* Does Sales execute lower pricing than pricing guidelines? * Is there confusion between Chain and Independent pricing?

1. 1
Marketing Sets Strategy
Nationally-Based Price to Consumer
Off Premise - Retail
Everyday Feature Ad / Floor
Objective – Ensure Brand Equity and Price Integrity
Issue – Retail Price below Pricing Guidance
➢ What is the lowest retail you want to see on the shelf or the floor?
➢ What is the range of prices you would like to see on the shelf?
➢ What is the wine-by-the-glass you want to see in the on-premise channel?
➢ Does the brand strategy include the Club Channel?
On Premise
BTG
Club
Yes or No

2. 2
Sales Sets Execution: Non-Luxury Brands
Objective – Ensure Brand Equity and Price Integrity
Issue – Retail Price below Intended Direction
Off Premise
On Premise - BTG
Off Premise - Retail
Frontline Everyday Promo /
Floor
$19.99 $17.99 $14.99
Off Premise - Retail
Chain SRP /
Frontline
Chain /
Everyday
Chain Feature /
Independent
Everyday
Deepest /
Chain Ad /
Independent
Pulse
$19.99 $17.99 $15.99 $14.99
0% -5% of vol 20% of vol Up to 6 months a year
Current State Proposed State
Legally Segregate Cannot Segregate
1 case BTG 2+ cases BTG Wholesale
$11.00 $10.00 $11.24
Off Premise
Floor Wholesale Bottle Cost
$11.24
Club
$11.24 = $14.99 * ( 1 – 0.25)

3. 3
Sales Sets Execution: Luxury Brands
Objective – Ensure Brand Equity and Price Integrity
Issue – Retail Price below Intended Direction
Off Premise – FOB guidance only for true Luxury
On Premise - No
FOB
$220.00
Off Premise - Retail
1 case 2+ cases Promo
$9.00 $8.00 $12.99
Wholesale Bottle Cost
N/A
Club - No
If we need, vet with Marketing and Pricing
team first before presenting
N/A