F15 H1 DC&E MWB Off-Premise Sampling Program Highly Confidential – Do Not Distribute

MWB Agenda Highly Confidential – Do Not Distribute 2  Mobile Wine Bar Program – Background & Objectives  Goals  Event Run of Show By Brand  Mobile Wine Bar Portfolio Sterling BV Acacia Once Upon A Vine Butterfly Kiss Great American Wine Company Woodwork  Online Training Tools Diageo Wines Website TheWineBar.com  Salesforce Training  Scheduling  Selling Skills  Wine Tasting  Q & A

Mobile Wine Bar (MWB) Highly Confidential – Do Not Distribute 3 WHAT IT IS  Off-premise sampling in priority Grocery and Liquor accounts designed to promote DC&E’s Mobile Wine Bar Program: Sterling, Beaulieu Vineyard, Acacia, Once Upon a Vine, Butterfly Kiss, Great American Wine Company and Woodwork HOW IT WORKS  3,500 brand-funded events in 20+ markets targeting the majority (60%) of wine shopping occasions – Relax & Unwind and Everyday Meals  National program management by MKTG and local execution by 3 rd party agencies and MKTG Field Activation OBJECTIVES  Drive distribution, display and consumer pull for Diageo’s core wine brands  Bring in new consumers and increase brand engagement and loyalty

F15 Sampling Goals Highly Confidential – Do Not Distribute 4  Always aim to reach or exceed our program KPIs!  80 Consumers Reached, 60 Sampled, 25 Bottles Sold  Remember YOUR GOAL: to sell wine and create loyal customers  You are our BRAND AMBASSADORS, bringing our brands to life in the marketplace  You are the VOICE OF OUR CONSUMERS; your insights help us design a program that connects with people and sets us apart from our competitors  YOUR SALES help justify the company’s biggest portion of the marketing budget on this program  Results are VISIBILE to all levels of the company, up to the senior executive team and President

F15 H1 Mobile Wine Bar Sampling Program Highly Confidential – Do Not Distribute

Event Run of Show Highly Confidential – Do Not Distribute 6  Thoroughly review all educational materials  Staff training manual and sell sheets Portfolio booklets / tasting notes Wine Academy Modules on diageowines.com  48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station  Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)  Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time) Align brand sampled with Execution Plan-display visibility program (ie what brand is featured each month) Only one brand should be sampled and up to 4 varietals can be sampled per event Set up your display area with only one brand on the table

Event Run of Show (Cont.) Highly Confidential – Do Not Distribute 7  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle  Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal)  Use premiums and/or rebates to incentivize purchase (where legal)  Relay key brand facts and any feature pricing  Encourage consumers to find the wine style they like using the Wine Style Guide found in each kit  When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable)  Fill out ALL questions on your Event Report Form and enter data online within 48 hours  Submit your timesheets, road check info and all other required protocol as outlined by your Manager

Wine Style Guide Kit Stickers Table Card Display Instructions Diageo Chateau & Estate Wines has developed a “DC&E WINE STYLE GUIDE” to help consumers simplify the multitudes of wine choices and zero in on the types and styles of wine they like best. The tool is intended to be easy to use, fun and interactive. While tasting during the sampling event, encourage consumers to use the Wine Style Guide icons and descriptions to help define what they like about a particular wine. Kit Includes: Instructions Stickers (set of 10) Table Display Brand Guide (only sent electronically) Instructions*: Review Instructions and Brand Guide Prior to Event During Event Display the Table Card and Stickers Encourage consumers to identify the style of wine and what they like (*Key Brand Selling Points/Facts should be primary message) Brand Guide Highly Confidential – Do Not Distribute 8

Sampling Portfolio F15 MOBILE WINE BAR BRANDS  Sterling Vineyards  Beaulieu Vineyard  Acacia Vineyards  Once Upon a Vine  Butterfly Kiss  Great American Wine Company  Woodwork Highly Confidential – Do Not Distribute 9

Sterling Vineyards Highly Confidential – Do Not Distribute

Sterling Event ROS/Consumer Info Highly Confidential – Do Not Distribute 11  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO      General market demographic, skew slightly older, more disposable income Impressed by brand accolades and industry scores (e.g., Robert Parker scores, Wine Spectator ratings) Interested in winery background and history, winemaking practices and quality of grape sourcing More brand loyal Appreciate a good value but willing to trade up

Sterling Fun Facts Sterling Vineyards Napa Valley wines embody out winemaking history, Calistoga location, and unique vineyards assets. We farm more than 1,000 acres of estate vineyards using sustainable practices and with an eye toward showcasing classic Napa Valley terroirs and varietal expressions. Complementing our Napa wines, our Sterling Vintner’s Collection wines from the Central Coast area exhibit pure, fresh fruit expression and varietal character in an accessibly style. All of our wines are ideal for entertaining occasions at home. Key Brand Selling Points:  Sterling Vineyards Napa Valley wines are sourced from more than 1,000 acres in the Valley, ranging from Carneros to Calistoga  Sterling Vintner’s Collection wines (SVC) are sourced from California’s Central Coast, which ranges from Monterey to Santa Barbra  The SVC tier offers consistent wines which are made for everyday enjoyment, and can be enjoyed now  SVC wines are crafted using small winery practices such as fermenting in French and American oak barrels  The Napa winery’s dramatic design was inspired by the architecture of the Greek Isles Videos/Modules available on Diageo Wine Academy: Sterling Vineyards Highly Confidential – Do Not Distribute 12

Sterling Vineyards POS / Kit Contents F15 Fulfillment 1 pop up display 4 drip stops 1 black tablecloth 1 silver runner 1 bo6le opener 100 tas8ng cups 1 counter card 1 educa8on guide 25 Entertainment guides for consumer giveaways 1 wine style guide 50 IRC or MIR coupons, where legal (mul8 brand) 1 ERF 1 RCF Ideal Table Set Up Counter Card Coupon IRC Coupon MIR Educa8on Guide Entertainment Guide Popup Display Highly Confidential – Do Not Distribute 13

Beaulieu Vineyard Highly Confidential – Do Not Distribute

Beaulieu Vineyard Event ROS/Consumer Info Highly Confidential – Do Not Distribute 15  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO      General market demographic, skew slightly older, more disposable income Impressed by brand accolades and industry scores (e.g., Robert Parker scores, Wine Spectator ratings) Interested in winery background and history, winemaking practices and quality of grape sourcing More brand loyal Appreciate a good value but willing to trade up

Beaulieu Vineyard Fun Facts For over 110 years, Beaulieu Vineyard has set the standard for rich, classic Napa Valley wines. Home of one of the first Napa Valley Cult Cabernets, BV has always been a visionary within Napa – bringing together innovation with traditional methods to produce classic California varietals that set the standard at every tier.  One of the Longest Standing Wineries  Beaulieu Vineyard is one of the longest standing wineries, surviving through Prohibition by selling sacramental wine  Internationally Recognized  A brand that had one of the first internationally recognized California Cabernets (Private Reserve George de Latour), BV is the ultimate wine to gift to friends, family or coworkers  Benchmarked Against Premium Wines  During the winemaking process, every wine is benchmarked against higher priced wines to ensure the wines are delivering exceptional quality at every level Videos/Modules available on Diageo Wine Academy: Beaulieu Vineyards Highly Confidential – Do Not Distribute 16

Beaulieu Vineyard POS / Kit Contents Kit Materials 1 pop up display 4 drop stops 1 black tablecloth 1 red runner 1 bo6le opener 100 tas8ng cups 1 counter card 1 educa8on guide 1 recipe card (pack of 50) 30 openers (giveaways) 1 wine style guide 50 IRC or MIR coupons, where legal 1 ERF 1 RCF Ideal Table Set Up Counter Card Coupon IRCCoupon MIR Educa8on Guide Recipe Card Popup Display Highly Confidential – Do Not Distribute 17

Acacia Vineyards Highly Confidential – Do Not Distribute

Acacia Vineyards Event ROS/Consumer Info Highly Confidential – Do Not Distribute 19  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO      General market demographic, skew slightly older, more disposable income Impressed by brand accolades and industry scores (e.g., Robert Parker scores, Wine Spectator ratings) Interested in winery background and history, winemaking practices and quality of grape sourcing More brand loyal Appreciate a good value but willing to trade up

Acacia Vineyards Fun Facts 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.  Food Friendly Nature  Wines are focused on Providing a balance between food and wine to ensure they truly are food friendly  Sustainable Growing  We believe that what is good for the earth is great for wine. All of our estate vineyards are Certified California Sustainable Winegrowing and Fish Friendly farming  A Key Founder of the Carneros Appellation  Acacia helped establish Carneros as one of California’s first regions to succeed with Burgundian-style varietals: Pinot Noir and Chardonnay Videos/Modules available on Diageo Wine Academy: Acacia Vineyards Highly Confidential – Do Not Distribute 29

Acacia Vineyards POS / Kit Contents Kit Materials 1 pop up display 4 drip stops 1 blue tablecloth 1 printed runner 4 drip stops 1 bo6le opener 100 tas8ng cups 1 counter card 1 educa8on guide 1 recipe card (pack of 50) 30 bags (consumer giveaway) 1 wine style guide 50 IRC or MIR coupons, where legal (mul8 brand) 1 ERF 1 RCF Ideal Table Set Up Highly Confidential – Do Not Distribute 21 Recipe Card Popup Display Counter Card Coupon MIR Coupon IRC

Once Upon A Vine Highly Confidential – Do Not Distribute

OUAV Event ROS/Consumer Info Highly Confidential – Do Not Distribute 23  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO   Median age:34, but tend to skew between General market, females More frivolous shopping habits when it comes to wine purchases Our targets wants a “Carefree Escape” – the moment at the end of the day, when our consumer has finished with their responsibilities and has some time for themselves to relax, unwind, and escape with their favorite TV show, video game or book

OUAV Fun Facts Like the fairytales for which they are named, our ONCE UPON A VINE wines each have a rich and enchanting story to tell. They give a new twist on our favorite wine varietals.  Luscious and rich wine style  Classic varietals with unique fairytale inspired themes  Great for enjoying with friends while watching your favorite show or while getting lost in your new book Videos/Modules available on Diageo Wine Academy: Once Upon a Vine Highly Confidential – Do Not Distribute 24

OUAV POS / Kit Contents Kit Materials 1 pop up display 4 drip stops 1 bo6le opener 1 black table cloth 1 silver runner 100 tas8ng cups 1 counter card 50 IRC or MIR coupons, where legal 1 Wine Style Guide 1 educa8on guide 1 recipe card (pack of 50) 30 notebooks 1 ERF 1 RCF Ideal Table Set Up Highly Confidential – Do Not Distribute 25 Popup Banner Counter Card Recipe Card Coupon IRC Coupon MIR

Butterfly Kiss Highly Confidential – Do Not Distribute

Butterfly Kiss Event ROS/Consumer Info Highly Confidential – Do Not Distribute 27  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO      Median age: 34, but tend to skew between females Social, active consumer who loves celebrating with her girlfriends Satisfied, highly social, and value conscious Balanced Optimists have rich and fulfilling social and family lives informed by their strong values and positive outlook on life They’re happy to fit in with the group and often adapt to the tastes of their circles

Integrating Programs Into Sampling Execution On Site Direc6ons / Sangria Recipes: Sangria should be made for all events, but Bu6erfly Kiss wine can be poured as well Highly Confidential – Do Not Distribute 28 Total samples offered to consumers cannot exceed market regula8ons Step by Step Process: Purchase Bu6erfly Kiss, frozen fruit, ice, and Smirnoff Ice (where legal) or sparking water Frozen fruit should be a mix bag of fruits Make sangria directly aVer purchasing frozen fruit using one of the below recipes Make sure to wear provided gloves while crea8ng the sangria and handling food Read through all ingredients included in frozen fruit before crea8ng the sangria Once sangria is made, discard any unused fruit or place in a ziplock bag and leave on ice, if available Please make sure no branded frozen fruit package are visible on the table All branded frozen fruit packages should be thrown out or place behind the sampling sta8on If needed, you may purchase addi8onal frozen fruit Prior to serving sangria, ask consumers if they have any food allergies and relay what fruit and ingredients are in the sangria recipe before serving them If consumer has any allergies or is uncertain about the recipe, please just sample Bu6erfly Kiss wine. Recipe 1:Recipe 2: Bu6erfly Kiss (Only) Sangria Recipes: All Bu6erfly Kiss and Smirnoff Ice Recipes: Fill half your Bu6erfly Kiss pitcher with ice Add frozen fruit to soak Pour a bo6le of Bu6erfly Kiss Wine™ Add 1 cup of sparkling water Makes six, 5oz servings Fill half your Bu6erfly Kiss pitcher with ice Pour 2 cups each of Wine and Smirnoff Ice Add frozen fruit to soak Makes six, 5oz servings Example: Butterfly Kiss Summer of Sangria

Butterfly Kiss Fun Facts Butterfly Kiss wine have a light and refreshing taste.  They are the perfect wine for all your spring and summer occasions: picnics, brunches, wedding showers, birthday’s, Mother’s Day, Easter… The perfect enjoyment occasions are truly endless.  The refreshing taste and fruity flavors of Butterfly Kiss wines make them perfect for sangria. Try it with your favorite fruit, and soda water or other mixer at your next events.  Butterfly Kiss also a great wine to use in cocktails. Visit TheWineBar.com for tons of fun cocktail ideas that are sure to delight you and your guests. Videos/Modules available on Diageo Wine Academy: Butterfly Kiss Highly Confidential – Do Not Distribute 29

Butterfly Kiss POS / Kit Contents Kit Materials 1 pop up display 4 drip stops 1 printed tablecloth 1 educa8on guide 1 pitcher (Sangria Execu8on only) 1 bo6le opener 100 tas8ng cups 2 counter cards (one with Smirnoff & one without) 30 glass char clings (consumer giveaway) 1 wine style guide 50 IRC or MIR coupons, where legal 1 ERF 1 RCF Ideal Sampling Setup Recipe Cards Sampling Guide IRC Coupon MIR Coupon Counter Card Highly Confidential – Do Not Distribute 30 Popup Display

Great American Wine Company Highly Confidential – Do Not Distribute

GAWCo Event ROS/Consumer Info Highly Confidential – Do Not Distribute 32  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO   Millennial and Gen-X consumers (24-45); Male/Female, General Market They’ve reached a point in their lives where they feel incredibly content, have an amazing family & home Tend to buy into brands that are bold, confident and reflect the same values as they do More frivolous shopping habits when it comes to wine purchases  Don’t follow traditional wine “rules” Affordable price point

GAWCo Fun Facts The Great American Wine Company, by Rosenblum Cellars, is a tribute to the pioneering spirit of America. We proudly use the finest grapes from coastal California vineyards to pay tribute to classic American varietals and winemaking techniques.  Proudly made in the USA, these classic American varietals are loaded with bright rich fruit character, are medium-bodied, with long smooth finishes.  The Great American Wine Company, bringing patriotism to the wine aisle is the perfect accompaniment for all American celebrations: Memorial Day, Fourth of July, President’s Day, Veteran’s Day and Team USA Sporting Events.  In tribute to our American heroes, we donate a portion of profits to military charities. Videos/Modules available on Diageo Wine Academy: Great American Wine Company Highly Confidential – Do Not Distribute 33

GAWCo POS / Kit Contents Kit Materials 1 pop up display 1 opener 4 drip stops 1 printed tablecloth 100 tas8ng cups 1 counter card 50 IRC or MIR coupons, where legal 1 educa8on guide 1 wine style guide 1 recipe card (pack of 50) 30 runner stops (consumer giveaway) 1 ERF 1 RCF Ideal Table Set Up Highly Confidential – Do Not Distribute 34 Popup Display Educa8on Guide Counter Card Recipe Cards Coupon IRCCoupon MIR

Woodwork Highly Confidential – Do Not Distribute

Woodwork Event ROS/Consumer Info Highly Confidential – Do Not Distribute 36  Thoroughly review all educational materials 48 hours prior to event, call account to confirm event details and availability of focus brand; let account know you will need space to set up the sampling station Arrive at your event location 30 minutes early to set up (1/2 hour set up/break down, 3 hours sampling)   Walk through the store and set up POS (staff will purchase samples on site unless bottles are pre-pulled and dropped off by the distributor ahead of time)  Open the bottles of wine you will be pouring and smell the wines for defects  If “corked,” give back to manager and request a new bottle Quickly walk the entire store to capture display activity of the featured brand(s) (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 the focus brand (where legal) Use premiums and/or rebates to incentivize purchase (where legal) Relay key brand facts and any feature pricing and distribute consumer premiums and program rebates (where legal) When the event is over, break down your display area and re-pack the kit box with materials that can be re-used at future events (take leftover coupons with you, if applicable) Fill out ALL questions on your Event Report Form and enter data online within 48 hours     CONSUMER INFO   General market, mid-30’s males They are passionate for emerging trends and constant experimentation helps make them influential in social circles They gravitate to brands perceived to be born of honesty and a genuine passion for their craft vs. commercially driven interests More frivolous shopping habits when it comes to wine purchases  Don’t follow traditional wine “rules” Great taste

Woodwork Fun Facts 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.  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.  Wood influence enhances the natural flavor characteristics of each varietal creating a unique yet palatable wine.  Wood influence can be succinctly articulated and detected by both novice and experienced wine consumer. Videos/Modules available on Diageo Wine Academy: Woodwork Highly Confidential – Do Not Distribute 37

Woodwork POS / Kit Contents Kit Materials 1 pop up display 1 printed tablecloth 1 bo6le opener 100 tas8ng cups 1 counter card 1 educa8on guide 50 IRC or MIR coupons, where legal 1 recipe card 30 Wood Stoppers 1 ERF 1 RCF Ideal Table Set Up Recipe Cards Highly Confidential – Do Not Distribute 38 Coupon IRCCoupon MIR Counter Card Popup Banner

Online Training Tools Highly Confidential – Do Not Distribute

Training Resources WHERE TO GET THEM  Education Guide – Brand Information booklet  Wine Style Guide  Branded One sheets  Tasting Notes – Found online at diageowines.com & PDF Versions by (all brands)  Wine Academy Brand videos (History, sense of place, winemaking techniques) Learning Modules Highly Confidential – Do Not Distribute 40

Diageo Wines Website Highly Confidential – Do Not Distribute 41

Highly Confidential – Do Not Distribute 42 Diageo Wines Website (Cont.)

Access Key is case sensitive: wdiageomwb Fill in requested fields and click on “ Sign In ” – further instruc6ons will be ed to you Highly Confidential – Do Not Distribute Diageo Wines Website (Cont.)

Each learning module consists of an informational video followed by a short multiple choice test designed to help you retain each brand’s key selling points. Content is updated all the time so continue to review them periodically to refresh your brand knowledge Diageo Wines Website (Cont.) Highly Confidential – Do Not Distribute

About THEWINEBAR.com We at the Wine Bar believe you do not need a master’s degree to enjoy a great glass of wine. We feel that enjoying wine should be fun, simple and approachable. That is why we created our virtual wine bar of sorts – to help wine lovers everywhere simply enjoy a great glass of wine. Whether you are in the mood for something big & bold or something light & sweet we hope to have you covered with a wide variety of wine labels and styles Highly Confidential – Do Not Distribute 45 TheWineBar.com

From the home page, click on Wine + Dine to find food pairings and cocktail recipes Click on By Style to find brands that match your taste preferences Click on a bottle to learn more about that brand TheWineBar.com Highly Confidential – Do Not Distribute

Click on a varietal to find out more information TheWineBar.com Highly Confidential – Do Not Distribute

Click on cocktail images for popular wine cocktail recipes Highly Confidential – Do Not Distribute TheWineBar.com

Salesforce Training (ERF’s) Highly Confidential – Do Not Distribute

Logging on to 50 Highly Confidential – Do Not Distribute Salesforce Training – Log in

 *If you do not see the event you are looking for on your home page – You can always go the Events Tab and find events there as well. 51 Salesforce Training – Finding your event Highly Confidential – Do Not Distribute

Salesforce Training – Filling out your ERF Highly Confidential – Do Not Distribute

Be sure to always enter quality and accurate feedback If there was any competitive activity at the account during your promo be sure to capture that information in the last step Payment info is for internal MKTG use only; all 3 rd party staff should always check “No Payment Was Used at this Event” After the last step, Click “Submit” and your ERF will be saved! 53 Highly Confidential – Do Not Distribute Salesforce Training – Filling out your ERF (cont)

Scheduling Highly Confidential – Do Not Distribute

Scheduling Make sure to always include, date, start time, end time, account name, account address and City Highly Confidential – Do Not Distribute Remember to call out any changes when resubmitting the schedule!

Selling Skills Highly Confidential – Do Not Distribute

Selling Skills Highly Confidential – Do Not Distribute SHOPPER MARKETING  Understanding who is buying our products and for what occasions CONSUMER NEEDS  Identify what the consumer needs QUESTIONING AND LISTENING  Combine questioning skills with effective listening FEATURES AND BENEFITS  Link features to consumer benefits QUESTIONING HANDLING  Be prepared for objections

Selling Skills WHO IS THIS “SHOPPER”… SHOPPER = Someone who has made the decision to buy a beverage alcohol product… …and, that decision to buy could have been made at home, while traveling to work, in a store… 67% of W&S shoppers are FEMALE There are 5 occasions that drive all W&S shopping Party Special Occasion Casual Get-Together Relax and Unwind Everyday Meals Highly Confidential – Do Not Distribute

Customer Needs Highly Confidential – Do Not Distribute  Find out what brought the consumer into the store that day  Wine for dinner  Gift for a friend  Restacking the home bar  Trying something new  67% of wine consumers are shopping for “Everyday Meal” and “Relax and Unwind” occasions  Once the need is identified you can recommend which varietal would best fulfill that need – upsell whenever possible!  Create new opportunities by recommending wines from all price tiers for multiple situations  “The BV Rutherford Cabernet Sauvignon will be the perfect accompaniment at your dinner party and, since you like those flavors, our BV Coastal Cab is a great everyday alternative”

Questioning & Listening Skills – Key Points Highly Confidential – Do Not Distribute  Excellent Sales people have excellent questioning and listening skills  Effective listening is a “skill” – it is one of the most energetic of the “Communication” skills  It’s the most effective way to understand your customers’ needs and get the full benefit from your questioning skills  You’ll miss opportunities if you don’t develop your questioning and listening skills  Typically, more closed ended questions (yes/no answers) are asked than open ended skills  Our natural human behavior usually has us already thinking of the next question before your even listen to the response. This gets in the way of effective listening  Practice paraphrasing and restating what you heard to improve listening skills. It makes others feel validated when you can restate back what you thought you heard  Even though it sounds simple, listening is a skill and must be practiced

Funneling Technique Discovering new wines can be fun and exciting and a great way to turn up the volume at your weeknight dinner table. LET ME TELL YOU ABOUT… Listen BENEFIT MATCH NEED What kind of wine do you normally drink? (Big, broad, lots of options) OPEN - Inquiring Why do you normally only drink white wine? OPEN - Probing What types of red wine are you familiar with? Is there a reason why you haven’t been open to trying them in the past? Highly Confidential – Do Not Distribute So if you knew more about red varietals you would be more likely to explore other options? Listen RHETORICAL - Benefit RHETORICAL – Identifying Needs

Features & Benefits There is a relationship between features, benefits and customer needs To profit from this relationship, convert features to benefits that satisfy your customer’s needs Turn the conversation from “So What?” to “Here’s How…” Highly Confidential – Do Not Distribute

Overcoming Objectives Highly Confidential – Do Not Distribute  To get past objectives we must prove to consumers that we can meet their needs  Thorough planning & preparation will get us past most sincere objections consumers put up and give us a chance to close our sales  Many of these objections can be consistent from person to person; if we anticipate these objections then we can plan and prepare ways to overcome them  Use your own experience as a consumer to anticipate challenges that you will face in the store  How do I make my own purchasing decisions?  What types of things do I consider when buying wine?  How often do I buy wine? Would I be influenced by coupons and other giveaways?  Thinking through common challenges as well as how you can respond in a way that sheds new light on the objection can turn a negative interaction into a sale

Wine Tasting Highly Confidential – Do Not Distribute

6565 Thank you! Any Questions?