“Great Tasting Wines“Great Tasting Wines Under $10 Summer Program”Under $10 Summer Program” Distributor Conference Call May 8, 2015 Michigan Division 1 *ART SUBJECT TO CHANGE PER KROGER CREATIVE SERVICES

Program Dates: W1P5 – W4P6 (Week beginning May 24th) - Displays Built – W1P5. Your Gallo distributor / wholesaler will be responsible for building the displays and executing the point-of-sale. Program Description: “Great Tasting Wines Under $10 ” Summer selling event has opportunities to capture key customer purchasing occasions for the season such as socializing with friends and family, backyard barbeques and the holiday’s that make up this time of year. We will continue to focus on the “great price” message and will provide our customers with the items they want, plus a little. Items: Selected SKU’s are data driven and were selected as the best selling items in the last 52 weeks. Quantities and assortment vary by store segment. Grocery Sales Plan: This program will be supported as a center aisle display in the grocery sales plan. Signage Kit: Includes themed base wrap, stanchion sign, header, and brochure. These POS kits will ship directly to Gallo Distributors in Week 4 of Period 4. The POS kit should be put away safely and await the responsible distributor party to execute the display build’s. Audit Form: Distributors will be required to send in a survey, confirming they have 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 95% of our stores, as outlined in the program. To gain execution feedback and pictures of all stores participating in the program. Program Overview 2

3 Great Wines Under $10 Summer Event Period 5 week 1 through Period 6 week 4

4 Great Wines Under $10 Summer Event Period 5 week 1 through Period 6 week 4

5 Great Wines Under $10 Summer Event Period 5 week 1 through Period 6 week 4

Point of Sale/Marketing Elements Artwork/Elements developed to match grocery’s patriotic style guide during summer selling. Theme: “Great Tasting Summer Wines Under $10” POS is focused on featuring top selling wines at great values. All stores will receive Under $10 messaging. Kroger.com/Banner.com will house summer food and wine pairings, plus delicious seasonal recipes! 6

POS Elements – ALL STORES (Under $10) 7 Stanchion Basewrap Display Look of Success Header

8 Supplier/Distributor Execution We will be utilizing our DISTRIBUTOR/SUPPLIER RESOURCE PORTAL, which provides all resources needed for a successful execution of this program. The portal contains the following: Division POG’s Display Build Schedules Distributor/Supplier Playbooks POS Installation Instructions 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 Gallo Distributors. SUPPLIER/DISTRIBUTOR RESOURCE PORTAL LINK: (currently being updated/not finalized yet)

9 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 (no faxing needed)- 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/not finalized) 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)

Contact Information : Kroger National Wine Team: Ryan McHendry ( ) Pat Byrne ( ) Diane Farfsing ( ) Lisa Beth Miller ( ) Dave Morehead ( ) Jared Pachta ( ) Masterpiece USA (Project Manager/POS): Jillian Francois Hocker ( ) Suzanne Weithofer ( ) 10