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 productApproval 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.

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 DisplayEducation 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