1. Barrymore by Carmel Road
Introducing
Barrymore by Carmel Road
Pinot Grigio

2. Barrymore by Carmel Road
Wine is all about the journey.
The discovery of new wines, new regions and new vintages is what keeps wine exciting to novices and enthusiasts alike.
For Drew Barrymore, the allure of that journey and the chance to create an offering to share with her family and friends propelled her to delve into the world of wine.
Together, we have created a wine that is perfect for sharing and making memories around the table.

3. The Partnership
Carmel Road & Drew Barrymore – Smart, Confident & Relaxed - and quintessentially, California
With personalities rooted in shared California coastal origins and a passion for wine to match, Carmel Road and Barrymore Wines have partnered to co-release a series of wines that reflect the smart, confident and relaxed spirit of the two brands.
Brand Structure
Barrymore by Carmel Road
Carmel Road (co-branded)
Bottle & label art FPO
First Wine – Pinot Grigio
(Launching Now)
Carmel Road – Drew’s Blend PN
(Tentative Launch: April 2015)

4. Why Pinot Grigio
The Pinot Grigio category is the 3rd largest varietal category, behind Chardonnay and Cabernet Sauvignon.
Represents 8.3% of IRI dollar share, and is growing rapidly (7.2%)
Category
Dollar Share
Dollar Sales
Dollar Sales %Chg vs YA
Chardonnay
20.8
$1,424,708,108
2.4%
Cab
16.5
$1,130,549,205
8.3%
Pinot Grigio/Gris
8.3
$570,052,220
7.2%
Merlot
7.6
$520,139,943
-3.1%
Pinot Noir
6.9
$473,557,421
8.9%
Red Blends
6.2
$422,249,933
15.3%
Sauvignon Blanc
5.2
$358,122,133
10.9%
Note: “Other” table wine accounts for 21.7% of Table Wine dollar sales
Source: IRI, Total US Food, 52 weeks 8/10/14

5. Introducing: Barrymore by Carmel Road Pinot Grigio
2013 Monterey Pinot Grigio
Bright and crisp with flavors of lemon drop, Asian pear and honeydew melon star alongside the “wet stone” minerality that’s a hallmark of the Monterey region’s rocky vineyards.
Appellation: Monterey
Composition: 88.5% Pinot Grigio, 10% Chardonnay, 1.5% Riesling
Fermentation: 100% Stainless Steel
Alcohol: 13.5%
R.S: 0.21
TA: 0.51
pH: 3.53

6. Monterey Influence
Driven by Monterey’s Blue Grand Canyon, heavy fog and fierce winds sweep over our vineyards, making this one of the coldest wine regions in California. The wind is often so strong that it slows down vine photosynthesis, making this one of the longest wine growing regions in California. The maritime climate combines with well-drained, alluvial gravel soils to promote superb acidity and a pronounced minerality; the hallmark of Carmel Road wines.

7. Food Pairings
A terrific match for all kinds of dishes, from gnocchi in brown butter with fried sage to a Caprese salad, Pinot Grigio is a great wine for the dinner table, as well as for enjoying pre-dinner with friends and family.

8. Launch Plan SEP OCT NOV DEC APR Wine Bottled: Sept 3rd – 8th
Wine Arrives at Wholesalers:
By Oct 13th
Partnership Rollout:
Oct 20th – Mid Dec
PR, Social Media & Advertising Push
Media events in NY & LA
V.I.P. wine sample mailings
Demos, tastings & MS education
Carmel Road Drew’s Blend PN Launch:
April 2015
(Tentative)
Wine Shipping:
Beginning Sep 29th
Official Consumer Launch:
Oct 20th

9. Support Tools Glorifier (Item #CR2014010) Necker/Shelftalker Combo
Barrymore Tab on the new
Carmel Road Website
(carmelroad.com)
Wine Information Sheet
(Item #CR )

10. Performance Standards
Targeted Distribution
Off-premise – National and Regional Accounts – Chains
On-premise – Casual BTG and wine list placements
Merchandising and Shelving
Aim for Pinot Grigio/Pinot Gris Set – eye level placement
Cold Box Placements
Case stacks with POS next to Carmel Road Pinot Noir or Unoaked Chardonnay
Pricing
WHAMs: $132 on, $144 off; Target $10 BTG
Wine List
Pinot Grigio section or “Other whites” – BTG and BTB

11. APPENDIX

12. Technical Specs 2013 Monterey Pinot Grigio Start Ship: Sept 29th 2014
UPC:
Case UPC:
FOB: $110/case
12 pack case
Bottle Height: 75.6 cm
Bottle Width: 31.5 cm