1. FAT BASTARD B RAND O VERVIEW

2. Priorities: 1.Chardonnay 2.Pinot Noir 3.Cabernet Sauvignon 4.Shiraz 5.Merlot 6.Sauvignon Blanc Building The Brand: 1.Well established brand with quality that over delivers for the price. Encourage re-trial by the gatekeepers! 2.Target independents retailers who have been a traditional source of support for the brand. 3.Broad range of wines provides versatility and depth. 4.Strong and engaged consumer base as evidenced by strong social media participation and interaction. Essence: Fun and approachable…A serious wine that doesn’t take itself too seriously. Selling Points: 1.One of the Top 5 best selling French brands in the US. Best selling French Chardonnay, Merlot, Cabernet Sauvignon, and Shiraz. 2.Approachable, fruit forward flavor profile to appeal to broad consumer base. 3.Playful and straightforward packaging. “Wine for the anti-snob” – TIME magazine 4.Sourced from the Languedoc-Roussillon region of southern France, FAT bastard is produced through a partnership with renowned French producer Gabriel Meffre. Photo Here The brand was established in 1998, as the collaboration between French winemaker Thierry Boudinaud and English vintner Guy Anderson. Upon tasting the wine for the first time, Thierry exlaimed: “Now zat iz what you call eh Phet bast-ard!

3. Distribution Channel On Premise: 7% Off Premise: 93% On Premise: 5% Off Premise: 95% On Premise: 4% Off Premise: 96% On Premise: 6% Off Premise: 94% On Premise: 5% Off Premise: 95% Varietal Composition 100% Chardonnay100% Shiraz 100% Cabernet Sauvignon 100% Merlot100% Pinot Noir 100% Sauvignon Blanc Competitive Set* HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand HobNob Mouton Cadet Red Bicyclette Louis Jadot E. Guigal Le Grand Pricing SRP: $10.99 Min. SRP: $8.99 BTG: $7 Wine List: SRP: $10.99 Min. SRP: $8.99 BTG: $7 Wine List: SRP: $10.99 Min. SRP: $8.99 BTG: $7 Wine List: WL Categories WL Categories: France, International Whites, Chardonnay List As: FAT bastard Chardonnay, Pays d’Oc, France WL Categories: France, International Reds, Shiraz List As: FAT bastard Shiraz, Pays d’Oc, France WL Categories: France, International Reds, Cabernet Sauvignon List As: FAT bastard Cabernet Sauvignon, Pays d’Oc, France WL Categories: France, International Reds, Merlot List As: FAT bastard Merlot, Pays d’Oc, France WL Categories: France, International Reds, Pinot Noir List As: FAT bastard Pinot Noir, Pays d’Oc, France WL Categories: France, International Whites, Sauvignon Blanc List As: FAT bastard Sauvignon Blanc, Pays d’Oc, France POS Materials Sell Sheet, Shelf Talker, Header, Logo Glassware Specifications UPC/CS: 10695235000016 UPC/BTL: 9523500001 CS Pack: 12 Weight: 36 lb. Dimensions: 30x34.5x25.5 cm Pallet: 56 Layer: 14 UPC/CS: 10695235000047 UPC/BTL: 9523500004 CS Pack: 12 Weight: 36 lb. Dimensions: 30.5x32.5x24 cm Pallet: 56 Layer: 14 UPC/CS: 10695235000740 UPC/BTL: 9523500074 CS Pack: 12 Weight: 36 lb. Dimensions: 30.5x32.5x24 cm Pallet: 56 Layer: 14 UPC/CS: 10695235000627 UPC/BTL: 9523500062 CS Pack: 12 Weight: 36 lb. Dimensions: 30.5x32.5x24 cm Pallet: 56 Layer: 14 UPC/CS: 16952350008117 UPC/BTL: 9523500081 CS Pack: 12 Weight: 36 lb. Dimensions: 30x34.5x25.5 cm Pallet: 56 Layer: 14 UPC/CS: 10695235000665 UPC/BTL: 9523500066 CS Pack: 12 Weight: 36 lb. Dimensions:30.5x32. 5x24 cm Pallet: 56 Layer: 14 Cabernet Sauvignon MerlotSauvignon Blanc * FAT bastard is not always recognized as a French wine so competitors also include domestic varietally labeled brands ChardonnayShiraz Pinot Noir