Exclusively For You 2017 Playbook Fall is just around the corner, cooler air, colorful tree’s, sweatshirts, football, holidays and drinking wine with friends. We are making sure we have the BEST customer solutions to attract and engage our MOST loyal customer with wines EXCLUSIVELY sold at Kroger. Program Dates:  September 10th – Nov 4th 2017; W1P9 – W4P10 Program Description: Customer 1st solution featuring great tasting top selling wines that are exclusively offered at Kroger. We will continue to focus on our great price message. This center aisle/end cap display solution will provide an out of department vehicle for featuring our most popular exclusive brands in order to engage new customers, drive sales and profits for our stores, and grow basket size so that we can increase sales on these brands +20% vs PY! Participating Exclusive Wines: Quantities and assortment will vary by store segment. Upscale Mainstream Value Magistrate Storyteller Chalkboard Acronym Parkers Estate Chalkboard Acronym Parkers Estate Arrow Creek Aconga Pinetti Notte Parkers Estate Arrow Creek Aconga Pinetti Notte Division & Distributor Calls: Program will be discussed with Divisions on our calls Aug 1 &2. Program will be discussed with distributors on Aug 3rd.

Display Point of Sale: Point of Sale will be delivered to WX Brands distributor warehouses week of Aug 10th. Distributors will be responsible for getting the POS to Kroger stores. Base wrap, Header Cards, signage, High Value Escalating MIR coupons Displays: WX Brands Distributors’ will be responsible for building displays the week of Sept 10th. They will make sure that product is at the store and will bring themed point of sale to support the display. Division Sales Contest: A fabulous trip for two to France – Paris & Wine Country- awaits four division Sales Contest winners! Details to Follow. Audit Form: Once displays are built and meet the stores expectations, then Distributors will utilize the Portal to upload pictures of the display. Distributor Portal will be live Aug 11th. Program Objectives:  To grow wine sales during this program To execute the program in all eligible stores, as outlined in the program. To gain execution feedback and pictures of all stores participating in the program. If you have any questions or need additional details please reference the attached detailed appendix.

POS Kits Header Base Wrap Display Cards All Kits VERSION 1 (All States Ext TX & TN) Header Basewrap Display Cards Header Base Wrap Display Cards All Kits

Exclusively For You Shopper Coupon Mix & Match Mail in Rebate Save $3 off 1 Save $21 off 6 Save$48 off 12 Non Participating States: AL, IN, MO, NC, TX Appendix on the next few pages contains: Sales Contest POGS POS Versions What does success look like?

Sales Contest: 4 Grand Prizes Contest Criteria How to Win Trip to France for two people awarded to the top four divisions (Wine Country & Paris) Prizes to be awarded by the VP of Merchandising for each winning division. The Trip will take place in Early Summer 2018. Contest Criteria To be eligible, divisions must achieve Sales Goal At least 95% display compliance for their eligible stores Note: All WX Exclusive Brand SKU’s will count toward sales goal How to Win 1. Must Meet or exceed wine sales goal. Finish 1st: The Division Finishing 1st will automatically win a trip for 2. 1st place finish is greatest % above goal and at least 95% of eligible stores displaying. All other divisions that meet the contest criteria will be awarded raffle tickets based upon their accomplishments. Three Division Winners will be drawn from qualifying entries. Sales Goal: Meet or Exceed and Earn 5 Tickets AND Display: Achieve 95 – 99% Display Goal Achieved, Earn 5 Tickets Achieve 100% Display Goal, Earn 10 Tickets Winners will be announced before Thanksgiving – Good Luck!

20% EXCLUSIVELY FOR YOU SALES GOALS These sales targets represent a 20% increase over 2016. Let’s work to ACHIEVE and EXCEED our 2017 sales goals. 20%

EXCLUSIVELY FOR YOU Beer Kicker Additional Raffel Tickets We are offering an opportunity to earn additional raffle tickets by adding a domestic beer sales goal kicker. Meet or exceed your EFY Goal AND Meet or exceed your domestic beer goa EARN 5 additional raffle tickets for the drawing. 11 Atlanta $ 9,912,393 14 Cincinnati $ 9,052,425 16 Columbus $ 7,922,651 18 Michigan $ 5,122,704 21 Central $ 6,732,357 24 Louisville $ 5,783,816 25 Delta $ 4,943,580 26 Nashville $ 6,132,749 29 Mid Atl $ 6,990,571 34 Houston $ 8,935,115 35 Dallas $ 7,830,218 534 Roundys $ 5,044,300 615 Dillon $ 1,865,905 620 King $ 1,509,180 660 Frys $ 15,608,100 701 Fred $ 8,125,117 703 Ralphs $ 6,544,490 704/708 F4L $ 10,273,266 705 QFC $ 1,709,350 706 Smiths $ 11,090,366 Total $ 141,128,654

EFY – Display POGS Upscale Stores - Display Mainstream Stores - Display Value Stores - Display

Michigan/Central Division EFY – Display POGS Upscale Stores - Display Mainstream Stores - Display Value Stores - Display

Roundy's Division EFY – Display POGS 5 SHELF – Endcap Display 4 SHELF – Endcap Display VALUE STORES – Endcap Display

Fine wine from prestigious appellations QFC Division EFY – Display POGS Endcap Display Case Sleeves for Cross Merchandising in Deli/Bakery, Meat or Seafood Magistrate Fine wine from prestigious appellations Magistrate Napa Valley Reserve Chard Critics Challenge 2016 Gold 92Pts Magistrate Alexander Valley Cabernet Sauvignon 2016 Sommelier Challenge – Gold, 92 points

What does good performance look like? End cap or Center Aisle display according to POG provided built at retail week of Sept 10th. Merchandised with all point of sale provided and refreshed weekly throughout the program. Meeting or exceeding sales goals on exclusive wines.