A Major Brands inside look at all priorities, programming and key messaging for Constellation Brands in September.

1. Fall Innovation 1
Must Hit Priorities 1
Casa Noble Campaign 2
Michel’s Corner 2
Chain Programming 3
Sales Tools 4
Good Stuff 4
INSIDE THE
SEPTEMBER ISSUE
Sept 2016 | Volume 4, Issue 9
Make Hay with Fall Innovation
September ushers in some exciting new product innovation from CBRANDS, capitalizing
on trends in flavor, aging and packaging. Check out the newcomers!
Constellation Brands
Monthly Selling Guide
PAUL MASSON APPLE, PAUL MASSON PINEAPPLE: These two new flavors capitalize on
the brandy resurgence, leverage popularity of flavored brandies and will continue to
grow Paul Masson’s category dominance.
CALLIE COLLECTION: Targeted to females aged 30-45, Callie was created for enjoying
the moment. The packaging is feminine but bold colors pop on the bottle and shipper.
COOPER & THIEF: This wine intends to be disruptive in both packaging and flavor. Cooper & Thief is a Red Blend that’s
aged in Bourbon barrels. Its cask-like feel and unique label will be a highlight amongst competitors.
ROBERT MONDAVI PRIVATE SELECTION: You may have already seen the new packaging. This is an exciting innova-
tion for RMPS. Boasting a super-premium die-cut label on quality stock and a heavier bottle and broad shoulders, this
wine is guaranteed to deliver new quality cues that will lead to a surge in sales.
You’ve heard the expression, “Make hay while the sun shines?”
The time is now! Use these new items to set yourself up for a healthy OND.
○ Constellation Overall Point Growth +15%
○ Luxury Pot Program – (Sept/Oct)
 Replaces Cab Day / Need 12% Growth
 Escalating Pots, very lucrative, big opportunity
 Rept Groups: Franciscan T1/T2, Simi T1/T2, Wild Horse
T1/T2, Saved (All but Simi posted Sept)
○ Luxury On Premise POD Program
 For Specific Skus under Rept Groups: Franciscan T1,
RMW T1, Saved, Simi T1 and Wild Horse T1
 Rep has opportunity to make big payout on new place-
ments on premise and it recurs for 6 mos.
○ Meiomi
 Need big month +13% vs big month LY
 Meiomi Pinot Noir is the 7th
largest wine sku in our
building in dollars, just behind Woodbridge 1.5L Chard
and just in front of St. James Velvet Red.
 On Premise Program on Chard Sept-Dec, Earn $10.00
per case if you grow business 10%
○ Callie
 New Item from Constellation $15.99-$16.99 Retail and
19 Points per case.
○ Cooper & Thief Bourbon Barrel Red Blend
 Huge Points at 40 per 9L cs
 Bourbon Barrel wine exploding, this is high end @ 25.99
○ Woodbridge 750 ml
 Woodbridge 750 mls posted deep Sept-Dec at $49.40,
BIG OPPTY for features in all accounts!!
○ Estancia T1 (Cab/PN Hot!!!) / T2
 Cab/PN HOT for 60 Days, up against Cab Day
○ Franciscan T1 / T2
 Sauv Blanc is HOT at $125.90, enough inventory to
triple bus, part of Luxury Pot Program/POD Program
○ Svedka T1/T2 750 ml / Small Sizes
○ Dreaming Tree
○ Black Box 500 ml Tetra (Best Month Ever)
 Goal 650 9L Cases – Best Month Ever, big payouts to
hit this, rep makes $10.00 over LY sales
○ Serpents Bite (All Sizes)
○ Nobilo T1/T2
○ Mt Veeder
 Sold 450 Sept LY on price increase, need big effort in
Sept
○ RMW T1 (Napa Cab, PN)
 Up against Cab Day LY, need big push on Cab, part of
Luxury programming/POD Programs
○ P Mass Brandy NEW FLAVORS (Apple/Pineapple)
 Goal is 1000 9L cs Aug/Sept, already sold 500
* SEPTEMBER MUST-HIT
Priorities *

2. September 2016 | Volume 4, Issue 9
Michel’s Corner: 2016 Luxury Holiday Portfolio Program
After 22 years we have retired our great Cabernet Day celebration and with much enthusi-
asm we are focusing our September through December holiday efforts on the entire
portfolios of Simi, Franciscan, Robert Mondavi, Wild Horse and SAVED.
Simi Winery is celebrating 140 years of incredible unbroken history. The Winery was
founded in San Francisco in 1876 by two Italian brothers, Giuseppe and Pietro Simi, who
had immigrated to the United States during the California Gold Rush and moved opera-
tions to Healdsburg, California in 1881. It was run by Giuseppe Simi's daughter, Isabelle
Simi, beginning in 1904 due to the unfortunate deaths by illness of the Simi brothers. Isa-
belle continued to make wine during Prohibition from 1920 until 1933, which she stored in
the winery's stone cellars. Simi was one of the few California wineries to survive Prohibi-
tion.
Enjoy Susan Lueker’s 2015 Sonoma County Chardonnay with true expressions of tropical
notes of mango, delicate pear, and bright stone fruit. Aromas of citrus, lightly spiced with
toasty oak and hints of buttery cream add a savory character, all farmed from the great
vineyard properties of Russian River, Carneros, Sonoma Coast and Alexander Valley.
Wild Horse Winery, located in the heart of the Central Coast for 43 years was named for
the wild mustangs that roamed the hills east of the vineyard estate. The winery’s commit-
ment to a wild spirit has made it a vital force in sustainable viticulture and exploring the
best expression of the region’s diversity. Our 2014 Central Coast Pinot Noir has complex
aromas of ripe cherry, dark fruit, nutmeg, earth, strawberry pie, and vanilla. The flavors
are fresh, balanced, and bright, including lots of cranberry and strawberry.
Over 40 years as a pioneering Napa Valley winery, with a rich history and unshakeable
devotion to small lot winemaking using the highest quality grapes from the Oakville Es-
tates’ has produced Franciscan Merlot, 2013. A warm expression of lovely plum flavors,
rich fruits and dark chocolate notes. This is a true Napa Valley beauty, smooth and full
bodied with a core of dark cherry fruit with multiple layers of anise, coca and spice. Ex-
tremely plush throughout the palate with lots of texture and vibrant notes.
All year we’ve been celebrating the 50th
Anniversary of the Robert Mondavi Winery and
Mr. Robert Mondavi, a California Icon of the 20th
century wine industry. Our Napa Caber-
net, 2014 is everything we love in a Cabernet. This wine provides us with rich texture
and silky tannins balanced with fresh, deep aromas of blackberries and plums. This wine
entices us with a long harmonious finish. The 2014 vintage is a dream vintage for Califor-
nia Cabernets.
SAVED, 2013 has produced an incredible red robust varietal blend of Syrah, Malbec and
Zinfandel with a touch of Petite Verdot. An elegant rendering of ripe black fruit, it’s a well
-balanced, full bodied tribute to delicious Central Coast produce. The wine is an artistic
expression of the craft by our inspired winemakers Clay Brock and Todd Ricard and tattoo
artist Scott Campbell.
Casa Noble Television Advertising Campaign
This Fall, Casa Noble will star in a 6-week National Television
Campaign on ESPN, Comedy Central, FX, TBS, TNT and others,
with an anticipated impression count of over 53million con-
sumers. Greater brand awareness will drive consumer de-
mand, so be sure that your appropriate accounts are stocked
and ready. **Plus, throughout September will be celebrations
of Fiestas Patrias, which are a set of patriotic holidays ob-
served by citizens of Mexico, Peru, Chile and other countries.

3. September 2016 | Volume 4, Issue 9
○ See store schematic for September opportunities:
 RMPS, SVEDKA, Diseno, RMPS
○ Alouette Cheese/Estancia, Clos
 $2 IRC/MIR (valid through 12/31)
 Estancia/Clos: Neckers, Bottle Toppers, Case
Sleeves
○ Estancia Pyrex Cross-Promo (10/31) (MIR, FB
Campaign)
○ Woodbridge Stacks Case Sleeve
○ Alcohol Endcap Sept 2016
 Clos Chard/Merlot
 Blackstone Cab/Merlot
 SVEDKA 750/SVEDKA Straw-
berry Lemonade
○ RMPS Promotions on Shopkick
○ Ad Beginning 9/11—Woodbridge 1.5L—$9.99
○ See Chain Planner for Megasavers
○ Y10 Endcap: Woodbridge
○ September AMP Goals: Woodbridge 1.5L & Black Box 3L
○ RMPS Relaunch Support
○ Side Stack Sleeve & Header
○ Shopkick Campaign
○ IRCs on Sabra Hummus, Brie President, Rondele Cheese
○ Wet Demos—Thurs Sept 1 (RMPS Cab, Chard)
○ Leverage these outstanding merchandising tools!
 RAVAGE Sidekick Rack
 Black Box Go-Pack Hanging Racks
 Shelf Call-Outs—Very Effective!
 Meat Bunker Racks
National Chain Programming
September Ads:
○ 9/7 Print: SVEDKA 1.75L
○ 9/14 Print: Kim Crawford 750ml
○ 9/28 Digital: Woodbridge 1.5L
○ 9/28 Print: Black Box 3L
○ 9/28 Digital: RMPS 750ml
○ September Ads:
 8/28-9/3—Rex Goliath 750ml, SVEDKA 1.75L
 9/4-9/10—Woodbridge 1.5L, RMPS 750ml
 9/11-9/17—Clos 750ml, SVEDKA 1.75L
 9/18-9/24—Woodbridge 1.5L, RMPS 750ml,
Vendange 1.5L
 9/25-10/1—Clos du Bois 750ml, Rex Goliath
750ml

4. ○ Active consumer offers are always fresh and changing. For
latest and greatest list, click here.
○ RMPS Relaunch: Creative Display Program Sept-October
○ Luxury Points will be a huge priority SOND. Opportunities are
being developed for targeted chain execution, but we must
look to grow Luxury in every account—Luxury Bundle program
will take place in lieu of Cab Day this year!!! Get out ahead of
this early.
 Wine & Cheese Pairing Posters in development
 Leverage Simi coupons (featured at right)
 TONS of ratings on wines within the Luxury “Bundle” pro-
gram: Franciscan, RMW, SAVED, Simi & Wild
Horse; Access these & the full September Ratings
Report here.
 Bundle program tied into ASPEN Food & Wine
Consumer Sweepstakes
 Multi-branded racks available
September 2016 | Volume 4, Issue 9
Schnucks Arsenal
Alec Parente
Marketing & Sales Support Tools
Wal-Mart Branson West
Adam Babcock