1. Norway ”Germany leading the way” Ken Engebretsen 1 september 2010

2. The Norwegian market Increase in consumption 250 shops and 10 new shops every year, self service very popular Wine education for all employees in the monopoly White in summer, rosé only in summer, red in winter 18 years age limit to buy under 22% alc, 20 years over 5 different shops, different assorment. - Full assortment = 100% of Basic products Oslo area and west coast very strong for wine, Riesling strong hold. Deutschlands Position #1

3. Overall market sentiment Crisis not affecting sales in Norway Restaurants suffering 20% drop in 2009, 2010 back to normal Germany focus country for the Vinmonopolet Media writing a lot about German wines Dry wines dominating interest

4. Sales 2005-2009

5. Trends today Wine is winning over beer and spirits Quality wine is rising Quick adaption to new trends as long as it is classical Design sensitive Price sensitive International top 3 very important. RP, Decanter, Wine spectator

6. Sales of white wine at Vinmonopolet 2008/09 Sales of white wine at Vinmonopolet 2008-2009VolumePercentage Sales 2008Sales 2009ChangeChange % Total sales 14 645 15 3316854,70% Germany 4 571 4 8522816,20% France 4 338 4 327-11-0,30% Italy 1 214 1 39818415,20% Australia 1 008 1 13212412,40% Hungary 979 914-65-6,60% Argentina 710 613-96-13,50% Chile 337 50817251,00% Spain 488 484-3-0,70% Austria 357 370133,60% South Africa 189 2566735,80% USA 205 2353014,40% Portugal 137 14575,40% New Zealand 34 8045132,00% Other countries' 79 17-62-78,90%

7. Sales trends explained Sales up by 4,8% (red, white, rosé and sparkling compared to 2008) All wines increasing but white, rosé and sparkling are growing more than red in percentage Summer effects the increase in sales but the trend towards lighter reds and white wines is there. Italy heading red wines 16% increase from 2008 (record sales!) Germany leading the white wine segment by nearly half a million litres (!). Germany and France make up 60 % of all white wine sales

8. Sales trends explained (continued) Why sales increase? High purchasing power despite crisis New stores opened throughout Norway Increased interest for food and wine Smuggling and border shopping decreasing

9. Top selling wine Norway, bottle 2009 Top selling brands, bottle 2009, liter NrProductRed/White/SparklingCountryLitres 1Doppio Passo 2007Red wineItaly 435 231 2 Marqués de Cáceres Vendimia Seleccionada 2005/2006Red wineSpain 276 992 3Moselland Ars Vitis Riesling 2007White wineGermany 266 550 4Vidigal Reserva 2007Red winePortugal 253 751 5 Casillero del Diablo Cabernet Sauvignon 2008Red wineChile 228 672 6Zaccagnini Montepulciano d'Abruzzo 2007Red wineItaly 212 621 7Martini AstiSparklingItaly 209 367 8Loosen Riesling Kabinett 2008White wineGermany 187 286 9Jacob's Creek Shiraz Cabernet 2006/2007Red wineAustralia 186 061 10J.P. Chenet Cabernet Syrah 2008Red wineFrance 182 244

10. Top selling wine Norway, Bag-in-Box 2009 Best selling brands carton/bag-in-box 2009, litres NrProductTypeCountryLitres 1J.P. Chenet Cabernet SyrahRed wineFrance 1 430 780 2Doppio Passo Salento PrimitivoRed wineItaly 1 278 273 3Lindemans Shiraz CabernetRed wineAustralia 1 103 277 4Cantina RossaRed wineItaly 827 358 5Gato Negro Cabernet Sauvignon 2008/2009Red wineChile 768 345 6Chapelle du Bois 2008 Red wine France 753 870 7El Copero 2008Red wineSpain 651 834 8Viña Maipo Cabernet Sauvignon 2008/2009Red wineChile 651 186 9Dr. L Riesling 2008White wineGermany 621 279 10Cuvée Christer Berens M d'ARed wineItaly 544 395

11. Customer profiling Experts 4% Assurance-seekers 27% Bargainhunters 29% Interested 25% Know it alls 15%

12. Market shares white wine Germany France Italy Australia Hungary Argentina Spain Chile

13. Focus areas for 2011 - Vinmonopolet Tannic wines January 2011 Burgundy March 2011 Rheinhessen May 2011 - Main focus Riesling, on BiB, guts-, orts- and lagenweine. - Also focus on Silvaner, Weissburgunder and Spätburgunder New Zealand July 2011 Spania September 2011 Kortreist i November 2011

14. Thank you for listening!