“Washington Wine Month- 2016”“Washington Wine Month- 2016” All Division’s - PLAYBOOK 1

Program Dates: P7 W2 – P8 W4: July 24 th thru September 10 th - Displays Built – W2P7, Week of July 24th. Your Ste. Michelle Brands distributor / wholesaler will be responsible for building the displays and executing the point-of-sale. Program Description: The Washington State Wine Month program is a key Adult Beverage Wine category initiative. This year we are teaming up with the Washington State Wine Commission to offer a fantastic promotional program highlighting the great wines of Washington state. This program will drive incremental sales and profit dollars for the category while creating excitement for our customers. Details are included below. Items: Quantities and assortment vary by store segment. Selected SKU’s are data driven and were selected by division, by state and by cluster. Grocery Sales Plan: This program will be supported as a center aisle/perimeter display in the grocery sales plan. Signage Kit: Includes themed base wrap, stanchion sign and brochures. These POS kits will ship to distributors in Week 1 of Period 7, which in turn, means delivery will occur by the end of the week that week. The POS kit will be taken to your stores by the distributor responsible for the display build’s. Radio: The Washington State Wine Commission will run Pandora and In-store radio Ads, directing customers to the display within Kroger. Audit Form: Stores will be required to sign off that the distributor has built the display to the store’s expectations and that it is properly signed Program Objectives: To grow wine sales during this program To execute the program in all of our eligible stores, as outlined in the program. To gain execution feedback and pictures of all stores participating in the program. Program Overview 2

POS Elements Header Brochure Stanchion Basewrap Necker

4 Supplier/Distributor In-Store Execution We will continue to utilize our DISTRIBUTOR/SUPPLIER RESOURCE PORTAL, which provides all resources needed for distributor reps to execute a successful in-store program. The portal contains the following: Division POG’s Display Build Schedules Distributor/Supplier Playbooks POS Installation Instructions – if applicable Division Store Lists Display Photo's "Look of Success.” The portal also includes the Online Audit Survey – which each distributor must fill out after completing the build and upload a photo. POS tracking will be made available as soon as the Kits ship to the stores. SUPPLIER/DISTRIBUTOR RESOURCE PORTAL LINK: (currently being updated)

5 Supplier/Distributor Execution KEY REMINDERS FOR SUCCESSFUL EXECUTION: POS Kits & Display Building Please Do NOT build display's prior to the outlined dates, as POS will not be available – if a change needs to occur, notify Masterpiece-USA immediately to accommodate. When building the displays refer the division Planogram's for accuracy of size and items. Reps will need to secure a photo of the completed display for audit purposes – THIS PHOTO NEEDS TO BE UPLOADED AFTER THE REP HAS FILLED OUT THE ONLINE AUDIT FORM. Audit Process On the day display's are built & POS is attached, distributor reps are required too complete an audit form via the link below- LINK AVAILABLE ON THE SUPPLIER/DISTRIBUTOR RESOURCE PORTAL AS WELL. Photo will be required to be uploaded at the end of the audit survey as well. ONLINE EXECUTION AUDIT SURVEY: (currently being updated) WE APPRECIATE ALL THAT YOU DO! IF YOU HAVE ANY QUESTIONS YOU MAY CONTACT SUZANNE WEITHOFER OR ANY MEMBER OF THE WINE TEAM! (Contact information on last page of this presentation)

Consumer Elements 6 Kroger Radio & Pandora Radio Kroger.com

Contact Information : Kroger National Wine Team: Ryan McHendry ( ) Pat Byrne ( ) Diane Farfsing ( ) Lisa Beth Miller ( ) Dave Morehead ( ) Jared Pachta ( ) Masterpiece USA: Suzanne Weithofer ( ) 7