1. DEPLETION & RAD DATA

2. Wine Business Monthly would like to thank the following partners and sponsors:

3. Sourcing Depletion Data

4. DEPLETION & RAD DATA Moderator: Eric Sothern, Eric Sothern, National Sales Director – Bespoke Collection Speakers: Kirk Haverkamp, National Sales Director – PEJU Province Winery John O’Donnell, Business Data Analyst – Accolade Wines Westley Wallinger, Sales Operations Manager – V2 Wine Group

5. Sourcing Depletion and RAD Data Moderator: Eric Sothern Bespoke Collection

6. Sourcing Depletion Data

7. Depletion and RAD Data Kirk Haverkamp National Sales Director PEJU Winery

8. Topics Data Collection Challenges Importance of RAD Collecting your own data vs. using a vendor

9. How do we get there? Where do we want to go? Where are we today?

10. Wholesaler Collection Agency/ Software Co Winery Collection and Flow of Data Website/ Excel /PDF Other Location & Format of Data End Result Benefits Reporting

11. Data Being Collected Inventory –1 st Day of the Month –Last Day of the Month –Shipment Received Depletions –Item –Vintage –Pack Size Item Code Sales Person Territory Sales Manager Account Name Account Code Buyer Name Address Phone City State Zip Code Premise Type

12. Data Formatting- PDF to a Bar Napkin

13. Data Formatting- Website/ Excel Inv DateSales Rep Prod ID DescriptionPk Size Cus ID CustomerAddressCitySTZipPhoneOrg Class 08-25- 2015 MC2466Peju Cabernet 12/750 2011 / 2012 12/7 50ML 193 6 Burton's Liquor & Deli 355 Washington Street NewtonMA02458 1535 61724 45503 OFF 08-21- 2015 SP2466Peju Cabernet 12/750 2011 / 2012 12/7 50ML 287 3 Main Street Wine & Gourmet 42 Main StreetOrleansMA0265361742 96498 OFF 08-18- 2015 SL2466Peju Cabernet 12/750 2011 / 2012 12/7 50ML 217 7 Pairings Wine & Food 600 Main StreetWinchest er MA0189078172 19463 OFF 08-25- 2015 AM2466APeju Cabernet 12/750 2011 / 2012 1/75 0ML 119 0 Highpoint Wines 2 Connector Road #10 WestboroMA0158150836 61191 OFF 08-21- 2015 MK2466APeju Cabernet 12/750 2011 / 2012 1/75 0ML 214 8 Capital GrilleBoylston StBostonMA02115 2710 61726 28900 ON

14. Manual Reports Shipments Depletions Inventory YTD vs. LY Growth %

15. Manual RAD Reports Accounts Sold Depletions Premise Item/Size

16. Manual RAD Rollup Reports WineNational TotalALAZARS CalN CalCOCT Cabernet Sauvignon1700100200100500 200100 Cabernet Franc1700100200100500 200100 Merlot1700100200100500 200100 Sauvignon Blanc1700100200100500 200100 Other1700100200100500 200100 Total Placements8500xxxxxxx Total Accounts Sold5100100200100500 200100 On Premise1700100200100500 200100 Off Premise1700100200100500 200100 Grocery1700100200100500 200100 Club1700100200100500 200100 Independents1700100200100500 200100 On Premise Percent50.0%70% Off Premise Percent50.0%30%

17. Tipping Point Revenue Growth TimeAccuracyReportEase of UseOversight Lost Revenue

18. Vendor Supplied Reports

23. Depletion and RAD Data John ODonnell Accolade Wines

24. TradePulse for collection and reporting on: 10 Brands 120 SKUs 400K Cases

25. Accolade Wines Depletions Reporting Challenges Distributors that habitually report late into the month Summary and Retail Depletions not tying out Account attribute accuracy

30. Depletion and RAD Data Wes Wallinger V2 Wine Group

31. Data Collection-Benefits Receive monthly Depletions and RAD (retail account data) from distributors thru VIP. – Depletions show what distributors have moved out of warehouse – RAD shows where the depletions went Allows us to do the following: – Monitor all sales goals by wholesaler – Track National Account placements vs. Sales – Compare sales vs. Marketing campaigns – Analyze distributor inventories to make sure vintages are current – Compare sales vs. Brand Standards Neatly sends data into BI system for easy dashboard analytics

32. Data Collection-Benefits cont.

34. Data Collection-Challenges Timing – Major distributors report into system quickly where as slightly smaller houses could take till the 20 th of the following month Accuracy – Are the numbers that distributors send to VIP the same that they show in their system? Distributor Data compliance – Not all distributors report data to VIP – Causing manual entry of depletions Some distributors report depletions and not RAD Overall striving for 85% data collection by brand

35. Wine Business Monthly would like to thank the following partners and sponsors: