F15 H1 DC&E MWB Off Premise Sampling Program Acacia Vineyards Sell-in Guidelines Allocations: Over 400 Events for F15 H1 in Select Markets Promotion Dates: F15– Align with DC&E Execution Plan with display visibility program Account Target: Off-Premise Chain Grocery and Liquor Key independent Liquor accounts Staffing: 1 promotional model Timing: 3 hours of sampling ½-hr set up & break down During high foot traffic hours on Thursday, Friday or Saturday Align with DC&E Execution Plan Consumer Target: 30 - 50 years old, males and females General Market Sampling Goals: 80 consumers reached 60 consumers sampled 25 bottles sold Avg. Case Display – 3 Sampling Budget: *WET DEMO ONLY $50 for product Approval needed for any additional expenses Event Overview: Off-premise sampling program in key grocery and liquor accounts designed to promote Acacia Vineyards through the DC&E’s Mobile Wine Bar Program Promotion Objectives: Drive consumer education, trial and purchase of the Acacia MWB Portfolio Event Activity: Before every event, complete brand training on www.DiageoWines.com and study your portfolio booklet carefully so you are prepared to answer questions about the varietals, tasting notes and food pairing suggestions for all brands. Introduce yourself to the store manager or wine department manager upon arrival. Ask if they would like to taste through the wines (where legal). Set up your display area with no more than four ACACIA® wines on the table. Open the bottles of wine you will be pouring and taste and/or smell the wines for defects. Quickly walk the entire store to capture case display activity for ACACIA® (look for small case stacks, large displays, end-caps, small displays near the deli, meat or produce sections). Engage target consumers and offer them a complimentary 1-oz pour of up to four of the top SKUs of Acacia (where legal) Relay key brand facts and any feature pricing while using premiums and/or rebates to incentivize purchase (where legal) Take pictures whenever possible — of your display, consumers enjoying the event (for internal Diageo use only) and competition! Answer ALL questions on your Event Report Form, and don’t forget to add insightful comments — YOU are our in-store experts! Alert your manager immediately to any issues you encounter during your event so we can use your feedback to improve our program’s effectiveness.

F15 H1 DC&E MWB Off Premise Sampling Program Acacia Vineyards Kit Materials 1 pop up display 1 blue tablecloth 1 printed runner 4 drip stops 1 bottle opener 100 tasting cups 1 counter card 1 education guide 1 recipe card (pack of 50) 30 bags as consumer giveaways 1 Wine style Guide 50 IRC or MIR coupons, where legal (multi brand) 1 ERF 1 RCF Distributor Responsibilities and Account Requirements Schedule events against the DC&E Execution Plan to align with display visibility program Identify the best accounts that fit the program guidelines, including: target consumer, location, time, inventory, etc. Give sampling agencies direction on up to 4 SKUs to pour at each event and means of securing product. At least one Premium/Appellation tier wine should be sampled Ensure that the account has ample inventory of ACACIA Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers Key Brand Communication Points: Founded in 1979, a pioneer with over 30 years of winemaking excellence, Acacia Vineyard is recognized as a benchmark producer of Carneros Pinot Noir and Chardonnay. Coupon IRC Counter Card Recipe Card Popup Display Education Guide