"Way too many people in the wine business want to come out and talk about how many barrels they use or what the terroir is. There is nobody in the millennial generation that gives a crap. They would much rather know about the name of the dog that runs around in the vineyard. That's much more personal." Gary Vaynerchuk

BIG opportunity. BOLD plan. Agenda

3 Millennial Males Account For $2.2 BILLION in wine purchases

4 Visually Impactful Confident Sophisticated Social Millennial Drink Brands

5 Look for brand video at ade

BIG opportunity. - worth $2.2 billion - needs a bold brand BOLD plan. Agenda

7 Traditional Advertising Won’t Work Our Target: Millennial Men The Rest of the Market: Gen X, Boomers Reaching millennials is difficultMillennialsAbove 30 Watch more than an hour of TV per day 57%79% Social Network users72%40%

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9 Carolla became famous as host of the radio show & MTV program Loveline from 1995 to 2005, as the co-host of the television program The Man Show (1999–2004), and most recently for his performance on Dancing with the Stars. Carolla started a daily podcast on February 23, 2009 at his personal website. The first Adam Carolla podcast was downloaded over 250,000 times and, as of the third podcast, it was the number one podcast on iTunes in both the U.S. and Canada.

10 Carolla Podcast Facts:  Up to 300,000 unique downloads per day with 89% of listeners being Men  2009 iTunes Rewind “Best Podcast of the Year”  The Adam Carolla podcast consistently ranks ahead of HBO’s Real Time with Bill Maher, Ricky Gervais, & President Obama’s Weekly Address

11 Carolla Partnership Exclusive Original Content via 2.0 Outlets  6 Viral Webisodes  12 Social Media Blitzes (Twitter & Facebook Attacks)  4 Separate :30 Ads on Podcast  4 Podcast Segments & On-air Game Show Ten Comedy Tour Show Sponsorships  Show tickets for distributor incentives, trade entertainment, consumer prizing  Post-show meet & greets (select cities) for incentives, prizing and media 115,000 Twitter followers 14,000 Facebook friends 300,000 daily podcast downloads

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13 Website Launched Jan 15 Locate Retailers Online NEW!

14 Where you’ve seen us…

15 NY Hot Spot Placements Palace HotelChelsea Wine Cellar Voodoo LoungeBattery Gardens Black DoorClub Max Cielo ClubGreenwich Village Bistro Winning in New York Total Nielsen Liquor Outlets Eq Vol / ACV 7 Deadly Zins292.1 Sledgehammer AC Nielsen P52W ending 9/18/10 Keys to Success Robust start: –Initial 60-day one case pricing for distribution PLUS distribution incentives –Put in the right accounts, branded tastings in retail, lobby tastings in Hotels and restaurants on night they would feature SH –Sponsorship of hip events, like premier parties Maintain Focus –First 6 months SH is always on sales rep quota –SH at least one varietal on our monthly blitz –Paid for windows displays (especially important in metro) Driving the Sale home: “a lot of buyers don’t understand “millennial” when we explain it in marketing terms. We pull a bottle of Jagermeister and put next to Sledgehammer. The colors are the same and most of the time so are the drinkers. They get it.“ - Gstell ROS Already Competitive within Peer Group

16 Channel Focus OFF-premise Club Mass/Supercenter Specialty Grocery Convenience & Drug Conventional Liquor* Wine Specialty ON-premise Fine Dining Casual Theme Dining Casino Private Club Country Club/Golf Hotels Catering & Food Service Bars/Nightclub *Liquor stores will vary by market. (Michigan Avenue vs. Southside Chicago) More upscale liquor stores in the right neighborhoods are key. Objective: Build distribution in key millennial male accounts to maximize targeted marketing & PR activities. (50/50 on-off-premise split)

17 This is not traditional wine marketing. What is isn’t: –Distribution everywhere –Buble holiday promotion Objective (1)Capture the attention of Millennial Males (2)Develop Brand Ambassadors Tactics (1)Digital Activation (2)Metro/Urban Focus (3)Find the Hot Spots Tools (1)Carolla (2)POS (3)The package

SLEDGEHAMMER is the RIGHT wine. the RIGHT distribution. the RIGHT marketing plan. the RIGHT time.

19 Appendices

20 Sledgehammer Cabernet Sledgehammer Cabernet Sauvignon Appellation: North Coast Vintage: 2007 Retail Price: $15.99 Promoted Price: $14.99; BTG Price: $9 Tasting Notes: Complex aromas of black cherry and notes of cinnamon and nutmeg lead to powerful flavors of plum and dark berry fruit. The wine has supple tannins and well integrated oak from barrel aging. Points of Distinction: 91% of the grapes are from Alexander Valley Long hang time on the vines creates a robust 14.2% alcohol wine with big, ripe fruit flavors 14% Syrah was blended in to increase the ripe fruit, body, and tannin structure of the Cab Sauv. Aged in American, French and Hungarian oak for 2 years.

21 Sledgehammer Zinfandel Points of Distinction: 80% Lake Co. "Mountain Fruit," producing intensely bold Zinfandels. Another 20% from benchmark Sonoma appellations Alexander Valley and Dry Creek Valley. A long hang time resulted in a wine with 15% alcohol and big ripe fruit flavors. 11% Petite Sirah and 8% Syrah were included in the blend to increase the ripe fruit, body, and tannin structure of the Zinfandel. Sledgehammer Zinfandel Appellation: North Coast Vintage: 2007 Retail Price: $15.99 Promoted Price: $14.99; BTG Price: $9 Tasting Notes: Intense aromas of blackberry, black pepper, toasted oak and a hint of brown spice. Bright flavors of raspberry and blackberry fruit with some vanilla highlights from the influence of again in small oak barrels.

Program Overview Celebrity Spokesperson National In-Store POP Comedy Tour Sponsorship PR & Social Media Consumer Events On-premise Podcast & Online Integration