JAY TURNERTURNAROUND MARKETING

Turnaround Marketing

Distinction Series, $40-$65 Private Reserve, $40-$165

Classics, $4-$6 Sparkling, $8-$10

Single Vineyards (DTC), $75-$100

Helped reshape Beringer architecture / NPD to elevate brand center of gravity and profitability

Regional Estate Grown, $18-$40Founders’ Estate, $10-$12

OBJECTIVES

• Drive cases to the floor using borrowed equity platform

• Elevate brand perceptions with a luxury brand association

• Increase trial and awareness via local PGA tournaments

KEY ELEMENTS

• “Official Wine of the PGA Tour”

• Sponsor 20+ local PGA tournaments in US and abroad

o Beringer poured at tournament concessions and venues

o Advertising, signage, branded wine bars

o Retailer promotions with $ off grounds tickets

o Hospitality tickets and suites

• National PGA programs tied to key weeks to win

JUSTIN LEONARD, BERINGER AMBASSADOR

• 12-time PGA Tour, British Open, and Ryder Cup Winner

• Use of name and likeness on all marketing materials

TIMING

• Local PGA program in market Jan – Oct

• National PGA program May, July, Oct/Nov

Elevated PGA Tour Sponsorship to the Next Level

Managed 20+ local PGA tournament sponsorships that drove awareness, trial, and local depletions

Program AdvCourse Signage

Hospitality Tents Concession Pours / Depletions

Branded Wine Bars

$10 Off Retail Coupon

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Created Premium PGA Tournament POS / Flow

Golf Bag Bottle Rack

Shelf TalkersCoasters

Back bar piece

Wine folio Save Up to $5 Tie in Partner Necker

Mass display

Case card

Social Media – PGA Messaging & Sweepstakes

Carried PGA messaging and sweepstakes into Beringer social channels to increase follower loyalty and retention

Facebook PGA / Golf Sweeps Posts

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Created new premium PGA / Justin Leonard shippers that increased excitement and rate of sale on display

Lithography Printed, Varietal Specific

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Background• Offer scratch-off game pieces on bottle necks

during key seasonality

• Consumers win up to $100,000 in golf prizeso Divot toolso 12 TaylorMade® Golf Bagso 6 Sets of TaylorMade® Golf Clubso Grand Prize: 1Trip for 2 to TPC Sawgrass

• “Win the Gift of Golf for the holiday”o Scratch card can be used as stocking stuffer

Created New National PGA Program –

“Scratch Golfer” Off/On Premise

Scratch off golf ball icons with Beringer golf tee

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Match 3 icons to win up to $100k in prizes2

3 Redeem $1 off BFE instantly (where legal)or redeem other prizes online

Originated “Scratch Golfer” Name & Concept

Created Eye-Catching “Scratch Golfer” POS

Case Card 3-Way Pole TopperDealer Loaders

Scratch Off Game Cards

Christmas / December

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Background• Beringer will be a proud supporter of Homes 4 Heroes, a

PGA Military Warriors Support Foundation that awards mortgage-free homes to wounded heroes injured during combat in Iraq and Afghanistan. The homes are for families who have severe and/or unique circumstances due to their injuries received while serving our country.

Timing• Oct / Nov 2014 in US, during Veteran’s Day &

Thanksgiving

How Much• $50k donation funded by brand, POS funded by Sales

How It Works• For every bottle sold of Beringer Founders’ Estate, $1 will

be donated to Homes 4 Heroes during the promo window

Created New National PGA Program –

“Homes For Heroes” Charity Off/On Premise

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Activated “Homes 4 Heroes” POS

Pole Topper

Ceiling Dangler

Mass DisplayBottle Necker

Case Card

Shelf Talker

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Background• Beringer will be a proud supporter of Birdies for the Brave,

a national military outreach initiative designed to say thank you to the courageous men and women of our US Armed Forces and their families. PGA currently promotes Birdies for the Brave charity organization.

Timing• May / June 2015 in US, leading up to Memorial Day

How Much• $50k donation funded by brand, POS funded by Sales

How It Works• For every bottle sold of Beringer Founders’ Estate, $1 will

be donated to Birdies for the Brave during the promotional window

Created New National PGA Program –

“Birdies For The Brave” Charity Off/On Premise

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321

Poster

Case Card

Case Card

Shelf Talker Donation Necker3 Case Chute

Bottle Topper

Activated “Birdies For the Brave” POS – Off Premise

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Activated Unique PGA / Military POS – On Premise

• Program specific table tent• Support ribbon bottle glorifier• Support ribbon wine stopper• Camouflage branded coaster• Program specific coaster• Donation cards• Bartender/Waitstaff outfits

Created/Managed “Founders’ 4 Majors” sales incentive that motivated key markets & distributors

4: PEBBLE BEACH

- 18-hole round at Pebble Beach

- Dinner / Lodging at Pebble Beach resort

- Coveted Beringer Blue Jacket ceremony

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3

4

The Ultimate Golf, Wine, & Food Pairing1

3: SAN FRANCISCO

- 18-hole round at Presidio golf course

- Dinner / Lodging at Fairmont Heritage Place

2: NAPA VALLEY

- 9-hole round or golf lesson at Meadowood

- Dinner / Lodging at Meadowood Resort

1: BERINGER

- Beringer winery tour & tasting

- Private dinner at the Hudson House

Q UALIFIERS / TIMING

- Must hit 100% of 1H F14 depletion goal

- Golf trip in April ’14 for 40 global winners

Increased Facebook Likes 7X from 20,000 to 140,000

with Facebook ads and new “Quintessential

California” content

“Quintessential California” Facebook Posts

FB Posts Drove Brand Engagement from <1%

to 9%

Fb Ads Reached 100,000 Consumers Per Week,

<$0.30 CPC and ~90% CPC to CPL Conversion

Fixed Promo Mistake and Grew Brand Engagement

Facebook Posts – Beringer Great Steak Challenge Promotion

Fixed Promo Mistake and Grew Brand Engagement

Redesigned Beringer website that increased

unique visitors and stickiness on site

KEY ELEMENTS

• 8 amateur chefs submit their best steak and BFE wine pairing recipe + side dish for a chance to win $25K

• Grill-off filmed at Beringer & aired Cooking Channel

• Off-premise in-store point of sale with big name – high value tie-in partners including Lea & Perrins

• Media to support in-store execution including TV commercial spots on Cooking Channel and online ads

TIMING & MARKETS

• Activate Displays/POS in market end May – mid Jul

• Finale at Beringer on October 13th with Deen Bros

Managed “Great Steak Challenge” Program

Filming with Deen Brothers at Beringer Winery

Created Great Steak Challenge Microsite

Redesigned Beringer Classics packaging which

increased appetite appeal & varietal

differentiation

Created new Beringer Classics accolade

stickers that added quality cues and wine

credentials

Created new Beringer Classics back label flavor

profi les to assist purchase decision at shelf

Redesigned Beringer Classics shippers to “pop” on

display

Launched new “Heritage with a Fun Twist” Beringer Sparkling Moscatos that drove incremental cases

VIVACIOUSPINK MOSCATO

LIVELYMOSCATO

DAZZLINGRED MOSCATO

Created new Beringer Classics “Unwind” platform that appealed to women’s key wine purchase driver

SummerUnwind

Valentine’s DayUnwind

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SpringUnwind

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Drove cases & displays during key months – “Unwind During the Holidays with Redbox Movie”

OBJECTIVE

• Get low involvement females to unwind with Beringer Classics wine and movie favorites during the holidays

KEY ELEMENTS

• Download 1 free holiday movie from Red Box

• National FSI in December - Save $2 off 3 bottles

• Tie-in partners with candy, popcorn, snacks

Mass Display Case CardNational FSI

Free Movie Download

Drove displays & cases during key months – “Spring Escape with Trip to Jamaica”

OBJECTIVE

• Get to the floor during Easter, the 3rd highest volume holiday of the year

KEY ELEMENTS

• Win a Spring Getaway to Jamaica!

• National tie-in partners with cheese, wine, flowers

• Spring DIY tips on recipes, flowers, decorating

• Strong digital promotion on Facebook

Case Card

Booklet or Tearpad

Neck Tag

Spring Getaway Sweeps

• Launched Lindeman’s Sweet Red and Moscato varietals

• Launched Lindeman’s 3L premium box wine in Chard, Cab, Merlot

• Applied accolade stickers (50+ Best Buys, 250+ Medals) to all bottles

• Offered incremental trade discounts to hit retail price points $1 below yellowtail in key markets

Lindeman’s Turnaround FY12 in the US