SERIOUS ABOUT OUR CRAFT Marketing Toolkit Q Wine Focus V1

SERIOUS ABOUT OUR CRAFT Effective Dates: April 1 – June 30, 2016 Fresh off the Vine As the days grow longer and the nights shorter, capture the climate with crisp, clean or fruity wines that are sure to cool as the weather warms. Our Q2 focus is all around wines that present well during the spring months. Call to Action: Capitalize on the spring season with our proven wines. Focus Overview

SERIOUS ABOUT OUR CRAFT Overall Fresh off the Vine Goals & Objectives Quarterly wine marketing plan backed by Imperial’s Executive team, aligning focus across statewide territories Focus attention and drive volume on selected PRIORITY and SECONDARY wine items Provide sales with education and consistency around brands and products Educate accounts with robust wine portfolio within Imperial Utilize the latest trends to differentiate within the markets PRIORITY Focus Items Increase product awareness, case penetration and sales statewide with PRIORITY focus wines Promote items that present well during the spring months Provide solutions and create demand for on-premise and off-premise accounts Focus Goals & Objectives

SERIOUS ABOUT OUR CRAFT Create the demand with our PRIORITY focus items/theme Fresh off the Vine is a great campaign to present to your accounts Sell in the wines along with the theme Some Ideas To Get You Started: Off-Premise Help your accounts create a nice display or end cap Shelf talkers are a great way to grab attention at the shelf level On-Premise Help accounts build their wine menus using the proposed wines and theme Create menu inserts highlighting the wines and theme Take Action in the Market

SERIOUS ABOUT OUR CRAFT Q2 PRIORITY Focus Items Focus on your PRIORITY list allowing you to push even more product into on and off premise accounts! Bowers Harbor | Pinot Grigio (IB #90876) Famega | Vinho Verde (IB #95220) Murrieta’s Well | ‘The Whip’ White Blend (IB #90160) Clifford Bay | Sauvignon Blanc (IB #85400) Monte Antico | Toscana Rosso (IB #49280) Hayas | ‘Centenaria’ Garnacha (IB #94206) Acrobat | Pinot Gris (IB #91093 & #91099) New Age | White (IB #96100) Four Vines | ‘Naked’ Chardonnay (IB #90001) Charles Smith | ‘Kung Fu Girl’ Riesling (IB #58902) PRIORITY promotions may include incentives, brand goals, feet on street support, marketing/POS materials, training materials and samples.

SERIOUS ABOUT OUR CRAFT Multi Sell Sheet This multi sell sheet incudes all of the wines in the Q2 primary focus. Each wine is listed with its IB item number, description and price.

SERIOUS ABOUT OUR CRAFT Individual Product Sell Sheets Sell sheets have been created for all focus items, New Age is shown as an example. There are options for on premise or off premise pricing: Off Premise: Includes suggested retail price at 25% and 30% Margin On Premise: Shows case and bottle pricing (including split case charge)

SERIOUS ABOUT OUR CRAFT Off Premise Point of Sale Poster Wine Back Card Shelf Talker New Age is shown as an example, all other brands also available.

SERIOUS ABOUT OUR CRAFT On Premise Point of Sale Table Tent Or Table Tent Insert New Age is shown as an example, all other brands also available. Server Card

SERIOUS ABOUT OUR CRAFT iPad Wallpaper Use your ipad wallpaper as a reminder to keep the focus top of mind as you work with accounts! Download the jpeg on the staff portion of imperialbeverage.com and set it as your wallpaper when the Q2 Wine Focus goes into effect: April 1 st.

SERIOUS ABOUT OUR CRAFT Q2 SECONDARY Focus Items Sell these wines AFTER you have exhausted your PRIORITY items in your market! Innocent Bystander | Pink Moscato (IB #45889 & #45961) Domaine Wachau | Gruner Veltliner Terrassen (IB #93450) Tangent | Albarino (IB #94776) MoscaMango | Moscato Cocktail (IB #45928) Loosen | ‘Dr L’ Riesling (IB #49620) Charles Smith | ‘Vino’ Sangiovese Rosé (IB #58993) Filon | ‘Old Vine’ Garnacha (IB #50890) Honig | Sauvignon Blanc (IB #90120) Leese Fitch | Cabernet Sauvignon (IB #96510) Alias | ‘Secret Agent’ Red Blend (IB #89003) Sell sheets will be available for each item listed above. With SECONDARY items, Brand Goals/Incentives, etc are not guaranteed but if provided will be communicated.

SERIOUS ABOUT OUR CRAFT Brand Goals & Incentives Established Brand Goals and Incentives for PRIORITY focus items will be available before the start of the quarter. Be on the lookout for an from Melissa.

SERIOUS ABOUT OUR CRAFT Focus Training Wine Insight pieces are created for each PRIORITY focus item to help you sell with confidence! Start conversations with your accounts on the winery history, brand features and benefits, pairing ideas, etc. Be the expert!

SERIOUS ABOUT OUR CRAFT Cross-Merchandising The 2016 Wine Focus will be incorporated into other Imperial Beverage elements aligning the message statewide all year long! April May June 2016 Price Guide: Check out the articles and map reference to the Q2 focus items GSM Meetings: Look for the corresponding suppliers to present at GSM meetings When scheduling your RSM meetings, include the suppliers within the quarterly focus to help drive the message home Tastings: Set up tasting events with your accounts using Q2 wines Social Media: Alignment of the wine focus within Imperial social media outlets

SERIOUS ABOUT OUR CRAFT Material Access – Electronic Files Electronic files are available on the Imperial Beverage website! Download with these 4 easy steps: 1.Visit imperialbeverage.com 2.Login to the staff section 1.UN: Last Name, First Initial 2.PW: Your Home Address Number(s) 3.Click on the Fresh off the Vine logo 4.Download the materials you need

SERIOUS ABOUT OUR CRAFT Material Access – Printed Pieces For any printed pieces see the following options: your POS request form to Download the Excel document located on the staff sign-in page of imperialbeverage.com, click on FORMS then POS REQUEST FORM under the Sales Form category Enter your request via the web Located on the staff sign-in page of imperialbeverage.com, click on POS REQUEST FORM under the Web Form category Make sure to complete the form in its entirety to ensure the correct deliverable Don’t forget to invoice in both instances!

SERIOUS ABOUT OUR CRAFT What’s Next Be on the lookout for our Q3 focus “Love the Wine You’re With” all around volume driver wines! May 16– Early communication providing broad focus to sales teams Remember to discuss at RSM meetings (May 27) June 6 – Confirm and communicate Brand Goals, products, key participating vendors, toolkit with training and sales materials We will include Q2 focus a the June 24 GSM June 27 – Communicate any additional Brand Goals, incentives, sales materials, POS, etc

SERIOUS ABOUT OUR CRAFT Key Contacts Have questions about the focus, items, etc? Reach out to these key contacts with any questions! Imperial Sales & Marketing Larry Cekola, VP Sales & Marketing Mike Fox, Director of Sales Jim Warren, Portfolio Director Dan Betzler, Chain Sales Director Anna Tomlonson, Marketing & Special Events Director Imperial Wine Specialists Kimberly Bricker Bradford Hammerschmidt Jennifer Laurie