Distributor Program Overview 1

2 Introduction This August we will be featuring our WINE CATEGORY sales event called the “Exclusively For You – Great Tasting Wines Under $10/Under $15”. Our program will focus on our exclusive great tasting wines that feature two important price points that our customers ask for, which will drive incremental sales and profit dollars for the Adult Beverage Wine Category. We have developed the opportunity to feature our top selling wines at these great values! You may have noticed our competitive landscape has changed significantly in recent years with the proliferation of mega- liquor stores such as Total Wine, Spec’s, and Bev-Mo. Wine is becoming a significant category at places like Target, at Drug Stores, and even some Dollar Stores! What can we do to prevent an erosion of sales to these competitors? We can begin by listening to our customers! Dunnhumby insights suggest our greatest competitive advantage vs. non-traditional rivals is to leverage the total store we have to offer in conjunction with the availability of Wine. Our shoppers enjoy Wine with their meals, as an element of family get-togethers, celebrations, and parties. What all of these occasions have in common is FOOD! Our Kroger Co. Family of Stores offers every type of food imaginable to accompany any event. This is one-stop shopping at its finest! As this program evolves, keep in mind that our goal is to highlight this advantage, while continuing to provide a locally relevant selection of wines at competitive retails, with educational materials included for our customers. Cheers. The Wine Team - The Kroger Co.

Program Name: Exclusively For You – Great Tasting Wines! Under $10/ Under $15 Program Dates: W1 P8 – W3P10 (Week beginning August 17) - Displays Built – W1 P8. - This Wine event includes the Fall selling period. - This program is a #1 Adult Beverage priority in the grocery display plan. Program Description: The Exclusively For You – Great Tasting Wines! Under $10/ Under $15 Program is a key Adult Beverage Wine category national initiative and featuring the following loyal customer program elements: Items: Selected SKU’s are our best selling exclusive brand wines! 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 base wrap, stanchion sign and a price sign. POS kits will arrive to the stores W4 P7. The POS kit will be directly mailed to the Winery Exchange Distributors who will be responsible for the display builds. Display Builds: WINERY EXCHANGE DISTRIBUTORS/WHOLESALERS will be responsible for building the displays and executing the point-of-sale. PL MARKETING and DAYMON ASSOCIATES will be assisting with the process. Audit Form: Stores will be required to sign off that the distributor has built the display to expectations and that it is properly signed. Program Objectives: To grow exclusive brand wine sales during the 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 3 Great Tasting Wines! Under $10 Under $15

4 Great Tasting Wines! Under $10 Under $ Parkers Estate Chardonnay 3 Cases High Parkers Estate Cabernet 3 Cases High Parkers Estate Merlot 3 Cases High Parkers Estate Pinot Noir 3 Cases High Nitty Gritty Chardonnay 3 Cases High Acronym Red 4 Cases High Acronym Cabernet 4 Cases High Nitty Gritty Sauvignon Blanc 3 Cases High Magistrate PR Cabernet 3 Cases High Acronym Chardonnay 4 Cases High Acronym White 4 Cases High Magistrate SB Chardonnay 3 Cases High Storyteller Chardonnay 3 Cases High Storyteller Cabernet 3 Cases High Storyteller Red Blend 3 Cases High Storyteller Merlot 3 Cases High Upscale Plan o gram UPC ITEM DESCRIPTION Parkers Estate Chardonnay Parkers Estate Cabernet Parkers Estate Merlot Parkers Estate Pinot Noir Nitty Gritty Sauvignon Blanc Magistrate SB Chardonnay Storyteller Merlot Storyteller Red Blend Storyteller Cabernet Storyteller Chardonnay Magistrate PR Cabernet Nitty Gritty Chardonnay Acronym Red Acronym Cab Acronym Chard Acronym White UPSCALE PLANOGRAM EXCLUSIVE BRANDS

5 Great Tasting Wines! Under $10 Under $15 MAINSTREAM PLANOGRAM Parkers Estate Chardonnay 3 Cases High Parkers Estate Cabernet 3 Cases High Parkers Estate Merlot 3 Cases High Parkers Estate Pinot Noir 3 Cases High Dellatorri Chianti 3 Cases High Acronym Red 4 Cases High Acronym Cabernet 4 Cases High Dellatorri Pinot Grigio 3 Cases High Magistrate PR Cabernet 3 Cases High Acronym Chardonnay 4 Cases High Acronym White 4 Cases High Magistrate SB Chardonnay 3 Cases High Arrow Creek Chardonnay 3 Cases High Arrow Creek Cabernet 3 Cases High Arrow Creek Merlot 3 Cases High Arrow Creek Pinot Noir 3 Cases High Mainstream Plan o gram UPC ITEM DESCRIPTION Parkers Estate Chardonnay Parkers Estate Cabernet Parkers Estate Merlot Parkers Estate Pinot Noir Dellatorri Pinot Grigio Magistrate SB Chardonnay Arrow Creek Pinot Noir Arrow Creek Merlot Arrow Creek Cabernet Arrow Creek Chardonnay Magistrate PR Cabernet Dellatorri Chiant Acronym Red Acronym Cab Acronym Chard Acronym White EXCLUSIVE BRANDS

6 Great Tasting Wines! Under $10 Under $15 VALUE PLANOGRAM Colorblock Chardonnay 3 Cases High Colorblock Cabernet 3 Cases High Colorblock Merlot 3 Cases High Elder Vine Red Blend 3 Cases High Acronym Red 4 Cases High Elder Vine Chardonnay 3 Cases High Arrow Creek Chardonnay 3 Cases High Arrow Creek Cabernet 3 Cases High Arrow Creek Merlot 3 Cases High Value Plan o gram UPC ITEM DESCRIPTION Color Block Chardonnay Color Block Cabernet Colorblock Merlot Eldervine Chardonnay Arrow Creek Merlot Arrow Creek Cabernet Arrow Creek Chardonnay Eldervine Red Blend Acronym Red EXCLUSIVE BRANDS

Point of Sale/Marketing Elements Artwork/Elements being developed by Kroger Marketing Services. Theme: “Exclusively For You – Great Tasting Wines! Under $10/ Under $15” - Look and feel to fit the “great tasting wines for less than you expect” theme. POS is focused on featuring top selling exclusive wines at great values. Upscale stores will receive Under $15 messaging Mainstream and Value stores will receive Under $10 messaging. 7 Great Tasting Wines! Under $10 Under $15

POS Elements Upscale Stores (Under $15) 8 Stanchion Price Sign Basewrap *Artwork subject to change per Marketing Services approval Display Look of Success

POS Elements Mainstream & Value Stores (Under $10) 9 Stanchion Price Sign Basewrap *Artwork subject to change per Marketing Services approval Display Look of Success

10 Supplier/Distributor Execution This is will be our third program 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 Winery Exchange Distributors. SUPPLIER/DISTRIBUTOR RESOURCE PORTAL LINK: (currently being updated)

11 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) 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)

Consumer Elements (under development) 12 Kroger Radio Kroger.com Great Tasting Wines! Under $10 Under $15

Contact Information : Kroger National Wine Team: Ryan McHendry ( ) Pat Byrne ( ) Lisa Beth Miller ( ) Jared Pachta ( ) Dave Morehead ( ) Diane Farfsing ( ) Masterpiece USA (Project Manager/POS): Suzanne Weithofer ( ) 13 Great Tasting Wines! Under $10 Under $15