F15 H1 DC&E MWB Off Premise Sampling Program Great American Wine Company Sell-in Guidelines Allocations: Nearly 600 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 DEMO ONLY $50 for product Approval needed for any additional expenses Event Overview: Off-premise sampling program in key grocery and liquor accounts designed to promote Great American Wine Company through the DC&E’s Mobile Wine Bar Program Promotion Objectives: Drive consumer education, trial and purchase of the Great American Wine portfolio How it Works: 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 The Great American Wine Company™ 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 The Great American Wine Company™ (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 Great American Wine Company (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 1 opener 4 drip stops 1 printed tablecloth 100 tasting cups 1 counter card 50 IRC or MIR coupons, where legal 1 education guide 1 Wine Style Guide 1 recipe card (pack of 50) 30 wine stops for consumer giveaways 1 ERF 1 RCF F15 H1 DC&E MWB Off Premise Sampling Program Great American Wine Company Key Brand Communication Points: 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. Popup Display Recipe Card Counter Card Education Guide Coupon IRC Ideal Table Set Up 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 GREAT AMERICAN WINE COMPANY Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers