“Great Tasting Wines“Great Tasting Wines Under $10/Under $15”Under $10/Under $15” Distributor Execution Playbook 1

Program Dates: W3P2 – W4P4 (Week beginning March 15th) - Displays Built – W2P2. Your Constellation or Gallo distributor / wholesaler will be responsible for building the displays and executing the point-of-sale. Program Description: “Great Tasting Wines Under $10 / Under $15 ” Spring selling event has opportunities to capture key customer purchasing occasions for the season such as socializing with friends and family, Spring grilling and the Easter Holiday that makes up this time of year. We will continue to focus on the “great price” message and will provide our customers with the items they want, plus a little. Items: Selected SKU’s are data driven and were selected as the best selling items in the last 52 weeks. Quantities and assortment vary by store segment. Grocery Sales Plan: This program will be supported as a center aisle display in the grocery sales plan. Signage Kit: Includes base wrap, stanchion sign and headers. POS kits will arrive to the stores W2P2. The POS kit will be directly mailed to your stores or third party provider, as directed by the Division. Audit Form: BEFORE leaving the store, distributors will be required to ask the store’s to sign off that they have built the display to expectations and that it is properly signed with price signs. Visit to access audit form and upload photo of complete display. This is not optional. Program Objectives: To grow wine sales during this program To execute the program in 95% of our stores, as outlined in the program. To gain execution feedback and pictures of all stores participating in the program. Program Overview 2 Great Tasting Wines! Under $10 Under $15

3 Example Planogram

Point of Sale/Marketing Elements Artwork/Elements being developed by Kroger Marketing Services. Theme: “Great Tasting Wines Under $10/ Under $15” - Look and feel of spring greens with “great tasting wines for less than you expect” messaging. POS is focused on featuring top selling wines at great values. Upscale stores will receive Under $15 messaging. Mainstream and Value stores will receive Under $10 messaging. Kroger.com consumer elements under development. 4

POS Elements Mainstream / Value Stores (Under $10) 5 Stanchion Basewrap Header *Brochures and brochure holder will be provided in kit. Brochure holder pictured may not be the same holder in kit.

POS Elements Upscale Stores (Under $15) 6 Stanchion Basewrap Header *Brochures and brochure holder will be provided in kit. Brochure holder pictured may not be the same holder in kit.

POS Elements Look of Success 7

Contact Information : Kroger National Wine Team: Ryan McHendry ( ) Pat Byrne ( ) Diane Farfsing ( ) Lisa Beth Miller ( ) Dave Morehead ( ) Jared Pachta ( ) Masterpiece USA (Project Manager/POS): Jillian Francois Hocker ( ) Suzanne Weithofer ( ) 8