DEPLETION & RAD DATA

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Sourcing Depletion Data

DEPLETION & RAD DATA Moderator: Eric Sothern, Eric Sothern, National Sales Director – Bespoke Collection Speakers: Kirk Haverkamp, National Sales Director – PEJU Province Winery John O’Donnell, Business Data Analyst – Accolade Wines Westley Wallinger, Sales Operations Manager – V2 Wine Group

Sourcing Depletion and RAD Data Moderator: Eric Sothern Bespoke Collection

Sourcing Depletion Data

Depletion and RAD Data Kirk Haverkamp National Sales Director PEJU Winery

Topics Data Collection Challenges Importance of RAD Collecting your own data vs. using a vendor

How do we get there? Where do we want to go? Where are we today?

Wholesaler Collection Agency/ Software Co Winery Collection and Flow of Data Website/ Excel /PDF Other Location & Format of Data End Result Benefits Reporting

Data Being Collected Inventory –1 st Day of the Month –Last Day of the Month –Shipment Received Depletions –Item –Vintage –Pack Size Item Code Sales Person Territory Sales Manager Account Name Account Code Buyer Name Address Phone City State Zip Code Premise Type

Data Formatting- PDF to a Bar Napkin

Data Formatting- Website/ Excel Inv DateSales Rep Prod ID DescriptionPk Size Cus ID CustomerAddressCitySTZipPhoneOrg Class MC2466Peju Cabernet 12/ / /7 50ML Burton's Liquor & Deli 355 Washington Street NewtonMA OFF SP2466Peju Cabernet 12/ / /7 50ML Main Street Wine & Gourmet 42 Main StreetOrleansMA OFF SL2466Peju Cabernet 12/ / /7 50ML Pairings Wine & Food 600 Main StreetWinchest er MA OFF AM2466APeju Cabernet 12/ / /75 0ML Highpoint Wines 2 Connector Road #10 WestboroMA OFF MK2466APeju Cabernet 12/ / /75 0ML Capital GrilleBoylston StBostonMA ON

Manual Reports Shipments Depletions Inventory YTD vs. LY Growth %

Manual RAD Reports Accounts Sold Depletions Premise Item/Size

Manual RAD Rollup Reports WineNational TotalALAZARS CalN CalCOCT Cabernet Sauvignon Cabernet Franc Merlot Sauvignon Blanc Other Total Placements8500xxxxxxx Total Accounts Sold On Premise Off Premise Grocery Club Independents On Premise Percent50.0%70% Off Premise Percent50.0%30%

Tipping Point Revenue Growth TimeAccuracyReportEase of UseOversight Lost Revenue

Vendor Supplied Reports

Depletion and RAD Data John ODonnell Accolade Wines

TradePulse for collection and reporting on: 10 Brands 120 SKUs 400K Cases

Accolade Wines Depletions Reporting Challenges Distributors that habitually report late into the month Summary and Retail Depletions not tying out Account attribute accuracy

Depletion and RAD Data Wes Wallinger V2 Wine Group

Data Collection-Benefits Receive monthly Depletions and RAD (retail account data) from distributors thru VIP. – Depletions show what distributors have moved out of warehouse – RAD shows where the depletions went Allows us to do the following: – Monitor all sales goals by wholesaler – Track National Account placements vs. Sales – Compare sales vs. Marketing campaigns – Analyze distributor inventories to make sure vintages are current – Compare sales vs. Brand Standards Neatly sends data into BI system for easy dashboard analytics

Data Collection-Benefits cont.

Data Collection-Challenges Timing – Major distributors report into system quickly where as slightly smaller houses could take till the 20 th of the following month Accuracy – Are the numbers that distributors send to VIP the same that they show in their system? Distributor Data compliance – Not all distributors report data to VIP – Causing manual entry of depletions Some distributors report depletions and not RAD Overall striving for 85% data collection by brand

Wine Business Monthly would like to thank the following partners and sponsors: