Missouri Holidays-2015

Holiday Pricing

September October November December

$67.10 $67.10 $67.10 $67.10

DARK HORSE WINE

dark horse \ˈdärk ˈhors\ nounA competitor about whom little is known, but who unexpectedly wins or succeeds.

AN UNEXPECTED WINNER

BOLD wines that exceed expectations by over-delivering on quality for the price in product, packaging, and tone.

Growing Rapidly • Dark Horse is the #1 Growth Brand in ALL WINE!

• #1 Contributor of New Dollar and Volume Sales –exceeding Cupcake, Bogle, & 14 Hands combined.

Winning Varietals In $7-10, Dark Horse is already…• #4 Red Blend• #5 Cabernet Sauvignon • #6 Sauvignon Blanc• #9 Merlot• #10 Chardonnay

Outperforming the Competition

• Already #10 Brand in the $7-10 category based on both dollar and volume sales.

• Cabernet: Scanning at 185% of Cupcake

Dark Horse is on

NEW! Dark Horse Pinot Noir

Beth Used: To Achieve:

Central Coast Pinot in the blend

Bright cherry fruit

Grenache and Gewurztraminerin the blend

Notes of rose petal and lavender

Rapid sur lie aging Creamy mouthfeeland velvety body

Cold fermentation in cone sweep tanks

Soft, supple tannins

2014 Dark Horse Pinot Noir showcases luscious flavors of

cherry balanced with light oak, a hint of rose and spice, and a rich,

velvety finish.

2014 Dark Horse Pinot Noir is IN Missouri!!

Winemaker Beth Liston has created a unique blend that outperforms its competition…

In-Store MerchandisingDistribution• All SIX SKUs in distribution

Shelf• Adjacent to Cupcake, Bogle, (or highest moving item)• Not on bottom shelf

Cold Box• Chardonnay• Sauvignon Blanc

Display• 24+ Case Display w/ All Varietals RepresentedPromotion• POS: Bins, Carton Riders, Neckers, Shelf Talkers, Shelf Strips, Posters

PosterSequence # 483489

Carton RiderSequence # 483499 Shelf Strip Sequence # 483494

NeckersRed Blend # 483504Cabernet # 483479

Chard # 483509Merlot # 483514

Sauv Blanc # 483519

Shelf Talker Sequence # 483484

September Theme: Gourmet Cooking

DEC POS: “And to All a Bold Night”

Shelf Talker Sequence # 484329

Shelf Strip Sequence # 484344

Carton Rider

Sequence # 484339

NeckersSequence # 484334

©2015 International Wine Merchants, Ltd., Modesto, CA. All rights reserved.

Premium 3L Wines

Month Price

September $83.95

October $83.95

November $83.95

December $83.95

Month Price

September $71.40

October $75.60

November $71.40

December $75.60

21%19%

14%

9%

5%

2%1%

PREMIUM BOX LUXURY SUPERPREMIUM

ULTRAPREMIUM

PREMIUM ECONOMY BOX ECONOMYGLASS

$ c

hange v

s. Y

A

23% 21% 12% 9% 11% 3% 0%

5-Year CAGR

PREMIUM BOX IS ON FIRE!

CONSUMERS OF PREMIUM BOX

ARE HIGHLY VALUABLEItem Buy Rate¹ Purchase Cycle¹ Basket Size²

9.3

23.2

Popular High Tier Box

$78.22

$83.03

Popular High Tier Box

High Tier Box is more than

2x the rate of Popular

High Tier Box is purchased

6 days more quickly

Total ring is higher when

High Tier Box is in the

basket

Primary Benefit Quality Freshness

SRP $19.99 $17.99

SKUs 5 Red, 1 White 4 Red, 3 White

Wine Style Full-Bodied Lighter, Aromatic

Target Consumer “Boomer Empty Nester” (Older) Fresh Seeker (Younger)

Key Claim Best-tasting box wine Stays fresh for 30 days after opening

Placement on ShelfNext to Black Box Next to Bota Box

8

TWO UNIQUE GALLO OFFERINGS

VIN VAULT VOTED “OVERALL

BEST TASTING” BOXED WINETASTING PANEL MAGAZINE, MAY 2015

• Look for Ads running on Yahoo!

Fantasy Football pages

beginning August 15th

• Vin Vault will garner 54 million

impressions through the Yahoo!

Fantasy Football site + app

• Dynamic Webpage Ads:• “Cheers to the best team” – Ad served

specifically to the league leader

• “The Sleeper Pick” - Best Tasting Boxed

Wine

• “Cheers to Week X” – Will update and

remind of season week number

YAHOO! FANTASY FOOTBALL

PARTNERSHIP

©2015 International Wine Merchants, Ltd., Modesto, CA. All rights reserved.

Sparklin

g

Refre

shin

g

Domestic/

Import

Premium

Whites

Domestic/Import

Premium Reds

Premiu

m

3L Box

Domestic/Import Popular

Whites & Reds(Flow by Brand: 750mL

1.5L)

Economy

Glass

Alt Pkg

187mL

Tetra

Economy

Box

Large SetSmall Set

MISSOURI’S WINNING STANDARDS

• Vin Vault to the right of Black Box

• TNG to the right of Bota Box

• At least two facings of each varietal

• More total facings then the competition– VLT count > Black Box Count

– TNB count > Bota Count

• Eye level placement (as opposed to top or bottom shelf)– Large sets: top-to-bottom blocking

• Signage should read “Premium Box”

• Pricing: TNG should match Bota

• Pricing: VLT $19.99 everywhere

Bins

(holds four cases)

Carton Rider

Shelf Talker

3L BOX POINT OF SALE

Sticker

(for use on POS only)

Carton Riders