This document provides specifications and launch details for Colores del Sol Malbec 2008. Key details include: - The wine will launch in September 2008 with presentations to retail chains. Initial orders of 4,000 cases are due by late November for shipment beginning in January 2009. - Marketing support includes rack and shelf signage. Pricing is $71.50 per case and $12.99 retail. A total of $40,000 is budgeted for launch support. - The timeline outlines key launch activities from September 2008 through March 2009, including tastings, sales meetings, and rolling out to retail shelves. The target is distribution through national and regional grocery and liquor chains.

1. PRODUCT
Colores del Sol
SPECIFICATIONS
Va ta
rie l Malbec
Vin g
ta e 2008
Alc h l %
oo 13.5%
Size 750 ml
Pro u tCo e
dc d 415842
Pa k
c 12
CaeLe g
s n th 12.3”
CaeWid
s th 9.2”
Caeh ig t
s eh 11.9”
LAUNCH SCHEDULE We h
ig t 36 lbs
Caep rp lle
s e at 64
Caep rla e
s e yr 16
Launch Captains:
La e e a t
y rsp rp lle 4
Distributor Chain Manager, Vice President,
Sales Manager, Division Manager, Area Manager
UP # B ttleCo e
Co d 089819010868
Competitive Set:
Bodega Norton, Alamos, Terrazas de los Andes S # Ca nCo e
CC rto d 10089819010865
Don Miguel Gascon
Distribution Retail Targets:
TIMELINE
HEB, Kroger, Albertsons, Safeway, United
• Sep 01: Presentations begin to Chains for
Costco, Sam’s, Wal-Mart, Target, Whole Foods,
Rice Epicurian, Independent Wine Shops Spring 09 or earlier distribution. Regional
Distribution On-Premise Targets: and NA accounts targeted.
#1 Brazilian focused restaurants, White table cloth, • Sep 15: Launch Presentation to
Upscale Bar & Grill, Casual Theme wholesaler, pricing, budgets, POS, launch
Initial Order: meeting plans, specific chain plan.
4,000 (90 day pipeline)
• Sep 15: Samples shipped to FWE RCM
Marketing Support: and Key distributor CAM’s.
3-case rack, shelf talker, case cards, $3 MIR
• Sep 26: Deadline for Orders to be placed
Brand Website
via DI. Product ETA late Nov 08.
Pricing: • Nov 01: Confirm chain authorizations and
FOB $71.50 on 12 bottle case.
roll out plan with RNDC CAM dept.
FWE finance will give direction on Freight & Tax.
• Dec 01: Private tasting event with FWE
Retail SRP:
RCM, RNDC CAM and key chain buyers.
750 SRP Every Day = $12.99, Feature Price = $10.99
• Jan 02: Product begins to ship to select
Quantity Deals: 30%, 35%, 40%.
chains on Soft Roll.
Launch Support Dollars
• Jan 15: Kickoff meetings with sales and
$5.00 per case RNDC, $5.00 per case Fosters
chain departments in all markets.
Total Bank: $40,000 total TX
Distributor Margin: • Jan 15: FWE & RNDC Catman crew
meeting to draw into Spring sets.
Blended 23%
• Mar 01: Product set to shelf in chains.
•