F15 H1 DC&E MWB Off-Premise Sampling Program Highly
Confidential Do Not Distribute
Slide 2
MWB Agenda Highly Confidential Do Not Distribute 2 Mobile Wine
Bar Program Background & Objectives Goals Event Run of Show By
Brand Mobile Wine Bar Portfolio Sterling BV Acacia Once Upon A Vine
Butterfly Kiss Great American Wine Company Woodwork Online Training
Tools Diageo Wines Website TheWineBar.com Salesforce Training
Scheduling Selling Skills Wine Tasting Q & A
Slide 3
Mobile Wine Bar (MWB) Highly Confidential Do Not Distribute 3
WHAT IT IS Off-premise sampling in priority Grocery and Liquor
accounts designed to promote DC&Es Mobile Wine Bar Program:
Sterling, Beaulieu Vineyard, Acacia, Once Upon a Vine, Butterfly
Kiss, Great American Wine Company and Woodwork HOW IT WORKS 3,500
brand-funded events in 20+ markets targeting the majority (60%) of
wine shopping occasions Relax & Unwind and Everyday Meals
National program management by MKTG and local execution by 3 rd
party agencies and MKTG Field Activation OBJECTIVES Drive
distribution, display and consumer pull for Diageos core wine
brands Bring in new consumers and increase brand engagement and
loyalty
Slide 4
F15 Sampling Goals Highly Confidential Do Not Distribute 4
Always aim to reach or exceed our program KPIs! 80 Consumers
Reached, 60 Sampled, 25 Bottles Sold Remember YOUR GOAL: to sell
wine and create loyal customers You are our BRAND AMBASSADORS,
bringing our brands to life in the marketplace You are the VOICE OF
OUR CONSUMERS; your insights help us design a program that connects
with people and sets us apart from our competitors YOUR SALES help
justify the companys biggest portion of the marketing budget on
this program Results are VISIBILE to all levels of the company, up
to the senior executive team and President
Slide 5
F15 H1 Mobile Wine Bar Sampling Program Highly Confidential Do
Not Distribute
Slide 6
Event Run of Show Highly Confidential Do Not Distribute 6
Thoroughly review all educational materials Staff training manual
and sell sheets Portfolio booklets / tasting notes Wine Academy
Modules on diageowines.com 48 hours prior to event, call account to
confirm event details and availability of focus brand; let account
know you will need space to set up the sampling station Arrive at
your event location 30 minutes early to set up (1/2 hour set
up/break down, 3 hours sampling) Walk through the store and set up
POS (staff will purchase samples on site unless bottles are
pre-pulled and dropped off by the distributor ahead of time) Align
brand sampled with Execution Plan-display visibility program (ie
what brand is featured each month) Only one brand should be sampled
and up to 4 varietals can be sampled per event Set up your display
area with only one brand on the table
Slide 7
Event Run of Show (Cont.) Highly Confidential Do Not Distribute
7 Open the bottles of wine you will be pouring and smell the wines
for defects If corked, give back to manager and request a new
bottle Quickly walk the entire store to capture display activity of
the featured brand(s) (look for small case stacks, large displays,
end-caps, small displays near the deli, meat or produce sections)
Engage target consumers and offer them a complimentary 1-oz pour of
up to four of the top SKUs of the focus brand (where legal) Use
premiums and/or rebates to incentivize purchase (where legal) Relay
key brand facts and any feature pricing Encourage consumers to find
the wine style they like using the Wine Style Guide found in each
kit When the event is over, break down your display area and
re-pack the kit box with materials that can be re-used at future
events (take leftover coupons with you, if applicable) Fill out ALL
questions on your Event Report Form and enter data online within 48
hours Submit your timesheets, road check info and all other
required protocol as outlined by your Manager
Slide 8
Wine Style Guide Kit Stickers Table Card Display Instructions
Diageo Chateau & Estate Wines has developed a DC&E WINE
STYLE GUIDE to help consumers simplify the multitudes of wine
choices and zero in on the types and styles of wine they like best.
The tool is intended to be easy to use, fun and interactive. While
tasting during the sampling event, encourage consumers to use the
Wine Style Guide icons and descriptions to help define what they
like about a particular wine. Kit Includes: Instructions Stickers
(set of 10) Table Display Brand Guide (only sent electronically)
Instructions*: Review Instructions and Brand Guide Prior to Event
During Event Display the Table Card and Stickers Encourage
consumers to identify the style of wine and what they like (*Key
Brand Selling Points/Facts should be primary message) Brand Guide
Highly Confidential Do Not Distribute 8
Slide 9
Sampling Portfolio F15 MOBILE WINE BAR BRANDS Sterling
Vineyards Beaulieu Vineyard Acacia Vineyards Once Upon a Vine
Butterfly Kiss Great American Wine Company Woodwork Highly
Confidential Do Not Distribute 9
Slide 10
Sterling Vineyards Highly Confidential Do Not Distribute
Slide 11
Sterling Event ROS/Consumer Info Highly Confidential Do Not
Distribute 11 Thoroughly review all educational materials 48 hours
prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO General market
demographic, skew slightly older, more disposable income Impressed
by brand accolades and industry scores (e.g., Robert Parker scores,
Wine Spectator ratings) Interested in winery background and
history, winemaking practices and quality of grape sourcing More
brand loyal Appreciate a good value but willing to trade up
Slide 12
Sterling Fun Facts Sterling Vineyards Napa Valley wines embody
out winemaking history, Calistoga location, and unique vineyards
assets. We farm more than 1,000 acres of estate vineyards using
sustainable practices and with an eye toward showcasing classic
Napa Valley terroirs and varietal expressions. Complementing our
Napa wines, our Sterling Vintners Collection wines from the Central
Coast area exhibit pure, fresh fruit expression and varietal
character in an accessibly style. All of our wines are ideal for
entertaining occasions at home. Key Brand Selling Points: Sterling
Vineyards Napa Valley wines are sourced from more than 1,000 acres
in the Valley, ranging from Carneros to Calistoga Sterling Vintners
Collection wines (SVC) are sourced from Californias Central Coast,
which ranges from Monterey to Santa Barbra The SVC tier offers
consistent wines which are made for everyday enjoyment, and can be
enjoyed now SVC wines are crafted using small winery practices such
as fermenting in French and American oak barrels The Napa winerys
dramatic design was inspired by the architecture of the Greek Isles
Videos/Modules available on Diageo Wine Academy: Sterling Vineyards
Highly Confidential Do Not Distribute 12
Slide 13
Sterling Vineyards POS / Kit Contents F15 Fulllment 1 pop up
display 4 drip stops 1 black tablecloth 1 silver runner 1 bo6le
opener 100 tas8ng cups 1 counter card 1 educa8on guide 25
Entertainment guides for consumer giveaways 1 wine style guide 50
IRC or MIR coupons, where legal (mul8 brand) 1 ERF 1 RCF Ideal
Table Set Up Counter Card Coupon IRC Coupon MIR Educa8on Guide
Entertainment Guide Popup Display Highly Confidential Do Not
Distribute 13
Slide 14
Beaulieu Vineyard Highly Confidential Do Not Distribute
Slide 15
Beaulieu Vineyard Event ROS/Consumer Info Highly Confidential
Do Not Distribute 15 Thoroughly review all educational materials 48
hours prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO General market
demographic, skew slightly older, more disposable income Impressed
by brand accolades and industry scores (e.g., Robert Parker scores,
Wine Spectator ratings) Interested in winery background and
history, winemaking practices and quality of grape sourcing More
brand loyal Appreciate a good value but willing to trade up
Slide 16
Beaulieu Vineyard Fun Facts For over 110 years, Beaulieu
Vineyard has set the standard for rich, classic Napa Valley wines.
Home of one of the first Napa Valley Cult Cabernets, BV has always
been a visionary within Napa bringing together innovation with
traditional methods to produce classic California varietals that
set the standard at every tier. One of the Longest Standing
Wineries Beaulieu Vineyard is one of the longest standing wineries,
surviving through Prohibition by selling sacramental wine
Internationally Recognized A brand that had one of the first
internationally recognized California Cabernets (Private Reserve
George de Latour), BV is the ultimate wine to gift to friends,
family or coworkers Benchmarked Against Premium Wines During the
winemaking process, every wine is benchmarked against higher priced
wines to ensure the wines are delivering exceptional quality at
every level Videos/Modules available on Diageo Wine Academy:
Beaulieu Vineyards Highly Confidential Do Not Distribute 16
Slide 17
Beaulieu Vineyard POS / Kit Contents Kit Materials 1 pop up
display 4 drop stops 1 black tablecloth 1 red runner 1 bo6le opener
100 tas8ng cups 1 counter card 1 educa8on guide 1 recipe card (pack
of 50) 30 openers (giveaways) 1 wine style guide 50 IRC or MIR
coupons, where legal 1 ERF 1 RCF Ideal Table Set Up Counter Card
Coupon IRCCoupon MIR Educa8on Guide Recipe Card Popup Display
Highly Confidential Do Not Distribute 17
Slide 18
Acacia Vineyards Highly Confidential Do Not Distribute
Slide 19
Acacia Vineyards Event ROS/Consumer Info Highly Confidential Do
Not Distribute 19 Thoroughly review all educational materials 48
hours prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO General market
demographic, skew slightly older, more disposable income Impressed
by brand accolades and industry scores (e.g., Robert Parker scores,
Wine Spectator ratings) Interested in winery background and
history, winemaking practices and quality of grape sourcing More
brand loyal Appreciate a good value but willing to trade up
Slide 20
Acacia Vineyards Fun Facts Founded in 1979, a pioneer with over
30 years of winemaking excellence, Acacia Vineyard is recognized as
a benchmark producer of Carneros Pinot Noir and Chardonnay. Food
Friendly Nature Wines are focused on Providing a balance between
food and wine to ensure they truly are food friendly Sustainable
Growing We believe that what is good for the earth is great for
wine. All of our estate vineyards are Certified California
Sustainable Winegrowing and Fish Friendly farming A Key Founder of
the Carneros Appellation Acacia helped establish Carneros as one of
Californias first regions to succeed with Burgundian-style
varietals: Pinot Noir and Chardonnay Videos/Modules available on
Diageo Wine Academy: Acacia Vineyards Highly Confidential Do Not
Distribute 29
Slide 21
Acacia Vineyards POS / Kit Contents Kit Materials 1 pop up
display 4 drip stops 1 blue tablecloth 1 printed runner 4 drip
stops 1 bo6le opener 100 tas8ng cups 1 counter card 1 educa8on
guide 1 recipe card (pack of 50) 30 bags (consumer giveaway) 1 wine
style guide 50 IRC or MIR coupons, where legal (mul8 brand) 1 ERF 1
RCF Ideal Table Set Up Highly Confidential Do Not Distribute 21
Recipe Card Popup Display Counter Card Coupon MIR Coupon IRC
Slide 22
Once Upon A Vine Highly Confidential Do Not Distribute
Slide 23
OUAV Event ROS/Consumer Info Highly Confidential Do Not
Distribute 23 Thoroughly review all educational materials 48 hours
prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO Median age:34, but
tend to skew between 21-29 General market, females More frivolous
shopping habits when it comes to wine purchases Our targets wants a
Carefree Escape the moment at the end of the day, when our consumer
has finished with their responsibilities and has some time for
themselves to relax, unwind, and escape with their favorite TV
show, video game or book
Slide 24
OUAV Fun Facts Like the fairytales for which they are named,
our ONCE UPON A VINE wines each have a rich and enchanting story to
tell. They give a new twist on our favorite wine varietals.
Luscious and rich wine style Classic varietals with unique
fairytale inspired themes Great for enjoying with friends while
watching your favorite show or while getting lost in your new book
Videos/Modules available on Diageo Wine Academy: Once Upon a Vine
Highly Confidential Do Not Distribute 24
Slide 25
OUAV POS / Kit Contents Kit Materials 1 pop up display 4 drip
stops 1 bo6le opener 1 black table cloth 1 silver runner 100 tas8ng
cups 1 counter card 50 IRC or MIR coupons, where legal 1 Wine Style
Guide 1 educa8on guide 1 recipe card (pack of 50) 30 notebooks 1
ERF 1 RCF Ideal Table Set Up Highly Confidential Do Not Distribute
25 Popup Banner Counter Card Recipe Card Coupon IRC Coupon MIR
Slide 26
Butterfly Kiss Highly Confidential Do Not Distribute
Slide 27
Butterfly Kiss Event ROS/Consumer Info Highly Confidential Do
Not Distribute 27 Thoroughly review all educational materials 48
hours prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO Median age: 34, but
tend to skew between 21-29 females Social, active consumer who
loves celebrating with her girlfriends Satisfied, highly social,
and value conscious Balanced Optimists have rich and fulfilling
social and family lives informed by their strong values and
positive outlook on life Theyre happy to fit in with the group and
often adapt to the tastes of their circles
Slide 28
Integrating Programs Into Sampling Execution On Site Direc6ons
/ Sangria Recipes: Sangria should be made for all events, but
Bu6ery Kiss wine can be poured as well Highly Confidential Do Not
Distribute 28 Total samples oered to consumers cannot exceed market
regula8ons Step by Step Process: Purchase Bu6ery Kiss, frozen
fruit, ice, and Smirno Ice (where legal) or sparking water Frozen
fruit should be a mix bag of fruits Make sangria directly aVer
purchasing frozen fruit using one of the below recipes Make sure to
wear provided gloves while crea8ng the sangria and handling food
Read through all ingredients included in frozen fruit before
crea8ng the sangria Once sangria is made, discard any unused fruit
or place in a ziplock bag and leave on ice, if available Please
make sure no branded frozen fruit package are visible on the table
All branded frozen fruit packages should be thrown out or place
behind the sampling sta8on If needed, you may purchase addi8onal
frozen fruit Prior to serving sangria, ask consumers if they have
any food allergies and relay what fruit and ingredients are in the
sangria recipe before serving them If consumer has any allergies or
is uncertain about the recipe, please just sample Bu6ery Kiss wine.
Recipe 1:Recipe 2: Bu6ery Kiss (Only) Sangria Recipes: All Bu6ery
Kiss and Smirno Ice Recipes: Fill half your Bu6ery Kiss pitcher
with ice Add frozen fruit to soak Pour a bo6le of Bu6ery Kiss Wine
Add 1 cup of sparkling water Makes six, 5oz servings Fill half your
Bu6ery Kiss pitcher with ice Pour 2 cups each of Wine and Smirno
Ice Add frozen fruit to soak Makes six, 5oz servings Example:
Butterfly Kiss Summer of Sangria
Slide 29
Butterfly Kiss Fun Facts Butterfly Kiss wine have a light and
refreshing taste. They are the perfect wine for all your spring and
summer occasions: picnics, brunches, wedding showers, birthdays,
Mothers Day, Easter The perfect enjoyment occasions are truly
endless. The refreshing taste and fruity flavors of Butterfly Kiss
wines make them perfect for sangria. Try it with your favorite
fruit, and soda water or other mixer at your next events. Butterfly
Kiss also a great wine to use in cocktails. Visit TheWineBar.com
for tons of fun cocktail ideas that are sure to delight you and
your guests. Videos/Modules available on Diageo Wine Academy:
Butterfly Kiss Highly Confidential Do Not Distribute 29
Slide 30
Butterfly Kiss POS / Kit Contents Kit Materials 1 pop up
display 4 drip stops 1 printed tablecloth 1 educa8on guide 1
pitcher (Sangria Execu8on only) 1 bo6le opener 100 tas8ng cups 2
counter cards (one with Smirno & one without) 30 glass char
clings (consumer giveaway) 1 wine style guide 50 IRC or MIR
coupons, where legal 1 ERF 1 RCF Ideal Sampling Setup Recipe Cards
Sampling Guide IRC Coupon MIR Coupon Counter Card Highly
Confidential Do Not Distribute 30 Popup Display
Slide 31
Great American Wine Company Highly Confidential Do Not
Distribute
Slide 32
GAWCo Event ROS/Consumer Info Highly Confidential Do Not
Distribute 32 Thoroughly review all educational materials 48 hours
prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO Millennial and
Gen-X consumers (24-45); Male/Female, General Market Theyve reached
a point in their lives where they feel incredibly content, have an
amazing family & home Tend to buy into brands that are bold,
confident and reflect the same values as they do More frivolous
shopping habits when it comes to wine purchases Dont follow
traditional wine rules Affordable price point
Slide 33
GAWCo Fun Facts The Great American Wine Company, by Rosenblum
Cellars, is a tribute to the pioneering spirit of America. We
proudly use the finest grapes from coastal California vineyards to
pay tribute to classic American varietals and winemaking
techniques. Proudly made in the USA, these classic American
varietals are loaded with bright rich fruit character, are
medium-bodied, with long smooth finishes. The Great American Wine
Company, bringing patriotism to the wine aisle is the perfect
accompaniment for all American celebrations: Memorial Day, Fourth
of July, Presidents Day, Veterans Day and Team USA Sporting Events.
In tribute to our American heroes, we donate a portion of profits
to military charities. Videos/Modules available on Diageo Wine
Academy: Great American Wine Company Highly Confidential Do Not
Distribute 33
Slide 34
GAWCo POS / Kit Contents Kit Materials 1 pop up display 1
opener 4 drip stops 1 printed tablecloth 100 tas8ng cups 1 counter
card 50 IRC or MIR coupons, where legal 1 educa8on guide 1 wine
style guide 1 recipe card (pack of 50) 30 runner stops (consumer
giveaway) 1 ERF 1 RCF Ideal Table Set Up Highly Confidential Do Not
Distribute 34 Popup Display Educa8on Guide Counter Card Recipe
Cards Coupon IRCCoupon MIR
Slide 35
Woodwork Highly Confidential Do Not Distribute
Slide 36
Woodwork Event ROS/Consumer Info Highly Confidential Do Not
Distribute 36 Thoroughly review all educational materials 48 hours
prior to event, call account to confirm event details and
availability of focus brand; let account know you will need space
to set up the sampling station Arrive at your event location 30
minutes early to set up (1/2 hour set up/break down, 3 hours
sampling) Walk through the store and set up POS (staff will
purchase samples on site unless bottles are pre-pulled and dropped
off by the distributor ahead of time) Open the bottles of wine you
will be pouring and smell the wines for defects If corked, give
back to manager and request a new bottle Quickly walk the entire
store to capture display activity of the featured brand(s) (look
for small case stacks, large displays, end-caps, small displays
near the deli, meat or produce sections) Engage target consumers
and offer them a complimentary 1-oz pour of up to four of the top
SKUs of the focus brand (where legal) Use premiums and/or rebates
to incentivize purchase (where legal) Relay key brand facts and any
feature pricing and distribute consumer premiums and program
rebates (where legal) When the event is over, break down your
display area and re-pack the kit box with materials that can be
re-used at future events (take leftover coupons with you, if
applicable) Fill out ALL questions on your Event Report Form and
enter data online within 48 hours CONSUMER INFO General market,
mid-30s males They are passionate for emerging trends and constant
experimentation helps make them influential in social circles They
gravitate to brands perceived to be born of honesty and a genuine
passion for their craft vs. commercially driven interests More
frivolous shopping habits when it comes to wine purchases Dont
follow traditional wine rules Great taste
Slide 37
Woodwork Fun Facts Woodwork celebrates the craft of winemaking.
Each small batch wine highlights the unique influence of oak to
bring out the natural characteristics of each varietal. Flavor cues
on the front label quickly and easily communicate the oak influence
and fruit expression. Woodwork is the result of our winemakers
passion for this craft, and her trials and experimentation with oak
to create wines that are new and unique in their flavor profile.
Wood influence enhances the natural flavor characteristics of each
varietal creating a unique yet palatable wine. Wood influence can
be succinctly articulated and detected by both novice and
experienced wine consumer. Videos/Modules available on Diageo Wine
Academy: Woodwork Highly Confidential Do Not Distribute 37
Slide 38
Woodwork POS / Kit Contents Kit Materials 1 pop up display 1
printed tablecloth 1 bo6le opener 100 tas8ng cups 1 counter card 1
educa8on guide 50 IRC or MIR coupons, where legal 1 recipe card 30
Wood Stoppers 1 ERF 1 RCF Ideal Table Set Up Recipe Cards Highly
Confidential Do Not Distribute 38 Coupon IRCCoupon MIR Counter Card
Popup Banner
Slide 39
Online Training Tools Highly Confidential Do Not
Distribute
Slide 40
Training Resources WHERE TO GET THEM Education Guide Brand
Information booklet Wine Style Guide Branded One sheets Tasting
Notes Found online at diageowines.com & PDF Versions by email
www.diageowines.com www.diageowines.com (all brands) Wine Academy
Brand videos (History, sense of place, winemaking techniques)
Learning Modules Highly Confidential Do Not Distribute 40
Slide 41
Diageo Wines Website www.diageowines.com Highly Confidential Do
Not Distribute 41
Slide 42
www.diageowines.com Highly Confidential Do Not Distribute 42
Diageo Wines Website (Cont.)
Slide 43
www.diageowines.com Access Key is case sensitive: wdiageomwb
Fill in requested elds and click on Sign In further instruc6ons
will be emailed to you Highly Confidential Do Not Distribute Diageo
Wines Website (Cont.)
Slide 44
www.diageowines.com Each learning module consists of an
informational video followed by a short multiple choice test
designed to help you retain each brands key selling points. Content
is updated all the time so continue to review them periodically to
refresh your brand knowledge Diageo Wines Website (Cont.) Highly
Confidential Do Not Distribute
Slide 45
About THEWINEBAR.com We at the Wine Bar believe you do not need
a masters degree to enjoy a great glass of wine. We feel that
enjoying wine should be fun, simple and approachable. That is why
we created our virtual wine bar of sorts to help wine lovers
everywhere simply enjoy a great glass of wine. Whether you are in
the mood for something big & bold or something light &
sweet we hope to have you covered with a wide variety of wine
labels and styles Highly Confidential Do Not Distribute 45
TheWineBar.com
Slide 46
www.thewinebar.com From the home page, click on Wine + Dine to
find food pairings and cocktail recipes Click on By Style to find
brands that match your taste preferences Click on a bottle to learn
more about that brand TheWineBar.com Highly Confidential Do Not
Distribute
Slide 47
Click on a varietal to find out more information
www.thewinebar.com TheWineBar.com Highly Confidential Do Not
Distribute
Slide 48
Click on cocktail images for popular wine cocktail recipes
Highly Confidential Do Not Distribute TheWineBar.com
Slide 49
Salesforce Training (ERFs) Highly Confidential Do Not
Distribute
Slide 50
Logging on to www.diageoemc.comwww.diageoemc.com 50 Highly
Confidential Do Not Distribute Salesforce Training Log in
Slide 51
*If you do not see the event you are looking for on your home
page You can always go the Events Tab and find events there as
well. 51 Salesforce Training Finding your event Highly Confidential
Do Not Distribute
Slide 52
Salesforce Training Filling out your ERF Highly Confidential Do
Not Distribute
Slide 53
Be sure to always enter quality and accurate feedback If there
was any competitive activity at the account during your promo be
sure to capture that information in the last step Payment info is
for internal MKTG use only; all 3 rd party staff should always
check No Payment Was Used at this Event After the last step, Click
Submit and your ERF will be saved! 53 Highly Confidential Do Not
Distribute Salesforce Training Filling out your ERF (cont)
Slide 54
Scheduling Highly Confidential Do Not Distribute
Slide 55
Scheduling Make sure to always include, date, start time, end
time, account name, account address and City Highly Confidential Do
Not Distribute Remember to call out any changes when resubmitting
the schedule!
Slide 56
Selling Skills Highly Confidential Do Not Distribute
Slide 57
Selling Skills Highly Confidential Do Not Distribute SHOPPER
MARKETING Understanding who is buying our products and for what
occasions CONSUMER NEEDS Identify what the consumer needs
QUESTIONING AND LISTENING Combine questioning skills with effective
listening FEATURES AND BENEFITS Link features to consumer benefits
QUESTIONING HANDLING Be prepared for objections
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Selling Skills WHO IS THIS SHOPPER SHOPPER = Someone who has
made the decision to buy a beverage alcohol product and, that
decision to buy could have been made at home, while traveling to
work, in a store 67% of W&S shoppers are FEMALE There are 5
occasions that drive all W&S shopping Party Special Occasion
Casual Get-Together Relax and Unwind Everyday Meals Highly
Confidential Do Not Distribute
Slide 59
Customer Needs Highly Confidential Do Not Distribute Find out
what brought the consumer into the store that day Wine for dinner
Gift for a friend Restacking the home bar Trying something new 67%
of wine consumers are shopping for Everyday Meal and Relax and
Unwind occasions Once the need is identified you can recommend
which varietal would best fulfill that need upsell whenever
possible! Create new opportunities by recommending wines from all
price tiers for multiple situations The BV Rutherford Cabernet
Sauvignon will be the perfect accompaniment at your dinner party
and, since you like those flavors, our BV Coastal Cab is a great
everyday alternative
Slide 60
Questioning & Listening Skills Key Points Highly
Confidential Do Not Distribute Excellent Sales people have
excellent questioning and listening skills Effective listening is a
skill it is one of the most energetic of the Communication skills
Its the most effective way to understand your customers needs and
get the full benefit from your questioning skills Youll miss
opportunities if you dont develop your questioning and listening
skills Typically, more closed ended questions (yes/no answers) are
asked than open ended skills Our natural human behavior usually has
us already thinking of the next question before your even listen to
the response. This gets in the way of effective listening Practice
paraphrasing and restating what you heard to improve listening
skills. It makes others feel validated when you can restate back
what you thought you heard Even though it sounds simple, listening
is a skill and must be practiced
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Funneling Technique Discovering new wines can be fun and
exciting and a great way to turn up the volume at your weeknight
dinner table. LET ME TELL YOU ABOUT Listen BENEFIT MATCH NEED What
kind of wine do you normally drink? (Big, broad, lots of options)
OPEN - Inquiring Why do you normally only drink white wine? OPEN -
Probing What types of red wine are you familiar with? Is there a
reason why you havent been open to trying them in the past? Highly
Confidential Do Not Distribute So if you knew more about red
varietals you would be more likely to explore other options? Listen
RHETORICAL - Benefit RHETORICAL Identifying Needs
Slide 62
Features & Benefits There is a relationship between
features, benefits and customer needs To profit from this
relationship, convert features to benefits that satisfy your
customers needs Turn the conversation from So What? to Heres How
Highly Confidential Do Not Distribute
Slide 63
Overcoming Objectives Highly Confidential Do Not Distribute To
get past objectives we must prove to consumers that we can meet
their needs Thorough planning & preparation will get us past
most sincere objections consumers put up and give us a chance to
close our sales Many of these objections can be consistent from
person to person; if we anticipate these objections then we can
plan and prepare ways to overcome them Use your own experience as a
consumer to anticipate challenges that you will face in the store
How do I make my own purchasing decisions? What types of things do
I consider when buying wine? How often do I buy wine? Would I be
influenced by coupons and other giveaways? Thinking through common
challenges as well as how you can respond in a way that sheds new
light on the objection can turn a negative interaction into a
sale
Slide 64
Wine Tasting Highly Confidential Do Not Distribute