discover the new look of

Blackstone Winemaker’s Select

Getting Behind The New Look

Packaging Update Rationale:• Improve the quality perception of Blackstone

Winemaker’s Select

• Increase shelf and display impact

• Enhance and refresh the distinctive look of Blackstone

Timing:• New packaging is now shipping for most varietals

– Projected shipping dates for remaining varietals: Syrah 1/10; Sauvignon Blanc 2/10; Pinot Grigio 3/10; Zinfandel 5/10

Winemaker’s Select New Label

Improved Shelf-Impact

PREMIUM PURPLE CAPSULE across all varietals

DISTINCTIVE VERTICAL LOGO

LIGHTER, FRESHER LABEL COLOR

New Quality Cues

WINEMAKER’S SELECT (previously “Winery”)

NEW SEAL reinforces authenticity

Consistent branding across varietals

New Shipper Design Allows for:

• Dynamic display possibilities

• Stopping power

• In-store brand billboards

32-CASE STACKING

39-CASE STACKING

Consumers Love The New Label

Consumers validate improved quality perception and shelf impact:

“Simple but elegant appeal”

“A classy look with stopping

power”

“Grabs my attention”

“Sophisticated”

Data compiled by Perception Research Services

66%

59%58% 58%

75%74%

67% 67%

50%

55%

60%

65%

70%

75%

80%

Purchase forthemselves

Purchase for casualentertaining

Purchase for aspecial occasion

Purchase as a gift

Consumers Love the New LabelConsumers are now more likely to pick-up a bottle of

Blackstone!

Data compiled by Perception Research Services

Count on Blackstone’s New Package

• Improved shelf-impact and stronger quality cues

• Dynamic display opportunities with the new shipper

• Consumers love the new package

• You can count on consumer pull!

Blackstone continues to be recognized for quality:

• Best in Class and Double Gold, International Wine Competition – Winemaker’s Select Merlot

• Food & Wine’s “Best American Wines $15 & Under: Zinfandel” – Blackstone CA Zinfandel

• Wine & Spirits 18th Annual Restaurant Poll – #4 Most Popular Merlot

• In the Top 40 of Restaurant Wine’s “Top 100 Wine Brands” for 7 years – since the list started

• In the Top 25 of Restaurant Wine’s “Top 100 Wines” for 3 years – since the list started

• 90+ Points, Wine News – Sonoma Reserve Pinot Noir, Rubric, and Chardonnay

• 4 Stars, Restaurant Wine – Sonoma Reserve Merlot

Accolades You Can Count On

#1 Domestic Merlot

#3 Super-Premium Wine Brand

Source: IRI 52WE 11/1/09

Count On It!