GRAMMY association as well as highlighting artist influencers aligned to A lo Grande Amplification of content via video & social channels generating buzz & hype leading into awards

SEARCH: $60k •

Increased presence during OND to capture category & lifestyle interest

PRINT: $24k •

Cigar Aficionado & Ultimate Beverage Guide

TV: $477k • •

Continuation of GRAMMY sponsorship with Univision In-show units & integrations

Phoenix Media: $63.3K

19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad2 OUTDOOR: • Jr. Bulletins will be posted in key Hispanic neighborhoods • Bus Shelters targeting Hispanic consumers

41% of consumers have visited a store to purchased a product they have heard advertised on digital radio2 DIGITAL: • Online radio utilizing Pandora & Spotify to insert Buchanan’s as part of the consumer’s music experience during Oct/Nov/Dec ALL • MEDIA SUBJECT TO CHANGE.

Source: 1 – CARAT Media Investment as of 6/25/15; 2 - Nielsen Scantrack All Outlets + Liquor 52w/e 1/3/15

Converging Landscape; Impressions are estimated based on current media plan; subject to change. 92 • SHARE THE MOMENT • FY16 HOLIDAY

3 - CARAT Media, The

BUCHANAN’S® Blended Scotch Whisky MEDIA: F16 October, November, December

$1.4MM National Media Investment

$63.3K Local Media Investment

CAPTAIN MORGAN® ORIGINAL SPICED RUM MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$8.6MM Investment will help generate 300MM+ National Impressions

A targeted media strategy will help reach more consumers, more times each day SEARCH/SOCIAL/DIGITAL: $3.6MM • • • • •

Appear as the top cocktail ingredient when users search for relative keywords Custom content sponsorship with a partner like The Onion or BuzzFeed to speak to millennials through their trusted sources of entertainment Fantasy Football sponsorship with CBS Sports to continue the announcement of Cannon Blast Digital Video in premium environments such as Hulu, and Viacom properties to drive awareness Active social presence to engage consumers

PRINT: $11.3K •

Market Watch will further enhance the Cannon Blast within the trade community

TV: $5MM • • •

Launch new OSR trademark campaign with high reaching networks that have cultural significance against our millennial audience ESPN Happy Hour Sponsorship 7 weeks at 35-40 GRPs/wk

Tempe, AZ Media: $13.6K 19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad3 OOH: Digital Projections will target Tempe to support the Cannonblast launch • Scheduled Dates: 10/27 – 10/29

ALL MEDIA SUBJECT TO CHANGE. LOCAL CARAT Media as of 8/13/15; Impressions are estimated based on current media plan; subject to change Source: 1. NATIONAL CARAT Media as of 2015 2. MKTG Sampling Event Results August 28, 2013 94 • SHARE THE MOMENT • FY16 HOLIDAY

CAPTAIN MORGAN® ORIGINAL SPICED RUM MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$8.6MM

$13.6K

National Media Investment

Local Media Investment

Oct 28

Nov 19

D ec 16

Captain Morgan FY'16 OSR TV Cable NHL League Fee Ring Fence - TV OSR TV Monthly Total

$ 2 ,5 0 0 .0

Digital Dis play Millennial Content Partner Tw itter Instagram Inf luencer Digital Vide o Facebook Youtube ESPN NHL Viacom Adserving OSR Digital Monthly Total

$ 1, 0 9 7 . 2

$ 8 6 7 .8

OSR Monthly Total

$ 3 ,5 9 7 .2

$ 3 ,3 6 7 .8

OSR Quarte rly Total

$ 6 ,9 6 5 .0

Cannon Blast Digital Dis play Fantasy Footbal (CBS) Millennial Content Partner Tw itter Instagram Inf luencer Digital Vide o Youtube Hulu Facebook Adserving Ring Fence - Digital Video CB Digital Monthly Total

$ 4 3 7 .0

$ 4 7 8 .1

$ 4 2 4 .5

$ 4 7 8 .1

$ 4 2 4 .5

Print ESPN - Spread Sports Illustrated TRADE -P4CB

Market Watch Market Watch - Leaders

Beverage Media Group CB Print Monthly Total

CB Monthly Total

$ 11. 3

$ 4 4 8 .4

CB Quarte rly Total

Flavors Print US Weekly OK! Glamour

F15

People en Espanol Latina Sandra Lee Impact Flavors Print Monthly Total

Digital Youtube Youtube Selectable Media Cinema6 Elite Daily - HPTO Facebook Tw itter Hello Society Adserving IAS Flavors Digital Quarte rly Total

Flavors Monthly Total

$ 6 8 .1

Flavors Quarte rly Total

$ 6 8 .1

Portfolio Google Yahoo

F'16 National Total F'16 National Total

$ 5 16 . 5

$ 4 , 16 5 . 1

$ 3 ,8 9 5 .8

$ 8 ,5 7 7 .4

PLEASE DRINK RESPONSIBLY

SHARE THE MOMENT • FY16 HOLIDAY • 95

CROWN ROYAL® BLENDED CANADIAN WHISKEY MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$4.4MM Investment will help generate 220MM National Impressions and 6MM+ Phoenix Impressions The holidays are the peak season for CROWN ROYAL® sales, accounting for 40% of media dollars2 TELEVISION & VIDEO: $3.3MM High reaching video across channels delivering new compelling credentials messaging Mix of impact drama, lifestyle & live sports programming Innovative delivery of storied history through interactive video across desktop & mobile Continuation of NBA partnership focused on key matchups

• • • •

SEARCH/SOCIAL/MOBILE: $520K Social postings highlighting key product messaging aligned to cultural windows throughout the quarter Search coverage expanded to encompass quality & heritage copy & queries across devices

• •

PRINT & PARTNERSHIPS: $531K • •

Premium Men’s lifestyle partnerships with high impact units and broad target reach coverage Credentials focus in Shanken titles

Phoenix Media: $52.5K Millennial target spends 70% of their time with digital on their mobile device, Over 50% of Smartphone users search for info on products/services on their devices, 60% of mobile usage is outside of the home DIGITAL DISPLAY: Digital Display will reach targeted consumers in Phoenix with a Recipe-focused message that showcases different drinks made with Crown Royal encouraging conversion 19% of A21+ say they bought the product/service within 7 days after seeing an OOH ad 3 OOH: Digital Bulletins will be strategically placed to target to Sports and Entertainment areas CARAT Media as of 7/22/15; ALL MEDIA SUBJECT TO CHANGE. Impressions are estimated based on current media plan; subject to change

Source: 1. Carat Media as of July 2015; 2. Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) and Combined Scantrack Liquor 12 W/e December 29, 2012; 3. Carat “Media, the Converging Landscape”; 4. Experian Simmons; Ipsos, Market Evaluations

96 • SHARE THE MOMENT • FY16 HOLIDAY

CROWN ROYAL® BLENDED CANADIAN WHISKEY MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$4.4MM National Media Investment

$52.5K Local Media Investment

SMIRNOFF® VODKA MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$6.4MM Investment will help generate 134MM National Impressions and 8.5MM Phoenix Impressions The makers of SMIRNOFF® vodka are investing to support the launch of the new Exclusively for Everybody campaign

TELEVISION: $4.1MM •

Continue celebrating the Exclusively for Everyone trademark campaign with high reach networks ESPN Happy Hour & Jimmy Kimmel sponsorships

•

DIGITAL/SEARCH/SOCIAL: $2.3 MM •

• •

Phoenix Media: $59.6K Millennial target spends 70% of their time with digital on their mobile device, Over 50% of Smartphone users search for info on products/services on their devices, 60% of mobile usage is outside of the home2

DIGITAL • •

Contextual digital sponsorship to drive brand awareness through Exclusive for Everyone campaign Drink Engine digital program to increase consumer recipe awareness and trial during key Holiday time period

Source: 1. CARAT Media as of 6/25/15, subject to change; CARAT Media, The Converging Landscape; Impressions are estimated based on current media plan; subject to change 98 • SHARE THE MOMENT • FY16 HOLIDAY

SMIRNOFF® VODKA MEDIA: F16 OCTOBER, NOVEMBER, DECEMBER

$6.4MM National Media Investment

$59.6K Phoenix Media Investment

SHARE THE MOMENT • FY16 HOLIDAY • 99

INTRODUCING

Rich flavors of blackberry jam, dark plum and rum-raisin with layers of clove and root spices that liven the palate

Pair with barbecued meats or

hearty pasta topped with beef, venison or wild boar ragú.

100 • SHARE THE MOMENT • FY16 HOLIDAY

WINES INTEGRATED NATIONAL PROGRAMS

OFF PREMISE

SHARE THE MOMENT • FY16 HOLIDAY • 101

DISPLAY & VISIBILITY OCTOBER 2015 WOODWORK™ “CELEBRATES THE CRAFT OF WINEMAKING” The Situation • • • •

Woodwork has accelerated growth since launch, becoming the #3 new Premium wine brand and #7 within all new wines!1 In its 24th week, Woodwork has surpassed where Earl Steven was by nearly 3 times.1 Similar to Millennials, Woodwork celebrates those who craft with pride and continuously experiment. Millennials want an authentic brand that speaks to them. They enjoy picking up wines that hold a story behind it & unique blends2

The Idea • The “Crafted” Trend has a strong influence on the Alcoholic Beverage Industry: first impacting Spirits, then Beer – and now, wine! • Woodwork celebrates those who craft with pride and continuously experiment • Each small batch of wine highlights the unique influence of oak to bring out the varietal’s natural characteristics. We use the finest grapes from California’s Central Coast to create delicious wines inspired by subtle nuances of oak. • Flavor cues on the front label quickly and easily communicate the oak influence and fruit expression. • This October Woodwork will inspire consumers to experiment with oak while cooking, adding new flavors to their meals. Spice up your meal with cooking ideas from WOODWORK™ wines.

How it Works 1. Display: • Primary: Build display at scale utilizing mass merchandiser • Secondary: Cross-merchandise with key categories that drive display; Grilling ingredients & spices, charcoal or BBQ & wood chips via sales materials • Secure Cold-Box placements where possible to drive trial 2. POS: • Drive awareness and consideration in store via point of sale visibility, shelf-talkers with tasting notes, and added value neckers MIR’s & IRC’s • Where legal, execute sampling program driving trial & strong consumer connections (TBD)

Key Benefits • Creative recipes for crafting great meals that add a new variety of flavors to home cooking through oak use. • Woodwork will enable consumers to utilize a wood influence to bring out great flavor in their foods: • Food recipe that pairs well with the wine and brings out flavors of wood/the season • POS and display pieces that showcase craft message and inspire consumers • Opportunity to drive higher basket ring via cross-promotion with wood products & food items highlighted in recipes

Next Steps • Unlock your sales potential by featuring all three varietals of WOODWORK™ wines on shelf and on floor display • Leverage available support tools to drive awareness and conversion with your shoppers Source: 1- Nielsen XAOC+Liq 52WE 1/3/15 (new = $0 YAG) 2- hngn.com 10/14/13

DISPLAY & VISIBILITY OCTOBER 2015 WOODWORK™ “CELEBRATES THE CRAFT OF WINEMAKING” Program Support • Showcase food recipe that pair well with the wine and brings out flavors of wood/the season via POS that encourages stock up on Woodwork and drives traffic to other products • Digital Content: Drives value with simple recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make Fall entertaining easy using thewinebar.com • Opportunity to drive higher basket ring via cross-promotion with products • Estimated XYZ Mobile Wine Bar Samplings throughout the U.S. (TBD)

Recommended Display Standards A. B.

Mass Display: 15+ in A, 10+ in B A. Inspire consumers to experiment with oak while cooking, Secondary Display of other varietals with Case adding new flavors to their meals. Spice up your meal Card, IRC/MIR or other added value neckers with cooking ideas from WOODWORK™ wines. C. Cross-Merchandise different varietals in Deli, B. Leverage Chefs USA where possible as part of the Meat & Seafood Departments Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with WOODWORK CHARDONNAY 50% WOODWORK™. (TBD) WOODWORK PINOT NOIR 25% C. See Channel Standards for Sampling Goals & Targets WOODWORK CABERNET 25% POS/Tools: Shelf talkers, 3-Case Rack Displays, Sell Sheets, Case Cards, Cold Box Cling, Case Tuckers. Posters, IRC’s/MIR’s, Digital Food & Cocktail Recipes, Mobile Wine Bar Sampling (TBD)

Coupon orders via Avid

Case Card

Shelf Talkers

Case Tuckers

Recipes

Floor Stamps

SHARE THE MOMENT • FY16 HOLIDAY • 103

DISPLAY & VISIBILITY OCTOBER 2015 ONCE UPON A VINE™ “ESCAPE THE ORDINARY” The Situation • • •

ONCE UPON A VINE™ sales are on the rise and 1.3 times higher during Halloween than the average week.1 Halloween is the #4 sales week for ONCE UPON A VINE2 With an estimated 71.5% of Adults celebrating Halloween and more attending parties each year3 One Upon a Vine makes for a great pairing.

The Idea • ONCE UPON A VINE™ Wines will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting Halloween party ideas • ONCE UPON A VINE™ Halloween Theme of “Escape the Ordinary” will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting party ideas from cocktails & recipes to costumes & decorations. • Leverage the unique Once Upon a Vine packaging as a way to attract new consumers during Halloween. Halloween themed POS and cocktails drive purchase intent

How it Works 1. Display: • Primary: Deliver front of store displays that bring Halloween to life utilizing POS and by cross merchandising with other Halloween essentials at scale utilizing mass merchandiser • Secondary: Secure out-of- department displays in other depts. • Secure Cold-Box placements where possible to drive trial 2. POS: • Drive awareness & consideration in store via point of sale visibility, shelf talkers with tasting notes, & added value neckers • Drive trial via Mobile Wine Bar activation and cross-merchandising coupons. Drive consideration & trial via point of sale, coupons, mobile wine bar activation & added value neckers (TBD)

Key Benefits • Generate incremental sales by exciting occasional wine drinkers to celebrate with ONCE UPON A VINE™ this Halloween. Cross-merchandise with items that help bring Halloween to life in store: Pumpkins, decorations, candy & cocktail mixers.

Next Steps • Unlock your sales potential by featuring all three varietals of Once Upon a Vine™ wines on shelf and on floor display • Leverage available support tools to drive awareness and conversion with your shoppers

Source: Nielsen XAOC 52 WE 1/3/15 vs. WE 11/1/14; 2- Nielsen XAOC 52 WE 1/3/15 3-cnn.com 10/22/12 104 • SHARE THE MOMENT • FY16 HOLIDAY

DISPLAY & VISIBILITY OCTOBER 2015 ONCE UPON A VINE™ “ESCAPE THE ORDINARY” Program Support • Drive awareness & consideration in store via point of sale visibility, shelf talkers with tasting notes, & added value neckers • Opportunity to drive higher basket ring via cross-promotion with Halloween oriented materials and other entertaining needs • Digital Content Sharing • Leverage Cocktail -owned recipes via thewinebar.com • Estimated XYZ Mobile Wine Bar Samplings throughout the U.S. (TBD)

Recommended Display Standards A. B. C.

Mass Display: 15+ in A, 10+ in B Secondary Display of other varietals with Case Card, IRC/MIR or other added value neckers Cross-Merchandise in out of department Halloween themed area of stores

OUAV RED BLEND OUAV PINOT NOIR OUAV CHARDONNAY OUAV SAUVIGNON BLANC

40% 20% 20% 10%

A. Showcase entertaining ideas with consumers using Cocktail Recipes & added value neckers B. Leverage Chefs USA where possible as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with ONCE UPON A VINE™ wines. (TBD) C. See Channel Standards for Sampling Goals & Targets

POS/Tools: Shelf talkers, Display Modular, Sell Sheets, Case Cards, Cold Box Cling, Case Tuckers. Posters, IRC’s/MIR’s, Digital Food & Cocktail Recipes, Mobile Wine Bar Sampling (TBD) ONCE UPON A VINE™ Halloween Theme of “Escape the Ordinary” will inspire consumers to escape the ordinary and be the envy of them all this Halloween with wicked and enchanting party ideas from cocktails & recipes to costumes & decorations. Available on Avid IRC & Escalating MIR Off Wine

Cocktail & Food Recipes via Digital & Print Cocktail Necker Shelf-Talkers

Case Card & Poster

Pop Up Display

Display

Sampling

Artwork FPO SHARE THE MOMENT • FY16 HOLIDAY • 105

DISPLAY & VISIBILITY NOVEMBER 2015 STERLING VINEYARDS® “THANKSGIVING” The Situation THANKSGIVING IS A TIME FOR GIFTING…

• Consumers are 23% more likely to purchase wine for a gift1 and are willing to trade up during the Holidays2 • Sterling Vintner’s Velocity is double of J Lohr and Chateau Ste Michelle during the holiday week! • Elevate the occasion with the #1 growing premium domestic wine in dollar sales and velocity3.

The Idea • Moments Made Sterling; Drive awareness of STERLING VINEYARDS® Win with Sterling during the Holiday months festive POS that dresses up retail stores. • Drive awareness of Sterling Vineyards® and the ideal wine for Entertaining Occasions • Invite consumers to elevate their end of summer experiences with Sterling wines via visibility materials; Value driven coupons and neckers that help bring to mind how to elevate an experience or gathering. • Encourage consumers to share their #SterlingMoment + (@Retailer) to drive greater reach and exposure • Cross-Merchandise Displays with Coupons, Shelf Talkers, Tuckers and Holiday POS (Focus on out-of-aisle displays, especially floral)

How it Works 1. Display: • Primary: Secure in and out of department displays • Secondary: Build mass display utilizing Sterling mass display piece 2. POS: With “Entertaining Tips” with recipes, take -aways, sampling (where legal) • IRC: $1.00 off Napa Valley or Vintner’s Collection • MIR: $20.00 off Napa Valley or Vintner’s Collection 3. Sampling • Execute sampling program with “Entertaining Tips” with recipes, take –away’s, sampling

Key Benefits • •

Encourage retailer support through this benefit-based sale story resulting in additional trips to store, higher basket rings, and more bottles per trip. Consumers are more likely to trade-up to impress their guests for entertaining needs.

Next Steps • •

Stock up on the entire Sterling portfolio to meet consumer demand Execute Recommended display & activation standards provided

Source: 1- DIAGEO Wine Shopper Understanding 2008, 2- Spectra 3 - Nielsen 52 WE 1/3/15

106 • SHARE THE MOMENT • FY16 HOLIDAY

DISPLAY & VISIBILITY NOVEMBER 2015 STERLING VINEYARDS® “THANKSGIVING” Program Support  POS that encourages stock up on Sterling and drives traffic to other non-alcoholic products.  Entertaining Tips” with recipes, take -aways, sampling (where legal)  MIR’s & IRC’s  Digital - Activation through social media channels Facebook, Twitter and Sterling website

Recommended Display Standards SVC CHARDONNAY

30%

SVC CABERNET

30%

SVC MERITAGE

20%

SVC PINOT GRIGIO

20%

NAPA CABERNET

60%

NAPA CHARDONNAY

20%

NAPA SAUVIGNON BLANC

20%

A. Engage consumers during sampling events with history of being one of the most visited wineries in the Napa Valley. B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines. (Where legal) C. See Channel Standards for Sampling Goals & Targets

Off Premise: Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff, Mobile Wine Bar Sampling Events

Case Tuckers Sampling

Mass Display with Coupons, Shelf-Talkers, Tuckers, Wreath & Gift Bags

Gift Tag

IRC & MIR Gift Bag Shelf Talkers

Artwork FPO SHARE THE MOMENT • FY16 HOLIDAY • 107

DISPLAY & VISIBILITY NOVEMBER “THANKSGIVING” 2015 BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED” •

The Situation

Consumers are 23% more likely to purchase wine for a gift1 and are willing to trade up during the Holidays2

•

BV® wine’s multiple price tiers meet the needs of a variety of customers while driving a higher lift and more consumer pull than Robert Mondavi3

•

BV® dollar sales are nearly 1.5 times higher during Thanksgiving than the average week. 4

The Idea • BEAULIEU VINEYARD® With 115 years of winemaking experience under our belts, BV has set the standard for winemaking quality and techniques in the Napa Valley, while others have followed. • Challenge the Expected. Allow consumers to challenge their expectations of BV by re-tasting the wine and helping to justify the price / value equation for BV. Bring the “Challenge the Expected” theme to the holidays to thank or celebrate those who have helped others by “challenging the expected.”

How it Works

1. Display: • Primary: Secure in and out of department displays (minimum 5 cases). • Secondary: Build “Never Replicated” Themed Mass Display 2. POS: Value Added Coupons & Shelf Talkers, Tuckers along with New Rack 3. Sampling: H2 Events = Estimated 600. Where available & legal, execute sampling program driving trial & strong consumer connections. 4. Drive awareness of brand via digital promotion, social media and PR

Key Benefits

• The BV® Coastal Estates & BV® Napa wines are recognized by consumers nationwide for their full flavor and rich CA heritage. • Showcase how our wine has set the standard, and continues to do so, for the Napa Valley with on and off-premise sampling, BTG programming, relevant holiday cross-purchase offers and a charitable component • Engage gatekeepers with Guild Somm events, Crush Camp, and other educational opportunities to challenge their expectations of the brand. • Challenge the Expected: • Celebrating those with a UNIQUE VISION by sharing stories of how CHALLENGING THE NORMS can lead to great achievement • Positioning bridges the gap between our brand roots and our future • Creates cultural relevancy by connecting with the “entrepreneurial spirit” • Connects with consumers & gatekeepers in a more modern way

Next Steps • Stock up on the entire BV® portfolio to meet consumer demand • Execute Recommended display & activation standards provided

Source:1 DIAGEO Wine Shopper Understanding 2008, 2- Spectra –3 Nielsen TTL US XAOC L52 WE 1/3/15 4- Nielsen TTL US XAOC 52 WE 1/3/15 vs. 11/29/15

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DISPLAY & VISIBILITY NOVEMBER “THANKSGIVING” 2015 BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED” Program Support Media & program support: • BV® will be highly visible via National Print, Digital Advertising, PR & Social Media wit Over 15MM Impressions! • New York Times & Esquire FPO • Wine Spectator • Digital/Video Advertising / Facebook advertising & acquisition • BV® will draw consumer pull with high-impact displays, cross-merchandising coupons and added value neckers

Recommended Display Standards A. B.

Mass Display: 15+ in A, 10+ in B Secondary Display of BV Napa Cabernet with Case Card, IRC/MIR and Lug-On C. Cross-Merchandise in Meat section using BVCE Cabernet, Red Blend or BV Napa or Rutherford Cabernet A. Engage consumers during sampling events with legacy BVCE CABERNET 50% and history of being an iconic label for over 113 years BVCE CHARDONNAY 35% B. Suggest Chefs USA where legal as part of the Mobile Wine BVCE PINOT NOIR 10% Bar Sampling Program with having the Chefs prepare BVCE MERLOT 5% different foods that pair well with BV wines C. See Channel Standards for Sampling Goals & Targets

Off Premise: Three Case Rack, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff, Mobile Wine Bar Sampling Events

FPO Social Media & Digital Advertising

BV NAPA IRC & MIR

BVCE IRC & MIR

Shelf Talkers

Sampling

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DISPLAY & VISIBILITY NOVEMBER 2015 GREAT AMERICAN WINE COMPANY™ “THANKSGIVING” The Situation •

Thanksgiving is a time to gather with family and friends to celebrate.

•

Sales of Premium Wine increased by +43% during the week of Thanksgiving vs. previous week with +24% growth on GAWCo. 1

The Idea • The Great American Wine Company™ is the perfect fit to “Celebrate Thanksgiving Day” and encourages consumers to celebrate the Holidays in Americana style. • Invite consumers to celebrate Thanksgiving Day with our wines that give back to military charities • To reinforce the patriotism of the brand, each calendar year The Great American Wine Company will provide a generous monetary donation to military charities • In 2015, our primary recipient will be the USO with a sizable donation to support their efforts

How it Works 1. Display: • Primary: Cross-merchandise & build impactful displays for entertaining with key categories that drive display and help to elevate an experience or gathering: Thanksgiving foods, seasonal items, meat, deli & seafood department • POS templates available on Brandmuscle for markets to customize and order throughout the year • Support tools to reinforce Celebrate American and distribution/display building while creating best in class mass displays to draw awareness and excitement on the brand. • Get creative: Think outside the box and look to other categories for inspiration (beer/soda) • Sampling • Execute sampling program driving trial & strong consumer connections

Key Benefits • Opportunity to drive higher basket ring via cross-promotion to provide them with the “Traditional Americana Thanksgiving Meal” and entertainment solutions • Great American celebrations are year-round and we want to remind consumers that we’re the perfect fit for them at every opportunity that we get. • Diageo Divisions/Distributors reach out to local USO chapters in their markets to establish a relationship • Opportunity for local volunteering, donation, and/or support efforts

Next Steps • Connect with local retailers to build a broader support effort in the communities with the USO Center • Build Impactful Displays with all 4 varietals • Use Flag floor displays and or USA floor displays

Source: 1. The Nielsen Company Total US + Liq we 11/29/14 vs Previous

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DISPLAY & VISIBILITY NOVEMBER 2015 GREAT AMERICAN WINE COMPANY™ “THANKSGIVING” Program Support • National USO Activation • Launch “Thanksgiving” POS and packaging to draw awareness to military charity donation, drive consumers online for more information • Dedicated POS materials call out the donation to the USO • PR – check presentation to USO • Creative available for retailers to announce GAWCo USO Tie-in • Military Channel Activation • Dedicated programming in the Military Channel with a donation to iPads for Soldiers • Dedicated POS in AAFES and Nexcom

Recommended Display Standards A. B. C.

Mass Display: 15+ in A, 10+ in B Secondary Display of GAWco top varietal with rack, case card, IRC/MIR and lug-on Cross-Merchandise in meat section using Red Blend and in seafood w/ Chardonnay

CABERNET

30%

CHARDONNAY

30%

RED BLEND

30%

ZINFANDEL

10%

A. Engage consumers during sampling events with communicate that Diageo is a proud supporter of the USO and has donated to the USO previously as part of “Diageo Salutes the Troops” programming B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines. C. See Channel Standards for Sampling Goals & Targets

Off Premise: Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff, Mobile Wine Bar Sampling Events

GAWco Labor Day Shelf -Talkers

GAWco IRC & MIR / Case Tuckers

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DISPLAY & VISIBILITY DECEMBER 2015 STERLING VINEYARDS® “HOLIDAYS” The Situation The Holidays rank as top sales weeks for Wine!

• During the Holiday period, Sterling Vintner’s and Sterling Napa drive higher velocity and sales off display greater than the competition.1

Key Benefits • •

Next Steps • •

Stock up on the entire Sterling portfolio to meet consumer demand Execute Recommended display & activation standards provided Please Enjoy Our Wines Responsibly © 2015 Sterling Vineyards, Calistoga, CA

Source: 1- Nielsen XAOC 8WE 1/3/15

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DISPLAY & VISIBILITY DECEMBER 2015 STERLING VINEYARDS® “HOLIDAYS” Program Support  POS that encourages stock up on Sterling and drives traffic to other non-alcoholic products.  Entertaining Tips” with recipes, take -aways, sampling (where legal)  MIR’s & IRC’s  Digital - Activation through social media channels Facebook, Twitter and Sterling website

Recommended Display Standards SVC CHARDONNAY

30%

SVC CABERNET

30%

SVC MERITAGE

20%

SVC PINOT GRIGIO

20%

NAPA CABERNET

60%

NAPA CHARDONNAY

20%

NAPA SAUVIGNON BLANC

20%

Off Premise: Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff, Mobile Wine Bar Sampling Events

Case Tuckers Sampling

Mass Display with Coupons, Shelf-Talkers, Tuckers, Wreath & Gift Bags

Wreath

Gift Bag

IRC & MIR

Shelf Talkers

Gift Tag

Artwork FPO SHARE THE MOMENT • FY16 HOLIDAY • 113

DISPLAY & VISIBILITY DECEMBER “HOLIDAYS” 2015 BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED” The Situation • • •

Consumers are 23% more likely to purchase wine for a gift1 and are willing to trade up during the Holidays2 BV® wines multiple price tiers meet the needs of a variety of customers while driving a higher lift and more consumer pull than Robert Mondavi3 BV® dollar sales are 1.5 times higher during the Holiday week than the average week.4

How it Works

Key Benefits

Next Steps

• Stock up on the entire BV® portfolio to meet consumer demand • Execute Recommended display & activation standards provided

Source: 1- DIAGEO Wine Shopper Understanding 2008, 2- Spectra 3- Nielsen XAOC 52 WE 1/3/15 vs YAG, 4- Nielsen XAOC 52 WE 1/3/15 vs. WE 12/27/14

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DISPLAY & VISIBILITY DECEMBER “HOLIDAYS” 2015 BVCE® / BV® NAPA – “CHALLENGE THE EXPECTED” Program Support Media & program support: • BV® will be highly visible via National Print, Digital Advertising, PR & Social Media wit Over 15MM Impressions! • New York Times & Esquire FPO • Wine Spectator • Digital/Video Advertising / Facebook advertising & acquisition • BV® will draw consumer pull with high-impact displays, cross-merchandising coupons and added value neckers

Recommended Display Standards A. B.

Off Premise: Three Case Rack, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff, Mobile Wine Bar Sampling Events

FPO Social Media & Digital Advertising

BV NAPA IRC & MIR

BVCE IRC & MIR

Shelf Talkers

Sampling

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AS AMERICAN AS RED, WHITE & BLUE ENJOY THE GREAT AMERICAN WINE COMPANY

™

PROUD SUPPORTER OF

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WINES INTEGRATED NATIONAL PROGRAMS

ON PREMISE

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BTG - This holiday season is a great opportunity to drive our STERLING VINTNER’S COLLECTION ® Cabernet Sauvignon By The Glass in both “Casual/Relaxed” dining as the wine has a style and elegance which offers generous dark fruit & toasty spices. A classic California Cabernet Sauvignon, brimming with succulent dark fruit and gentle oak spices.

STERLING VINTNER’S COLLECTION ® is an unparalleled collection of wines that represents the truly outstanding quality of the STERLING® name at a very affordable price point. Our wines offer hand-crafted, approachable selections and are made with the winemaking techniques similar to our Flagship Napa Valley tier of wines. Sourced from diverse terroirs and priced to be enjoyed every day and we are consistently a top rated, On Premise wine, with perfectly balanced varietals that would compliment any wine list. STERLING VINTNER’S COLLECTION ® began some 15 years ago as a selection of approachable, fruit forward wines offered exclusively to restaurants, today the brand comprises 12 variety of wines and is one of the leading brands in the wine industry. These wines are made in Paicines by a dedicated team led by winemaker Monica Belavic. Grapes are sourced from the Central Coast, with the majority coming from the estate-owned sustainability-farmed Paris Valley Ranch Vineyard. Example: Sterling Vintner’s Collection, Cabernet Sauvignon, Central Coast 2012 DIAGEO Internal – Not for Redistribution ©2015 Sterling Vineyards, Calistoga, CA - Please Drink Responsibly. 118 • SHARE THE MOMENT • FY16 HOLIDAY

2012 STERLING VINTNER’S COLLECTION® CABERNET SAUVIGNON Wine Our 2012 Cabernet Sauvignon shows remarkable sense of place, delivering the juicy fruit and balanced flavors of the Central Coast. Cocoa-berry aromas open the nose, complemented by toasty oak spices, plum, cherries and a touch of smoke and violets. Flaunting California’s famously friendly nature, the palate unfolds with succulent blackberry and Bing cherry flavors, accented by varietal notes of black pepper and espresso. Rich, dark chocolaty tannins escort the vibrant fruit into long finish. Pair this medium-bodied Cabernet Sauvignon with grilled meats, sausage pasta or poultry in a rich sauce. Vineyard We sourced our grapes from several vineyards throughout the Central Coast, layering various characteristics from each distinct region. Our Red Hills Vineyard in Paso Robles is one of our favorite sites for Cabernet Sauvignon, producing ripe fruit with round tannins and hint of sage. Paicines, which is located in warm San Benito County, brings balance and richness with dark flavors and ripe tannins. Slightly cooler, San Lucas Valley in southern Monterey County, gives us bright fruit and good acidity. Together, they create a complex and interesting wine. Winemaking For our Cabernet Sauvignon, we began with a two-day cold soak, gently extracting the fresh fruit character from the grapes. Fermentation in stainless steel maintained the bright accessibility of the fruit, followed by 12 months aging in French and American oak, which left warms accents of vanilla and toast. We blended in a portion of Merlot, a classic complement to Cabernet Sauvignon that adds luscious texture and fleshiness to the palate. The ample berry character of Syrah was used for additional depth and layers. Varietal Composition - 79% Cabernet Sauvignon, 17% Merlot, 4% Syrah Barrel Aging - 12 months 65% American oak 35% French oak 44% new oak Alcohol - 13.6 %

NEXT STEPS:

 DRIVE AWARENESS: By suggesting & tasting STERLING VINTNER’S COLLECTION® Cabernet Sauvignon with right targeted accounts for excellent execution for By the Glass and Feature placements for the November & December Holiday Season through, tasting notes, educational tools and wait-staff trainings and most importantly, follow up.  ENGAGE/EDUCATE: Walk through key facts about winemaker and winemaking process, use visual maps, pictures, videos, wallet size cards for easy reference & other tools of the trade.

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THE MONTEREY VINEYARDS® wines, formerly CHALONE MONTEREY COUNTY® wines has a new name, a new look, and a new twist-off cap to preserve the character of our varietal wines. The wines are ideal for By the Glass features to highlight the distinct, diverse Monterey County sourcing and accompany an array of different cuisines. THE MONTEREY VINEYARDS® Pinot Noir should be your go to for restaurants with casual, relaxed dining environments introducing the new innovative package which the quality of wines express the Chalone Vineyard influence while over delivering for its extremely favorable price point. THE MONTEREY VINEYARDS® is a proud part of the legacy of CHALONE VINEYARD® which has pioneered winemaking in Monterey County since the 1960s, and is renowned for producing Chardonnay that topped the French wines at the Judgment of Paris in 1976. In the decades since, CHALONE VINEYARD® has crafted critically acclaimed Pinot Noir wines that define the Chalone AVA. Example: The Monterey Vineyards Pinot Noir, Monterey County 2013 DIAGEO Internal – Not for Redistribution Please Drink Responsibly. ©2015 The Monterey Vineyards, Soledad, CA 120 • SHARE THE MOMENT • FY16 HOLIDAY

2013 MONTEREY COUNTY PINOT NOIR Wine Perfectly sun-ripened fruit in the 2013 vintage gave this Pinot Noir its rich, silky black cherry, wild berry and plum aromas with red rose petal and sweet spice nuances. Supple, ripe tannins structure the red and black fruit flavors and give the wine its silky, opulent texture. Smoky incense from French oak adds complexity to the aromas and warmth to the lingering finish. This beautifully balanced wine pairs as deliciously with fresh grilled salmon with field greens, as with free-range, roasted chicken with wild mushroom quinoa, or Mediterranean lamb souvlaki. Vineyard We selected the Pinot Noir grapes for this wine from two vineyards near Chualar, in the northernmost part of Monterey County, and one vineyard just a little further south in Greenfield. Known as one of the most—if not the most—temperamental grape varietal, Pinot Noir demands cool conditions to develop its richly nuanced flavors. Located on the Salinas Valley’s bench lands, these vines begin their day bathed in morning sun and calm tranquility. Every afternoon, they stand against strong, cold Pacific Ocean winds that slow ripening and develop grapes with deep color, intense flavors and lively acidity. Winemaking After night harvesting the fruit, we first cold soaked the partially crushed Pinot Noir berries for gentle extraction of flavors, color and tannins. Following the primary fermentation in temperature-controlled stainless steel tanks, the wine was pressed, and then completed malolactic fermentation to naturally round the acidity. During nine months of oak aging, the grape flavors integrated with the aromatic spices of the oak, while the tannins developed their supple, silky quality. Varietal Composition - 100% Pinot Noir Barrel Aging - 9 months French oak Alcohol - 13.5%

NEXT STEPS:  Taste and suggest the TMV® Pinot Noir to the Sommelier or Chef writing the wine list and recommend pairings – they must make sense for the account and/or restaurant’s cuisine. They influence other sommeliers in the “Somm Community”  Drive suggested Feature & By The Glass placements through key facts about winemaker and winemaking process, table tents, video tasting notes, educational tools and wait-staff trainings

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BTG - The “Because-You-Don’t-Need-A-Reason-For-Bubbly”. STELLINA DI NOTTE® Prosecco is

a premium, traditional Italian sparkling wine made with Old World winemaking techniques and the classic Italian grape varietal. From the Conegliano e Valdobbiadene appellation – a top DOC for Prosecco, this sparkling wine is a delicious and affordable alternative to champagne and a light, fun alternative to still wines at every meal. As such, this Prosecco is perfect to place on wine lists and be served By the Glass in any casual or fine dining establishments.

STELLINA DI NOTTE® Prosecco offers smooth, easy-to-enjoy wines that are delicious with food or

sipped on their own. Definitely crowd-pleasers, these wines are also offered at consumer-friendly prices in the fast-growing $10-$15 tier. A light, not too sweet, not too acidic sparkling wine, imported from Italy, this is great on its own or even mixed in cocktails. STELLINA DI NOTTE® means “Little Night Star” in Italian produces wines from the Tre

Venezie

appellation referring to the three regions: Veneto, Friuli Venezia Giulia and Trentino Alto Adige in northeast Italy, the most famous appellation for this spicy, minerally white grape. Romanticists will tell you that Italy’s beautiful, starry night skies are the perfect setting for sipping these delicious wines, hence the celestial name. From the cool climate vineyards of Italy’s northern Veneto region, STELLINA DI NOTTE® harvests the classic Italian grape varietals to create authentic, food-friendly wines for everyday celebrations. The Prosecco is carefully crafted in accordance with Italy’s strict quality standards. Italian Winemaker Lorenzo Rosso and American Winemaker Marty Spate work together to enhance centuries-old traditions with modern innovation and technique to translate the vivace of Italy to the glass. Example: STELLINA DI NOTTE Prosecco, Delle Venezie Italy, NV (Non Vintage)

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STELLINA DI NOTTE PROSECCO Wine Capturing Italian’s spirit for enjoyment, our Prosecco is a lively sparkling wine that offers crisp flavors and yeasty accents. The nose delivers rich almond-brioche aromas on a canvas of delicate white peach. Made in a brut-style, the wine shows lovely balance, combining a crisp acidity with just a touch of sweetness. Tiny, light bubbles dance through the palate with bright citrus steps. Often served in Venice’s outdoor cafes as an afternoon pick-me up, Prosecco is perfect for lifting one’s day. Pair with hard, aged cheeses, prosciutto and figs, or serve as a classic Bellini with slices of peach. Vineyard We hand harvested the Prosecco grapes from vineyards in the foothills of the Alps, in Italy’s northern Veneto region. This cool viticulture region forms an arc between the Italian Alps and the Adriatic Sea. The region’s high altitudes assure cool summers to retain the grape acidity that gives liveliness to sparkling wines, while warmth from its proximity to the Adriatic Sea assures full ripening. The Guyot-trained vines are deeply rooted in well-draining alluvial marl soils—-composed of clay, limestone and rock—that are believed to contribute to the unique minerality of Prosecco wines. Winemaking We made our Prosecco using the Charmat sparkling wine process. First we cold fermented the juice to preserve the grapes’ fruitiness and then kept the wine sur lie (on yeast) for three weeks with frequent bâtonnage (stirring) for rich texture on the palate. A second fermentation, with sur lie aging, developed the wine’s aromas and fine, persistent bubbles. Varietal Composition - 100% Prosecco Alcohol - 11.5%

NEXT STEPS:  Taste and suggest the STELLINA DI NOTTE® Prosecco to the Sommelier or Chef writing the wine list and recommend pairings – they must make sense for the account and/or restaurant’s cuisine  Drive suggested Feature & By The Glass placements through key facts about winemaking process, table tents, and wait-staff trainings to assist with gaining menu placements and increased visibility

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I N T RODUC I NG

Flavors of ripe black cherries and red currants weave together with toasted oak spices

The silky tannins and bright finish of this wine make a perfect companion to short ribs or Thai style beef.

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DIAGEO INNOVATION

WINES

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For more than 100 years, Beaulieu Vineyard has been setting the standard for rich, classic Napa Valley wines. Our legacy honors the marriage between state-ofthe-art technology and gentle, traditional winemaking methods, a combination that enhances the expression of our remarkable vineyard terroir. From Calistoga in the north to Carneros in the south, our Beaulieu Vineyard Napa Valley wines reflect this region’s diverse terroir with classic varietal character.

2 0 1 2 G E O R G E S D E LA T O U R P R I V A T E R E S E R V E CABERNET SAUVIGNON Key Facts • The 1936 Georges de Latour Private Reserve, Napa Valley’s first reserve wine, gained international recognition. • We selected this wine from the finest blocks of our historic vineyards on the Rutherford Bench Vintage: 2012 Varietal Composition: 93% Cabernet Sauvignon 4% Petit Verdot 3% Malbec

Barrel Aging: 100% barrel aged 90% new French oak barrels 22 months of aging Ageability: 2015 to 2025 or longer if properly stored.

Wine Score - 94 Points Harvest date: October 2012 Appellation: Napa Valley Alcohol: 15.5 % Acidity: 5.8 g/L pH: 3.70

Please Enjoy Our Wines Responsibly. 126 • SHARE THE MOMENT • FY16 HOLIDAY

2 0 1 2 G E O R G E S D E LA T O U R P R I V A T E R E S E R V E CABERNET SAUVIGNON

Wine Offering abundant, dark fruit character and inviting, plush texture, our 2012 Georges de Latour Private Reserve Cabernet Sauvignon reflects the warm, sunny and dry growing season. The wine opens with layered aromas of crushed blackberries, dark cherries, bittersweet chocolate and violet. Ripe, muscular tannins support the expansive, dark-fruit flavors, while impeccably balanced acidity adds vibrancy. Complex nuances of toffee and toasted oak spices, from aging in new French oak barrels, heighten the aromas and linger on the persistent finish. This wine makes an elegant accompaniment to filet mignon with forest mushrooms. Vineyard We hand selected grapes from the finest Cabernet Sauvignon vines in our BV Ranches No. 1 and No. 2, originally planted by Georges de Latour in the early 1900s. We focus on clones that yield small berries with the high skin-to-juice ratio needed to make intense, long-lived wines. These chosen vines are deeply rooted in the well draining alluvial fan soils of the Rutherford American Viticultural Area, considered one of the finest regions of Napa Valley for Cabernet Sauvignon. Winemaking At our state-of-the-art winery, dedicated exclusively to Georges de Latour Private Reserve Cabernet Sauvignon, we hand sorted the destemmed berries to retain only the highest quality fruit. Winemaker Jeffrey Stambor then fermented 45 percent of the grapes in new French oak barrels for early integration of fruit and oak character and to enhance the dense, rich texture; the balance was fermented in stainless steel tanks. Following judicious extended skin contact and in- barrel malolactic fermentation, the wine was pressed and returned to barrels for aging. Jeffrey blended the Cabernet Sauvignon with a small amount of Petit Verdot and Malbec to further enhance the wine’s aroma and flavor spectrum. Vintage The high-quality 2012 harvest was a winemaker's dream. The relaxed, easy Vintage was greatly appreciated after the challengingly cool weather patterns in 2011. Long stretches of sunny days coupled with foggy nights gave our 2012 Wines exceptionally rich, expressive flavors and impeccable balance. The ideal Growing season well timed rains, no frost during bud break, and perfect weather for bloom, berry set and ripening was textbook Napa Valley.

Please Enjoy Our Wines Responsibly. SHARE THE MOMENT • FY16 HOLIDAY • 127

2 0 1 2 R E S E RVE TAPE S TRY Key Facts • This wine displays the art of blending five classic Bordeaux-style varietals from different regions to create a woven tapestry of flavors. • Selected from reserve quality grapes that combine rich fruit expression with supple tannins for relatively earlier approachability. • Barrel aged in both European and American oak for an array of oak-spice nuances • The textbook 2102 growing season and relaxed, high-quality harvest yielded exceptionally fruit expressive wines • 20,000 cases produced Vintage: 2012 Varietal Composition: 75% Cabernet Sauvignon 4% Cabernet Franc 15% Merlot 3% Malbec 3% Petit Verdot Barrel Aging: 22 months 75% European oak (French and Hungarian) 25% American oak 60% new barrels

Wine Score - 92 Points Harvest Dates: October 2012 Appellation: Napa Valley Alcohol: 14.9% Acidity: 5.6 g/L pH: 3.68

Ageability: 2015 to 2022

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2 0 1 2 R E S E RVE TAPE S TRY Wine Considered a superb vintage, the dry, sunny growing season gave our 2012 Reserve Tapestry its opulent, dark-fruit character and plush-textured mouthfeel while five Bordeaux-heritage varietals contributed layer-upon-layer of flavor complexity. This is a wine that shows the artistry of the winemaker. Jeffrey chose Cabernet Sauvignon and Merlot for the wine’s core briary blackberry and cassis expression and its plush mid-palate structure. He then added Cabernet Franc, Petit Verdot and Malbec to complete the blend with nuances of ripe plum, rose forest loam and graphite. Vineyard Winemaker Jeffrey Stambor chose specific blocks of reserve-quality grapes that would give Tapestry the combined attributes of fruit expression and softer tannins for relatively early approachability. He selected half of the Cabernet Sauvignon from the famous bench on the west side of the Rutherford American Viticultural Area (AVA) and the balance from the Stags Leap District, St. Helena and Calistoga AVAs. The Merlot was split from our vineyards in the warmer parts of Carneros and he Rutherford Bench. The Cabernet Franc, Petit Verdot and Malbec came from our estate vineyards in St. Helena and Calistoga. Winemaking Jeffrey tailored the winemaking for each varietal to best capture the elegant fruit expression from the cool 2011-growing season. Cold soaking of the destemmed grapes, gentle punchdowns in open-top fermentors and in-barrel malolactic fermentation all contributed to this wine’s richly textured flavors. To balance its impressive depth of fruit, floral and mineral expression with toffee and spice nuances, Jeffrey chose to barrel age the wine in 60 percent new oak. Vintage The high-quality 2012 harvest was a winemaker's dream. The relaxed, easy vintage was greatly appreciated after the challengingly cool weather patterns in 2011. Long stretches of sunny days coupled with foggy nights gave our 2012 wines exceptionally rich, expressive flavors and impeccable balance. The ideal growing season-well-timed rains, no frost during bud break, and perfect weather for bloom, berry-set and ripening-was textbook Napa Valley.

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The average shopper enjoys +33lbs. of cheese2 per year! • •

On or Off Premise, many Wine buyers often look for assistance and advice before purchasing new items3. Wine & Cheese pairings are among the top growing small plate/appetizers on the menu.4

Cheese Board, a range of wines crafted to pair perfectly with America’s favorite cheeses. Wine Details: • Chardonnay, Cabernet Sauvignon, Red Blend •

Winemaker: Jason Becker

•

Vintage: 2014

•

Appellation: Central Coast (Cabernet is California)

•

SRP: $14.99 everyday / $12.99 feature

Source: 1. The Wine Institute Sep 10, 2014; 2. USDA/ERS Dairy Data March 2013 (*2012 estimate); 3. Spectra March 2015; 4. Technomic “Small Plates increasing” March 2015 Please Enjoy Our Wines Responsibly. 130 • SHARE THE MOMENT • FY16 HOLIDAY

Packaging & Wine Details Chardonnay: buttery, little to no oak, slight fruit or sweetness. To pair with soft cheeses like Mozzarella or block Monterey Jack.

Red Blend: for smoked gouda. Light fruit. Low tannins and higher acid grip well with earthy cheeses.

Cabernet Sauvignon: medium bodied, medium tannin. To pair with hard aged and “cheddared” cheeses. The Artist: Front label artwork is by Mike Geno, a Philadelphia-based artist written up in numerous publications and know for his mouthwatering paintings of cheese.

Drive BTG Placements and Pairings

1. 2. 3.

Recommend all three varietals for By the Glass menu placements Recommend appetizer and/or dessert cheese pairing to increase check size Focus distribution on “foodie” restaurants for cheese and food pairing opportunities

Tools to Support Launch and Year-Round Hero Creative Available on Brand Muscle for Immediate Activation: Off Premise: • Poster • Case Card/Tucker • Shelf Talker • Necker • Lug On • Table Tent • Menu Insert • 3 Case Merchandiser • Varietal Specific Shelf Talker • Cheese Pairing Guide Necker

On Premise: • Poster • Table Tent • Menu Insert • Cheese Pairing Guide

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Chateau La Paws: Merlot, Cabernet, Sweet Red & Sauvignon Blanc IDEA: Taps into deeply emotive and profitable passion spot for pet lovers - 47% or 56.7 million U.S. households own at least one dog. Rationale: NSALA partnership with $100K donation in 2015. Key activation tactics include NSALA Tour For Life (Fall schedule), sampling, digital, social, PR NORTH SHORE ANIMAL LEAGUE TIE-IN: 16 new dogs featured across 4 new varietals Chateau La Paws proudly supports no-kill shelters Professionally photographed real rescue dogs from North Shore Animal League America Wine Maker: Marty Spate Wine Details: Merlot, Cabernet Sauvignon, Sweet Red, Sauvignon Blanc Features 4 new NSALA Shelter dogs per varietal 16 new dogs! 2 New Shippers 13% ABV

SRP: Portfolio line priced $12.99 everyday /$10.99 feature

122

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Channel Recommendation: Off Premise, On Premise + Pet Friendly Bars, Restaurants and Hotels Shelf Recommendation: Adjacent to portfolio

POS Visuals Brand Poster

Shelf Talkers

$100K NSALA Poster

Pop Up Banner

Shelter Specific Poster

Lug On

Case Card

Table Tents

Case Tucker

3 Case Racks

3 Case Merchandiser

Dog Treat Neckers

Consumer & Trade Hook $100,000 donation in 2015 to help support No Kill Animal Shelters across the US! 28 dogs featured across 7 varietals (4 dogs per varietal) – real rescue dogs from North Shore Animal League professionally photographed Read about each dog’s uplifting rescue story on our website & watch behindthe-scenes-video of the shoot Encourage consumers to share their rescue dogs pictures and stories with us online vis website & social channels (FB & Instagram) #CLPdogs

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Red Blend

Woodwork is the #8 New Wine Brand • When ‘frequent’ wine drinkers where asked “What is your favorite varietal?”, 55% said Merlot!1 • The Premium tier ($10-$14.99) is growing +12% vs. YA.2 • Male Millennial Wine drinkers have a propensity to buy ‘handmade’ or ‘constructed’ products3 and they are interested in discovering new flavor experiences

Introducing… Red Blend to the Woodwork Portfolio

Wine Maker: Monica Belavic Wine Details: Three Central Coast grown varietals delivering prominent oak influence • 2013 Red Wine Blend

Source: 1.. Snapshot of the American Wine Consumer, 2014; 2. The Nielsen Company Latest 52WE 1/31/15; 3. The Nielsen Company Total USXAOC L52WE 2/1/14

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Red Blend New Varietal Launch Support •

Trade Ad with editorial discussing unique oak influence on each batch

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E-blast to keep Woodwork top of mind

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Social Media to communicate the unique Woodwork story to consumers

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POS communicating the specific oak influence on the new batch

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New Website to better show the brand story and deliver on craft

Tools to Drive Pull Through

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INTRODUCING… DESIREE A smooth blend of Zinfandel and Moscato IDEA: • The first ever “Sweet Zin Blend” from Rosenblum cellars, the original pioneers of Zinfandel in California. • We pick our Zinfandel grapes towards the end of harvest, when they are plump and sweet. • We then delicately squeeze each round, juicy luscious grape to bring out the natural juice, then let nature work it’s magic to turn it into a delicious red wine that starts fruity and sweet and has a nice smooth and sultry finish. Objective: Create a brand that illustrates the power of beauty, design , passion, and a delicious sweet red blend – All true to Rosenblum’s zinfandel heritage. Rationale: Multicultural consumers are looking for sweeter profile wines

SWEET, SMOOTH AND LUSH RED WINE THAT STARTS FRUITY AND SWEET AND HAS A NICE SMOOTH FINISH. THE WINE IS ZINFORWARD RED BLEND MADE WITH ZINFANDEL AND MOSCATO GRAPES •

Wine Details: 2013, Sweet Zin Blend, California

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California Sweet Red Wine Blend

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55% Zinfandel, 45% Moscato

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ABV: 12.5%

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SRP: $14.99 everyday / $12.99 feature

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Brand Heritage: Rosenblum Cellars

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A SWEET ZIN MOSCATO BLEND IN A CURVY BURGUNDY BOTTLE

Target Consumer • LDA to 40, Median HHI: $62K, Multicultural segment • Highly social people that passionately care about their image and are seeking the approval of others. • They are conformists and prioritize material success • Their alcohol choices are designed to impress Recommended Channel Strategy: Grocery, Liquor, MC

THE STORY

The U.S Red-blend is the fastest-growing category accounting for $900 million in sales1 Consumers of red blend are shopping more often, store trips +10.3%2 Moscato is one of the fastest growing varietals,1 helping to attract new shoppers into the wine category. Premium Zinfandel is up +2.6 vs. YAG, outpacing the Varietal and contributing 46% to the growth of the Premium Plus segment4 Rosenblum cellars is a pioneer of the California Zinfandel, perfectly posed to introduce a new sweet red zin-forward blend

POS

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Poster Case Card Case Tucker Shelf Talkers Lug On Cold Box Cling Table Tent Menu Insert 3 Case Merchandiser Sleeve

Desiree is the first sweet red blend from Rosenblum cellars, one of the pioneers of Zinfandel in California since 1978. Part Zin, part Moscato, our blend is as sweet, smooth and unique as your favorite song. To create our signature cut, we took the best of both grapes, with hints of peach and mango from Moscato and the fullness of Zinfandel. Best enjoyed chilled with close friends. Source: 1. The Nielsen Company 52 WE 1/31/15, 2. Leading Shopper Card Data 52WE 3/21/15, 3. Spectra March 2015; 4. The Nielsen Company XAOC+L Latest 52 WE 2/28/15; 5. Nielsen XAOC+L 52 WE 2/28/15

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OPPORTUNITY •

As consumers’ economic confidence rises, so does their willingness to premiumize their wine purchase

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Super Premium Wine is on the rise, with +9% $ sales and driving over 20% of the category growth in wine.1

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UPPERCUT® drives an average of 8.4 cases volume per account in the On Premise and velocity is up 2.2 cases in the last year2

IDEA

Merlot

Zinfandel

Capitalize on the On Premise success of Uppercut by launching equally high quality varietals, Merlot and Zinfandel.

WINE MAKER: Trevor Durling WINE DETAILS • Zinfandel North Coast, 2012 Vintage • Merlot Napa County, 2013 Vintage WINE STYLE: Approachable, dry, food friendly wines that are true to the varietal and reflect their appellation.

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SOURCE: 1) The Nielsen Company Total US XAOC 52 weeks ending 10/11/14; 2) Diageo Distribution, Total US, Month Ending 3/31/14; Super Premium Price Tier = $15-24.99 avg retail 138 • SHARE THE MOMENT • FY16 HOLIDAY

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TASTING NOTES •

Merlot: This area has a long history with the varietal, producing deep, unctuous flavors of blackberry jam, dark plum and rum-raisin. Barrel aging lends layers of clove and root spices to the lively palate. Pair this satisfying wine with barbecued meats or hearty pasta topped with beef, venison or wild boar ragù.

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Zinfandel: Napa County has a unique combination of climate and soil which produces an elegant, full-bodied Merlot. Flavors of ripe black cherries and red currants weave together with toasted oak spices. The silky tannins and bright finish of this wine make a perfect companion to grilled or herbroasted chicken.

SUGGESTED EXECUTION 80% On-Premise / 20% Off-Premise Build distribution where Uppercut Cabernet Sauvignon, Sauvignon Blanc and Chardonnay have presence Off Premise: • Suggested Pricing: $12 WBTG; $24.99 everyday; $22.99 feature • Place Uppercut Merlot and Zinfandel on the shelf to meet shopper needs • Execute 3-case stack in front of store to capture impulse purchase On Premise: • Suggested Pricing: Zinfandel: $16.99 ED / $14.99 Deal Merlot: $24.99 ED / $19.99 Deal • Feature Uppercut Merlot and Zinfandel on the BTG list • Suggest food pairings to help increase check size • Utilize available POS, where legal, to drive awareness

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Menu Insert

POS available 24/7 on Brandmuscle Note: Menu Insert / Table tent templates available for customization and printing via Brandmuscle

Grind_Trade Ad1.pdf

8/10/15

CMY

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11:05 AM

DIAGEO PRODUCT CATALOG

SPIRITS

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Product Information AMERICAN WHISKEY Bulleit: Kentucky Bourbon. Made from a unique, high rye content recipe that creates a distinctive character, dryness, and smoothness. It contains no phenol alcohol, so there is no heat in the throat. Oaky, smoky, and smooth with hints of vanilla and honey. Serve mixed, neat, or on the rocks. Pairs well with NY Strip, ham, crab, leg of lamb, or lemon desserts. Bulleit Rye: is a dry and interesting flavor profile – less sweet than Bourbon – VERY different Rye must be 51% Rye. Biscuity, off-dry, caramel corn, gentle spiciness. Smooth entry, bolstered by sweet tones of maple and oak. Midpalate: Lengthy, silky, lightly spiced (nutmeg). Finish: Long, satiny, woody/resiny, light toffee, no burn in the throat; the dried fruit elements come back, adding flair. Bulleit 10 Year Old...years ago we set aside a number of choice barrels of Bulleit Bourbon to age a bit longer in our charred American white oak barrels. The extra years create a bourbon offering that is a richer and more complex sipping experience. Tom Bulleit is proud to bring you Bulleit 10 YO: consistently smooth, russet in color, rich with oaky aromas and hints of vanilla and dried fruit with a long smoky finish Cabin Fever is an 80 proof Maple Whisky that has dark rich tones and is incredibly smooth. Cabin Fever is a 3 year old, 80 proof whisky that is infused with real grade B dark maple, a delicate blend of leathery oak and maple that comes together in harmony.

George Dickel Rye Whiskey: Our rye is sourced from the best producers around! We chill it then charcoal filter it for the smoothest, finest sipping Rye experience you can find

George Dickel’s Barrel Program. Over the years, our Master Distiller has set aside a limited number of barrels holding our most precious and complex whisky at peak periods of maturation. No two barrels are the same, and we’ve opened our rick houses to our most discerning, loyal customers to purchase these unique whiskies, one barrel at a time George Dickel’s White: American Whisky is experiencing a renaissance, with innovation fueling much of this growth mainly through the launch of flavored whiskeys, more premium offerings and new “craft” brands that break traditional category “rules”.As part of the recent craft distilling revival in the U.S., unaged or “white whiskey” is becoming a burgeoning category with unprecedented amount of NTW launches.

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AMERICAN WHISKEY George Dickel No. 8 Tennessee Whisky: The original George Dickel Whisky. 80 proof and aged 5-6 years in new oak barrels. Chilled then charcoal filtered for a unique smoothness. Our No. 8 is mellow with notes of oak, smoke, and vanilla. Serve mixed with cola, ginger ale, or on the rocks. George Dickel No. 12 Tennessee Whisky: The most highly awarded Tennessee Whisky. 90 proof and aged for a minimum of 8 years in new oak barrels. Chilled then charcoal filtered for an exceptionally smooth experience, with hints of vanilla and spice. Excellent in cocktails such as the Old fashioned or Manhattan. Also works mixed with cola, ginger ale, with club soda and a squeeze of orange or simply neat or on the rocks. George Dickel Barrel Select Tennessee Whisky: Our finest expression of George’s classic Whisky. 86 proof and aged a minimum of 10 years in new oak barrels. Produced in small batches. Chilled then charcoal filtered for a consistently smooth taste with perfect balance, rich amber color and a hint of vanilla – a result of the charcoal mellowing and slow aging process. Serve neat or on the rocks. Jeremiah Weed: It is a 100 proof bourbon liqueur manufactured in Kentucky. Jeremiah Weed has earned notoriety and has become a favorite drink of the American fighter pilot, especially in the United States Air Force. Jeremiah Weed Blended Bourbon : Prized 90 proof blended bourbons with tastes of fudge, dark caramel, honey and toasted marshmallows. With a finish of endless layers of corn whiskey taste with a background note of orange. Serve with cola, on the rocks or as a cold shot. Jeremiah Weed Cherry Mash Blended Bourbon: Prized 90 proof blended bourbons. Gently sweet and medium bodied with a long, nutty and oily finish. Serve with cola, on the rocks or as a cold shot. Jeremiah Weed Flavors - A non-traditional pack that will entice consumers to try this American whiskey that is made with hand selected secret spices – delicious as a shot or mixed with coke Yukon Jack Wicked Hot & Jacapple Both liquids are made from extra-aged* whiskey for a smooth, clean taste experience. 35% ABV (*Aged 4 years vs. the 2-Year minimum) Wicked Hot delivers a slow burn from the Hot Cinnamon flavor , perfect for a chilled shot Jacapple has a delicious taste of spiced apple, a perfect compliment to the whiskey

Product Information C A N A D I A N W H I S K EY (B L E N D S) Crown Royal Deluxe: Blended Canadian Whiskey first created in 1939 for the King of England’s visit to Canada. Well balanced with hints of honey, spice, and pepper. Typically mixed with cola, ginger ale, or on the rocks.

Crown Royal Black: A darker, more robust whiskey blended at 90 proof, yet with the signature smoothness of Crown Royal. Serve on the rocks.

Crown Royal Reserve: Crafted by the Master Distiller from a personal selection of whiskies of exceptional quality and character. Spice and nutty floral characteristics with hints of vanilla. Can be served in a Manhattan, on the rocks, or neat.

Crown Royal Cask 16: A blend of Canadian whisky finished in rare cognac casks from the Limousin forest in France, distinctly marked “16” to represent their place of origin. Exceptional in character and taste, subtle hints of rich dried fruit and vanilla. Serve neat or on the rocks.

Crown Royal XR: Rare Canadian Whisky created with the last remaining batch from the legendary Waterloo distillery. Limited in quantity. Unparalleled smooth taste marked with hints of vanilla, toffee, and spice. Served neat or on the rocks.

Crown Royal XO: Crown Royal Cask 16 remastered to reach the target consumer at a more approachable price point. Crown Royal and Cognac are often referred to as noble spirits due to their great history and craftsmanship.

C A N A D I A N W H I S K EY (B L E N D S) Crown Royal Regal Apple: The result is a perfect blend of Crown Royal's signature smoothness with the elegant flavor of crisp apple and hints of cinnamon that finishes on an authentically warm and woody note.

Crown Royal Northern Harvest Rye: Our Canadian rye grain is planted in the fall, sprouting until it’s covered by a blanket of soft winter snow. Once this snow melts, our rye completes its growth, maturing over the spring and summer. This distinctive growth cycle creates the perfect grain for a deliciously balanced whisky, extraordinarily smooth with hints of fruit, cloves and spice.

Crown Royal XO: Crown Royal whisky and Cognac are often referred to as Noble Spirits due to their great craftsmanship and history. With Crown Royal XO, our master blender brings these two great traditions together. We finish our fine Canadian whisky in rare cognac casks from the Limousin forest in France, which impart subtle hints of rich dried fruit. The result is an elegant and complex whiskey with hints of vanilla, spice and almonds

Crown Royal 75th Anniversary: This unique whisky commemorates Crown Royal’s illustrious blending heritage by showcasing the signature Coffey rye whisky that defines Crown Royal. Our master distiller carefully blends this Coffey rye with some of the most exquisite hand-picked whiskies from our extensive stocks. The result is an exceptionally rich and smooth whisky which strikes an elegant balance between creamy caramel and luscious fruit—perfect for celebrating 75 years of unparalleled whisky making legacy

Crown Royal Maple Finish: the renowned taste of Crown Royal, finished with authentic maple-staved casks, for a taste as smooth and delicious as premium Canadian Maple. Pour over the rocks, sip and savor or mix with cola for a delicious twist on a Crown and cola

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Product Information W H I S K E Y (CONT) Seagram’s VO: Deliciously delicate, yet deeply satisfying. Mellow and well balanced, it offers an array of distinctive winey and fruity characteristics, carefully crafted so no one flavor is allowed to intrude. VO is soft on the palate, with a dry delicate finish. Pour VO over ice into a tall glass with tonic water. Seagram’s VO Gold: The golden hue is distinctive and inviting. Its aroma is rich and full bodied on the nose and its taste is exceptionally mellow and delicate on the palate, with a warm satisfying finish.

Seagram’s 7 Crown: A light and mild whiskey that is easy to mix, easy to serve and easy to call especially the signature drink 7 & 7.

Seagram’s 7 Crown Dark Honey: A blend of fine whiskey with a touch of natural dark honey that creates an exceptionally smooth and delicious taste experience. Serve on the rocks, with cola or with a splash of soda water.

Seagram’s 7 Stone Cherry: We start with the finest whiskies then add a touch of natural cherry to create an exceptionally smooth and delicious tasting experience

Seagram’s 7 Orchard Apple & American Spiced - Introduce two new flavors into the existing Seagram’s 7 American Whiskey portfolio.. Spiced – hints of cinnamon and vanilla. Orchard Apple – predominantly sweet, ripe fresh picked apple notes with a background of subtle fruity whiskey character

Seagram’s 7 RETRO LTO -This limited time offer from Seagram’s 7 whiskey features a distinctive retro-inspired bottle and label. This ‘Crown pack’ is exciting for both existing Seagram’s 7 drinkers who love to collect and new millennials who seek unique whiskey offerings. This beautiful ‘dimpled’ retro bottle is sure to drive display and interest at both shelf and back-bar

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Orphan Barrel Barterhouse and Blowhard - is one of the first brand releases from the Orphan Barrel Whiskey Company – a beautiful whiskey aged twenty years and looking for a good home. The Barterhouse whiskey stock was produced at the new Bernheim distillery (post 1992) was found stored in the old Stitzel-Weller Warehouses in Louisville, Kentucky

Orphan Barrel Rhetoric - Highly limited, highly demanded, for those who dream of walking through rickhouses to pick the choicest barrels, the ones tucked away, left sleeping and ageing to perfection, then lovingly bottled, by hand, in Tullahoma Tennessee

Orphan Barrel Lost Prophet. Highly limited, highly demanded, for those who dream of walking through rickhouses to pick the choicest barrels, the ones tucked away, left sleeping and ageing to perfection, then lovingly bottled, by hand, in Tullahoma Tennessee. Whiskey lovers are looking for rare bourbons with incredible stories, heritage and liquid

Orphan Barrel Rhetoric. Rhetoric Kentucky Straight Bourbon is the 3rd brand release from the Orphan Barrel Whiskey Company – a beautiful whiskey aged 20 years and looking for a good home. Rhetoric stock was found in the old StitzelWeller Warehouses in Louisville, Kentucky and distilled in the both new and old Bernheim distillery (between 1990-1993). It is bottled in Tullahoma, Tennessee

PIEHOLE Whiskies - Whiskey consumers want flavor options, especially ones that are an amplification of existing flavors in the spectrum of Whiskey

Product Information CORDIALS/LIQUEURS Baileys Irish Cream: Best selling liqueur in the world. Made from Irish whiskey, fresh cream, cocoa beans, and vanilla beans. Rich creamy, chocolaty taste. Great for martinis, coffee drinks, and desserts.

Baileys Caramel: Made from Irish whiskey, fresh cream, cocoa beans, caramel and vanilla beans. Rich creamy, warm caramel taste. Great for martinis, coffee drinks, and desserts.

Baileys Vanilla Cinnamon: a delicious blend of natural vanilla and cinnamon flavors with real Irish Cream. This is not a Baileys OIC with a “Hint of flavor” but an entirely new flavor experience for Baileys . Enjoy simply over ice or in coffee.

Baileys with a hint of Hazelnut flavor - a delicious blend of BAILEYS Original Irish Cream with notes of chocolate, vanilla and creamy hazelnut. Enjoy in coffee or simply over ice

Baileys Chocolate Cherry: Very Dark Cherry combines the lusciousness of dark chocolate with the boldness of rich black cherries to create a delicious liqueur that only Baileys can bring. Perfect on it’s own or mixed beautifully with whiskey and other spirits in stylish shots

Baileys Espresso Creme: Bold dark roast coffee aroma with the taste of fresh ground espresso beans on top of Irish Cream and chocolate out through the smooth classic Baileys finish.

Godiva Chocolate Liqueur: Made with rich Godiva Chocolate. Sweet and rich. Great for martinis, coffee drinks, and desserts. Godiva Dark Chocolate Liqueur: Bringing the exquisite taste of Godiva dark chocolate to the world of liqueurs, Introduce a new dark chocolate variant (non creamy), meeting bartender and consumer needs to create chocolate martinis and cocktails with a choice of dairy and non-dairy mixers Godiva White Chocolate Liqueur: A cream based liqueur made with rich Godiva White Chocolate. Creamy and delicious. Great for martinis, coffee drinks, and desserts.

Grind: A delicious real coffee and rum product. Our Grind is made with 100% medium-roasted Colombian Arabica beans, blended with exceptionally smooth Caribbean Rum distilled 5 times from sugarcane molasses for a finely balanced espresso spirit that can be mixed with almost anything for an endless range of yummy cocktails, shots, hot and cold drinks

Goldschlager: Hot cinnamon schnapps. It is a blend of the world’s finest schnapps and cinnamon spice, infused with real gold flakes. 87 proof.

Romana Sambuca: Unique blend of natural flavor essences, including anise, elderberries, sugar, and a ‘secret natural flavor formula’ distilled in old world tradition. Licorice taste. Serve in a sifter with three coffee beans, as a shot, or mixed. Rumpleminze: Authentic German-style peppermint schnapps. Sweet, herbal and minty fresh. Peppermint followed by a silky smooth finish. 100 proof. Also available in Berry & Citrus. Black Haus: Authentic German-style blackberry schnapps. Rich flavor and aroma of fresh blackberries. 80 proof. Yukon Jack: Canadian whisky and honey based liqueur. Boldly flavorful yet surprisingly smooth, it boasts a unique combination of pure northern wilderness ingredients. Smooth distinct taste, with hints of orange, honey and herbs. 100 proof. Zwack: Hungarian liqueur dating back to 1790. Made from a secret recipe that requires over 40 herbs and aging time in ancient oak barrels to create the liqueur’s unique and mysterious flavor. Serve as a shot, mixed with Red Bull, or in a bloody mary. Unicum, Zwack, and Unicum Plum are now known collectively as the House of Zwack, a suite of amaros led by Peter Zwack’s children, Izabella and Sandor Unicum: rich, bitter, bold flavor Unicum Plum: original Unicum recipe that is tarted up with flavor by aging the liqueur on a bed of plum

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Product Information C O R D I A L S / L I Q U E U R S (CONT’D) TEKIRDAG RAKISI. Is produced from the best aniseed in Turkey and 100% fresh grapes. Possesses a fresh and fruity flavor, leaving a balanced & rich taste,

TEKIRDAG RAKISI GOLD SERIES. Born from the combination of the best Thracian grapes and the highest quality aniseed Western Anatolia has to offer. The smoothness and taste is further enhanced by maturation in oak barrels which gives it a golden color

Yeni Raki. Ranked as the most valuable aniseed drink brand and the 14th most valuable spirit brand in “The World’s Top Spirits Brand by Value” report by Impact Databank in 2012

Pimm’s No. 1: It is a gin-based liquor made in England from dry gin, liqueur, fruit juices and spices. It has a taste of citrus fruits and spice. It is either served on the rocks or in a Pimms Cups.

Pimm’s Blackberry & Elderflower - Vodka-based with the delicious taste of Blackberry and Elderflower flavors and a touch of orange liqueur. Deep rich red color. The perfect wine alternative: Straight over ice in a wine glass

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Product Information GIN Booth’s Finest Dry Gin - Revive and launch the Sherry-cask aged Booth's Finest Gin trademark to capitalize on UP “Craft” gin segment opportunity. Unique liquid is aged in sherry casks giving a characteristic golden hue & distinctly mellow taste

Tanqueray London Dry Gin: Tanqueray London Dry is a dry, crisp gin with a rich juniper flavor that makes the tastiest gin & tonics. The main botanicals used are juniper berries, coriander and angelica. Tanqueray® gin contains other botanicals, but these remain a closely guarded secret.

Tanqueray Rangpur: A well-balanced gin with a citrus twist. Distilled with rare Rangpur limes from India. Subtle gin taste with the juiciness of an orange and the zestiness of lime for effortless, versatile drinking that’s perfectly suited to fresh ingredients. Serve mixed with ginger ale, cranberry, or tonic or on the rocks.

Tanqueray Ten: Handcrafted in small batches using fresh fruits (grapefruits, oranges, and limes) and other fine botanicals. Exceptionally smooth and fresh, citrus taste with hints of juniper. Great for martinis or cocktails.

Tanqueray Malacca Gin is the white spirit of choice within cocktail culture and we are seeing a revival of historic styles of gin Influential craft bartenders are looking for new and unique experiences, authenticity, connoisseurship and new flavors to inspire them

Tanqueray Old Tom - This exceptional liquid is lightly sweetened and infused with our finest botanicals, producing a gin that is perfectly suited for classic cocktails. The Old Tom style of gin is a lighter, sweeter, less-”junipery” style of gin that predates the London Dry style. It is used in classic cocktails like the Tom Collins and the Martinez (original version of the martini). We have the chance to introduce the definitive version of Old Tom – no other product out there can claim to come from an original recipe from the 1830s

Tanqueray Bloomsbury: Features prominent notes of Tuscan juniper along with additional botanicals including coriander, angelica, winter savoury and cassia bark. Tom Nichol believes this will make a robust, balanced, yet juniper-heavy Gin

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Product Information RUM Captain Morgan Original Spiced Rum: Captain Morgan Original Spiced Rum is a favorite worldwide: the unexpected taste that started it all. Smooth golden rum blended with mellow tropical spices. Serve Captain Morgan Original Spiced Rum with cola or ginger ale.

Captain Morgan White Flavors (Grapefruit, Coconut & Pineapple): Boldly delicious flavors with a sense of adventure. Simple mixed drinks with juice and club soda

Captain Morgan Silver Spiced Rum: Slightly sweeter version of Original Spiced rum, made from clear Puerto Rican rum.

Captain Morgan Cannon Blast: An intensely delicious blend of Captain Morgan’s famed rum and a unique bold spice blend. The perfect shot to celebrate the end of an epic night

Captain Morgan 100 Proof Spiced Rum: the 100 proof blend brings out the intensity of rum in its original full-flavored state. Drink as a shot or with cola.

Captain Morgan Lime Bite: A spiced, silver lime-spiked rum specially formulated to taste great with beer or lemon-lime soda. Also mixable with juice, energy drinks and cola.

Captain Morgan’s Parrot Bay Coconut Flavored Rum: Captain Morgan’s Parrot Bay Coconut Flavored Rum has a delicious coconut taste! It is very popular with pineapple juice, orange juice and other popular mixers. Captain Morgan’s Parrot Bay Coconut 90 Proof: Crisp and lightly sweet natural flavors that mix easily with pineapple juice, cola and a host of other popular mixers to create deliciously simple island cocktails.

Captain Morgan Private Stock: Captain Morgan’s treasured reserves are married with a richer blend of mellow island spices and 35% alcohol by volume. Smooth, spiced with hints of vanilla and oak. ‘Sip and savor’ in a sifter, on the rocks, or mixed with cola or ginger ale.

Captain Morgan’s Parrot Bay Mango Flavored Rum: Captain Morgan’s Parrot Bay Mango Flavored Rum is a premium blend of rich, mango flavors with light, crisp Puerto Rican rum.

Captain Morgan Black Spiced Rum: Using only the finest Caribbean rum distilled form black strap molasses and select spices, CAPTAIN MORGAN BLACK SPICED RUM is a bold, black rum with a surprisingly smooth finish.

Captain Morgan’s Parrot Bay Pineapple Flavored Rum: Captain Morgan’s Parrot Bay Pineapple Flavored Rum blends the island flavor of ripe pineapple with smooth Puerto Rican rum.

Captain Morgan Special Edition: Inspired by Sir Henry Morgan’s victorious battle aboard The Satisfaction, the most prized vessel in his fleet, this limited edition signature series finishes Captain Morgan Original Spiced Rum with Sherry Oak casks for a rich and flavorful take on the Captain’s original blend Captain Morgan 1671 - For a limited time only, we’re proud to introduce Captain Morgan 1671 – inspired by Sir Henry Morgan’s storied past, and filled with a unique blend of the Captain’s legendary spiced rum. This fine jug holds a unique spiced rum, expertly crafted to commemorate the legendary Captain and honor his final flagship, Satisfaction. So rally some mates, pour a glass of this very special rum and toast, “To Satisfaction”. Captain Morgan White - Introducing Captain Morgan White- the next big offering from the most legendary rum brand

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Captain Morgan’s Parrot Bay Passion Fruit: Captain Morgan’s Parrot Bay Passion Fruit Rum captures the Captain’s spirit of fun and adventure in this premium Rum made with distinctively tropical Passion Fruit flavor. When mixed with your favorite juice, it creates wildly colorful cocktails that are delicious and easy to drink. Captain Morgan’s Parrot Bay Key Lime Flavored Rum: Key lime, also known as the Mexican lime, is valued for its unique flavor, more tart and bitter than traditional limes. It mixes easily with cranberry juice, cola and many other popular mixers to make simple and delicious cocktails with a taste of the tropics. Captain Morgan’s Parrot Bay Orange: A zesty orange rum with sweet, fresh and juicy flavors and a hint of the tropics. Serve with lime soda, orange and cranberry juice. Captain Morgan’s Parrot Bay Strawberry: A wild strawberry rum with sweet, fresh and juicy flavors one would typically find in a hand-picked strawberry paired with a hint of the tropics. Serve with orange juice, Sprite, or other juices.

Product Information RUM (CONT) Myers’s Dark Rum: 1 of only 5 distillers left in Jamaica. Considered to be one grade darker than gold rum, Distilled in traditional pot stills and aged in white oak barrels. It is has hints of spices, along with strong molasses and caramel overtones. Consumed as a sipping rum or in favorite tropical drinks.

Myers’s Platinum Rum: White Jamaican rum. Aged in oak barrels, and filtered through charcoal. Adds flavor and body to cola, juices and tropical blended drinks.

Cacique: #1 Venezuelan rum made from 7 different varieties. Liquid originates in a copper container, then produced through continuous and batch distillation. Aged in white oak casks between 2 and 6 years.

RUM (CONT) Oronoco: Made from Brazilian mountain sugar cane, not molasses. The cane juice is triple distilled using a combination of column and copper pot stills and blended with South American rums before being rested in Brazilian wood casks. Light hints of vanilla with smooth finish. Best enjoyed on the rocks or in mojitos.

Pampero Aniversario: Añejo Rum from Venezuela. A special reserve Venezuelan rum made from a super-premium blend of pot still and continuous still rums aged in oak barrels for a minimum of 8 years. Rich, complex taste with hints of brown sugar and cocoa. Can be served neat, on the rocks, or in a mojito. Zacapa 23: Ultra-premium blend of rums between 6 and 23 years old. It is distilled only from the first pressing of sugar cane syrup, not from molasses. After distillation, Zacapa Rum 23 is aged in the Guatemalan highlands, 1.5 miles above sea level at a “heavenly” location”.Zacapa Rum 23 is best enjoyed when sipped and savored, neat or on the rocks. Zacapa XO: Originally created to commemorate the New Millennium, it has a drier aroma and flavor than Zacapa 23, and has all the attributes of a world-class spirit: rich heritage, outstanding craftsmanship and incredible liquid. Serve neat or on the rocks.

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Product Information SCOTCH Buchanan’s 12 year old: Blended Scotch Whisky. Blended in part from Dalwhinnie single malt, and originally created by the Dalwhinnie founder, this is a classic, well-balanced blended Scotch. Complex and rich with floral sweetness and pronounced peatiness. Very popular in Hispanic/Latin markets. Serve mixed with cola, ginger ale, or soda, on the rocks, or neat. Buchanan’s 18 year old: Blended Scotch Whisky. Combines 18 year old grain and malt whiskies. Aging in oak casks enhances rich, mellow depth. Intense warm, fruity taste with soft peatiness and remarkable creaminess. Served on the rocks or neat. Buchanan’s Red Seal: Blended Scotch Whisky. Non aged traditional Victorian blend based on James Buchanans’ original recipe from 1901. It leaves a velvet sensation in the mouth, very smooth and nice.

Johnnie Walker Platinum Label is a supremely rich, contemporary and complex 18 year old blend characterized by a sweet yet elegant Speyside style and subtle Islay smokiness. It is a delicate smoky blend, embodying the characteristic full flavors of Johnnie Walker Blended Scotch Whiskies, reflecting a strong, sweet and elegant Speyside style. It has a rich, dark and intense flavor, rewarding those who take the time to savor it Johnnie Walker Blue: Blended Scotch Whisky. A handcrafted masterpiece that uses only the rarest of our aged reserved whiskies. The whiskies are some of the rarest in the world due to their age and availability. Smooth, mellow with traces of smoke, honey and sweet spice. Serve neat or on the rocks.

Buchanan’s Master: Buchanan’s Masters is a personal selection of the Master blender Keith Law, who used the best Scottish whiskies individually hand-selected at the best time of their maturation. A credible non-aged blended Scotch Whisky variant of Buchanan’s that will compete between 12y.o & 18 y.o price segments by giving consumers different and credible new rules for determining quality.

Johnnie Walker Blue King George V: Blended Scotch Whisky. This exquisite spirit is handcrafted from rare whiskies produced only in distilleries that operated during the reign of King George V, including several which no longer exist. Profound smoky initial aroma, followed by sweet fresh fruit and malt characteristics. Powerful, complex, and rich taste, yet exceptionally smooth. Serve neat or on the rocks.

J & B: Blended Scotch Whisky. Unique in taste and light in style. Fresh and fruity in the aroma with a hint of smokiness on the palate. Served neat or mixed with cola, ginger ale, or soda.

Johnnie Walker Dunhill - JOHNNIE WALKER® BLUE LABEL® and Alfred Dunhill, have presented a Limited Edition Collection featuring Dunhill’s signature “Chassis” design. The supremely rare casks used in the blending of JOHNNIE WALKER® BLUE LABEL® are hand-selected for their superb quality, character and flavor from the largest reserves of whisky in the world. Each cask is matured to perfection and then skillfully blended in small batches to create this most intense and complex of whiskies

Johnnie Walker Red: Blended Scotch Whisky. A distinctive taste of smoke and sweet spice, complemented by vanilla. A blend of over 30 of the finest aged single malts and grain whiskies. Serve neat or mixed with cola, ginger ale, or soda. Johnnie Walker Black: Blended Scotch Whisky. Characterized by a signature smokiness and fruity sweetness. An exceptionally deep and special 12 year old Deluxe blended Scotch whisky. Serve neat or mixed with cola, ginger ale, or soda. Johnnie Walker Double Black: The Double Black liquid is un-aged and is different to BL in the way it has been blended. The Double Black label reflects the name, but the increased level of gold compared to Black Label provides status cues Johnnie Walker Gold Label Reserve. He has handpicked his favoured whiskies, including casks of Clynelish Single Malt Scotch Whisky (whose water source flows from the Kildonan Hills, where gold was discovered in 1868) from selected reserves and then skilfully blended them to create a bold, confident Blended Scotch Whisky that is as luxurious and indulgent as its name suggests - perfect for sharing at life’s celebratory moments Johnnie Walker Select Cask: Aged 10 Years and first-fill American casks, finished in Rye casks for 3 months Chill-filtered. Vanilla and pepper

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John Walker Odyssey - Rare triple malt. Signals better than a single malt. Intriguing enough to pique the malt enthusiasts curiousity. Exceptionally smooth. The detailing throughout the packaging will demonstrate quality, craftsmanship and true luxury. Johnnie Walker Swing: Blended Scotch Whiskies. 35 individual whiskies used, with a high proportion of Speyside malts. Some have been matured in sherry casks to gain richness, while others are light and aromatic. Originally produced for the cruise line industry. Johnnie Walker Private Collection. A showcase collection celebrating the innovative spirit and craft of John Walker & Sons blending. Annual limited release. Johnnie Walker “O”. JOHNNIE WALKER® BLUE LABEL™ is a symphony of six deep and powerful flavors. Together, they form the most complete expression of the JOHNNIE WALKER house style. Layers of FRESH sweet flavours burst onto the palate, before rich FRUIT and chocolaty MALT tones come to the fore. Old oak WOODY notes reveal themselves next, evolving into hidden depths of aromatic SPICE. Finally, the signature Johnnie Walker SMOKE rounds everything off – delivering an impossibly long, lingering finish

Product Information SCOTCH (CONT) Cardhu 12 yr old: Purchased by John Walker and Sons in 1893; the malt is at the heart of the Johnnie Walker blends. Well balanced, smooth mouth feel; sweet and fresh, then drying. Serve with little or no water. Caol Ila 12 yr old: (Islay) Single Malt Scotch. Slightly sweet, yet smoky with a deep peaty finish. Hints of saltiness. Serve neat or on the rocks. Pairs well with braised lamb shank or strong cheeses. Clynelish 14 Yr Old: (North Highlands) Single Malt Scotch. Firm, but light. Spicy fresh fruit, honey, and malt. Pleasant sweetness. Unpeated scotch. Serve neat or on the rocks. Pairs well with Kobe Beef, rack of lamb, or scallops. Cragganmore 12 Yr Old: (Speyside) Single Malt Scotch. Complex, floral, and malt tastes with hints of sweet wood. Considered one of the most well rounded and balanced single malts. Serve neat or on the rocks. Pairs well with Sirloin, pan fried duck, veal chops, or chocolate. Dalwhinnie 15 yr old: (Central Highlands) Single Malt Scotch. Hints of heather and honey sweetness followed by deep hints of malt and peat. Serve frozen in a sifter, neat, or on the rocks. Pairs well with Filet or creamy desserts. Glenkinchie 10 yr old: (Lowlands) Single Malt Scotch. Dry and chalky with hints of sweetness and crispness. Serve neat or on the rocks. Pairs well with grilled chicken breast, spicy sausage, mussels, lobster, or shrimp. Haig Club: Partnered with influencers David Beckham & Simon Fuller, Haig Club introduces a new world of whisky that represents tradition with a modern twist. Haig Club is delivered in an iconic blue bottle in sharp contrast with the rest of the whisky category IW Harper has had a “high class” positioning since it was first produced. It is completely authentic with a taste that wins hearts and minds. This is a brand that has been around the world and a reputation that proceeds it. IW Harper pays tribute to the original brand, but has been revamped with a modern design and an incredibly drinkable whiskey. IW Harper will target LDA+ American Whiskey drinkers as well as older adorers of the IW Harper brand. Both variants will be an ongoing product release for a limited number of years. Lagavulin 16 YO: (Islay) Single Malt Scotch. Intense peat smoke with hints of malty sweetness. Serve neat or on the rocks. Pairs well with strong cheeses or dark chocolate. Mortlach Rare Old, 18YO & 25YO: has been described by whisky connoisseurs as “The Beast of Dufftown”, for its rich and powerful flavors, produced in an astonishingly complicated and unique distillation process which commentators have attempted to explain as ‘2.81 Distilled

SCOTCH (CONT) Oban 14 yr old: (West Highlands) Single Malt Scotch. Combines sweetness of fruit and spices followed by smoky, malty dryness, and a grain of salt. Described as a well balanced mix of sweetness and boldness. Serve neat or on the rocks. Pairs well with Prime Rib, braised lamb shank, or salmon. Oban 18 yr old: (West Highlands) Single Malt Scotch. Combines sweetness of fruit and spices followed by smoky, malty dryness, and a grain of salt. Described as a well balanced mix of sweetness and boldness. Serve neat or on the rocks. Pairs well with Prime Rib, braised lamb shank, or salmon. Oban Little Bay - Oban Little Bay is crafted by hand selecting small batches of our finest single malt whiskies, marrying the whiskies in small casks to allow more contact with the wood. This delivers a richer, smoother Oban with the signature distillery character of citrus and sea salt Old Parr: A blend from Cragganmore distillery, composed of up to forty individual malt and grain scotch whiskies from the finest stocks. Old Parr is instantly recognizable by its smooth and mellow characteristics. Serve neat or on the rocks. Old Parr Tribute - To celebrate this legend of a man, the master blender at Old Parr have carefully selected the finest whiskies that the 4 corners of Scotland has to offer, and matured them in special rejuvenated old oak casks. The result is a fine whisky full of flavor and the characteristic Old Parr smoothness. A fitting tribute to celebrate the man who lived life to the full. Old Parr Tribute is silky smooth with hints of vanilla, butterscotch, tropical fruits with a lingering smoke finish. Pinch: Blended Scotch Whisky. Smooth blend of 15 year old whisky with a high percentage of malt from Linkwood, Glenkinchie, Dalwhinnie, and Lagavulin. Smoke mixed with a bit of peat overlays a strong vanilla flavor. Studebaker Crafted Cocktails: developed with Diageo’s Canadian whisky stocks Manhattan: aged whisky and sharp dry wine notes w/ dark fruit and volatile spicy herb notes Old Fashioned: aged whisky and rhindy/ bitter orange fruit w/ supporting dark fruit and volatile bitters notes Talisker 10 year old: (Skye) Single Malt Scotch. Sweet, spicy, and peppery with clouds of smoke. Warm, intense long finish. Serve neat or on the rocks. Pairs well with oysters, swordfish, or tuna. Talisker Storm. An exuberant new expression of Talisker, created to delight and intrigue the many adorers of this celebrated island whisky: more intense and smoky, with enhanced and vibrant maritime notes, smoothly balanced with Talisker’s signature warm sweetness SHARE THE MOMENT • FY16 HOLIDAY • 151

Product Information TEQUILA Don Julio Blanco: 100% blue agave ultra premium silver tequila. Light, clean and dry, with a touch of black pepper, fresh agave, and citrus. Great for margaritas or shots. Don Julio Reposado: 100% blue agave ultra premium Reposado tequila. Aged for 8 months in oak casks. Silky and smooth profile with slight hints of vanilla and dark chocolate. Serve on the rocks or with grapefruit soda as a Paloma. Don Julio Añejo: 100% blue agave ultra premium añejo tequila. Aged in oak barrels for 18 months. Full bodied, slightly dry with a touch of wild honey, vanilla, and oak. Serve neat or on the rocks. Don Julio 1942: 100% blue agave ultra premium añejo tequila created to celebrate Don Julio distillery’s 60th anniversary. Aged for 30 months in oak barrels. Silky smooth with hints of vanilla and walnuts. Serve neat or on the rocks. Don Julio Real: 100% blue agave ultra premium añejo tequila. Crafted in extremely limited quantities. Aged for 3-5 years in oak barrels, making it part of the extra añejo category. Smooth, graceful flavor with notes of cooked agave, caramel, chocolate, and toffee unfolding into a long, sweet finish. Slight hints of wood. Serve neat in a sifter. Don Julio 70: Celebrating 70 years of fine tequila making, Don Julio will once again redefine tequila Master distiller, Enrique De Colsa, has created a completely unique tequila – The World’s first Crystal Anejo tequila. Don Julio 70 is twice distilled, aged for 18 months in American oak barrels, and carefully filtered for extra smoothness. Liquid embodies the smoothness of a Blanco tequila while retaining hints of Anejo Peligroso - is an award-winning 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico. It comes in four variants including Silver, Reposado, Anejo and Cinnamon, which is tapping the current consumer interest in flavored spirits. Founded by two avid surfers, Peligroso is an emerging tequila brand rooted in the action sports and surfing culture of Southern California.

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DeLeon - DeLeon tequila uses the finest handselected blue webber agave for unrivaled smoothness. Our slow fermentation process provides unrivaled nuanced flavor and depth of character unlike any other Blanco tequila. DeLeon comes in 6 variants: Diamante, Platinum Reposado, Anejo, Xtra Anejo and Leona.

Product Information VODKA CÎROC: Imported vodka made from fine French grapes (Ugni Blanc and Mauzac Blanc) and distilled 5 times. Smooth, crisp with essences of light citrus. Great for martinis, cocktails, and shots. CÎROC Red Berry: A ripe, juicy blended burst of fresh raspberry and a light touch of sweet strawberry jam on the finish. A hint of Blackberry notes give Red Berry the perfect balance. Serve on the rocks or with lemon lime soda and grenadine. CÎROC Coconut: A richly flavored spirit, infused with the essences of coconut and tropical fruits. Serve on the rocks, with pine apple juice or club soda. CÎROC Peach Vodka: A brand extension via new flavor, Peach, will capitalize on the success of Ciroc Red Berry and Ciroc Coconut and keep the brand fresh among target consumers , the trade and media CÎROC Amaretto delivers “delicious sophistication” and is highly mixable with readily available mixers such as Cola, Cognac, Ginger Ale, and fruit juices. Additionally, Ciroc Amaretto is rich and luscious when served straight over ice CÎROC Pineapple - Ciroc Pineapple delivers “delicious sophistication”. It is highly mixable with readily available mixers such as Fruit Juices, Soda and Ginger Ale. Ciroc Pineapple, the fifth flavor of the Ciroc family, provides a fresh take on this this well-known, beloved fruit by turning it into a sophisticated, fresh , and highly mixable drink experience

Godiva Chocolate Infused Vodka: GODIVA® Chocolate Infused Vodka is the perfect balance of five-times-distilled vodka, infused with the essence of chocolate for a uniquely smooth and luxurious taste. Enjoy the perfection of GODIVA Chocolate Infused Vodka on the rocks or in the ultimate Chocolate Martini Godiva Chocolate Raspberry Infused Vodka: GODIVA® Chocolate Raspberry Infused Vodka is the perfect balance of five-times-distilled vodka, infused with the essence of Chocolate Raspberry for a uniquely smooth and luxurious taste. Enjoy the perfection of GODIVA Chocolate Raspberry Infused Vodka on the rocks or in the ultimate Chocolate Martini

Smirnoff No. 21: The number one selling premium vodka in the world, is described by a New York Times panel of experts as "clean and ultra smooth, with pleasing texture…the hands-down favorite.“ It is perfect to drink in martinis and mixed drinks. Tanqueray Sterling Vodka: Tanqueray Sterling vodka is made from pure grain spirit, distilled at high proof and carefully distilled a second time in a 220year-old copper pot still. Tanqueray Sterling vodka has a smooth, balanced body that one would expect from a premium quality vodka. .

Ketel One: Imported vodka made from wheat and distilled 3 times. Exceptionally smooth and crisp. Great for martinis, cocktails, and shots.

Ketel One Citroen: Imported vodka made from wheat and distilled 3 times. Infused with finest natural citrus flavors including lemons from Sicily, green lemons from West Africa and limes from the Caribbean.

Ketel One Oranje: Is crafted using only fresh fruit of the highest quality, offering the perfect balance of smooth Ketel One Vodka and the natural essence of Mandarin and Valencia oranges. Perfect for enjoying on the rocks.

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Product Information VODKA (CONT) Smirnoff Silver: 90.4 proof Vodka. Triple distilled to make the perfect martini.

Smirnoff Blue: Smirnoff Blue, made by the unique Smirnoff distillation process, is distilled to 100 proof. Nothing else tastes smoother than Smirnoff. Crafted from the finest grain and filtered in a unique charcoal process. Spiced Root Beer: “Original” and “masculine” flavor which leverage “crafted ingredients” and 100 proof to support the bold flavor delivery. Serve with soda, on the rocks or with a splash of your favorite mixer. Dark Roasted Espresso: 100 Proof Flavored Vodka Line rooted in masculinity, Serve with soda, on the rocks or with a splash of your favorite mixer. Smirnoff Flavored Vodkas: Smirnoff flavored vodkas are manufactured to our specifications in order to meet Smirnoff’s quality and flavor requirements. Flavors include: Blueberry: Smooth, refreshing blueberry taste. Serve with cranberry juice, tonic water, lime juice and a blueberry in martini glass. Cherry: Infused with the natural tastes of juicy cherries it puts a cool new spin on cola. Citrus: Smooth light lemon and lime flavors. Serve with soda and a lemon wedge. Cranberry: Tart and refreshing cranberry flavor. Serve with ginger and a lime wedge. Green Apple: Crisp granny smith apple flavor. Serve with sour mix, apple schnapps and an apple slice in martini glass. Mango: Evokes the juiciness of a freshly-cut, ripe, tropical mango. Easily blends in cocktails containing tropical fruits, berries and spices. Also serve with citrus soda, or lemonade. Lime: Sweet and crisp lime flavor. Serve with cola Melon: A beautifully blended 'fusion' of fresh melons including honeydew, cantaloupe with a hint of sweet, juicy watermelon. Blended to deliver sweet, yet light, juicy perfection. Serve with lemonade or fruit juice. Orange: Delicious orange and mandarin orange flavors. Serve with tonic and an orange slice. Passion Fruit: Smooth refreshing passion fruit taste. Serve with lemonade and a lemon wedge. Peach: Brings a taste of the orchard to your cocktail. Fresh , juicy, and sun-ripened sweetness will enhance your favorite summer sippin’ drink. Serve with orange juice and iced tea. Pear: A beautifully blended 'fusion' of fresh pears blended to deliver sweet, yet light, juicy perfection. Serve with lemonade, orange juice or soda. Pineapple: A fresh and zesty pineapple taste. Serve with lemonade, ginger ale and fruit juices. Pomegranate: A fresh and fruity pomegranate taste with the delicate hint of berries blended for a smooth, yet light and juicy pomegranate taste. Serve with lemonade or fruit juice. 154 • SHARE THE MOMENT • FY16 HOLIDAY

Raspberry: Raspberry and blackberry flavors. Serve with club soda and a lime wedge. Strawberry: Sweet, juicy vine-ripened strawberry flavor. Serve with orange juice, grenadine and a strawberry. Vanilla: Smooth Madagascar vanilla flavor. Serve with cola and a lime wedge. Watermelon: Red, ripe, juicy watermelon flavor. Serve with cranberry juice, sour mix and a watermelon slice in martini glass. White Grape: Smooth, refreshing white grape taste. Serve with triple sec, lime juice, lemon-lime soda and a lemon wedge. Coconut: A smooth and creamy coconut flavor, with the aroma of sweet toasted coconut Smirnoff Root Beer Float, the newest in the Smirnoff Indulgence flavor line. Root beer balances out the existing Smirnoff Indulgence line by providing a delicious option that fits any mixed gender occasion

Smirnoff Peppermint LTO: Wrapped in its season’s best stripes for this Holiday Season, Smirnoff Peppermint delivers the mouth-watering taste of sweet holiday candy, balanced by the soothing cool of peppermint

Introducing Smirnoff Sorbet Light, a line of light, cool and refreshing flavors. Now consumers can enjoy great cocktails without sacrificing taste or worrying about calories. Smirnoff Sorbet blends together the perfect balance of natural fruit flavor and Smirnoff no. 21 Vodka to create a deliciously smooth, delicately flavored vodka experience. Available in: Raspberry Pomegranate, Mango Passion Fruit and Lemon Smirnoff Sorbet Light Pineapple Coconut the newest of our light, cool and refreshing flavors. Now consumers can enjoy great cocktails without sacrificing taste or worrying about calories. Smirnoff Sorbet blends together the perfect balance of natural fruit flavor and Smirnoff no. 21 Vodka to create a deliciously smooth, delicately flavored vodka experience Smirnoff Sorbet White Peach: Launch two new Smirnoff Sorbet Light flavors to the existing Smirnoff Sorbet specialty vodka platform. Smirnoff Sorbet Light White Peach & Summer Strawberry are delightfully refreshing & versatile and showcase true Sorbet dessert flavors Smirnoff Sorbet Summer Strawberry: Launch two new Smirnoff Sorbet Light flavors to the existing Smirnoff Sorbet specialty vodka platform. Smirnoff Sorbet Light White Peach & Summer Strawberry are delightfully refreshing & versatile and showcase true Sorbet dessert flavors

Product Information VODKA (CONT) Smirnoff Amaretto delivers “delicious sophistication” and is highly mixable with readily available mixers such as Cola, Cognac, Ginger Ale, and fruit juices. Additionally, Smirnoff Amaretto is rich and luscious when served straight over ice. Amaretto is best appreciated neat or on the rocks Smirnoff Ruby Red Grapefruit - The premium vodka category continues to grow. To help maintain Smirnoff #1 position as the premium leader in vodka, launch one new flavor into its existing flavor lineup, to help “refresh” the brand by bringing new, interesting and current flavor options to variety seeking consumers

Shady Fruit Ruby Red Grapefruit Vodka: A bold and lively zesty grapefruit aroma leads an authentic sweet, invigorating , juicy ruby red grapefruit profile which leaves a refreshing citrus aftertaste Shady Fruit Valencia Orange Vodka: Bright and intense juicy orange, like a fresh squeezed ripe fleshy orange with a light peely taste and a clean finishing citrus bite

Smirnoff Confections: Whipped Cream - All that is sassy-sexy, luscious, opulent, deep gold and naughty

Fluffed Marshmallow - All that is sweet-sexy, innocent, pretty, fluffy, light, playful, baby blue and nice Smirnoff Kissed Caramel Flavored Vodka is a perfect melt-in-your-mouth concoction. It has a light, sweet start with a rich caramel finish. It’s delicious. Smirnoff Iced Cake Flavored Vodka combines the delicious tastes of moist vanilla yellow cake with a touch of sweet, light frosting Smirnoff Cinna-Sugar Twist and Wild Honey. Within the flavoured vodka category, ‘Adult Confections’ are driving significant growth.

Smirnoff Sours - Smirnoff Sours are a pleasurably puckering taste experience that brings a little zang to flavor vodka. Smirnoff Sours combine Smirnoff N.21 triple distilled vodka with exciting sour fruit flavors, that are both equally tangy and sweet. Comes in 3 flavors – Apple, Watermelon, Punch and Berry Lemon .

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Product Information READY TO SERVE Smirnoff Grand Cosmopolitan: A delicious blend of crisp, clean Smirnoff No. 21, with the distinctive taste of Grand Marnier Orange Liqueur, and fine cranberry juice.

Smirnoff Mojito: A perfectly balanced blend of crisp, clean Smirnoff No. 21, Kaffir Lime, and the refreshing taste of mint.

Smirnoff Pomegranate: An exciting blend of crisp, clean Smirnoff No. 21, Pomegranate and a touch of Meyer Lemon

Smirnoff Tuscan Lemonade: A long, refreshing tasting blend of crisp, clean Smirnoff No 21, Limoncello Liqueur, and a hint of lemon and citrus.

Smirnoff Savannah Tea: A delicious blend of SMIRNOFF 21 vodka, real brewed southern tea and a touch of Meyer Lemon liqueur.

Captain Morgan Long Island Iced Tea: A refreshing mix of Captain Morgan Rum, Tequila, Gin, Vodka and other premium spirits with a taste that only the Captain could deliver

Parrot Bay Citrus Mojito: A refreshing tasting blend of Parrot Bay Key Lime Rum, Triple Sec, a squeeze of lemon, and natural mint.

Parrot Bay Mango Mojito: A delicious blend of Parrot Bay mango Rum, Curacao, Lime, and a touch of natural mint. Jeremiah Weed Half and Half: Ready to serve cocktail with flavored vodka. Most consumers prefer their Sweet Tea vodka mixed with lemonade. A ready to drink “Arnold Palmer”. 750 Glass & 1.75 PET.

Jeremiah Weed Sweet Tea:. Borne of long distilling tradition from the hills of Eastern Kentucky and Tennessee. Product contains Sweet Tea and Vodka and is consumed mixed with water, lemonade or simply on the rocks. Also available in Bourbon and Peach flavored Sweet Tea. 156 • SHARE THE MOMENT • FY16 HOLIDAY

READY TO SERVE (CONT) Parrot Bay: Make the big drinks bigger. Focus on the popular drinks with evergreen demand. Connect with consumers through pack and grab their attention at shelf Maximize sales potential by requesting distribution of both brands. End goal - drive incremental share! Request distribution in place of competitive slow moving RTS skus

The Club Cocktails, a line of ready to serve cocktails inspired by the delicious drinks you’ll find in the best bars, restaurants and clubs. Now you can spice up any night of the week with these high quality drinks made with premium spirits and a signature twist of flavor straight from the bar

Product Information Cocktail Sodas Stirrings Cocktail Sodas: All natural, made with cane sugar (no HFCS). 6.3 oz bottles, Flavors include:

Smirnoff Bloody Mary Mix –world’s best selling vodka, builds demand for #21. Bloody Mary Mix comes in both original and Spicy.

Bitter Lemon Club Soda Ginger Ale Pink Grapefruit Tart Cranberry Tonic Water NON ALCOHOLIC Stirrings Mixers: All natural and made with real juice and pure cane sugar, never with high fructose corn syrup. 750ml Size. Mixed Flavors Include: Bloody Mary Pomegranate Mojito Margarita Cosmopolitan Lemon Drop Blood Orange Apple Peach Bellini Red Sangria Watermelon (Seasonal) Pina Colada (Seasonal) Stirrings Bar Ingredients: Superior-quality cocktail basics with all-natural ingredients like cane sugar, blood orange, extract, Spanish olive brine and pomegranate juice. These include: Authentic Grenadine Blood Orange Bitters Clarified Key Lime Dirty Martini Simple Syrup Triple Sec

Cocktail Mixers Stirrings liqueurs: Are all-natural, containing no highfructose corn syrup. All-natural flavors taste great, allowing Stirrings to create high-quality cocktails. Flavors include: Stirrings Triple Sec: Aromas of zesty orange peel. Juicy Valencia oranges with notes of peels and spice. Sweetness typical of Triple Sec, with a smooth finish. 60 Proof. Stirrings Peach: Aromas of ripe peach skin. Fresh orchard-picked peaches and apricots. Delicate true-to-fruit tasting vs. standard peach schnapps (i.e. Peachtree) .36 Proof. Apple: Aromas of tart green apple. Intense sourness to mimic puckering sour apples. A smooth yet tart finish. .36 proof. Stirrings Pomegranate: Aromas of berry jamminess. Tartness, with slight drying with juicy, dark pomegranate and mashed berries. Sweet, yet tart finish. 36 Proof. Stirrings Ginger: Aromas of fresh grated ginger. Authentic taste of freshly grated ginger with the spicy heat of ginger and warm, woody spices of gingersnap. The finish is sweet and spicy. 50 Proof. Stirrings Espresso: Aromas of fresh-brewed espresso. Intense flavors of roasted ground coffee with vanilla undertones. Sweet, velvety finish with aftertaste of coffee beans. 44 Proof.

Other Diageo Value Brands include: Popov Vodka, Gordons Gin/Vodka, Relska Vodka, Booths High & Dry Gin, Emmets Classics,, Black & White Scotch, Crawford 3 star Scotch, John Begg Scotch, Peter Dawson Scotch, Scoresy Rare Scotch, Ushers Green Stripe Scotch, Vat 69 Scotch, White Horse Scotch, Governor General Rum and Club Cocktails.

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