1. Hop and Wine
8/15/2013

2. TOP WEGMANS BY VOLUME IN 2013
GrossRevenue Incr% Date range
GrossRevenue Incr%
$169,159.40 20.87%
$178,069.20 20.26%
$54,016.50 3.83%
$199,714.20 20.89%
$140,562.40 16.50%
$178,417.50 24.17%
$919,939.20 19.54%
$120,653.90
$143,689.90
CusName
Wegmans Dulles #7
Wegmans Fairfax #16
Wegmans Fredericksburg #41
Wegmans Leesburg #44
Wegmans Manassas #42
$769,578.40
1/1 - 8/13/13 [225SD]
Wegmans Woodbridge #55
Grand Total
1/1/12 - 8/13/12
[158SD]
GrossRevenue
$139,946.30
$148,064.50
$52,026.30
$165,197.50
Chain up 19.54%,Leesburg #44 remains #1, Woodbridge #55 overtakes
Fairfax #16 as your #2 Location

3. WEGMANS LAKE MANASSAS TOP 20 BRANDS IN 2012
GrossRevenue Date range
1/1/12 - 8/13/12 [158SD] 1/1 - 8/13/13 [225SD]
Brand GrossRevenue GrossRevenue Incr%
BR-Dogfish Head Craft Brewery $202,591.00 $211,207.70 4.25%
BR-Bell's Brewery $82,827.00 $103,462.00 24.91%
BR-Lagunitas Brewing Company $53,281.00 $74,634.00 40.08%
BR-Great Lakes Brewing Company $53,975.25 $46,630.00 -13.61%
BR-Stone Brewing $31,602.00 $43,316.00 37.07%
BR-Oskar Blues Brewery $28,100.50 $40,507.00 44.15%
BR-Founders Brewing Co $21,300.00 $36,931.00 73.38%
BR-Weihenstephaner $24,365.00 $34,839.00 42.99%
BR-Victory Brewing Company $27,646.00 $24,871.00 -10.04%
BR-Port City Brewing Company $19,834.50 $22,977.50 15.85%
BR-Hofbräu München $20,946.00 $20,833.50 -0.54%
BR-Williamsburg Alewerks $24,025.00 $19,586.00 -18.48%
BR-21st Amendment Brewery $12,394.00 $16,912.00 36.45%
BR-Delirium $16,210.75 $12,948.00 -20.13%
BR-Anderson Valley Brewing Company $14,084.00 $12,626.00 -10.35%
BR-DC Brau Brewing Company $2,060.00 $11,180.00 442.72%
BR-DuClaw Brewing Company $270.00 $10,242.00 3693.33%
BR-Weyerbacher Brewing Co. $5,171.00 $10,206.00 97.37%
BR-Bear Republic Brewing Company $8,889.50 $10,009.00 12.59%
BR-Lost Rhino Brewing Company $4,915.00 $9,049.00 84.11%
5 of the Top 20 Bands are Local Craft Beers, Lagunitas is our
Fastest Growing Craft Beer

4. OPPORTUNITIES AND CHALLANGES
OPPORTUNITIES
1. SUPPORTING LOCAL BRANDS(Tastings Galore)
2. RESETS (Get more Crafts Cold, Continue to offer a vast assortment)
3. New Item Authorizations (First to Market)
Challenges
1. Mainstream Grocery identifying Craft as an opportunity
2. Continue to be First to Market(Pricing ,New Item Authorizations.)
3. Resets- Store Level Adjustments

5. WEGMANS DOGFISH HEAD BREWERY IRI
Case Sales
Case
Sales %
Chg YA
Case
Share of
Category
Case
Share of
Category
Chg YA Dollar Sales
Dollar
Sales %
Chg YA
CATEGORY - BEER 361,258 10.9% 100.0 0.0 $11,528,929 16.6%
DOGFISH HEAD CRAFT BREWERY 7,133 30.6% 2.0 0.3 $401,310 34.6%
DOGFISH HEAD 60 MINUTE IPA 2,634 31.0% 0.7 0.1 $100,660 27.1%
DOGFISH HEAD 90 MINUT IMPERL IPA 1,194 70.4% 0.3 0.1 $73,072 76.8%
DOGFISH HEAD SEASONAL 652 95.9% 0.2 0.1 $38,983 105.5%
DOGFISH HEAD RAISON D ETRE 759 19.3% 0.2 0.0 $29,386 17.5%
WEGMANS TOP CRAFT BRANDS
BOSTON BEER CO CRAFT 17,365 6.4% 4.8 -0.2 $603,790 14.1%
DOGFISH HEAD CRAFT BREWERY CRAFT 7,133 30.6% 2.0 0.3 $401,310 34.6%
VICTORY BREWING COMPANY CRAFT 6,274 43.0% 1.7 0.4 $294,935 57.1%
SIERRA NEVADA BREWING CO CRAFT 6,762 7.5% 1.9 -0.1 $232,569 12.5%
NEW BELGIUM BREWING COMPANY CRAFT 5,398 1.5 1.5 $176,640
WEGMANS DFH IRI
BASED ON ALL OF OUR SALES DATA.WE RECOMMEND THAT DOGFISH HEAD
CORE BRANDS SHOULD BE PREDOMINENTLY DISPLAYED AT ALL TIMES.
NO OTHER BRAND GENERATES THE DOLLARS DFH CORE,SEASONAL,
OCCASIONAL AND COLLABRATIVE BRANDS CAN

6. DOGFISH HEAD OCCASIONAL RARITIES OFFER EXCEPTIONAL
OPPORTUNITIES TO CROSS MERCHANDISE AND TIE IN WITH
CORE BRANDS AND SEASONAL ITEMS
Great Marginal Opportunities

7. Lagunitas Brewing on pace for 260k barrels
this year, could land in top five craft brewers
30 CASE DEAL GETS YOU $2.50 OFF A CASE
DOG DAYS OF SUMMER (SPECIAL OFFER)

8. MAY-AUGUST PROMO $2.00 0FF 30 CASES OF 6PKS
$1.50 OFF DALES PALE AND *MAMA’S YELLA PILS 12PKS.

9. FOUNDERS(NEW SEASONAL)
RELEASE DATE 3/4/13
All Day IPA 4.7% abv 42 ibus Available Mar. 4th - Sep. 30th
The beer you’ve been waiting for. Keeps your taste satisfied while
keeping your senses sharp. An all-day IPA naturally brewed with a
complex array of malts, grains and hops. Balanced for optimal aromatics
and a clean finish. The perfect reward for an honest day’s work and the
ultimate companion to celebrate life’s simple pleasures
$2.00 off 25 cases of Seasonal,Bastard,Pale,Porter and Cent. IPA

10. REGIONAL AND LOCAL CRAFT BRANDS WILL CONTINUE
TO BE A DRIVING FORCE BEHIND THE CRAFT BEER MOVEMENT