Working With Your Distributor for Better Business With Wine

Slide 1: Professional Beverage Sales Alliance Beverage Distributing Company “Working with your distributor for better business with wine” Jerry Baxter Vice President, National Accounts May 20, 2008

Slide 2: CHARMER SUNBELT GROUP: WHO WE ARE The Charmer Sunbelt Group is a leading distributor of fine wines, spirits & beer  Annual Revenue = $4.1B OTHER/NON-ALCOHOLIC  Selling more than 60 million cases per year BEER/COOLERS WINE  SPIRITS Operating in 16 markets which total more than 40% of the US Spirits & Wine market  Employing more than 7,000 associates nationwide National Accounts

Slide 3: CSG VISION To be the Distributor of Choice… National Accounts

Slide 4: CHARMER SUNBELT NATIONAL FOOTPRINT We do business in some of the largest and most dynamic markets in the country… WA MT ME ND MN VT OR NH MA ID SD WI NY WY MI RI CT IA PA NJ NV NE OH DE IL IN UT MD CO WV DC KS VA CA MO KY NC TN AZ OK NM AR SC MS AL GA TX AK LA FL HI AL: Alabama Sales Co DE: United Distributors of DE NY: Empire Merchants North MS: Mississippi Sales Co AZ: Alliance Beverage FL: Premier Beverage PA: Capital Wine & Spirits NC: Prestige Wines Distributors CO: Beverage Distributors MA: Commonwealth W & S SC: Ben Arnold-Sunbelt Beverage NJ: R&R Marketing CT: Connecticut Distributors MD: Reliable Churchill VA: Associated Distributors NYC: Empire Merchants DC: Washington Wholesale MD/DC/DE: Bacchus Importers National Accounts

Slide 5: Wine Distributors…past, present, future… National Accounts

Slide 6: WORKING WITH YOUR DISTRIBUTOR FOR BETTER WINE BUSINESS…  Delivering superior service to our customers  Understanding and adjusting to evolving customer needs:  Developing innovative concepts to build customer businesses and delight their patrons.  Providing consumer insights for common understanding of our shared patrons. National Accounts

Slide 7: VALUE ADDED INITIATIVES FOR DRIVING WINE SALES 1- Increase Profitability  Trade Training Focus 2- Increase number of customers  Server Sales Skills purchasing alcohol. 3- Train servers to increase sales.  Product Knowledge  Catering Sales Development Three of the top five responses from the Technomics Operator Survey October, 2007  Category Management  Efficient Assortment  Promotional Lift  Merchandising Assessment Unlocking Opportunities  Concept Sells Library for chain operators…  “beyond price to increase incidence…” National Accounts

Slide 8: PROFESSIONAL WAITSTAFF SALES & SERVICE  Professional Wait Staff Sales & Service  Server Sales Skills emphasis  Teaching selling fundamentals  Harnessing & enhancing employee “selling power”  Casual Dining Product Knowledge  Introduction to wine and spirits  Basic knowledge for building staff confidence  Breaking down intimidation and creating a “comfort zone”  Both products can be customized depending on operator staff needs and development  Lead Time and Planning Required! National Accounts

Slide 9: PROFESSIONAL WAITSTAFF SALES & SERVICE Content  What is Salesmanship?  How can you sell effectively?  Why sell wine & spirits?  Principles of successful wine & spirit sales  Everyday tools to take with you National Accounts

Slide 10: INTRODUCTION TO WINE, SPIRITS & BEER  Curriculum  Viticulture  Wine Making  Wine Labels  Wine Tasting  Distillation  Types & Styles National Accounts

Slide 11: PROFESSIONAL CATERING WINE SEMINAR Professional Beverage Sales •Part I: Selling Wine With Confidence •The Power of Wine $ales •The Four Principles of Selling Wine •Part II: Tasting & Talking About Wine •Sensory Evaluation Alliance Beverage Distributing Company •Palate Calibration Exercise •Part III: Aroma Identification •Aroma Wheel Team Exercise •Part IV: Adding Wine to Catering Events •Creative Marketing •Part V: Food & Wine Pairing •The “Popcork” Experience National Accounts

Slide 12: ON PREMISE CATEGORY MANAGEMENT…  Rationale  Application  Analyze business  Review category goals and performance objectives.  Grow wine sales and profits  Review external sales data, consumer pull (A.C. Nielsen)  Better serve customer needs and demographics by recognizing category (Spectra) contributions  Assess internal Point of  Wine Program Efficiency Purchase data  Fact based  Develop action plan for recommendations distribution assortment BTG & BTB  “Marry” with concept selling for promotional initiatives National Accounts

Slide 13: CONCEPT SELLS LIBRARY…  Wine Flights  Half glass of wine at lunch  Menu Marriages  Picture Perfect Profits  Talking Table Tent  Wines BTG poured tableside  A Greener Vision (CO) = The grapes used to make this wine are from vineyards that are Certified Organic. (SF) = The grapes used to make this wine are from vineyards using Sustainable Farming practices. (BF) = The grapes used to make this wine are from vineyards using Biodynamic Farming practices. National Accounts

Slide 14: CLOSING… Make your distributor relationship work for you and your wine business…… Thanks for your time! National Accounts