1. Exclusively For You 2017 Playbook
Fall is just around the corner, cooler air, colorful tree’s, sweatshirts, football, holidays and drinking wine with friends. We are making sure we have the BEST customer solutions to attract and engage our MOST loyal customer with wines EXCLUSIVELY sold at Kroger.
Program Dates:  September 10th – Nov 4th 2017; W1P9 – W4P10
Program Description: Customer 1st solution featuring great tasting top selling wines that are exclusively offered at Kroger. We will continue to focus on our great price message. This center aisle/end cap display solution will provide an out of department vehicle for featuring our most popular exclusive brands in order to engage new customers, drive sales and profits for our stores, and grow basket size so that we can increase sales on these brands +20% vs PY!
Participating Exclusive Wines: Quantities and assortment will vary by store segment.
Upscale Mainstream Value
Magistrate
Storyteller
Chalkboard
Acronym
Parkers Estate
Chalkboard
Acronym
Parkers Estate
Arrow Creek
Aconga
Pinetti Notte
Parkers Estate
Arrow Creek
Aconga
Pinetti Notte
Division & Distributor Calls: Program will be discussed with Divisions on our calls Aug 1 &2. Program will be discussed with distributors on Aug 3rd.

2. Display Point of Sale: Point of Sale will be delivered to WX Brands distributor warehouses week of Aug 10th. Distributors will be responsible for getting the POS to Kroger stores.
Base wrap, Header Cards, signage,
High Value Escalating MIR coupons
Displays: WX Brands Distributors’ will be responsible for building displays the week of Sept 10th. They will make sure that product is at the store and will bring themed point of sale to support the display.
Division Sales Contest: A fabulous trip for two to France – Paris & Wine Country- awaits four division Sales Contest winners! Details to Follow.
Audit Form: Once displays are built and meet the stores expectations, then Distributors will utilize the Portal to upload pictures of the display.
Distributor Portal will be live Aug 11th.
Program Objectives: 
To grow wine sales during this program
To execute the program in all eligible stores, as outlined in the program.
To gain execution feedback and pictures of all stores participating in the program.
If you have any questions or need additional details please reference the attached detailed appendix.

3. POS Kits Header Base Wrap Display Cards All Kits
VERSION 1 (All States Ext TX & TN)
Header
Basewrap
Display Cards
Header
Base Wrap
Display Cards All Kits

4. Exclusively For You Shopper Coupon
Mix & Match Mail in Rebate
Save $3 off 1
Save $21 off 6
Save$48 off 12
Non Participating States: AL, IN, MO, NC, TX
Appendix on the next few pages contains:
Sales Contest
POGS
POS Versions
What does success look like?

5. Sales Contest: 4 Grand Prizes Contest Criteria How to Win
Trip to France for two people awarded to the top four divisions (Wine Country & Paris) Prizes to be awarded by the VP of Merchandising for each winning division. The Trip will take place in Early Summer 2018.
Contest Criteria
To be eligible, divisions must achieve
Sales Goal
At least 95% display compliance for their eligible stores
Note: All WX Exclusive Brand SKU’s will count toward sales goal
How to Win
1. Must Meet or exceed wine sales goal.
Finish 1st: The Division Finishing 1st will automatically win a trip for 2.
1st place finish is greatest % above goal and at least 95% of eligible stores displaying.
All other divisions that meet the contest criteria will be awarded raffle tickets based upon their accomplishments. Three Division Winners will be drawn from qualifying entries.
Sales Goal: Meet or Exceed and Earn 5 Tickets
AND
Display: Achieve 95 – 99% Display Goal Achieved, Earn 5 Tickets
Achieve 100% Display Goal, Earn 10 Tickets
Winners will be announced before Thanksgiving – Good Luck!

6. 20% EXCLUSIVELY FOR YOU SALES GOALS
These sales targets represent a 20% increase over 2016.
Let’s work to ACHIEVE and EXCEED our 2017 sales goals.
20%

7. EXCLUSIVELY FOR YOU Beer Kicker
Additional Raffel Tickets
We are offering an opportunity to earn additional raffle tickets by adding a domestic beer sales goal kicker.
Meet or exceed your EFY Goal
AND
Meet or exceed your domestic beer goa
EARN 5 additional raffle tickets for the drawing.
11 Atlanta
$ 9,912,393
14 Cincinnati
$ 9,052,425
16 Columbus
$ 7,922,651
18 Michigan
$ 5,122,704
21 Central
$ 6,732,357
24 Louisville
$ 5,783,816
25 Delta
$ 4,943,580
26 Nashville
$ 6,132,749
29 Mid Atl
$ 6,990,571
34 Houston
$ 8,935,115
35 Dallas
$ 7,830,218
534 Roundys
$ 5,044,300
615 Dillon
$ 1,865,905
620 King
$ 1,509,180
660 Frys
$ 15,608,100
701 Fred
$ 8,125,117
703 Ralphs
$ 6,544,490
704/708 F4L
$ 10,273,266
705 QFC
$ 1,709,350
706 Smiths
$ 11,090,366
Total $ 141,128,654

8. EFY – Display POGS Upscale Stores - Display
Mainstream Stores - Display
Value Stores - Display

9. Michigan/Central Division EFY – Display POGS
Upscale Stores - Display
Mainstream Stores - Display
Value Stores - Display

10. Roundy's Division EFY – Display POGS
5 SHELF – Endcap Display
4 SHELF – Endcap Display
VALUE STORES – Endcap Display

11. Fine wine from prestigious appellations
QFC Division EFY – Display POGS
Endcap Display
Case Sleeves for Cross Merchandising in Deli/Bakery, Meat or Seafood
Magistrate
Fine wine from prestigious appellations
Magistrate Napa Valley Reserve Chard
Critics Challenge Gold 92Pts
Magistrate Alexander Valley Cabernet Sauvignon
2016 Sommelier
Challenge –
Gold, 92 points

12. What does good performance look like?
End cap or Center Aisle display according to POG provided built at retail week of Sept 10th.
Merchandised with all point of sale provided and refreshed weekly throughout the program.
Meeting or exceeding sales goals on exclusive wines.