Norway ”Germany leading the way” Ken Engebretsen 1 september 2010

The Norwegian market Increase in consumption 250 shops and 10 new shops every year, self service very popular Wine education for all employees in the monopoly White in summer, rosé only in summer, red in winter 18 years age limit to buy under 22% alc, 20 years over 5 different shops, different assorment. - Full assortment = 100% of Basic products Oslo area and west coast very strong for wine, Riesling strong hold. Deutschlands Position #1

Overall market sentiment Crisis not affecting sales in Norway Restaurants suffering 20% drop in 2009, 2010 back to normal Germany focus country for the Vinmonopolet Media writing a lot about German wines Dry wines dominating interest

Sales

Trends today Wine is winning over beer and spirits Quality wine is rising Quick adaption to new trends as long as it is classical Design sensitive Price sensitive International top 3 very important. RP, Decanter, Wine spectator

Sales of white wine at Vinmonopolet 2008/09 Sales of white wine at Vinmonopolet VolumePercentage Sales 2008Sales 2009ChangeChange % Total sales ,70% Germany ,20% France ,30% Italy ,20% Australia ,40% Hungary ,60% Argentina ,50% Chile ,00% Spain ,70% Austria ,60% South Africa ,80% USA ,40% Portugal ,40% New Zealand ,00% Other countries' ,90%

Sales trends explained Sales up by 4,8% (red, white, rosé and sparkling compared to 2008) All wines increasing but white, rosé and sparkling are growing more than red in percentage Summer effects the increase in sales but the trend towards lighter reds and white wines is there. Italy heading red wines 16% increase from 2008 (record sales!) Germany leading the white wine segment by nearly half a million litres (!). Germany and France make up 60 % of all white wine sales

Sales trends explained (continued) Why sales increase? High purchasing power despite crisis New stores opened throughout Norway Increased interest for food and wine Smuggling and border shopping decreasing

Top selling wine Norway, bottle 2009 Top selling brands, bottle 2009, liter NrProductRed/White/SparklingCountryLitres 1Doppio Passo 2007Red wineItaly Marqués de Cáceres Vendimia Seleccionada 2005/2006Red wineSpain Moselland Ars Vitis Riesling 2007White wineGermany Vidigal Reserva 2007Red winePortugal Casillero del Diablo Cabernet Sauvignon 2008Red wineChile Zaccagnini Montepulciano d'Abruzzo 2007Red wineItaly Martini AstiSparklingItaly Loosen Riesling Kabinett 2008White wineGermany Jacob's Creek Shiraz Cabernet 2006/2007Red wineAustralia J.P. Chenet Cabernet Syrah 2008Red wineFrance

Top selling wine Norway, Bag-in-Box 2009 Best selling brands carton/bag-in-box 2009, litres NrProductTypeCountryLitres 1J.P. Chenet Cabernet SyrahRed wineFrance Doppio Passo Salento PrimitivoRed wineItaly Lindemans Shiraz CabernetRed wineAustralia Cantina RossaRed wineItaly Gato Negro Cabernet Sauvignon 2008/2009Red wineChile Chapelle du Bois 2008 Red wine France El Copero 2008Red wineSpain Viña Maipo Cabernet Sauvignon 2008/2009Red wineChile Dr. L Riesling 2008White wineGermany Cuvée Christer Berens M d'ARed wineItaly

Customer profiling Experts 4% Assurance-seekers 27% Bargainhunters 29% Interested 25% Know it alls 15%

Market shares white wine Germany France Italy Australia Hungary Argentina Spain Chile

Focus areas for Vinmonopolet Tannic wines January 2011 Burgundy March 2011 Rheinhessen May Main focus Riesling, on BiB, guts-, orts- and lagenweine. - Also focus on Silvaner, Weissburgunder and Spätburgunder New Zealand July 2011 Spania September 2011 Kortreist i November 2011

Thank you for listening!