1. Packaging Refresh & Red Blend Launch
June 2016

2. Brand Positioning
To wine drinkers looking for a great tasting everyday wine (both at home and out to eat) for an exceptional value under $20, Murphy-Goode is THE California wine brand of choice because of its:
Quality sourcing that only JFW can provide
Roots in Sonoma County agriculture/farming and connections with top growers
Handcrafted quality
Winemaking practices
Passionate people behind the winery (growers, vineyard workers, winemaker, cellar workers)

3. Packaging Refresh Objectives
Pay homage to our roots in Sonoma County and show our pride in being part of the agriculture community.
Drive shelf impact, new trial and excitement … resulting in consumer shelf pull and new consumers.
Elevate quality cues

4. California Tier
Strong branding in logo lock-up appealing to brand heritage
MG bug maintained for familiarity with core consumer
Family owned call-out
Clear varietal call-outs
This label was inspired by vintage barn signs you might find while driving through Alexander Valley. The rich navy blue on cream paper provides a premium look with strong pop on shelf. This retro ‘Americana’ style label appeals to multiple consumer demographics and speaks to the character and history of the winery.

5. Sonoma County Tier
Elegant treatments speak to handcrafted elevated tier
Gold metallic ink and emboss make logo pop
Saturated navy colored paper with premium texture
The Sonoma County Tier label utilizes gold metallic inks and embossing on navy paper to signify an elegant, handcrafted, elevated tier wine. Like the California tier, the retro Americana look speaks to the brands quality and heritage in Sonoma County.

6. Research Findings
Across both tiers, the new label rates higher for hand-crafted, unique and authentic.
Hand-Crafted
Unique
Authentic
65%
61%
54%
35%
39%
46%
Hand-crafted
Unique
Authentic
71%
65%
58%
29%
35%
42%
Source: Qualtrics MGW Label Study

7. Greater Impact on Shelf & Floor

8. Sales kits available July 1 Additional Launch POS Available in June
New Label Ship Dates
Sales kits available July 1
CA ME – projected ship date July 2016
NC SB – projected ship date Aug 2016
CA CH – projected ship date Aug 2016
CA PN – projected ship date Sep 2016
CA CS – projected ship date Sep 2016
CA PG – projected ship date Oct 2016
LD Zin – projected ship date Dec 2016
AV CS – projected ship date Feb 2017
All In Claret – projected ship date Nov 2017
Additional Launch POS Available in June

9. Red Blends Are Hot!
Red blends are the largest growing category of wines over the last 52 weeks in terms of case sales and second in dollar sales (IRI 52 wk data, 2/21/16)
Case Sales +12.8%
Dollar Sales +13.8%
The domestic red-blend category accounts for $900 million in retail sales annually (Nielsen’s January 2015 report)

10. Success Driving Red Blend Category
The 2013 Launch of Homefront Red (Red Blend) saw immediate impact on category.
Now it’s time for a new success story!
Rank #246
12 wks ending 9/08/13
Rank #75
12 wks ending 11/3/13
Rank #68
12 wks ending 1/26/14
Homefront Red grew from #246 Red Blend to #68 (#13 in the Super Premium Category)
in first 6 months!
Homefront Red also saw dramatic increase in distribution to an ACV of 18.1
over that same time period.

11. Introducing Murphy-Goode’s Newest Release
California Red Blend
This red blend gives us the opportunity to experiment in the cellar, handcrafting a balanced, bold wine that shows off the unique character of California. A layered blend of California’s best, we vary the composition each vintage until it’s just right. A backbone of Zin, a measure of Merlot, a dash of Petite Sirah. We don’t stop until the blend is perfect. Perfect for parties. Perfect with food.

12. Fruit forward, soft tannins, food friendly
About The Wine
Appellation: California
2012 Blend: 34% Zinfandel, 27% Merlot, 16% Petite Sirah, 13% Petit Verdot, 6% Syrah, and 4% Cabernet Sauvignon
Alcohol: 13.5%
Tasting notes:
Fruit forward, soft tannins, food friendly

13. Red Blend Pricing / Packaging Specs
Available To Ship July 1, 2016
FOB/SRP: $75/$12.50
UPC:
SCC:
Alc: 13.5%
Murphy-Goode Red Blend Case Specs 12/7
lbs kg mm
inches
Case Wgt Full 36
16.33
Case Height (Depth)
306
12 1/16
Cases Per Layer 14
Bottle Wgt Full 3
1.36
Case Width
251
9 7/8
Layers/Pallet 4
Bottle Wgt Empty
1.32
0.6
Case Length
332
13 1/16
Cases Per Pallet 56

14. Red Blend Trade Talking Points
Attractive pricing
New premium packaging drives shelf impact, new trial and excitement … resulting in consumer shelf pull and new consumers
Quality blend sourced from top regions: Alexander Valley, Dry Creek Valley and Mendocino County.
Red blends are the hottest wine category

15. Spring / Summer 2016 POS
Provides consumers with an authentic peek behind the curtain to how our wine is made
Leverages our heritage in Sonoma County
Illustrates MGW’s quality winemaking practices

16. Over forty 90+ pt scores in the last 5 years!
Brand Accolades
Over forty 90+ pt scores in the last 5 years!
Available soon – New Brand Acclaim POS

17. Thank You!