Florida FY16 Program Sell Sheets by Vitagraphics.net

Display/Visibility Captain Morgan Halloween Buchanan's Musica Latin Edition~ MC (H)

Display/Visibility Crown Royal Deluxe & Flavors Gifting Tanqueray Holiday~ Johnnie Walker~ Don Julio Case to Crate Holiday

Display/Visibility Smirnoff Holiday Baileys Holiday Captain Morgan George Dickel Hand Made the Hard Way Ketel One Holiday

Integrated National Programs Johnnie Walker House of Walker~ MC (H, AS) Bulleit Elevated Tailgating

Integrated National Programs Baileys Holiday Captain Morgan Holiday Smirnoff Exclusively for Everybody Holiday Ketel One Holiday

Integrated National Programs Crown Royal Heroes~ Johnnie Walker House of Walker Gifting~ CÎROC Holiday

~Includes Reserve Variants

Shading = Reserve Activity

UPDATED SINCE LAST VISIT Multicultural Key (MC) Key: AF = African American, AS = Asian American, H = Hispanic, L = LGBT

Display/Visibility George Dickel Hand Made the Hard Way Peligroso DeLeón

Bulleit

Display/Visibility

Integrated National Programs Crown Royal Football

Integrated National Programs Tanqueray Let's Tonic~ MC (AF) CÎROC Summer - MC (AF)

Ease of Shop - Vodka

Integrated National Programs Display/Visibility Smirnoff Summer Exclusively for Everybody MC (AF) Crown Royal Flavors Shots Captain Morgan White & Flavors Don Julio Case to Crate MC (H) Ketel One Summer

JULY

Confidential

CÎROC Trademark DeLeón Platinum & Reposado

Distribution

DECEMBER

Distribution CÎROC Trademark Johnnie Walker Gold Label Reserve, Platinum & Blue DeLeón Platinum & Reposado

NOVEMBER

Distribution Crown Royal Black & XO Buchanan's Trademark~ MC (H) Johnnie Walker Gold Label Reserve, Platinum & Blue Bulleit Trademark

OCTOBER

Distribution Smirnoff Rasp, Peach, Watermelon, Vanilla (Off) Crown Royal Black & XO George Dickel No.12 & Rye Bulleit Trademark Buchanan's Trademark~ MC (H)

SEPTEMBER

AUGUST

Distribution Smirnoff Rasp, Peach, Watermelon, Vanilla (Off) George Dickel No.12 & Rye Don Julio Blanco, Reposado & Anejo (On)

Distribution Don Julio Blanco, Reposado & Anejo (On)

Innovation

Innovation Baileys Espresso Johnnie Walker Rye Finish LTO Smirnoff Candy Cane LTO

Innovation Captain Morgan Cannon Blast Baileys Espresso Johnnie Walker Rye Finish LTO Studebaker Full Strength Craft Cocktails Smirnoff Candy Cane LTO Grind

Innovation Captain Morgan Cannon Blast Smirnoff Sours Berry Lemon Studebaker Full Strength Craft Cocktails Grind Booth’s Gin

Innovation Smirnoff Sours Berry Lemon Tanqueray Bloomsbury LTO Booth’s Gin

Innovation Tanqueray Bloomsbury LTO

F16 H1 Diageo Spirits National Execution Plan Confidential

DeLeón

Haig Club

03.18.15 H2 Updated 3.24.15

Sustainovation/XS INV

Sustainovation

Sustainovation Smirnoff Sours (On)

Sustainovation PIEHOLE Flavored Whiskies (On)

Sustainovation Peligroso Silver (Off) Peligroso Cinnamon (On)

SPIRITS

SMIRNOFF® Vodka

MEDIA: FY16 JULY, AUGUST, SEPTEMBER

$4.08MM Investment will help generate ~200MM National Impressions and ~5.6MM Local Impressions SMIRNOFF® will be supporting 2 variants in JAS: Trademark & Fruits Smirnoff will also have EDM media to support festival activations

TV: $2MM •

To continue the Trademark- Exclusively for Everybody Campaign.

DIGITAL/SOCIAL/SEARCH : $2MM • • •

Trademark E4E video to compliment TV as well as social support Continued digital support to drive interest around Peach, Watermelon and Raspberry & Ruby Red recipes during this critical time period EDM

Q1 SMIRNOFF® FLORIDA MEDIA: $227K Time spent with Digital has overtaken TV and over 50% of Smartphone users search for info on products/services on their devices1

DIGITAL/MOBILE: $147K •

Contextual digital sponsorship to drive brand awareness, support local activity, and amplify festival activation • MIAMI: $42K • ORLANDO: $59K • TAMPA: $46K

SOCIAL: $80K •

Digital exposure through social media, targeting relevant local festivals and events • MIAMI: $38K • ORLANDO: $24K ALL MEDIA SUBJECT TO CHANGE. • TAMPA: $18K CARAT Media as of 4/25/15

JULY

INP - SMIRNOFF SUMMER

OVERVIEW ATTRACT & RECRUIT

INSPIRE & DRIVE CONVERSION

Heavy media investment and Impactful co-branded display with Ocean Spray will 360 support to help drive retail activation. provide inspiration and solutions to the shopper.

ENGAGE & ENTERTAIN

CONSUMER HOOK

Shelf Talkers, selectors and recipe Necker will drive drink solution at shelf.

Partnership with Ocean Spray will provide consumers with drink solutions at the moment of choice.

SUPPORT

VAP

IRC w/ Ocean Spray

EXECUTION OFF-PREMISE • Drive Display & Easy Drinking Solutions • Drive Incremental Displays with Fast Start Coupons • Grow the gap of average cases per display vs Pinnacle based on strength of our portfolio COUPON Fast Start ICR 6/22/15 -9/8/15 • Save $2.00 with the purchase of Smirnoff 1.75L (any variant) Summer Cocktail Concierge IRC • Multi-Brand $2 IRC with the purchase of Smirnoff Family 750ml+ (at time of sampling only) SAMPLING • Summer Cocktail Concierge- Smirnoff Ruby Red PLEASE DRINK RESPONSIBLY

Counter Display

$4.0MM in media investments & High Value Coupon offer will help drive Summer Profits SITUATION

Visibility on the Floor can drive Strong Lifts for Smirnoff®

SMIRNOFF® Coupons Drive Incremental Volume Units on coupon among SMIRNOFF® Shoppers are

29% HIGHER1

IDEA

Everyone Can Make A Great Drink With The #1 Selling Vodka

Activate high value coupon engaging consumers to make quality cocktails with SMIRNOFF® HOW IT WORKS

Save $2 1.75L

DISPLAY Utilize Coupon to help gain Mass Displays and Ads

MEDIA SUPPORT

• To continue the Trademark- Exclusively for Everybody Campaign.

DIGITAL/SOCIAL/SEARCH

• Trademark E4E video to compliment TV as well as social support • Continued digital support to drive interest around Peach, Watermelon and Raspberry & Ruby Red recipes during this critical time period • EDM ALL MEDIA SUBJECT TO CHANGE. CARAT Media as of 4/25/15, July – September

Source: 1 – US Major Retailer Frequent Shoppers Card Data, 52 W/e May 16, 2015

Please Drink Responsibly.

SIGNATURE COCKTAILS MOSCOW MULE

RAZZLE DAZZLE PUNCH 12 oz. SMIRNOFF® Raspberry 24 oz. Cran-Raspberry Juice 4 oz. Lemon Juice 4 oz. Simple Syrup

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

BEACHSIDE PEACH 1.5 oz. SMIRNOFF® Peach 1.5 oz. Pineapple Juice 1.5 oz. Cranberry Juice .25 oz. Fresh Lime Juice 2 fl. Oz. Ginger Ale

WATERMELON SLICE 1.5 oz. SMIRNOFF® Watermelon .25 oz. Cranberry Juice 3 fl oz. Lemon Lime Soda 1 slice watermelon

BACKYARD BERRY 1.25 oz. SMIRNOFF® Raspberry .25 oz. Orange Liqueur 1.5 fl Pomegranate Juice .25 oz. Lime Juice

PEACH PIT 1.5 oz. SMIRNOFF® Peach 1 oz. White Cranberry Juice .5 oz. Lemon Juice .5 oz. Simple Syrup 3 Peach Slices

EVERYONE CAN MAKE A GREAT DRINK SMIRNOFF® ENCOURAGES AND HELPS BUYERS ENJOY THE EFFORTLESS, GOOD TIMES OF SUMMER BY INVITING THEM TO MAKE AND SHARE DELICIOUS 3-STEP DRINKS WITH EVERYONE, ANYTIME, ANYWHERE.

JULY INP – Captain Morgan Flavors OVERVIEW ATTRACT & RECRUIT

INSPIRE AND DRIVE CONVERSION

CONSUMER HOOK

SUPPORT

Recipe Content

Captain OSR & WHT VAP w Coke

Custom Label

EXECUTION OFF-PREMISE • Build Trademark mass displays in high traffic locations • Utilize Captain & Cola VAP Program to drive display • Merchandise displays with POS • Schedule Sampling Events with Themed Custom Labels for Summer COUPON Fast Start ICR 6/22/15 -9/8/15 • Save $3.00 with the purchase of Captain 1.75L (any variant) Summer Cocktail Concierge IRC • Multi-Branded $2 IRC with the purchase of Captain Morgan Family 750ml+ (at time of sampling only) SAMPLING • Summer Cocktail Concierge - Captain White & Flavors

CAPTAIN MORGAN® PLANTS HIS FLAG IN SUMMER BY PROVIDING CONSUMERS WITH ADVENTUROUS WAYS TO KEEP THINGS COOL WITH FROSTY DRINKS July is #2 seasonality-driven volume and profit month for Captain Morgan1

Visibility on the Floor can drive Strong Lifts for Captain Morgan®

• White and Flavored Rum sells 16% more during the month of July than rest of year, indexing higher than the average Rum and Flavored Spirit.2 • Flavored Spirits are Growing TWICE AS FAST as Unflavored Spirits2

SUPPORT TOOLS

Utilize High Value Coupon to Help Gain Features and Displays Featuring Captain Morgan During the Peak Summer Season

Save $3 instantly 1.75L

MEDIA SUPPORT

$5MM Media Investment Surrounding New Flavors and Summer Cocktails Will Generate 195MM Impressions • Print, Digital, Search and Social targeting A 21-29 and Hispanic 21- 29 consumers • :15 Recipe videos distributed through social networks • Features in lifestyle magazines with recipe tear out • Chrissy Teigen Digital features with TV integration July 4th - Click here for video on YouTube Source: ALL MEDIA SUBJECT TO CHANGE. CARAT Media as of 4/25/15, July – September 1 F14 Business Driver Mix,2 –Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) July/August/September 2014

PLEASE DRINK RESPONSIBLY

SIGNATURE COCKTAILS

JULY

INP – KETEL ONE SUMMER

OVERVIEW

ATTRACT AND RECRUIT

EDUCATE & EXPERIMENT

INSPIRE & DRIVE PURCHASE

Heavy Media Investment and 360 Support to help drive retail activation.

Impactful inspiring POS educates and motivates shoppers to purchase KETEL ONE® for their summer get-togethers.

CONSUMER HOOK

Allow consumers to discover KETEL ONE’s authenticity and substance during their experience at the off-premise.

Inspire shoppers to craft their perfect KETEL ONE® summer cocktails by providing them with inspiration and ideas via the Schweppes partnership.

SUPPORT

Permanent Display cobranded with Schweppes

On Pack Entertainment guide provides cocktail recipes, tips and IRC/MIR off partner to consumers

Awareness Poster

Shelf Talker (Awards)

EXECUTION

SCHWEPPES OVERVIEW

• Schweppes is the #1 mixer brand and has 70% brand awareness in the US.1 • Schweppes is a brand that speaks to standards and competence, a brand that does so with genuineness and realness based on history and standards.

PLEASE DRINK RESPONSIBLY

Summer Cocktail Collection

Social media collaboration

Co-branded POS

Ent Guide with cocktail recipes

DON JULIO® TEQUILA

MEDIA: FY16 JULY, AUGUST, SEPTEMBER

$1.025MM Investment will help generate 50MM National Impressions and 8.9MM Local Impressions SEARCH/SOCIAL/DIGITAL: $841K Continued push of digital video telling The Don Julio story Video buy will focus on educating users on craft story behind Don Julio Social media focused on driving our story, recipes, product shots as we head into summer months Increased search presence through Google

• • • •

PRINT: $128K •

Alignment with upscale contextually relevant luxury lifestyle, adventure travel, and culinary titles in to draw attention to brand story

Q1 DON JULIO® MIAMI MEDIA: $56.7K •

Don Julio will own the Miami I-95 south-bound permanent bulletin for the entire summer season. Don Julio has not been featured on this unit in 3+ years, so we will expose the brand to the massive influx of commuters heading towards downtown Miami and Miami beach all summer long.

Source: 1. CARAT Media as of 4/25/15; 2. CARAT Media, The Converging Landscape

JULY

Display/Visibility – Case to Crate

OVERVIEW TELL:

Attract & Recruit Inspire consumers with the story of Don Julio & his passion to the craft of Tequila

ENGAGE:

Inspire Trade-Up & Call Authentic Crate Display Mechanics Off Premise. Target Gatekeepers with premiums and attract consumers with authentic elements to drive call.

ENGAGE:

Education & Authenticity Introduce Traditional Mexican cocktails and unique ways to consume Tequila.

SUPPORT

Counter Unit

EXECUTION SAMPLING • Don Julio and Grand Marnier- Ultimate Margarita OFF-PREMISE 1. Create Visibility out of Tequila Section 2. Draw Attention in Aisle 3. Engage & Educate Shoppers via Mentorship Events

PLEASE DRINK RESPONIBLY.

JULY

INP - SMIRNOFF SUMMER

OVERVIEW

SUPPORT

Rack to feature Schweppes & Citrus

Mini Case Cards (Double Sided)

New Tanqueray 10 One Case 50ml Bin to augment Counter Unit displays for Trial

Af AM Posters & Contravision

Recipe Neckers

Shelf Talker Kits includes T+T+1 (Orange recipe)

EXECUTION

OFF-PREMISE • Drive Incremental Displays with Fast Start Coupons • Tanqueray & Tonic is a refreshing easyto-make summer classic • 45% of Tanqueray is consumed in a Gin & Tonic SAMPLING • Filthy Cocktail Concierge – Tanqueray 10

Save $3 Instantly 1.75L

AUGUST

INP - CÎROC® SUMMER

• CÎROC ® is the #3 Luxury Spirit brand, growing faster than Grey Goose (#1) and Patron (#2).1 • The demand for CÎROC ® in bars is stronger than the competition.2 • CÎROC ® Drinkers are More Likely to Choose Pineapple flavored Juices or Mixers than Competitive Vodka Brand Buyers3 and prefer Pineapple over other flavored juices.4

OPPORTUNITY ATTRACT & RECRUIT INSPIRE NEW WAYS TO ELEVATE SUMMER PARTIES WITH CÎROC® BY REINFORCING CÎROC® OCCASIONS

INSPIRE & DRIVE CONVERSION

ENGAGE & ENTERTAIN

CREATE STOPPING POWER WITH IMPACTFUL CÎROC® DISPLAYS

INSPIRE CONSUMERS TO TAKE THEIR CELEBRATIONS TO THE NEXT LEVEL WITH CÎROC®

CONSUMER HOOK PARTNERSHIP WITH DOLE, THE #1 BRAND IN THE PACKAGED PINEAPPLE BEVERAGE CATEGORY

SUPPORT

EXECUTION CÎROC ® and pineapple juice create delicious summer combinations that inspire trial and invite buyer to turn their summer gatherings and party occasions into epic events of sophisticated celebration. DRIVE DISPLAY • Make CÎROC® look BIG at retail - Build impactful CÎROC® mass display in high traffic location. • Leverage new Pineapple Flavor as a driver for growth • Utilize CÎROC® paper pieces and new pineapple flavor to drive awareness/conversion by showcasing that CÎROC® is the perfect brand to elevate summer gatherings.

AUGUST

DISPLAY/VIBILITY: BULLEIT COLLECTION

OVERVIEW ATTRACT & RECRUIT

INSPIRE

ENGAGE

CONSUMER HOOK

Strong ATL leveraging OOH, on Inspire gatekeeper Provide consumers with In-store displays and menu premise events, brand inspiring Bulleit signature features establish Bulleit as the recommendation and consumer ambassadors, digital to drive call with signature Bulleit cocktail suggestions to elevate whiskey that champions those brand awareness cocktails their at home entertaining or at conquering new frontiers bar consumption occasions

SUPPORT

EXECUTION

OFF-PREMISE:

 Utilize upscale display elements to showcase Bulleit bottle and signature cocktails to inspire purchase  Secure secondary displays utilizing case cards and barrel heads  Highlight signature cocktails and brand attributes at shelf with the shelf glorifier and recipe take-one guide  Sampling: Multi-Branded Filthy Garnishes Cocktail Concierge

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

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

CROWN ROYAL® BLENDED CANADIAN WHISKEY MEDIA: FY16 JULY, AUGUST, SEPTEMBER

$2.45MM Investment will help generate 120MM National Impressions and 27.4MM Local Impressions VIDEO: $1.1MM CROWN ROYAL® will have strong presence on key Cable Stations and programs combined with a mix of digital video to extend & compliment reach

• Centered on Regal Apple summer drinking occasions, a 4 week mix of :30s and :15s focus on top adult cable programming • Targeted pre-roll video coverage across premium & network sites

DIGITAL/SOCIAL/SEARCH: $1.15MM

• Liquor.com & social support for Rye • Timely Regal Apple cocktail & shot inspiration social post • Search heavy up with hyper-local saturation support in key markets

PRINT: $150K • Cigar Aficionado – Spread TBD

Q1 CROWN ROYAL® FLORIDA MEDIA: $170K • Crown Royal will run a combination of bulletins and posters in Q1 to provide highway and street-level coverage in areas around key accounts and nightlife areas • Sports and entertainment focused digital executions

OUTDOOR: $155K

• ORLANDO: $50K • TAMPA: $105K

LOCAL DIGITAL: $15K • TAMPA: $15K

Source: Carat Media as of 4/25/15;. Carat “Media, the Converging Landscape”

July

DISPLAY/VISIBILITY

September

INP – CROWN ROYAL FOOTBALL OVERVIEW ATTRACT & RECRUIT

STOP & ENGAGE

INSPIRE & DRIVE PURCHASE

CONSUMER HOOK

Tailgate Pack provides consumers National media investment and localized Eye catching football themed POSInspirational cause marketing overlay to engage consumers to drive participation with a great way to enjoy Crown Royal 360 support to drive awareness and cocktails during Game day amplification of Crown Royal’s Quality & Credentials

SUPPORT

TAILGATE PACK

POSTER

CASE CARD CASE TUCKER

COUNTER CARD

HALF BARREL

Lit SIGN

SHELF VIOLATOR

CROWNWORTHY

EXECUTION / NIELSEN PERFORMANCE OFF-PREMISE • Drive Display with Tailgate Vap & Easy Drinking Solutions • Drive Incremental Displays with Fast Start Coupons

•

Crown Royal outperforms the category, total spirits and the competition!

COUPONS Fast Start ICR 6/22/15 -9/8/15 • Save $2.00 with the purchase of Crown Royal 750ml (any variant) • Save $5.00 with the purchase of Crown Royal 1.75L (any variant) Summer Cocktail Concierge IRC • Multi-Branded $2 IRC with the purchase of Crown Family 750ml+ (at time of sampling only) SAMPLING • Summer Cocktail Concierge - Crown Regal Apple PLEASE DRINK RESPONSIBLY

$2.4MM Investment and High Value Coupon will help generate summer profits! SITUATION Spirit Coupons and Rebates Drive Incremental Volume! Visibility on the Floor can ® CROWN ROYAL is the #1 drive Strong Lifts for Canadian Whisky Brand in $ CROWN ROYAL® 2 Sales , and is the % Lift in Dollars w/ Any Display2 #2 Whisky Call 34% Brand3 20%

Jack Daniels Family

25%

Jim Beam Family

Crown Royal Family

Source: 1 – US Major Retailer Frequent Shopper Card Data 52 W/e May 24, 2014, 2 –Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) July/August/September 2014, 3 – MSS 2013 Bartender Popular Drinks

IDEA

MAKE YOUR SUMMER CROWN WORTHY ACTIVATE HIGH VALUE COUPON TO GAIN FEATURES & DISPLAYS HOW IT WORKS

Save $2.00 750ML

TELEVISION:

Save $5.00 1.75L

DISPLAY Utilize Coupon to help gain Mass Displays and Ads

MEDIA

CROWN ROYAL® will have strong presence on key Cable Stations and programs combined with a mix of digital video to extend & compliment reach

• •

Centered on Regal Apple summer drinking occasions, a 4 week mix of :30s and :15s focus on top adult cable programming Targeted pre-roll video coverage across premium & network sites

PLEASE DRINK RESPONSIBLY

Johnnie Walker Red SITUATION John Walker began selling Scotch Whiskies in his Kilmarnock grocery shop in 1820. Crafting exceptional and consistent blends using whiskies from the four corners of Scotland, he quickly established an unsurpassed reputation for quality. Since the creation of the first JOHNNIE WALKER速 blend, a dedication has been maintained which strives for perfection in the production of Scotch Whisky. IDEA Leverage the versatility of JOHNNIE WALKER速 RED LABEL速 to recruit new consumers to the brand and drive incremental sales HOW IT WORKS

Save $3 Instantly 1.75L

OPPORTUNITY!! Florida Scotch Brands Dollar Sales per MM

$3,894

$2,700

$1,363 $783

DEWARS WHITE JOHNNIE LABEL WALKER RED

$770

$619

$473

CLAN BALLANTINE'S CUTTY SARK J&B CLUNY SCOTCH MACGREGOR Source: Florida xAOC Latest 52 Weeks Sales per MM Dollars

MEDIA SUPPORT

$120K National Media Investment DRIVE DISTRIBUTION AND DISPLAY ACTIVITY IN KEY ACCOUNTS

INNOVATION

JUL / AUG 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

Table Tent Shelf Talker

Brand Ambassador

Happy Hour Events

Awards

Tanqueray London Dry 5 Double Gold Medals & Best Gin

Angus Winchester

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 w/ 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 / SEP INNOVATION

OVERVIEW SHOTS! SHOTS! SHOTS! • Dramatic increase in shots on-premise with 39% of bartenders reporting serving more shots • 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!

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

SUPPORT Social Media

POS

Activation Army

50ml Counter Unit

Sampling & Managed Bar Nights (MBN)

Shelf Talker

3D Window Cling 3D Floor Decal

Case Card Case Tucker

Display

Glowing Pourer

Bottle 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 Cannonblast • COUPONS: Multi-Branded $2 IRC with the purchase of Captain Morgan family 750ml+ (at time of sampling only)

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

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 Halloween Activations • Packaging: UV Ink Detail Allows Cannonball Shaped Bottle to Glow using a Black-Light

RAISE YOUR GLASS. ALWAYS IN MODERATION.

AUG / SEPT INNOVATION

OVERVIEW

• 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: Chilled Shot, On-The-Rocks, Cowboy Coffee, Mixed Cocktails

CONSUMERS ARE ENJOYING COFFEE BEVERAGES IN NEW WAYS

• 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

Case Tuckers

Bartender Seeding

Sampling

Shelf Talkers Table Tents

T-Shirts

Mugs

EXECUTION

PACK DETAILS Real Coffee Ingredient Call-Outs

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

Caribbean Rum Base

Compelling & Unique Reason to Believe

Please Drink Responsibly.

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

SEP / OCT

BERRY LEMON

INNOVATION OVERVIEW

• FLAVORS: BERRY LEMON WATERMELON GREEN APPLE FRUIT PUNCH • SERVE: Chilled Shot • SRP: Line Priced w/ Existing Smirnoff Flavored Vodkas • SIZES: 50ml, 750mL & 1.0L • PROOF: 30% ABV / 60 Proof

BLACK-LIGHT ENHANCED BOTTLE • Iconic Smirnoff Eyebrow • Smirnoff Sours Lock Up • Flavor Name

SUPPORT Brand Ambassadors Intellectual Hub (iHub) Activation Army

Electronic Dance Music Festivals

TV & Digital

Sampling Events

EXECUTION

Sour Berry Lemon Shot 2 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-SET: 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 • VAP: Smirnoff No. 21 Vodka 1.75L with (2) 50mls Smirnoff Sours (Berry Lemon & Green Apple) On-Pack

SEP / OCT INNOVATION

STUDEBAKER FULL STRENGTH READY-TO-SERVE WHISKY COCKTAILS

MANHATTAN & OLD FASHIONED OVERVIEW

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

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

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

DC&E WINES

DISPLAY & VISIBILITY JULY 2015 ACACIA® WINES - “CELEBRATE LOCAL FLAVOR” The Situation • The presence of Farmer’s Markets has grown +34% as consumers show a greater interest in eating local1, but they are looking for recipe ideas.2 • ACACIA® provides a solution by pairing locally sourced foods with outstanding wine. • ACACIA® winemaking artistry has resulted in sales growth over the last 3 years.3

The Idea

Dollar Sales ‘000

16,615

2 Yag

17,536

16,790

YAG

L52

• ACACIA® wines celebrate the craft of local farming, winemaking artistry and strives to inspire you to discover new local flavors and experiences with others • ACACIA® wines create a stronger synergy between food and wine, tapping into the growing “Farm to Table” trend, consumers growing interest in more nutritional and locally-grown foods • ACACIA® wines will introduces simple, easy farm to table recipes that will drive Acacia’s initiative and encourage wine pairing with artisanal recipes

How it Works 1. Invite consumers to savor local seasonal flavors for their holiday meal solutions 2. Cross-merchandise with key categories that drive display and help to elevate an experience or gathering: gourmet foods, produce, cheese/deli, better for you/organic products 3. Display: •Primary: Suggest in and out of department displays •Secondary: Build mass display utilizing new rack and decor 2. POS: •Use the full selection of Summer POS to drive visibility and trial 3. Sampling •Where legal, execute sampling program driving trial & strong consumer connections

Key Benefits • Simple, easy farm to table recipes through print and POS to encourage pairings with artisanal recipes •ACACIA® wines provide a solution by pairing locally sourced foods with outstanding wine. •This new line continues Acacia’s history of single-focus on Burgundian varietals and significant over-delivery on wine quality. It leverages Acacia’s brand equity to give consumers a chance to experience Acacia wines at an everyday price. The wines are crisp, balanced styles, with expressive fruit, that are great with food.

Next Steps • Stock up on the entire ACACIA® & A BY ACACIA® wines portfolio to meet consumer demand • Execute recommended display & activation standards provided. Source: 1. United States Department of Agriculture, 08/14/2014 2014 vs. 2010; 2. Spectra 2013; 3. The Nielsen Company Total US XAOC Latest 52WE 1/3/15 DIAGEO Internal – Not for Redistribution, Please Drink Responsibly ©2015 ACACIA VINEYARD, NAPA, CA

DISPLAY & VISIBILITY JULY 2015 ACACIA® WINES - “CELEBRATE LOCAL FLAVOR” Program Support • Digital Content Sharing • Leverage Acacia-owned recipes • Drive awareness and consideration in store via point of sale visibility, shelf talkers with tasting notes and food pairings, and added value coupons and recipe neckers. • Estimated 500 Mobile Wine Bar Samplings throughout the U.S.

Recommended Display Standards A. B. C.

Mass Display: 15+ in A, 10+ in B Secondary Display of Carneros wines with Case Card, IRC/MIR and Lug-On Cross-Merchandise in Meat section using A x A Pinot or Seafood w/ UnOaked Chardonnay

A X A CHARDONNAY A X A PINOT NOIR A X A RED BLEND A X A UNOAKED CHARDONNAY

50% 35% 10% 5%

CARNEROS CHARDONNAY CARNEROS PINOT NOIR

50% 50%

A. Engage consumers during sampling events with history of being an iconic part of pioneering the Carneros region of the rolling hills of Napa Valley. B. Leverage Chefs USA (Where legal) as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Acacia wines. C. See Channel Standards for Sampling Goals & Targets

POS/Tools: Shelf talkers, 3-Case Rack Displays, Sell Sheets, Case Cards, Webisodes/Videos, Education Modules, Mobile Wine Bar Sampling

Shelf Talkers

MIRs / IRCs

Barrel Display

Recipe Neckers

DISPLAY & VISIBILITY JULY 2015 STELLINA DI NOTTE® The Situation • Prosecco & Pinot Grigio/ Gris have seen year over year growth the last five years!1 • STELLINA DI NOTTE® wines have accelerated double digit growth in both Prosecco and Pinot Grigio.1 and offer a high quality Premium price tier product for any occasion. • Prosecco and Pinot Grigio sales spike 14% higher in the week of July 4th than any other week1

Stellina di Notte Dollar % Chg vs. YAG 43%

14% Prosecco

Pinot Grigio

The Idea • Simple entertaining with a modern, Italian twist. STELLINA DI NOTTE® wines add style with an Italian flair to casual gatherings and the modern and stylish Italian wine of choice for causal meals and cocktails. • Drives value with simple Italian recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make summer entertaining easy. • Showcase easy cocktail and meal solutions with wine pairings via POS that encourages stock up on STELLINA DI NOTTE® wines and drives traffic to other products.

How it Works 1. Display: • Primary: Build display at scale utilizing mass merchandiser • Secondary: Secure of department displays in Seafood or Floral depts. • Secure Cold-Box placements where possible to drive trial 2. POS: • Use the full selection of STELLINA DI NOTTE® POS to drive awareness and consideration in store via point of sale visibility, shelf-talkers with tasting notes, and added value neckers MIR’s & IRC’s 3. Sampling • Where legal, execute sampling program driving trial & strong consumer connections (TBD)

Key Benefits •

Opportunity to drive higher basket ring via cross-promotion with Italian products and healthy and fresh ingredients used in Italian meals and cocktails. • Cross-merchandise with key categories that drive display; Italian gourmet foods, fresh ingredients tomatoes, herbs & spices

Next Steps • Stock up on STELLINA DI NOTTE® wines portfolio to meet consumer demand • Execute recommended display & activation standards provided. Diageo Internal -- PRIVILEGED AND CONFIDENTIAL Not for Redistribution

Source: 1- Nielsen XAOC 52WE 1/3/15

DISPLAY & VISIBILITY JULY 2015 STELLINA DI NOTTE® Program Support • Drives value with simple Italian recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make summer entertaining easy. • Opportunity to drive higher basket ring via cross-promotion with Italian products and healthy and fresh ingredients used in Italian meals and cocktails. • Digital Content Sharing • Leverage Food & Cocktail -owned recipes • 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 Prosecco with Case Card, IRC/MIR or other added value neckers Cross-Merchandise Pinot Grigio in Seafood Depts. and Prosecco in Floral Depts.

STELLINA DI NOTTE PINOT GRIGIO STELLINA DI NOTTE PROSECCO

90% 10%

A. Showcase entertaining ideas with consumers using Food & Cocktail Recipes 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 Stellina wines. (TBD) C. See Channel Standards for Sampling Goals & Targets

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) Drive awareness and consideration in store via point of sale visibility, shelf-talkers with tasting notes, and added value neckers MIR’s & IRC’s Cross-merchandise with key categories that drive display; Italian gourmet foods, fresh ingredients tomatoes, herbs & spices

Diageo Internal -- PRIVILEGED AND CONFIDENTIAL Not for Redistribution

DISPLAY & VISIBILITY AUGUST “SUMMER” 2015 BVCE® / BV® NAPA – BE VISIONARY The Situation • BV® Napa is growing sales faster than the total category and leading competitors in the same price tier.1 • BV® Coastal Estates drives higher lift and more consumer pull than the #1 brand in the price tier1 • BV ® Napa drives 1.3 times greater consumer pull than Robert Mondavi in the summer2

The Idea • BEAULIEU VINEYARD® continues its Be Visionary campaign by inviting consumers to taste the difference 115 years of winemaking experience brings, showing them there is a reason BV has produced wine, without pause, since 1900. • Taste the difference. Allow consumers to taste the difference 115 years of winemaking experience brings really helping to justify the price / value equation for BV.

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. • Be Visionary What it Means: • 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- Nielsen XAOC 52 WE 1/3/15; 2- Nielsen XAOC 8 WE 10/25/14

DISPLAY & VISIBILITY AUGUST “SUMMER” 2015 BVCE® / BV® NAPA – BE VISIONARY 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 • 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 and history of being an iconic label for over 113 years BVCE CABERNET 50% B. Suggest Chefs USA where legal as part of the Mobile Wine BVCE CHARDONNAY 35% Bar Sampling Program with having the Chefs prepare BVCE PINOT NOIR 10% different foods that pair well with BV wines BVCE MERLOT 5% 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 BV NAPA IRC & MIR

Social Media & Digital Advertising

Shelf Talkers

BVCE IRC & MIR

DISPLAY & VISIBILITY AUGUST 2015 GREAT AMERICAN WINE COMPANY™ “LABOR DAY” The Situation • • •

Summer holidays are the peak season for BBQ parties where wine is a popular choice.1 Sales grew leading up to major summer holidays, jumping +9% for Memorial Day from the prior month.2 The Great American Wine Company™ continues to be grow post launch, and is the #1 innovation wine launch in 2014. 3

The Idea • The Great American Wine Company™ is the perfect fit to “Celebrate Labor Day” and encourages consumers to celebrate the end of summer in Americana style. • Invite consumers to celebrate Labor Day weekend with our wines that give back to military charities • The Great American Wine Company™ aligns with American traditions, holidays and events to reinforce the brand’s connection to consumers’ Great American Celebrations throughout the year • 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: BBQ foods, seasonal items, meat, deli & seafood departments • Create best in class mass displays to draw awareness and excitement on the brand using “Labor Day” POS and IRC’s/MIR’s • Get creative: think outside the box and look to other categories for inspiration (beer/soda) • Support tools throughout the year reinforce Celebrate American and distribution/display building 2. Sampling • Execute sampling program driving trial & strong consumer connections

Key Benefits • Opportunity to drive higher basket ring via cross-promotion to provide them Americana 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 Please Enjoy Our Wines Responsibly

DISPLAY & VISIBILITY AUGUST 2015 GREAT AMERICAN WINE COMPANY™ “LABOR DAY” Program Support • National USO Activation • Launch “Celebrate Labor Day” 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.

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

DC&E INNOVATION

7KH %LJ 2SSRUWXQLW\ CALIFRESCA is our first brand to release under the newly defined ‘Grape-Based-Adult-Refreshment’ platform. SITUATION: • • •

Category lines are blurring: Consumers are purchasing less by segment and more by flavor and convenience.1 Ready-to-Drink sales are CALIFRESCA is a cocktail of bubbly white wine and natural flavors.

IDEA:

“Cocktails for Wine Lovers” targeting wine loving consumers seeking convenience and refreshing taste.

PRODUCT DETAILS: • • •

Made from California dry white wine SRP: $12.99/$10.99 % ABV: 12.5%

LIQUID DETAILS: CALIFRESCA Apple Spritz: •

Nose opens like the first cut of a freshly picked orchard apple. Sweet, luscious fuji apple juice notes are nicely balanced with the structure of other apple layers. Finish lingers like an appletini.

FPO

CALIFRESCA Grapefruit Fizz: •

Crisp grapefruit and citrus peel on the nose. Ruby Red grapefruit bursts through in the mouth with the slight acidity balanced with a smooth, tangerine finish.

TTB classifies CALIFRESCA as a “carbonated white wine with natural flavors” Source: 1. Euromonitor International 2013

FPO

0DUNHWLQJ 6XSSRUW CALIFRESCA will be supported with sampling events, PR, coupons, POS and cocktail recipes at launch and during key seasonal windows throughout the year POS:

• • • • •

Case Card Case Tucker, Cold Box cling Recipe necker 2-case Corrugate display rack

Sample POS look & feel

shippers

COCKTAIL RECIPES: • CALIFRESCA Apple Cider

• 6 oz. CALIFRESCA™ Apple Spritz • 1 oz. Crown Royal Regal Apple™ • 2 oz. soda water

• CALIFRESCA Paloma: • • • • •

3 oz. CALIFRESCA™ Grapefruit Fizz 1 oz. Don Julio® Blanco tequila 2 oz. soda water Juice from half a lime Garnish with lime wedge

Situation Since launch in January 2015, Chateau La Paws is growing double digits each week. 1 55% will pay more for a product associated with a good cause. 2 46% view the pet homelessness problem as very important, yet more than half donâ&#x20AC;&#x2122;t know how to provide support3 Over HALF of shoppers say their purchase depends on the packaging and they check the label before buying to ensure the brand is committed to a positive social or environmental issue.5 Chateau La Paws $ Sales

$1K

$2K

$6K

$23K

$29K

$34K

$10K

Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7

Opportunity

National Dog Day is August 26th

Human and animal welfare are among the top 5 issues consumers look to support1 68% Households have pets 32%

68%

The majority of pet-households own at least 1 dog (~56MM households)2 Consumers spent $55.72 billion on their pets in 2013 and are projected to spend $58.51 billion in 20142

Introducing Chateau La Paws:

Sweet Red Blend, Cabernet, Merlot & Sauv Blanc IDEA: Life is better with our furry friends. That’s why we back up our belief with action by proudly supporting no kill animal shelters. Happy Wine. Happy Dogs.

RATIONALE: Bold, playful, loyal, friendly….the dogs have a lot in common with our wines! Chateau La Paws wines are inspired by the unique personalities of the shelter dogs featured on our labels.

NORTH SHORE ANIMAL LEAGUE TIE-IN: 16 new dogs featured across 4 new varietals Professionally photographed real rescue dogs from North Shore Animal League America Chateau La Paws proudly supports no-kill shelters

Sweet Red Blend

Cabernet

Merlot

Sauvignon Blanc

SUGGESTED COMPETITON: Yellow Tail, Duck Commander, Cupcake Vineyards, Barefoot, Tussock Jumper, LAB

Chateau La Paws Proudly Supports No Kill Animal Shelters

North Shore Animal League America— the world's largest no-kill rescue and adoption organization—has saved the lives of over 1 million dogs, cats, puppies and kittens at risk of euthanasia. Through our many innovative programs, we reach across the country to rescue animals from overcrowded shelters, unwanted litters, puppy mills, natural disasters and other emergencies and find them permanent, loving homes.

To reinforce the charitable idea of the brand, Chateau La Paws will provide a $100,000 donation to support no-kill animal shelters in 2015 In 2015, our national beneficiary will be North Shore Animal League America (NSALA) with a $100,000 donation in support of their efforts of nokill awareness and affiliated shelters

Off-Premise Path to Purchase

Tools to support consumer engagement and reinforce support of no-kill animal shelters at every step

Digital

Visibility

Shelf

Visibility

Digital

Water Bowl

Case Cards

Poster

Dog Treat Necker

Necker Tennis Ball

Floor Decal Wobblers by varietal (with tasting notes)

Take One

3 Case Rack with Take One

How It Works: Display Recommendations

Stacks, Racks & Co-Merchandise for maximum impact with shoppers

Stacks Leverage POS with multiple dog visuals to drive awareness in-store in the wine section and pet aisle

Racks Help drive out-of-section displays with 3 case rack and Customizable Take-One

Co-Merch Cross-Merch Coupons available Recommended Categories include: Dog Food Dog Treats Pet Care Pet Toys

Award Winning Launch Varietals

2015 Los Angeles International Wine Competition

GOLD MEDAL WINNERS

Red Blend, 94 points (Best of Class) Chardonnay, 91 points

CELEBRATING LIFE EVERY DAY, EVERYWHERE, RESPONSIBLY.