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RANGE STRATEGY

10 April 2023

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Wyndham Estate master brand

BIN still

Old brand architecture

VineyardSelection

BlackCluster

GeorgeWyndhamSuper premium Ultra premium Icon

Premium Premium

Super premium

Line extensions

SR &RS

Corebusiness

BIN sparkling1828 BlockBuster

Icon

Accessible Vitality Founder Channel Place Expertise% of WE LV09 CM……… 91% 1% 6% 2% 0% n/a 0% n/a

[A bit of a mess]

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Wyndham Estate master brand3 core facets: pioneering, genuine, craftsmanship

BIN still wines

New brand architecture

Premium

Corebusiness

VineyardSelection

Black Cluster

Super premium Ultra premium Icon

Embody core facets? √ √ √ √ Peripheral facets? Accessible Founder Place Expertise

Line extensions

GeorgeWyndham

[Simpler andmore attractive to the markets]

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Four core ranges

Range Role Occasion

BIN

A$16

Index 100

Flagship range that embodies the master brand, represents accessible entry into the brand franchise, leads brand

communication and is the engine for volume and profit.Everyday pleasure

George Wyndham

A$22

Index 135

A tribute to the founder and his pioneering spirit (which helps to dramatise the brand story). It targets more

experienced, higher involvement consumers who want to experiment with higher quality, more complex, regional

wines.

Personal indulgence

High end entertainment

Vineyard Selection

A$35

Index 220

Shiraz from 3 different regions to demonstrate how our signature variety responds to different regional terroir. The

Hunter Shiraz would be a tribute to the brand’s Hunter Valley roots to reinforce the brand’s sense of place and

unique heritage (“where Australian Shiraz began”).

Memento

Milestone events

Gifting

Black Cluster

A$99 Index 600

Underline the brand’s expertise by collecting show awards, gaining Spectator ratings, driving gatekeeper endorsement and generating PR buzz. To achieve this, we need to move away from the Hunter and probably become multi-regional.

Ultimate reward

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Rationalising sub-brands

Range Rationale

1828Was de-branded in 2008.

To elevate the entry point and brand image.

Regional Selection

Low volume (has been duty free and cellar door only).

Main SKU is a Hunter Shiraz.

Show Reserve

Low volume, duty free exclusive – but it lacks medals.

GW offers a better expression of the brand story, a more distinctive name, more medals and a wider range.

Vineyard Selection offers terroir story and gift solution at a higher price.

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• BIN range– Core business– Widely available and visible– Represents accessible entry into the brand franchise– Premium price (30% above JC Classic) competing with Penfolds Koonunga Hill and Rosemount Diamond Label– Tight range of popular varietals

• Spearheaded by Shiraz (signature variety)– Central to our brand proposition (upscale Shiraz specialist)– The cornerstone of our vision, advertising creative, gatekeeper education tools, etc.

• Also offering non-Shiraz for developed markets to compete in attractive segments such as Chardonnay– Today, non-Shiraz at BIN level generates CM of >A$13m

• Avoiding low-volume niche varietals• Minimising overlap with Jacob’s Creek Classic and Montana

– No Rose, Riesling, Pinot Grigio, Sauv Blanc, etc.

– Delivering 11% ROCE and CM of $24.5m (LV09)

Portfolio role

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The proposed BIN line up

BIN Signature Tactical New

Shiraz Cabernet Sauvignon Shiraz Malbec

Shiraz Viognier Merlot

Shiraz Grenache Cabernet Merlot

Sparkling Shiraz Pinot Noir

Chardonnay

Semillon Sauvignon Blanc

Verdelho

ROSE Shiraz Rosé

REDS

WHITES

• Focus on signature SKUs

• Add other SKUs based on local varietal segment size / trend and level of brand maturity

• Verdelho and sparkling Shiraz are low volume and competing in small profit pools

• Shiraz Rose has not worked

• PRA and Corby are comfortable with these SKUs being deleted

• Shiraz Malbec is planned for Canada where the Malbec segment grew by 80% last year

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• BIN range is clearly differentiated from JC Reserve on the basis of

– Roots: Hunter Valley versus Barossa Valley

– Varietal proposition: Shiraz specialist (Shiraz and Shiraz blends, but no BIN Rose, Riesling, Pinot Grigio, Sauvignon Blanc) versus varietal generalist

– Brand positioning territory: Intense sensation versus true character

– Wine style: Intense, generous, ripe and luscious versus elegant and refined with a soft finish

– Current users: Males aged 40+ versus males and females aged 30+

– Consumer target: Medium involvement consumers of Penfolds Koonunga Hill and Rosemount Diamond Label versus higher involvement consumers of Peter Lehmann and Taylor’s

– Occasion: Everyday enjoyment (relaxing and unwinding at home) versus high-end entertainment and personal indulgence

• The advantage of having a portfolio of strong Australian wine brands is that it enables us to target a broad variety of consumers with a range of wine styles that meet multiple consumer needs

Differentiation v Jacob’s Creek

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• George Wyndham Founder’s Reserve– A tribute to the founder– Dramatise the brand story– Super-premium price (30% above JC Reserve)– Competing with Penfolds Thomas Hyland– Targeting higher involvement consumers– Driving a more premium perception of the master brand– Shiraz focus / simple range

• The GW range is all about Shiraz• While there are some tactical non-Shiraz SKUs for mature markets, the focus is Shiraz• Minimise overlap with JC Reserve and Montana

– No Cab Sauv, Pinot Noir, Chardonnay, Riesling, Sauv Blanc, etc.

– Delivering 11% ROCE and CM of $1.5m (LV09)• Note: Domestic ROCE is 9% (LV09)

Portfolio role

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The proposed GW line up

GW Signature Tactical New

Shiraz Cabernet Merlot

Shiraz Grenache

Shiraz Tempranillo

Shiraz Cabernet

Semillon Sauvignon Blanc

ROSE

REDS

WHITES

• Focus on signature SKUs (Shiraz)

• Switch Shiraz from Langhorne Creek to McLaren Vale (more premium and better recognised)

• Delete Shiraz Cabernet (cluttered segment, more potential with Shiraz Tempranillo)

• Only sell tactical SKUs where it is justified– In markets where GW is an on trade exclusive (i.e. red with a white partner)

– Markets where there is a large Cabernet blend segment (e.g. Asia)

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• Vineyard Selection– Terroir proposition

• Demonstrating how our signature variety responds to different regional terroir

– Ultra-premium price (mid $30s)– Premium channels

• Duty free, prestige restaurants, fine wine accounts, etc.

– Shiraz focus• Hunter Valley Shiraz• McLaren Vale Shiraz• Coonawarra Shiraz

– The Hunter Shiraz would celebrate our Hunter roots– And reinforce a strong sense of place– Being true to our end tag “where Australian Shiraz began”– Recognised by gatekeepers as outstanding Hunter Shiraz

Portfolio role

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• Black Cluster (1 SKU)– Change it from Single Vineyard Hunter Valley Shiraz– To our best Shiraz– The ultimate expression of ‘intense sensation’ – A trophy hunter that can consistently gain excellent ratings in North America in order to demonstrate the brand’s

• Expertise with Shiraz• Fine wine credentials

– Wine would be rich, powerful, assertive and expressive – but also modern, stylish and creative– Launch timing to be confirmed

Portfolio role

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Proposed range x DP market

SKU Canada Aust. NZ Ireland USA

BIN 555 Shiraz P P P P P

BIN 515 Shiraz Viognier P P P

BIN 525 Shiraz Grenache P P

BIN 525 Shiraz Malbec P

BIN 555 Sparkling Shiraz P P P

BIN 444 Cabernet Sauvignon P P P P

BIN 888 Cabernet Merlot P P P P

BIN 999 Merlot P P P

BIN 333 Pinot Noir P P P P

BIN 222 Chardonnay P P P P

BIN 777 Sem Sauvignon Blanc P

George Wyndham Shiraz P P P P P

George Wyndham Shiraz Grenache P P

George Wyndham Shiraz Tempranillo P P P

George Wyndham Cabernet Merlot P P P

George Wyndham Sem Sauv Blanc P P P

Vineyard Selection P P

Black Cluster P P P P P

More mature Less mature