F15 H1 DC&E MWB Off Premise Sampling Program Woodwork Sell-in Guidelines Allocations: Nearly 300 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: 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 DEMOS ONLY $50 for product Approval needed for any additional expenses 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. Ensure that the account has ample inventory of the focus brand Target = minimum of 1 case committed by the retailer on event day of the SKUs that will be poured for consumers Event Overview: Off-premise sampling program in key grocery and liquor accounts designed to promote Woodwork through the DC&E’s Mobile Wine Bar Program Promotion Objectives: Drive consumer education, trial and purchase of the Woodwork Portfolio Event Activity: Before every event, complete brand training on 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 Woodwork® 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 Woodwork® (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 Woodwork (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.

Kit Materials 1 pop up display 4 drip stops 1 printed tablecloth 1 bottle opener 100 tasting cups 1 counter card 1 education guide 50 IRC or MIR coupons, where legal 1 recipe card 30 Wood Stoppers as consumer giveaways 1 Wine Style Guide 1 ERF 1 RCF F15 H1 DC&E MWB Off Premise Sampling Program Woodwork Key Brand Communication Points: Woodwork is the result of our winemaker’s passion for this craft, and her trials and experimentation with oak to create wines that are new and unique in their flavor profile. Woodwork celebrates the craft of winemaking. Each small batch wine highlights the unique influence of oak to bring out the natural characteristics of each varietal. Flavor cues on the front label quickly and easily communicate the oak influence and fruit expression. Popup Display Recipe Card Counter Card Education Guide Coupon IRC Ideal Table Set Up