2. Willamette Valley Vineyards K URT B ERNING D EMI W ILKINSON A MANDA A PLET R YAN K EY Z ACH S TEINKAMP Inspired and Aided By: Kevin O’Brien

3. Winery Roadmap Industry Overview FreeWheel Wines Alternatives and Recommendation Implementation Risk Assessment and Five Forces Financials

4. U.S. wine consumption surpassed that of France in 2010, with dollar sales reaching $36.2 billion Growth of US market Consumer interest Industry Overview

5. Freewheel Problem Solution

6. Recommendation Start a new product line through the Astrapouch packaging.

7. Alternative 1 –traditional glass bottles Alternative 2 – boxed wine Alternative 3 –plastic bottles Alternative 4 –Tetra packaging Alternatives

8. Implementation New Product Line Riesling and lower priced wine Develop Website and social media Phone and IPod apps

9. 5 Forces and Risk Analysis Threats –Entry-> Medium –Rivalry->High –Substitution->High –Powerful Suppliers->Low –Powerful Buyers-> Low Risks – Supply/Demand – Acceptance – Oxygen Permeable

10. Financials – Assumptions

14. Cash Flow Statement

16. Industry NI/NS Data

17. Specific Astra Pouch Market

18. Mintel: U.S. Dollar Sales and Forecast $million% change Index (2006 = 100) Index (2011 = 100) 200630,852-10084 200733,0237.010790 200835,1316.411496 200936,0662.711799 201036,2470.511799 2011 (est.)36,5600.9119100 2012 (fore.)37,2251.8121102 2013 (fore.)37,8671.7123104 2014 (fore.)38,4711.6125105 2015 (fore.)39,0111.4126107 2016 (fore.)39,5331.3128108

19. Mintel: Volume Sales of Wine Year 9-liter cases% change Index (2005 = 100) Index (2010 = 100) 2006282,75010093 2007291,8903.210396 2008294,5900.910497 2009296,8600.810597 2010302,9752.110799 2011 (est.)305,1450.7108100

20. Green Data AstraPouch has an 80% reduced carbon footprint compared to glass. “Eco-friendly” has become a major trend in packaging: there were over 600 food and beverage products launched in 2008 that featured environmentally- friendly packaging claim Mintel predicts that there will be 9% more Super Greens in the population by 2015 Consumers will support sustainability in food and beverage packaging as long as they do not have to pay for it 36% of people would buy the Eco-Friendly option over a bottle if all else was equal

21. Australia & New Zealand BUD Naked, an Australian Wine Company, sold 60,000 cases over the past year, meaning 360,000 pouches sold (six per case).This development occurred in two years. CLIF Family Winery has started is only using the Astra Pouch. (Makers of CLIF Bar)

22. Shipping and Operating Costs 33% Reduction in Shipping Costs Dramatic reduction in bottling costs because it is a one step process and equipment.