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[Brand X] 1.5L Deep Dive Brand Review and Segment Opportunity.

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Presentation on theme: "[Brand X] 1.5L Deep Dive Brand Review and Segment Opportunity."— Presentation transcript:

1 [Brand X] 1.5L Deep Dive Brand Review and Segment Opportunity

2 Top 1.5 L SKU is Chardonnay Source: Nielsen FDL+ 52 Wks Ending 12/08/12 TOP 1.5 L SKUS $ Vol$ Vol % Chg vs YAEq VolEq Vol % Chg vs YA%ACV%ACV Chg vs YA$ Sales Per Pt ACV WL TTL 1.5 LITERS $ 1,862,537,680 (0.64) 32,374,533 (2.29)601 $ 22,040,029 1 CHARDONNAY $ 419,393,476 (2.56) 7,466,273 (3.15)571 $ 5,317,310 2 PINOT GRIGIO $ 275,320,185 5.87 4,262,974 5.14491 $ 3,989,333 3 CABERNET SAUVIGNON $ 208,417,731 0.44 3,652,717 (0.35)561 $ 2,690,483 4 MERLOT $ 183,087,858 (6.49) 3,308,194 (7.22)510 $ 2,548,870 5 WHITE ZINFANDEL $ 131,161,326 (9.32) 2,633,087 (11.61)601 $ 1,552,076 6 MOSCATO $ 110,981,114 4.78 1,881,100 3.23540 $ 1,459,196 7 PINOT NOIR $ 65,641,882 8.06 1,029,860 8.29424 $ 1,140,918 8 SAUVIGNON BLANC $ 61,547,937 1.91 1,081,793 (0.92)411 $ 1,092,476 9 SHIRAZ/SYRAH $ 40,444,199 (12.60) 641,883 (11.80)470 $ 610,966 10 CABERNET SAUVIGNON MERLOT $ 33,833,341 (4.13) 574,418 (6.07)400 $ 600,542

3 1.5 L case volume growth for: Pinot Grigio, Pinot Noir, Sauv Blanc, Riesling, Sweet Red, & Red Blend (all in green) Source: Nielsen FDL+

4 [Brand X] ranked #84 in 1.5 L category Segment is slightly shrinking Top brands: Woodbridge, Barefoot, Yellow Tail, Sutter Home Top 1.5L Brands Rank (by $ Vol)Brand$ Vol $ Vol % Chg vs YA Eq Vol Eq Vol % Chg vs YA TTL 1.5 LITERS $ 1,955,105,858 (0.90) 16,924,962 (2.57) 1WOODBRIDGE $ 223,665,468 8.13 1,726,753 9.60 2BAREFOOT $ 195,956,586 10.06 1,585,762 7.50 3YELLOW TAIL $ 157,502,234 (0.78) 1,170,402 0.63 4SUTTER HOME $ 131,658,771 (5.39) 1,143,145 (7.49) 5GALLO FAMILY VINEYARDS $ 85,339,438 (2.38) 928,684 (4.38) 6CAVIT $ 79,022,838 (5.90) 507,102 (9.84) 7BERINGER $ 72,844,007 2.06 571,502 3.60 8VENDANGE $ 56,429,334 0.20 658,919 4.05 9LIVINGSTON CELLARS $ 54,778,329 (2.61) 713,880 (6.91) 10LIBERTY CREEK $ 49,577,658 38.62 661,241 30.47 84[BRAND X] $ 1,631,152 - 21,861 - Source: Nielsen FDL+ 52 Wks Ending 12/08/12

5 -For all 1.5 L SKUs, the highest-ranking [Brand X] SKU is at #352 -Competitive sales velocity with the top 10 SKUs Top SKU: Woodbridge Robert Mondavi Chard Top SKUs are mostly whites Top 1.5L SKUs BRAND DESCRIPTIONINDUSTRY WINE TYPE $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt 1 Woodbridge Rbrt MndvChardonnay $ 78,611,6025.5 1,176,3786.9 78.90.3 $ 996,683 2 CavitPinot Grigio $ 63,559,529(4.2) 836,749(8.3) 62.0(1.7) $ 1,025,620 3 BarefootPinot Grigio $ 46,967,10914.8 725,96312.2 69.03.3 $ 680,544 4 BarefootMoscato $ 39,314,3569.6 602,0037.2 68.59.0 $ 573,989 5 Sutter HomeWhite Zinfandel $ 38,378,745(6.6) 727,826(10.2) 84.50.2 $ 454,149 6 Woodbridge Rbrt MndvCabernet Sauvignon $ 38,069,8008.5 568,6099.8 77.50.7 $ 491,446 7 Beringer California ClctnWhite Zinfandel $ 35,677,487(9.9) 581,305(8.7) 71.8(1.0) $ 496,686 8 Yellow TailChardonnay $ 34,674,302(9.9) 521,598(8.7) 64.8(0.4) $ 535,191 9 BarefootChardonnay $ 33,890,0624.1 530,0752.1 67.60.5 $ 501,291 10 Sutter HomeMoscato $ 27,965,795(17.1) 487,368(16.0) 76.12.2 $ 367,699 352 [Brand X]Pinot Grigio $ 716,5620.0 12,0820.0 1.4 $ 508,741 Source: Nielsen FDL+ 52 Wks Ending 12/08/12

6 -[Brand X] is ranked #60 for 1.5 L Cab Sauv -Competitive sales velocity; higher than 3 of top 10 brands $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt TOTAL 1.5 L CAB SAUV $ 208,284,8030.6 3,648,959(0.1) 1 Woodbridge Rbrt Mndv $ 38,069,8008.5 568,6099.8 77.50.7 $ 491,446 2 Yellow Tail $ 20,311,9340.2 304,1551.2 59.20.6 $ 343,369 3 Barefoot $ 16,049,012(5.1) 250,208(7.3) 64.80.5 $ 247,713 4 C K Mondavi $ 11,649,1844.6 192,2105.0 47.94.4 $ 242,969 5 Liberty Creek $ 10,805,29531.7 277,90924.0 43.85.1 $ 246,496 6 Sutter Home $ 7,730,334(4.3) 135,952(4.2) 54.9(0.8) $ 140,732 7 H R M Rex-goliath $ 7,556,05036.1 127,10939.6 32.96.4 $ 229,830 8 Vendange $ 7,393,384(0.2) 174,7684.6 53.5(0.7) $ 138,140 9 Gallo Family Vineyards $ 6,341,733(1.4) 137,966(0.2) 49.3(0.7) $ 128,647 10 Corbett Canyon $ 4,654,903(12.3) 112,551(18.0) 39.4(2.0) $ 118,035 60 [Brand X] $ 196,9560.0 3,2370.0 1.4 $ 141,807 Source: Nielsen FDL+ 52 Wks Ending 12/08/12

7 -[Brand X] is ranked #61 for 1.5 L Chardonnay -Category is declining slightly Brand Description $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt TOTAL 1.5L CHARDONNAY $ 419,236,126(2.5) 7,461,014(3.0) BRAND DESCRIPTION $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt 1 Woodbridge Rbrt Mndv $ 78,611,6025.5 1,176,3786.9 78.90.3 $ 996,683 2 Yellow Tail $ 34,674,302(9.9) 521,598(8.7) 64.8(0.4) $ 535,191 3 Barefoot $ 33,890,0624.1 530,0752.1 67.60.5 $ 501,291 4 Vendange $ 25,557,4161.4 598,7425.5 64.8(1.8) $ 394,473 5 Sutter Home $ 16,562,6550.3 288,9420.8 64.8(0.4) $ 255,641 6 C K Mondavi $ 15,408,130(10.0) 254,812(9.9) 48.62.9 $ 316,967 7 Concannon $ 15,294,761(3.9) 324,736(5.0) 56.3(1.6) $ 271,482 8 Lindemans $ 13,664,886(4.4) 229,697(0.2) 36.6(0.5) $ 373,157 9 Gallo Family Vineyards $ 13,470,223(0.5) 294,1660.6 64.8(0.4) $ 207,910 10 Liberty Creek $ 13,463,10531.7 346,57124.1 45.25.1 $ 297,820 61 [Brand X] $ 270,8410.0 4,5060.0 1.4 $ 195,004 Source: Nielsen FDL+ 52 Wks Ending 12/08/12

8 -[Brand X] is ranked #54 for 1.5 L Merlot -Competitive sales velocity; higher than 5 of top 10 brands -Category is declining Source: Nielsen FDL+ 52 Wks Ending 12/08/12 Brand Description $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt TOTAL 1.5 L MERLOT $ 182,890,413(6.5) 3,301,736(7.3) BRAND DESCRIPTION $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt 1 Yellow Tail $ 22,469,226(6.1) 337,199(4.4) 62.0(0.9) $ 362,572 2 Woodbridge Rbrt Mndv $ 22,273,7622.6 332,8484.1 71.80.9 $ 310,086 3 Barefoot $ 15,828,036(6.3) 246,661(8.4) 64.8(0.9) $ 244,302 4 Liberty Creek $ 9,714,66828.0 249,59020.1 42.54.5 $ 228,765 5 Sutter Home $ 8,404,492(4.4) 147,163(4.3) 56.3(0.8) $ 149,180 6 Vendange $ 8,270,639(8.4) 192,531(4.9) 56.3(1.5) $ 146,804 7 Gallo Family Vineyards $ 6,776,856(0.3) 146,0081.0 53.50.0 $ 126,620 8 Concha Y Toro Frontera $ 6,768,626(12.4) 123,822(14.6) 35.2(1.0) $ 192,229 9 Livingston Cellars $ 6,618,509(1.5) 167,851(5.2) 57.7(3.0) $ 114,613 10 Foxhorn $ 5,543,159(12.5) 130,242(17.1) 39.4(1.1) $ 140,559 54 [Brand X] $ 208,6550.0 3,6460.0 1.4 $ 150,230

9 -[Brand X] is ranked #16 for 1.5 L Moscato -1.5 L Moscato category is growing -Competitive sales velocity; higher than 5 of top 10 brands Source: Nielsen FDL+ 52 Wks Ending 12/08/12 Brand Description $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt TOTAL 1.5 L MOSCATO $ 110,981,1144.8 1,881,1003.2 BRAND DESCRIPTION $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt 1 Barefoot $ 39,314,3569.6 602,0037.2 68.59.0 $ 573,989 2 Sutter Home $ 27,965,795(17.1) 487,368(16.0) 76.12.2 $ 367,699 3 Gallo Family Vineyards $ 14,726,402(4.0) 312,593(4.2) 57.715.8 $ 255,018 4 Yellow Tail $ 8,080,392197.4 120,022200.4 42.539.4 $ 190,280 5 Riunite $ 4,361,3790.8 77,905(0.3) 38.03.8 $ 114,688 6 Beringer California Clctn $ 3,959,188(3.3) 62,551(1.0) 31.07.8 $ 127,774 7 Woodbridge Rbrt Mndv $ 3,127,6496.0 46,79210.1 36.67.6 $ 85,409 8 Almaden $ 1,730,0567.9 38,339(1.5) 14.1(1.8) $ 122,834 9 Bella Sera $ 1,290,75260.3 18,43057.1 19.7 $ 65,460 10 C K Mondavi $ 1,021,8703.9 16,6705.7 12.38.4 $ 82,885 11 H R M Rex-goliath $ 828,795130.0 13,918132.0 11.18.5 $ 74,592 12 Ste Genevieve $ 754,123(9.9) 16,306(12.1) 5.61.3 $ 133,857 13 Alice White $ 696,210(27.5) 11,539(23.5) 7.0(1.5) $ 98,861 14 Concha Y Toro Frontera $ 526,511249.5 10,848288.8 7.0 $ 74,764 15 Chateau La Salle $ 291,799(12.4) 6,192(15.8) 1.4(0.0) $ 207,170 16 [Brand X] $ 238,1380.0 3,8940.0 1.4 $ 171,458

10 -[Brand X] is ranked #44 for 1.5 L Pinot Grigio -1.5 L Pinot Grigio category is growing -Competitive sales velocity; higher than most top brands Source: Nielsen FDL+ 52 Wks Ending 12/08/12 Brand Description $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt TOTAL 1.5L PINOT GRIGIO $ 275,313,0855.9 4,262,2375.1 BRAND DESCRIPTION $ Vol% chg Eq Vol% chg %ACV WLChg $ Sales Per Pt 1 Cavit $ 63,559,529(4.2) 836,749(8.3) 62.0(1.7) $1,025,620 2 Barefoot $ 46,967,10914.8 725,96312.2 69.03.3 $ 680,544 3 Bella Sera $ 24,703,060(1.0) 353,622(2.9) 67.6(1.8) $ 365,400 4 Woodbridge Rbrt Mndv $ 17,283,16914.9 259,85416.4 52.1(0.0) $ 331,650 5 Mezzacorona $ 13,131,0935.6 186,1564.4 23.92.2 $ 548,415 6 Yellow Tail $ 13,041,1793.5 195,2354.8 42.3(0.6) $ 308,641 7 Beringer California Clctn $ 7,637,1917.8 120,3769.2 40.80.9 $ 186,979 8 Liberty Creek $ 5,525,61273.1 136,69460.9 24.714.0 $ 224,095 9 Bolla $ 5,349,865(2.5) 75,516(6.3) 22.50.8 $ 237,400 10 Sutter Home $ 5,076,9199.2 86,0528.7 29.2(0.8) $ 174,066 44 [Brand X] $ 716,5620.0 12,0820.0 1.4 $ 508,741

11 Opportunities for Growth Expand 1.5 L line to include more varietals from the 750 mL line Among 1.5 L wines in [Brand X]’s price segment, Malbec and Sweet Red categories are growing the fastest Sparkling All Other is growing at an increasing rate (positive trend) Source: Nielsen FDL+. Base Size: 1.5 L, Price Segment: $3-6.99.


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