1. Marketing Activities

2. and future generations –These are Kendall-Jackson Family Values.
The Jackson family has been a leader in California winemaking since Our family takes pride not just for what we put into the bottle, but for everything we do to get it there. Commitment to quality is paramount every step of the way, from the grapes we grow to the barrels we use. We work every day to ensure the health of the land, our community,
and future generations –These are Kendall-Jackson Family Values.

3. 91 91 #1 Vintner’s Reserve Chardonnay IRI – 25 Years Running!
March 2017 91
July 2017 #1
K-J Vintner’s Reserve (VR) Chardonnay is a force. We continue to grow our other varietals and tiers while keeping K-J VR CH as the main overall priority.
IRI – 25 Years Running!

4. (21-34)= 28% (35-44)= 26% (45-54)= 23% (55-69)= 23%
KEY CONSUMER TARGETS
Bring in the Mature Millennial
(21-35 new wine drinker)
Engage Core K-J Consumer Target
(45-69 core wine consumer)
(21-34)= 28% (35-44)= 26% (45-54)= 23% (55-69)= 23%
“This is the wine I buy most often” + “I buy this wine regularly”
31%
In FY14
Takeaway: K-J’s consumers are diverse in age. Marketing to leverage K-J’s diverse portfolio and adjust tone and messaging within each tier where appropriate.

5. Relevance & Recommendation
Consumer Research
Continues to lead the category on Meaningful
Salience is a secondary driver, differentiation does not influence brand power
Key is Relevance/Recommendation driven by Heritage & Quality
Heritage is strongest path driven by handcrafted, family owned and attractive label
Quality: Wines that taste better than other brands; particularly white
WATCH OUTS:
Softening of ‘Good Choice at Restaurants’ and ‘Red Wine Taste’
Meaningful
SALIENT
Heritage:
Respected wine region
Own vineyards
Relevance & Recommendation
QUALITY
White Wine
Corporate responsibility
Handcrafted
Family owned
Attractive label
Over the past 4 years we have participated in a study with Millward Brown to track our Brand Power.
K-J continues to lead the category as most Meaningful winery vs. competitive set
Two roads to Variety/Quality –Strongest is through Heritage, which is influenced by a combination of Handcrafted, Family-Owned, and Attractive Label (perceptions of which the “Values” campaign is touching on). The other road is product-driven; having wines that taste better than other brands.
Source: Millward Brown, 2017

6. “Kendall-Jackson Family Values”
Core Brand Message
POSITIONING
Kendall-Jackson is the benchmark of excellence and integrity in family-owned California winemaking. We are trusted by multiple generations of wine enthusiasts and novices alike for crafting consistent, high-quality wines from the best, marine influenced and high elevation vineyard sites, which produce grapes with rich flavors and unique character. Before winemakers, we consider ourselves Farmers First, and work tirelessly to protect the health of our land for future generations.
TARGET CONSUMER
Engage core K-J established consumer, while attracting new consumers to the brand.
CORE MESSAGE
The Jackson family became a leader in American winemaking, not just for what they put in the bottle, but for everything they do to get it there.
Family Values campaign comes in the form of point-of-sale marketing (in retail) and print ads.
Full campaign statement: The Jackson family has been a leader in California winemaking since Our family takes pride not just for what we put into the bottle, but for everything we do to get it there. Commitment to quality is paramount every step of the way, from the grapes we grow to the barrels we use. We work every day to ensure the health of the land, our community, and future generations –These are Kendall-Jackson Family Values.
FY18 PLATFORM
“Kendall-Jackson Family Values”
Family First
Integrity
Stewardship
Quality
Heritage

7. Received highest feedback from consumer survey in all Family-Value ads.
Heritage

8. Stewardship

9. Holiday
Family First

10. Back label copy
Back label copy reflects the Family Values as well.

11. FY18: Diverse Partnerships
Bring in the Mature Millennial
(21-35 new wine drinker)
Engage Core K-J Consumer Target
(45-69 core wine consumer)
Quality
Family
Product
PRINT & DIGITAL
Quality
Family
Heritage
VIDEO
To tell the KJ Family-Values story, we are focusing on talking to two groups. Engaging our core consumer, the baby boomer and reaching new consumers and millennials.
We know consumers need to engage with our messaging a minimum of three times before it resonates – and we want to reach them READ, WATCH, and LISTEN
We’ve developed diverse partnerships that have unique outlets that will engage with both consumer groups and will act as tangible tools for our sales team to drive conversation with buyers.
Read: Print & Digital – FWx and Food & Wine magazines driving our quality and product story
Watch: We have incredible video assets, allowing us to invest more in working media dollars vs. creation, and will drive quality, family, and heritage via In-Flight media on Virigin America and American Airlines
And lastly, we know how powerful radio; In the past, we’ve seen double digit growth in markets where we’ve run radio spots. And we know how powerful our Family and Sustainability messaging are, thus we’re proposing partnerships with NPR radio and podcasts
Stewardship
Family
RADIO & PODCAST

12. Vintner’s Reserve New Packaging
FY18: New packaging rollout on VR collection, leveraging light-weight glass to enhance hand-crafted, family-owned, and stewardship cues
Vintner’s Reserve New Packaging
Light-Weight glass
CCSW
Bordeaux Reds: Sonoma / Mendocino
Trade tools: Two bottle box to key buyers
In-store POS
PR & Social activations

13. FY17: AVANT Powered by Wind Campaign
Sales Tools
Drive in store and in restaurant purchase of K-J AVANT. Elements: Glorifier, Neckers, bottle toppers, Table Tents, coasters

14. Also produced “case wraps” that highlight our water savings – these wrap around a stack of cases in the store to create a more unified display.

15. October Conference Challenge Collaboration with Net Impact
Business School Community
K-J sustainability business challenge:
Big picture
K-J: What’s working, what’s not
Marketing plan
Prize: Internship Opportunity
PR around partnership, finalist teams & implementation
Net Impact: Organization dedicated to preparing grad students and professionals for “impact” careers that drive social and environmental change
70% students, 30% professionals
Keynote remarks
Breakout session
Expo booth
Wine sponsorship

16. Wine Collections Jackson Estate Grand Reserve Vintner’s Reserve
K-J AVANT
A tribute to our family’s estate vineyards, showcasing California’s most prestigious appellations
A unique expression of regional blends, this refined selection, of wines is chosen by our winemaking team to showcase some of our best growing regions
Our seminal collection of wines, highlighting the complex fruit flavors from the best of California’s marine influenced vineyards
A fresh take on California winemaking, a style of wines crafted to be expressive, and vibrant for a youthful consumer