1 GEORGE WYNDHAM SHIRAZ TEMPRANILLO 22 December, 2015

2 Background Overview Objectives Product Pricing Promotion Place Agenda

3 Background The George Wyndham range is a super-premium tribute to our founder that reinforces the brand story, adds premium cues and enriches the brand experience Today it comprises Shiraz Shiraz Cabernet Shiraz Grenache Cabernet Merlot Semillon Sauvignon Blanc

4 Background We want to innovate with Shiraz at George Wyndham level because it will help transform the brand into a genuine, credible, upscale Shiraz specialist We also believe edgy Shiraz blends could be more unique and successful than traditional blends

5 Agenda Background Overview Objectives Product Pricing Promotion Place

6 Overview We are adding George Wyndham Shiraz Tempranillo to –Affirm the brand’s position as an upscale Shiraz specialist –Strengthen our Shiraz footprint at the super-premium level –Inject energy, modernity, vibrancy through an “in vogue” variety –Engage gatekeepers with ‘new news’ about a unique blend

7 Agenda Background Overview Objectives Product Pricing Promotion Place

8 Objectives Seed this new George Wyndham wine from late FY09 –In New Zealand On trade launch April L cases FY09 –In Australia Exclusive to Cellar Door 100 9L cases FY09 –In Canada Subject to the Provincial tender process

9 Insight George Wyndham Shiraz Tempranillo responds to the trend of consumers being more experimental –Consumers want to “break the monotony of routines” and have an “appetite for things unexpected, original and ever changing” –Consumers want to “stand out, not conform, which drives exploration and experimentation” Source: Datamonitor, April 2007

10 Insight Offering more choice to consumers who want to experiment ‘safely’ –“It will be increasingly important to offer consumers their favourite brands with new exotic sensory twists. However, a good way of not alienating core consumers is to marry new flavours with traditional ones.” Source: Datamonitor, April 2007

11 Agenda Background Overview Objectives Product Pricing Promotion Place

12 Tempranillo Origins Tempranillo is the premium red wine grape variety from the Rioja region in Northern Spain This variety is the backbone of the wines of the Rioja and the Ribera del Duero regions in Northern and Central Spain It is a component of Ribera del Duero's famous Vega Sicilia, the Spanish equivalent to Grange. Temprano means early in Spanish and Tempranillo earns its name from its propensity to ripen early

13 Tempranillo In Australia This variety is now challenging Sangiovese as the up and coming star of the red varietal wine scene in Australia It is grown in many Australian wine regions from the King Valley to McLaren Vale and the Barossa to Margaret River New plantings over the past five years are just beginning to bear In fact, on a percentage growth basis, Tempranillo is growing in popularity more rapidly than any other red variety

14 Tempranillo Winemaking Tempranillo makes wines which have good colour and good fruit flavours along with low acid and low tannins This adds up to an easy drinking style of wine that matches very well with a range of foods The wine also goes well with American oak, a fact which many winemakers are exploring in Australia And suits Australia’s (generally) warm climate

15 Tempranillo Wine style Medium to full depth of colour, flavours tend toward black cherries, berries and currants with an attractive lush soft texture Many describe the characteristics as being like a cross between Cabernet Sauvignon and Pinot Noir

16 Shiraz Tempranillo Rationale for a Tempranillo blend Tempranillo from Spain (and Rioja in particular) is growing strongly in the world’s largest wine markets It is well suited to Australia’s climate and has been widely planted in Australia It will be promoted and developed by premium Australian producers and is expected to quickly gain popularity Shiraz and Tempranillo are very complementary varieties when blended, offering an interesting, edgy new blend to our portfolio

17 Front & back label copy

18 The wine Grape varieties 70% Shiraz, 30% Tempranillo Regionality Adelaide Hills/Barossa Shiraz Tempranillo claimed on its front label, and regional characteristics detailed in the back label copy Awards to date Top 100 and Blue Gold medal, 2009 Sydney International Wine Competition

19 Winemaking Extensive tasting of the ripening fruit helped the winemaking team to harvest fruit at optimal ripeness Shiraz and Tempranillo parcels were crushed and fermented Fermentation using neutral yeast strains took place over a period of days, and involved the use of a variety of cap-management and temperature regimes to ensure excellent flavour, colour and tannin extraction occurred Parcels of wine, once pressed off skins, underwent malolactic fermentation with maturation in French oak barrels Only parcels that showed concentrated ripe berry characters with balanced structure and complexity were used in the final blending

20 Food matches Tempranillo is as much about texture and feel as actual flavour, with the signature tannins of Tempranillo creating a savoury backbone which offers an ideal foundation to match food with. Some food matches for George Wyndham Shiraz Tempranillo include; char-grilled and roasted meats, Moroccan dishes, sheep’s milk cheese and traditional Spanish Tapas.

21 Tasting note This can be downloaded from the Wyndham Estate extranet at: m/home/library/tasting-noteshttp://extranet.wyndhamestate.co m/home/library/tasting-notes

22 Agenda Background Overview Objectives Product Pricing Promotion Place

23 Pricing George Wyndham Shiraz Tempranillo will be line priced with George Wyndham Shiraz

24 Agenda Background Overview Objectives Product Pricing Promotion Place

25 A&P strategy Key A&P drivers will be… –Winemaker visits to educate the sales team, trade, wine writers, wine educators, etc. –Tools to drive distribution –Sales force incentives –Trade presenters –Trade advertising –Trade presenters –POS material and gift packs –To draw attention to this new wine at the point of purchase –In particular, shelf talkers to highlight local ratings and awards –A range of POS ideas and artwork can be downloaded from the Wyndham Estate extranet at: me/library/artwork/george-wyndham- pos me/library/artwork/george-wyndham- pos

26 Advertising George Wyndham print advertising artwork templates can be downloaded from the Wyndham Estate extranet at: m/home/library/artwork/consumer- advertisinghttp://extranet.wyndhamestate.co m/home/library/artwork/consumer- advertising

This twin pack can house a variety of bottle combinations For example –1 x George Wyndham Shiraz & 1 x George Wyndham Shiraz Tempranillo You can: –Order them from us as a finished good – all packed up and filled with stock, or –Download the artwork from the Wyndham Estate distributor extranet to produce them locally and pack them locally – com/home/library/artwork/gift- packshttp://extranet.wyndhamestate. com/home/library/artwork/gift- packs George Wyndham gift pack

28 Gatekeeper education/PR All 3 gatekeeper programs have been updated to include George Wyndham Shiraz Tempranillo –Wyndham Estate Shiraz Experience –Shiraz Academy –Intensely Flavoured Shiraz These can be downloaded from the Wyndham Estate extranet at: ing-mix/promotion/pr-and-education ing-mix/promotion/pr-and-education A draft media release to announce the launch of George Wyndham Shiraz Tempranillo can be downloaded from the Wyndham Estate extranet at: press-releases press-releases

29 Images Pack images can be downloaded from the Wyndham Estate extranet at: m/home/library/imageshttp://extranet.wyndhamestate.co m/home/library/images The specific asset ID #s are: –X –X –X –X –Y

30 Agenda Background Overview Objectives Product Pricing Promotion Place

Focus on premium channels –Fine wine retailers –Destination retailers –Fine dining accounts –Online retailers / direct mail wine clubs Competing against other super- premium competitors –Pepperjack, Taylors, d’Arenberg, Penfolds Thomas Hyland, Peter Lehmann, St. Hallett, Brookland Valley, etc. Place

32 Summary George Wyndham Shiraz Tempranillo will… –Enrich the Wyndham Estate brand experience –Strengthen our premium Shiraz credentials –Allow us to romance gatekeepers with exciting news and distinctive wine –Enhance in-store visibility –Generate new distribution and profit streams Good luck and good selling