The document summarizes marketing plans and priorities for various wine brands owned by Treasury Wine Estates. It outlines priorities and strategies for brands such as Beringer Founders Estate, Beringer Blush and Moscato, Chateau St. Jean, Penfolds, and the launch of a new brand called Emma Pearl targeted toward busy female consumers. Point-of-sale materials, promotions, and partnerships with celebrities like Michael Bublé are discussed to drive awareness and sales of the different brands.

1. And the WINNERS are.... 2010 November December Creative Contests Beringer & Buble and Beringer Founders Estates

3. 5th Natalie Shaw $250 5th Donny Bellows $250 5th Tara Williams $250 5th Chris Mikhail $250 5th Stephen Irwin $250 5th Natalie Shaw $250 5th Rachel Roberts $250 5th Ross Land $250 4th Toni Hanks $500 4th Holly Gibson $500 3rd Toni Hanks $750 3rd Eduardo Ramirez $750 2nd Jenna Walton $1000

4. 2011 Spring Training GSM Rona Watson Tom Smallhorn Chris McFerran Kevin Gorgen Emma Hadfield Joe Montoya Gina Olague John Parker Ronson Stermer

5. Agenda 1.Introduction – Emma Hadfield 2. Treasury Wine Estates Priorities – Emma Hadfield 3. Marketing / Point of Sale – Rona Watson 5. Emma Pearl Launch - Tom Smallhorn 4. Priority Recap – Joe Montoya 5. Incentives – Ronson Stermer 6. TWE Team of OND 2010- Ronson Stermer

6. Brand Priorities

7. Beringer Founders Estates Founders to the Floor! 4-7-2 #1 Priority

9. Beringer Blush & Moscato Blitz Blush… Muscle Moscato! # 2 Priority

10. Explosive growth in Moscato

11. Chateau St. Jean The Three Pillars of St. Jean Every display should have all 3 pillars- Sonoma Chard, CA Cab, CA Merlot # 3 Priority “ Get Mean with the Queen of Sonoma”

12. Penfold’s Paint the town (RED)! # 4 Priority

17. Buble Social Media Campaign Michael Bublé will be telling his fans about the Spring promotion first hand! 2M fans on Facebook! >100K followers on Twitter! Significant social media activity planned to support the Spring promotions and drive fans to stores!

18. Beringer and Buble Banner Display Life Size Standee Case Wrap Case Card White Zinfandel Shipper All Other Shipper Display - Mass $6 IRC Music download- Rhapsody ESCALATING REFUND NECKER $6

20. MICHELOB ULTRA – BERINGER FOUNDERS ESTATE VOLUME DRIVING PROGRAM Dates: March 1 – May 15 Supports Easter Selling Season Execution Recommendation Primary Location: High Traffic, Lobby or Perimeter Location Consumer Offer: Save $2.00 Instantly on the purchase of one (1) bottle Beringer Founders Estate 750ml bottle or larger with the purchase of one (1)Michelob ULTRA 12-Pack or larger, or (2) 6-packs

21. Beringer PGA 1. 7 out of 10 PGA fans drink wine 2. PGA tour fans are 3X times more likely to purchase a product associated with the PGA Tour mark 3. +73% average dollar sales lift in stores that executed the Beringer PGA promotion Top 3 Reasons to Activate the Beringer PGA Program

23. Beringer PGA Mass Display Golf Bag Rack Case Wrap Case Card Divot Tool Necker Escalating IRC ESCALATING MIR NECKER

25. Spring POS HOT Easter IRC! Beringer Market Cart Beringer Hot Air Balloon

26. Chateau St. Jean – Set the Spring Table Floral Rack Case Card Save up to $5 IRC Display Mass

29. Merchandising—Mar/Apr Promotion Premium Rack Case Card Case Wrap Necker Escalating MIR Recipe Take One Shipper We are joining the best of Global Brands

30. Lindeman’s- Great Finds Consumers are seeking value: Lindeman’s offers Smart Value without Compromise The Great Finds program consists of year round activity, along with themed “surge promotion” periods that feature displays & partnerships Spring Theme “ Spruce Up Your Life” New Look and Feel

31. Rosemount BE BOLD BE BRILLIANT

35. The Concept Brand Strategy Overview and Supporting Consumer Research

37. We all know an Emma Pearl. We may be married to her, we may work for her, we may be her: she’s smart, she’s sophisticated and she’s super-busy. She knows that life is about seizing the day, and that means making the most of her passion for her work, her friends and her family. Like Emma Pearl, her wine has both style and substance. It cascades over the tongue with a perfect richness that captures these moments of relaxation and respite. A sip of Emma Pearl Chardonnay or Merlot is a timeless treat that transforms an ordinary moment into a sumptuous experience. Its packaging is sophisticated and simple, with luxurious touches that evoke the elegance and warmth of pearls. The indulgent taste and classic look of Emma Pearl Chardonnay and Merlot make them the perfect reward for a busy life’s rich moments. SMART. FEMININE. TIMELESS. E MMA P EARL - Luscious and Indulgent Wines

38. Brand Positioning Line Priced: $16.99 SRP / $15.99 ED/ $14.99 deal Pricing Strategy Target Consumer Demographic: Female, 35 - 44 yrs, college grads and business professionals. Many with young children. Wine attitude: “ Appreciators”; Wine enhances lifestyle. Varietal and taste of wine play important role in choice. Occasions: “ Me time”; an affordable luxury; social occasions Frame of Reference Brands Wine: La Crema; Santa Margherita; Rombauer; Sophia Classic Style with Mass appeal: Kate Spade; Clinique; Ann Taylor, Ralph Lauren, Pottery Barn, Williams Sonoma, HGTV Ownable Benefit makes ordinary luxurious Reasons to Believe indulgently smooth wine style timeless and elegant packaging with the warmth of pearls Essence SMART. FEMININE. TIMELESS.

39. Consumers Confirm Packaging Delivers Desirable Benefits How much do you agree or disagree that the following statements describe this package. This wine would be... Top 2 Box – Strongly/Somewhat Agree A CLEAR CONSUMER PROPOSITION To smart, sophisticated and super-busy women (Consumer Target) Who are looking for an easy to drink wine for special moments (function) Emma Pearl is a classic and elegant choice (identity) that makes them feel confident they will enjoy this well earned treat. (emotion) Note: Top scoring benefits shown. Top 2 Box scores ranged from 28% to 78%, with Emma Pearl concept also registering high in A Treat (60%), high quality (58%), and Rewarded (55%)

43. Incentive – March/April

44. Top Team for OND 2010 Paradiso 75 foot Luxury Yacht