F15 H1 DC&E MWB Off Premise Sampling ProgramGreat American Wine Company

Sell-in Guidelines

Allocations: • Nearly 600 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: • 25 - 38 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 Great American Wine Company through the DC&E’s Mobile Wine Bar Program

Promotion Objectives: • Drive consumer education, trial and purchase of the Great American

Wine portfolio

How it Works:• 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 The Great American Wine Company™ 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 The Great American Wine Company™ (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 Great American Wine Company (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.

Kit Materials

• 1 pop up display• 1 opener• 4 drip stops• 1 printed tablecloth• 100 tasting cups• 1 counter card • 50 IRC or MIR coupons,

where legal • 1 education guide• 1 Wine Style Guide• 1 recipe card (pack of 50)• 30 wine stops for

consumer giveaways • 1 ERF• 1 RCF

F15 H1 DC&E MWB Off Premise Sampling ProgramGreat American Wine Company

Key Brand Communication Points:The Great American Wine Company, by Rosenblum Cellars, is a tribute tothe pioneering spirit of America. We proudly use the finest grapes fromcoastal California vineyards to pay tribute to classic American varietals andwinemaking techniques.

Popup Display

Recipe Card Counter Card

Education Guide

Coupon IRC

Ideal Table Set Up

Distributor Responsibilities and Account Requirements • Schedule events against the DC&E Execution Plan to align with 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. • Ensure that the account has ample inventory of GREAT AMERICAN

WINE COMPANY• Target = minimum of 3 cases committed by the retailer on

event day of the SKUs that will be poured for consumers