1. F15 H1 DC&E MWB Off Premise Sampling Program Sterling Vineyards Sell-in Guidelines Allocations: Over 1,000 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: 30 - 50 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 Sterling Vineyards through the DC&E’s Mobile Wine Bar Program Promotion Objectives: Drive consumer education, trial and purchase of the Sterling MWB Portfolio Event Activity: Before every event, complete brand training on www.DiageoWines.com 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 Sterling Vineyard® 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 Sterling Vineyard® (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 Sterling (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.

2. F15 Fulfillment 1 pop up display 4 drip stops 1 black tablecloth 1 silver runner 1 bottle opener 100 tasting cups 1 counter card 1 education guide 25 Entertainment guides as consumer giveaways 1 Wine Style Guide 50 IRC or MIR coupons, where legal (multi brand) 1 ERF 1 RCF F15 H1 DC&E MWB Off Premise Sampling Program Sterling Vineyards Key Brand Communication Points: Sterling Vineyards Napa Valley wines embody out winemaking history, Calistoga location, and unique vineyards assets. We farm more than 1,000 acres of estate vineyards using sustainable practices and with an eye toward showcasing classic Napa Valley terroirs and varietal expressions. Complementing our Napa wines, our Sterling Vintner’s Collection wines from the Central Coast area exhibit pure, fresh fruit expression and varietal character in an accessible style. All of our wines are ideal for entertaining occasions at home. Entertainment Guide Popup Display Education Guide Recipe Card Coupon IRC Ideal Table Set Up Distributor Responsibilities and Account Requirements Schedule events against the DC&E Execution Plan to align with the 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. At least one Premium/Appellation tier wine should be sampled Ensure that the account has ample inventory of the focus brand Target = minimum of 3 cases committed by the retailer on event day of the SKUs that will be poured for consumers Counter Card