DYNAMIC INNOVATIVE SUCCESSFUL RESULTS ARE MORE IMPORTANT THAN TRADITION

PrimeWine Group consists of four independent companies Our sales team has access to the majority of our customers Systembolaget AB (the Swedish Alcohol Retailing Monopoly) that import and sell to the Swedish market. In 2009, via our offices in Stockholm, Gothenburg and Malmö. We in 2006 to 2012. PrimeWine Group began its collaboration with Solera Beve- also work closely with leading food wholesalers who provide Our fresh approach to development, sales and marke- rage Group, the leading Norwegian supplier, as part of our us with professional sales and distribution to all parts of our ting means that today we are the gateway to the Scandina- aim to become Nordic market leader. This collaboration market. vian market. Primewinebar in Stockholm is an excellent strengthens our logistic and administration capacity, and Since its start in 2002, PrimeWine Group has enjoyed rapid illustration of our innovative way of thinking; it serves as both provides us with even better access to the Swedish, Nor- and planned growth. Our achievements include obtaining a showroom for our producers and as a feeler out into the wegian and Finnish markets. the most new listings in the product range offered by market. OUR AIM IS TO EXCEED ALL EXPECTATIONS

Since we started PrimeWine Group in 2002, we have esta- market is also very important to us and we possess uni- out our organisation, creating valuable synergies and blished ourselves as one of the leading Swedish importers, que, in-depth expertise in this area. Today we work closely adding value. dealing mainly in wine with some other high-end alcoholic with more than 600 restaurants and hotels in . Our beverages. From the very beginning, our goal has been to customers range from small local establishments to exclu- WE EXPECT A LOT FROM OUR PARTNERS, AND exceed all expectations. And we can happily say that is ex- sive restaurants and nightclubs, as well as hotel and restau- ASK THEM TO EXPECT A LOT FROM US actly what we have done. rant chains. At present, PrimeWine Group markets and sells over 500 Today, PrimeWine Group consists of PrimeWine, Mon- quality wines. Several of them are well-known success stories dowine, BGS Wine Import and Multibev. In 2009, we OUR STAFF MEMBERS ARE THE – Casas Patronales and Laroche being two obvious examples. began a very close collaboration with Solera Beverage FOUNDATION OF OUR SUCCESS We are not claiming that our producers’ good results are Group, Norway’s leading group of companies in wine The Nordic markets differ in several respects from other solely due to us – every successful venture stems from the and spirits. This collaboration was the obvious next step European markets due to the existence of a state-controlled profound understanding and close working relationship in our shared ambition to create the Nordic regions sales monopoly regulating the consumer market. between us and our partners. leading operator in the wine and spirit market. At the This means there are no shortcuts to success – it is only PrimeWine Group creates long-term relationships, brand same time, we have acquired significantly enhanced possible to succeed on the basis of sound knowledge and building and development our priorities, rather than a representation on the Norwegian and Finnish markets. professional conduct in purchasing, sales and logistics. constant search for new suppliers with new products. From its inception, PrimeWine Group has enjoyed rapid Wines do not sell automatically, no matter how excel- We prefer to maintain two-way communication with our and planned growth. PrimeWine was the importer that lent or well-known they may be. This is why we always work producers, providing advice and specific support so that carried off most of the acclaimed Swedish Allt om Vin proactively, conducting ongoing sales analyses so we are they can develop the production methods, wines and pack- (All about Wine) magazines accolades and prizes in 2006; able to support our products with marketing that sells. We aging best suited to the Swedish market. and in 2006 to 2012 PrimeWine Group won most of Sys- carefully track all movements on the market to be able tembolagets procurement transactions and obtained to predict the actions of purchasers, consumers and our the most new listings. In 2008 we were identified as a Gasell- competitors in the future. företag, an accolade awarded by the prestigious Swedish A dedicated team at PrimeWine Group works exclusively business newspaper Dagens Industri to companies that on new tenders and procurement processes. show exceptionally strong growth and innovative energy. Even though PrimeWine Group is a relatively young com- We also have triple A (AAA) status for the highest credit pany, all our staff members have many years experience rating. from the industry in purchasing, sales and logistics. We work In addition to our focus on Systembolaget, the on-trade systematically to ensure that expertise circulates through- ABOUT THE COMPANIES IN PRIMEWINE GROUP

A CAREFULLY SELECTED BLEND OF COMPANIES

PrimeWine Group consists of PrimeWine, Mondowine, BGS Wine OUR JOINT FINANCES GIVE Import and Multibev. We also opened our Primewinebar in the US A BETTER MARKET POSITION spring of 2008, an independent company that serves as a show- All companies within PrimeWine Group have joint finances, room and a marketing channel for our wines. distribution and stock-keeping. This allows us to keep costs In 2009 we began to collaborate with the leading Nor- down while creating the best possible bargaining position. It wegian supplier, Solera Beverage Group, which has six well- also means that the various PrimeWine Group companies can established companies in its group: Cuveco, Engelstad, offer our partners the security, sound finances and service Stenberg & Blom, Eurowine, Multibev and Best Cellars. Th- of a big company with the closeness and flexibility that can rough Solera Beverage Group we also gain access to distri- only be found in a small one. Our triple A (AAA) status is OWNERSHIP bution in Finland. proof of our high credit rating. PrimeWine Group is owned by its three founders, Filip Grufman, Henrik Our collaboration with Solera Beverage Group provides Our collaboration with Solera Beverage Group makes us Björck, Peter Stern and Andréas Ståhl. In 2009, the Norwegian Solera us with a significant enhancement of our Management even stronger in terms of logistics, administration and stock- Beverage Group became part-owner of PrimeWine Group. and Board of Directors, and with increased synergies within keeping on a Nordic basis, while our interfaces with both EMPLOYEES logistics and distribution. This collaboration is a key feature market and suppliers increase appreciably. Through Solera At present PrimeWine Group has 48 employees (110 in total in Solera of our strategy to establish the Nordic region’s strongest Beverage Group we also have an opening into the Finnish Beverage Group). group of companies in wine and spirits imports. market. SOME OF OUR BRANDS The different companies give PrimeWine Group many Billecart-Salmon, Boutinot, valuable and alternative interfaces with the market. Our Diebolt-Vallois, Cusumano, De Luze Cognac, Domaine Weinbach, sales team can cover all the Nordic markets via our offices J García Carrión, Las Moras, Graham Beck, Heartland Wines, Kopke, in Stockholm, Gothenburg and Malmö in Sweden. Laroche, MGM, Osborne, Rijk´s Private Cellar, Schloss Gobelsburg, Clos PrimeWine and PrimeWine was one of PrimeWine has been du Val, Champagne Henriot, Valdespino, Bodegas Roda, Alvaro Palacios, We also work closely with the three leading food and Mondowine is proud the companies to be nominated for the 4th Alexandre Bonnet Champagne, Jeanneret Wines, ZGM and Indomita. kitchen equipment wholesalers in Sweden – Martin Olsson, to have the highest nominated for Ernst consecutive year in a Menigo and Servera. Large parts of PrimeWine Group’s range solidity rating; & Youngs world wide row the “Gasellföretag THE GROUPS TURNOVER 2007 – $50,166,000 / € 34,600,000 are included in their selections and through them we have AAA. The rating is a recognized award; - growth company financial indicator to “Entrepreneur of the of the year award” 2008 – $71,200,000 / € 55,830,000 access to well-established connections, as well as profes- potential investors of Year award 2009” by largest 2009 – $83,520,000 / € 56,532,000 sional nationwide sales and distribution. debt securities. Triple financial newspaper; 2010 – $112,146,000 / € 83,300,000 EUR A stands for “Credit Dagens Industri. 2011– $138,891,000 / € 99,981,000 EUR risk almost zero”. AT PRIMEWINE RESULTS ARE MORE IMPORTANT THAN TRADITION

PrimeWine is the largest company in PrimeWine Group. We are a separate company with an independent sales organisa- tion, but we share finances, distribution and stock-keeping with the other companies. This means that we can focus on developing our market presence and building long-term connections with producers, purchasers and consumers. Thanks to our size, PrimeWine Group has created a highly advantageous bargaining position on the market; yet our partners still get the service and flexibility that they really need. Today the majority of our product range consists of high-quality wines from both the Old and the New World. None-theless, PrimeWine is a young company developed by young people, and our attitude towards the wine market is straightforward, business-oriented and innovative. Results are more important than tradition. Systembolaget is our biggest customer and PrimeWine is one of Systembolaget’s three largest suppliers. We have wines within all its categories and are represented with pro- ducts throughout the entire chain, from the finest premium clude even more wines. During 2006 to 2012 we were also PRIMEWINE SWEDEN AB wines to the best-selling volume wines in BiB and Tetra Pak the importer with the most new listings in Systembolagets Södra Hamnvägen 9 containers. product range. Hus K - Frihamnen In contrast to many other importers, we consider the on- 115 56 Stockholm, Sweden BEING ONE OF THE MARKET DRIVERS IS IMPORTANT TO US trade market to be just as important as Systembolaget. Tel: +46 8 679 52 00 PrimeWine continuously analyses all changes to the System- Today PrimeWine works closely with over 500 restaurants [email protected] bolaget range in order to prepare ourselves in a proactive and hotels. Our customers range from some of Sweden’ s www.primewine.se manner for its procurement processes. A dedicated team most prestigious restaurants to small local restaurants and works exclusively on new tenders and opportunities to in- nightclubs, as well as major hotel and restaurant chains. MONDOWINES PRODUCERS ARE MAKING THE OUTSTANDING WINES OF TOMORROW

Mondowine started in 2005 and is an independent company tion process and sensitivity to what the market is looking for within PrimeWine Group with its own sales organization and that determines its worth. market. We manage logistics, stock and finances jointly with the Many of our wines are innovative in multiple ways and are other companies in order to create maximum coordination and intended to appeal to the more trend-aware target groups. to obtain an even more competitive financial backbone. Previously we have mainly worked with New World produ- At Mondowine we work hard not only to find the wines cers, but in recent years an increasing number of Old World MONDOWINE SWEDEN AB and producers suitable for today’s market, but also to iden- producers have started working with us. What unites all our Södra Hamnvägen 9 tify the ones who will have a place on tomorrow’s market. producers is their innovation – in their production methods, Hus K - Frihamnen Mondowine is mainly aimed at younger, trend-conscious their choice of and blend or in their marketing. Many 115 56 Stockholm, Sweden consumers and the Horeca market. of them also work with a distinct organic or biodynamic fo- Tel: +46 8 665 32 30 People’s attitude to wine has changed a lot in recent years cus. We know that many of these wines will be the leading [email protected] as new generations of consumers have joined the market. brands of tomorrow. www.mondowine.se Their consumption patterns are often completely different to previous ones. A great many entirely new forms of media, restaurants and ways to interact have come into being in the last decade, with an enormous impact on where, how and when we buy our wines. There is a strong trend towards a greater demand for quality and perfection, and at the same time a significantly wider selection and variation in both wines and distribution. Today’s customers are well-informed and skilled in making choices, and looking for the maximum balance between quality and price. This is completely in line with Mondowine’s own attitude. We have also come of age in the new wine culture where genuine quality and creativity are far more intriguing than intransigent tradition. The name of the wine does not deter- mine whether a wine has value – rather, it is its taste, produc- PANTONE 382 C PANTONE 425 C HEX # C1D82F HEX # 5F6062

BGS WINE IMPORT FOCUSES ON MINIMUM PRICE FOR MAXIMUM QUALITY

BGS WINE IMPORT AB BGS Wine Import was founded in 2008. Its market consists Södra Hamnvägen 9 mostly of sales to Systembolaget but we also sell our pro- Hus K - Frihamnen ducts to restaurants and hotels. BGS Wine Import share 115 56 Stockholm, Sweden logistics and financial services with the other companies Tel: +46 8 410 035 04 within PrimeWine Group. This means that BGS Wine Im- [email protected] port can offer our customers very competitive prices at www.bgswineimport.se the same time as we are able to utilize all the advanta- ges of PrimeWine Group’s large-scale operations and the various companies’ expertise and networks. Through BGS Wine Import we can also develop our own, specially- designed products in association with our producers and at the same time enjoy the benefits of a small company. This gives us excellent potential to be able to offer the Swedish alcohol Monopoly several different products and give our producers the best possible support. Despite the recent establishment, BGS Wine Import has today several strategic listings in the fixed assortment at Systembolaget, and also products in the ordering as- sortment. We are constantly working closely with our ta- lented producers to develop the concept, presentation and quality that will have the best possible impact on Systembolaget’s buyers and the Swedish consumers. We strive to always be innovative, flexible and fresh thinking. We are a young and dynamic yet experienced team who are always open to new partnerships and busi- ness all over the world. MULTIBEV – THE LATEST COMPANY ON BOARD

Multibev is the latest company to become a part of ­PrimeWine Group. As a company, Multibev is not new to the Swedish market. It was formerly known as Solera with a long history on the Swedish market. After PrimeWine Group and Norwegian wine importer Solera Beverage Group entered a partnership, it became natural to incorporate Multibev into PrimeWine Group. At the moment Multibev works mostly with off-trade pro- ducts to Systembolaget and has a few strategic listings in the assortment as well as products listed in the ordering as- sortment. By coordinating logistics and economics, Multibev can work very effectively with all the benefits that come with being part of PrimeWine Group. Meanwhile we can offer the producers that work with Multibev all the advantages of a small company. With Multibev as part of PrimeWine Group we have strengthened the Group’s profile by becoming even stronger in Spanish and Portuguese wines - two very important countries for the Swedish market. Another ad- vantage is that we can very quickly match Systembolagets changes regarding practices as well as new inquiries con- MULTIBEV AB cerning products, origin and packaging. By having Multibev Södra Hamnvägen 9 on board, we can act even faster on these transitions while Hus K - Frihamnen not upsetting the balance and the collaborations we already 115 56 Stockholm, Sweden have with the other producers in PrimeWine Group. We Tel: +46 8 31 64 70 constantly keep searching for new partners to develop with [email protected] from all over the world. www.multibev.se ABOUT THE SWEDISH MARKET

THE SWEDISH MARKET IS A MIXTURE OF FREEDOM AND MONOPOLY

There are no shortcuts to success on the Swedish market. ISO-certified blind-tastings before being launched in the The existing situation is highly exceptional, with a mixture of Systembolaget retail outlets. government monopoly for consumer sales and free imports The range is divided into a number of different modules. and sales for the Horeca market. Success is dependent on The most important module is the BASE range which is dist- the possession of wide-ranging professional skills, excellent ributed via all 400+ retail outlets, and other wines can be contacts and a profound understanding of the way the placed in a number of subcategories with different degrees Swedish model works. of distribution. Competition is fierce, but most of the importers are very small. The 20 largest importers account for close to 90% of OUR PROACTIVE WORKING METHOD HAS the volume. Some of these are international companies CREATED SUCCESS FOR OUR PRODUCERS while others, like us, have genuine Swedish roots. Today, We work intensively and proactively to track and develop PrimeWine Group is among the three largest suppliers to new trends, so we can offer the Systembolaget purchasers Systembolaget. new and interesting products. We analyse and evaluate changes to the product range on a monthly basis in order INCLUSION IN THE SYSTEMBOLAGET to be able to identify and confront them as early as possible. RANGE IS ESSENTIAL FOR SUCCESS When the purchasers finally issue their tender requests we The government-owned Systembolaget is one of the are already well-prepared. worlds largest individual purchasers. It has over 410 retail We can proudly say that nobody in the business is better outlets around the country and 350 of these are self-service than us when it comes to conducting serious two-way com- shops. Systembolaget also distributes wines via specially munication with the Systembolaget purchasers. The proof of selected agents in parts of the country where the local mar- this is the fact that during 2006 to 2012 PrimeWine was the ket is too small to justify the overheads of a shop of its own. importer with the largest number of new listings in the Sys- Wide-ranging experience and insight into the workings tembolaget range. Today our producers are represented in of the Swedish system are essential for success. The relation- all of Systembolaget’s price segments and categories. ship between the Systembolaget purchasers and the impor- ters is strictly regulated in order to guarantee an objective procurement process and competition on equal terms. The wines on sale have been subjected to rigorous testing and ABOUT SWEDISH CONSUMPTION

WINE IS GAINING AN INCREASINGLY IMPORTANT ROLE IN THE NEW EUROPEAN SWEDEN

Today, Swedish cuisine maintains an international quality of wines at Systembolaget were BIB or Tetra Pak containers. In the highest class. Sweden has a new generation of Swedish Sweden a strong brand is not affected negatively by being chefs who are strongly influenced by the momentous chan- availible in a box, nor does this cannibalaise sales of the ges taking place in Europe, with its creative mixture of local same wine sold in bottle. tradition and international quality. Wine has an obvious and often pivotal role to play in this new cuisine. ORGANIC TRENDS CREATE NEW OPPORTUNITIES FOR WINES AS WELL CONTINUOUS GROWTH WITH GREAT POTENTIAL Organic wines are a product group currently enjoying the The Swedish wine market is the largest in Scandinavia and limelight. New production methods and larger volumes consumption in Sweden is increasing more than in any mean that organic wines are now able to offer quality and other European country. In spite of this, growth potential prices that make them highly interesting. The willingness of remains very large. consumers to pay a bit more for organic products has also Sales via Systembolaget account for the major part of the increased considerably. Today, if anything, it is the range of market, but restaurants, hotels and bars also play a crucial products available that limits sales. role as trend setters and marketing channels for new wines. This trend is noticeable in both the on-trade and off-trade Red wines dominate the market, but sparkling and rosé markets. Nowadays many restaurants take it for granted that wines are showing the strongest growth. they must be able to offer their more discerning customers an organic alternative. THE SWEDISH MARKET BUYS WINE IN A DIFFERENT WAY One specific feature of the Swedish market is the popularity of Bag-in-Box packaged wines (BiB). Many producers still associate the BiB concept with cheap wines aimed at consumers who care more about quantity than quality. But in the case of the Swedish market this is simply not true. In 2012 some 100 milion litres of BIB were sold, which is about 56% of the total volume. 93 of the 100 bestselling ABOUT THE SWEDISH MARKET

MARKET INTELLIGENCE

TRENDS IN THE SWEDISH OFF-TRADE MARKET WINE BY PACKAGE TYPE (PERCENTAGE OF SALES IN SEK) (PERCENTAGE OF SALES IN LITRES)

1999 BEER 18% 2000 2006 2009 2012

CIDER 2% 12% 18% 9% 55% 9% 56% 11% 57% SPIRITS 36%

WINE 44%

2011

BEER 23% 36% 35% 32% 70% CIDER 3%

SPIRITS 22%

WINE 52% BAG-IN-BOX BOTTLE TETRA

One big reason for wine to be able to grow by such a stay has been clear for a long time but we can now see temporarily been established. Perhaps Swedes are wait- pace was the introduction of the Bag-in-Box package in that the trend is slowing down. Since this package type is ing for the next big package innovation. the mid 1990’s. Ever since its introduction this package now growing at a similar pace to the rest of the package type has gained market shares. That Bag-in-Box is here to types for wine we can see that a state of equilibrium has OFF-TRADE PERFORMANCE

PRIMEWINE GROUPS ACHIEVEMENT IN STRATEGIC PRIMEWINE GROUP – OFF-TRADE SALES IN LITRES LISTINGS AT THE MONOPOLY FROM 2006 TO OCTOBER 2011

PRIMEWINE SWEDEN AB 42 VINUNIC AB 32 25 000 000 FONDBERG 32 WINEWORLD AB 31 20 000 000 ENJOY WINE & SPIRITS AB 30 ALTIA SWEDEN 27 15 000 000 OENOFOROS AB 26 SPENDRUPS BRYGGERI AB 25 10 000 000 GIERTZ VINIMPORT AB 24 NIGAB 20 5 000 000 JANAKE WINE GROUP AB 20 MONDOWINE SWEDEN AB 19 SIGVA AB 18 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

PHILIPSON SÖDERBERG AB 18 MULTIBEV BGS VINHANDEL AB 16 BGS THE WINEAGENCY SWEDEN AB 15 MONDOWINE VINIA SWEDEN AB 14 PRIMEWINE TEGNÉR HERMANSSON AB 12

TOP 3 SUPPLIER HOW DO YOU GROW BIG IN SWEDEN? Ever since we founded PrimeWine, the main goal has never been to be the biggest. Now The question is rhetorical, while we have the answer. PrimeWine works differently and harder looking back on 9 successful years, we can however proudly claim that we have become one than any other importer in Sweden. With knowledge and competence and of course the of the top 3 suppliers to Systembolaget with approximately 2,6 million 9 liter cases in 2012. good will of our producers, Primewine has won more strategical tenders, than our competi- tors in the market. ABOUT THE SWEDISH ON-TRADE MARKET

HORECA IS ONE OF OUR MAINSTAYS

ON-TRADE PERFORMANCE IN SEK 2004–2011

80

70 60 50 40 30 20 look for a partner who can offer advice and training to help develop wine lists and drinking concepts. 10 Many of PrimeWine Group’s staff members have a back- 0 ground in the restaurant business, which means we have an 2004 2005 2006 2007 2008 2009 2010 2011 2012 excellent understanding of the industries needs and circum- stances. We put a great deal of effort into two-way com- munication with our Horeca customers, and our sales team In contrast to many other importers, PrimeWine Group nightclubs, as well as most of the larger hotel and receives ongoing training so its members are able to act as regards the on-trade market as one of our mainstays, perhaps restaurant chains. consultants as well as salespeople. not in terms of pure volumes, but as a crucial strategic chan- In order to maintain our position as one of Sweden’s nel for marketing new wines to the right type of customers at PROFESSIONAL PURCHASERS leading wine suppliers, we must be able to offer a diverse an early stage. REQUIRE PROFESSIONAL SALES REPRESENTATIVES and balanced selection of wines in many different price seg- Today, we work closely with more than 600 restau­ Today most Swedish restaurants regard the wine importer as ments in addition to our expertise and services. All this forms rants and hotels in Sweden. Our customers range from one of their most important partners. the foundation of our long-term and rewarding business con- small local restaurants to exclusive establishment and Restaurants demand top quality wines and service, and nections with the Horeca market. ABOUT THE SWEDISH ON-TRADE MARKET

SOME OF OUR LARGEST ON TRADE CUSTOMERS IN SWEDEN

AG GOTHIA TOWERS MATVARUFABRIKEN SJ Head chef is a part of Swe- With the best view over Stockholm. Where the The Swedish State Railways’ dish national chef team Gothenburg, Gothia Towers traditional Swedish kitchen restaurants. is an experience beyond is served, good quality and ATMOSFÄR the ordinary warm atmosphere. STUREHOF Malmö’s first gourmet Ageless meeting place with restaurant. GRAND HOTEL NOBIS HOTELL/CAINA a restaurant, several bars Sweden’s premier hotel, Contemporary luxury hotel and a fantastic wine list. BISTRO located in Stockholm. in central Stockholm NAPOLYON TOTT HOTEL Stockholm. A recently re- GROUP F12 NORES A well known hotel for ski opened French bistro, im- Sweden’s leading restau- One of Scandinavia’s lar- enthusiasts, located in Åre. pressive wine assortment, rant group in the gourmet gest, and most important, very nice displayed. segment. purchasing organizations WALLERS Visby, Gotland. One of DIPLOMAT HOTEL INKÖPSGRUPPEN OPERAKÄLLAREN top-10 meat restaurants in Large hotel at the square Rica hotels, Sodexo, Rezidor, One of Sweden’s leading Sweden, impressive wine in Åre, traditional, pianobar, Norlandia, Strömma restaurants, opened in 1787. list. Wine bar and restaurant. LEJONDALS SLOTT PONTUS GROUP WERSÉNS DJURET Located in Bro, 50 km from Restaurants and catering in A legendary restaurant A newly opened restaurant Stockholm city centre. A the gourmet segment. located at the square in Åre. and extremely successful castle built around 1860, concept where tradition and passion ROLFS KÖK meet. Classic restaurant where ERIKS/ plainness and quality is core. GONDOLEN LAMMET OCH GRISEN Two of Sweden’s most Sälen and Öland’s most prestigious restaurants. visited restaurants COMMUNICATION WITH THE MARKET IS JUST AS IMPORTANT AS THE QUALITY OF THE WINES

One feature that distinguishes PrimeWine Group from most closely and provide them with effective ongoing sales support. markets together. All our activities are based on meticulous other importers is our investment in effective and innovative The alternatives for marketing wines in the Nordic region research. We then work closely with our partners to devise marketing and PR. We have a skilled PR and marketing de- are subject to a number of severe restrictions and consum- a realistic and efficient overall market plan, developing an partment inhouse, resulting in many targeted and successful er choice is mainly influenced by recommendations from individual strategy for each separate brand, often involving campaigns. This gives us the opportunity to track our products friends, the media and monopoly staff. Restaurants and bars new packaging and a new pricing strategy. also form a very important communication channel, particu- Thanks to Primewinebar and our seminars, we have larly for new wines and trends. opened our own unique channels. Primewinebar in Stock- The Nordic countries are among the countries with the holm is a good example of how important direct contact highest levels of Internet and mobile phone use in the with the market is for us. It is an independent company world, so of course these media are very important to us, with close links to PrimeWine Group. Primewinebar serves both as communication and sales channels. as a showroom for us and our partners, providing us with We also believe in consumer power and have a high a unique opportunity to market our producers and wines. presence on the social media arena where we are able to The bar also acts as a useful feeler out into the market get a direct contact with our consumers. When working to detect the trends that will be affecting us in the near fu- with the new media we believe in engaging the consumer ture. Public relations and events are central instruments in in different ways to get their input and to reach them with our marketing. Using our own and our partners’ wide con- new products and ideas. These interactions in combination tact networks, we can reach all the influential journalists in with regular marketing campaigns are designed to make the industry media, lifestyle magazines, blogosphere, daily our wines & brands top-of-mind products and to stress the newspapers and financial media, as well as the important uniqueness of every brand. decision-makers in culture, fashion, industry and business. We are early adopters when it comes to marketing strat- We continuously arrange well-attended seminars and egies that are outside the box and we look for the not so events with partners such as Moma, members of PrimeWine wine-obvious values such as design and the story behind bar and mediapartners. Our innovative attitude to market- and use these values to communicate with the consumers. ing has been validated by many truly successful launches. The most important thing for us is to achieve results, not to RESULTS ARE MORE IMPORTANT THAN TRADITION follow traditional patterns. PrimeWine Group works intensively on developing new and innovative ways to bring producers, distributors, media and QUALITY CONTROL

BEING ONE STEP AHEAD WITH QUALITY CONTROL

PRIMEWINE GROUP LABORATORY suit the tenders from Systembolaget. This hard work has paid a non wine producing country like Sweden. We now own One of the things that makes the Swedish alcohol retail mar- off as you can see on our sales figures. one of only three WineScan machines located in our market. ket unique is the high level of scrutiny Systembolaget gives We work continuously to make certain that our listings This gives us the opportunity to be one more step ahead of to their products. In addition to the comparative sensory tas- maintain their quality and regularly taste new batches th- our competitors and to be better able to work together with tings they also have their laboratory compare the chemical roughout a . Equally important as participating in our partners to ensure the highest quality standards on both profiles of wines to ensure that the correct wine is being de- tenders is working pro-actively. Part of our work is finding ends of the supply chain. livered. Systembolaget is constantly increasing the amount the niches for every producer and to use their individual The WineScan is configured for all major wine chemical of laboratory analysis being performed so we feel that it’s advantages when proposing new tenders for Systembola- parameters and provides results in 60 seconds. The Wi- important to stay one step ahead. As part of our forward vi- get. What we are looking for are tenders that will be very neScan operates by using Fourier Transform Infrared (FTIR) sion PrimeWine Group has built an inhouse wine laboratory attractive towards the monopoly and that are based on the technology to scan the sample. This same FTIR technique is to ensure our products always are inline with the highest unique strengths of our producers. used to measure sulphur dioxide levels by simultaneously quality standards. We have sourced winery grade lab equip- scanning both the liquid wine sample and SO2 in the gas ment to enable us to perform the following analysis: Alcohol FOSS WINESCAN evaporated from it. %, pH, Total Acidity, Density, Residual Sugar, Free and Total As an addition to our forward vision and commitment to This new level of accuracy now available to us is beco-

S02 and dissolved C02. quality Primewine Group have decided to invest in a Foss ming extremely important with new quality control deve- Our laboratory gives us a strong edge in comparison to WineScan. While these have become very common on the lopments at Systembolaget. Our goal is to be the importer other importers in the Swedish market. It allows us to diag- production side of the supply chain, they are much less so in with the highest quality record in Sweden. nose and resolve quality problems before they can threaten a product listing.

QUALITY CONTROL In the very competitive Swedish market we find it extremely important to focus on quality and quality control. As System- bolaget makes all their purchases based solely on a sensoric tasting we put a lot of time and resources into finding wines that best correspond to what they ask for. We have found it extremely successful to work closely with our partners and often visit them at their wineries to work on blends that best SUPPLY CHAIN

SUPPLY CHAIN – A VITAL PART OF PRIMEWINE GROUP

Professionalism and great experience characterizes the partnership with PostNord guarantees us a professional and 80% of PrimeWine Group’s distribution and are of course a Supply chain of Primewine Group. We are a team of five pe- wide ranging partner to transport, stock and distribute in an vital part of our supply chain. ople handling our flow of goods from Europe, South Africa, eco friendly and yet competitive way. When it comes to wholesalers and restaurants, the orde- USA, South America, Australia and New Zealand. PrimeWine Group has great knowledge in handling the ring and distribution routines for this market are different Together with our logistical partners world wide the complex flow of bulk logistics, shipping from all over the and more individual. The volumes can vary greatly and for supply chain department handles a great variety of ship- world to our filling partners in Europe and finally distributing these deliveries we use lorries or small delivery vans. ping routes and volumes. Efficient and secure stock keeping, in Sweden. In our portfolio we currently have several pro- When it is possible within Europe we transport on electric logistics and distribution are essential for any wine impor- ducts produced this way. trains or use intermodal solutions. ter looking to achieve success and build confidence. Our Direct deliveries to Systembolaget account for more than CASE STUDY

CASAS PATRONALES A SUCCESS STORY STILL GOING STRONG!

PrimeWine started working with Casas Patronales in 2007. lot less energy when transported. This bottle will also The media strategy for Casas Patronales has been to reach During the spring of 2009 we launched two strategic bag-in appear in May 2011 when a temporary listing is intro- a broad audience with a slightly female skew. Therefore we boxes, the white Casas Patronales and the Casas Patronales duced for a shiraz. chose to successfully go with large ads in evening newspa- rosé. Before the launches major efforts were made to develop So since 2007 Casas Patronales has achieved five strate- pers, TV sponsorship and online-TV sponsorship on one of a marketing strategy which included a new design of the box- gic listings and one seasonal. What is behind this fantastic the largest entertainment documentaries with a wide target es to attract the Swedish consumers. This was done in close development? Mutual trust and a close collaboration on group in Sweden. The wines from Casas Patronales were dis- collaboration between PrimeWine and Casas Patronales. how to best produce wines, packaging designs and PR played at the largest consumer food & wine trade fair and as The two boxes quickly moved up to a top position & marketing strategies to meet what the Swedish mar- main sponsor at a number of events pinpointed to meet the in its respective segments and are still to this day best ket demands. This has built Casas Patronales to be one of right target group. Today Casas Patronales is the best sel- sellers. In the spring of 2010 we also introduced the red Swedens most powerful wine brands. ling on the Swedish market! box, Casas Patronales on the Swedish market. As with the launch of the white and the rosé box we worked out a selected marketing strategy in order to sell a big number of boxes via Systembolagets ordering assortment. Thanks to high awareness and innovative marketing this was an immediate success and in the summer of 2010 it had sold so well that the red box advanced straight to the general assortment. In April 2011 we launched Casas Patronales rosé in a 1 litre tetra and it was selected by Systembolgets’ con- sumer panel. The design of the tetra has been chosen to match the successfull bag-in-box designs. At the same time the first Casas Patronales bottle wine was laun- ched which also won a strategic listing and it’s a blend of , and gewurztraminer. This blend is also carefully selected for the Swedish market with an environmental responsibility close at heart and the wine comes in a light weight bottle which uses a CASE STUDY

LAROCHE 2 YEARS OF COLLABORATION AND 2 NEW MONOPOLY LAUNCHES!

The name Laroche was for a long time synonymous with Once the listing was procured, next step was an efficient Chablis wines, but the entrepreneurial and visionary Michel launch campaign, with efficient PR and promotions. This, Laroche managed to extend the name and the brand into in combination with excellent quality at an attractive price covering four corners of the world, via the south of France, to point and with the Laroche umbrella brand communicated Casablanca in Chile and finally to Stellenbosch, South Africa. as a quality guarantee, the Punto Niño Reserva With separated original brands, Mas la Chevalière, Viña Punto had one of the most successful October launches at the mo- Alto and L’Avenir brought together by a Laroche umbrella nopoly. This in terms of over exceeding the volume expecta- brand acting as a quality stamp for the whole range, the tions set prior to the launch. From an estimated 80 000 bott- Laroche brand is extended, lending associations of prestige les per year, we now expect to sell approximately twice that and heritage and gaining fresh contemporary image. volume! At the same time we more aggressively introduced Sharing the same innovative and entrepreneurial visions the Chilean range to the on trade, in order to maximize the and fresh approach to business, it is no wonder that PrimeWi- visibility impact. ne and Laroche is an excellent match on the Swedish market. But the work doesn’t stop here. Evaluating the “look” of The collaboration between PrimeWine and Laroche star- the Chilean wines, we found that they lacked the competiti- ted in the summer of 2009. In Sweden, the French side of La- ve edge that would make them stand out on the monopoly roche wines was long established with steady sales, but the shelves and we mutually agreed on a face lift of the label, new world brands were not visible in the market. Through giving it a crisper look with brighter colors, making it stand mutual hard work, before the end of 2010 we had procured out in the shelf. one strategic listing for a Chilean Pinot Noir; Punto Niño Re- These successful launches are an example of a strategic serva Pinot Noir as well as one large seasonal summer listing brand extension! Building on the well known and popular for a South African Pinotage; L’Avenir Pinotage. wines L and Chablis St Martin we will continue From proactively working with the monopoly we were to strengthen the Laroche brand together. well prepared to answer the tender requests and had in depth knowledge about the style of wine that was re- quested. Our quality team and Laroche winemakers worked closely together in South Africa and Chile to produce the best possible style of wine to match the requirements of the tender. The hard work paid off and the success was a fact. ALEXANDER BONNET

CHAMPAGNE ALEXANDRE BONNET AN EXAMPLE OF A SPECTACULAR LAUNCH

GROWTH RATE - ALEXANDRE BONNET VS MARKET (2006 = INDEX 1,00)

Index (Index 2006=1,0) ALEXANDRE BONNET 3,0 2,5 2,0 1,5 MARKET 1,0 0,5 0,0 2006 2009 2012

Alexandre Bonnet has, since its release in 2005, grown to be one of the largest Champagne houses in Sweden and is, during 2010 the 7th largest, in liters at the Swedish Mono- poly. Together with Alexandre Bonnet’s rosé pair launch in October 2009 the brand is now at number six in terms of vo- lume. In December 2009 we released 2003 Alexandre Bon- net Millésimé through the Monopoly ordering assortment. Thanks to great demand, this new release soon followed its predecessors ending up in the general assortment. Santé! In late 2012 we together with Alexandre Bonnet made a design update on the entire range to give the products a more elegant and clean expression. 2013 and onwards look very promising. The graph shows that Alexandre Bonnet had a higher growth then the (off trade) market. PRIMEWINEBAR – AN ENTIRELY UNIQUE MARKETING CHANNEL

Primewinebar in Stockholm has become exactly what we imagined as we laid our plans for opening day: a true wate- ring hole and meeting place for wine and food lovers. Since we opened we´ve made a number of changes and impro- vements in order to be able to accomodate more guests. The wine bar can now seat 40 people for dinner and have after works with wine tasting and smaller dishes for 60 pe- ople standing. This is a unique channel through which we at PrimeWine Group can communicate with consumers. At Primewinebar the guests can get better acquainted with with wines from essentially all of the world’s wine- producing regions and countries in an unpretentious and pleasant setting designed by renowned architect Thomas Sandell. The celebrated chefs prepare inspired classic dis- hes with an Italian twist. An inviting atmosphere where the guests can enjoy the wines from PrimeWine Group with gui- dance of the very knowledgable staff. The wine bar is open to everyone regardless of their fa- miliarity with wine, and the sommeliers at the bar are happy to guide the guests through the world of wine. The extre- mely popular free membership includes invitations to wine tastings, meetings with wine producers and current wine information and recommendations. The members form a very important marketing channel for communicating news PRIMEWINEBAR about all our unique products. The bar serves a large num- Östermalmstorg 5 ber of wines by the glass and on every glass there is a tag 114 42 Stockholm, Sweden with information about the wine. The tag is greatly apprecia- Tel: +46 8 664 66 64 ted by the guests and they bring it with them as a reminder [email protected] for the next time they go to Systembolaget. www.primewinebar.se INCREASED INTEREST IN A MULTI-LEVEL ORGANIC APPROACH

The interest and demand for an organic approach is intensi- Our partnership with Green Cargo guarantees us a pro- fying in all stages. And this is not restricted to the ability to fessional and wide-ranging partner to transport, stock and offer the market first-class organic wines. Systembolaget, distribute in an eco-aware and yet competitive way. Horeca and the ordinary consumer expect production and Green Cargo is an international logistics company owned logistics to be conducted with ecological overtones as well. by the Swedish Government. It is synonymous with active We often help our producers to develop wines and pack- environmental work and an ecological approach to every aging adapted to Swedish customers preferences. Many last detail. Green Cargo mainly transports goods by electric producers already work in an organic way before they be- trains and its entire business has been given the “Good Envi- come our partners, but have not specifically emphasised or ronmental Choice” certification – possibly the strictest ecola- reinforced these important added values. belling system in the world. PrimeWine was the first importer with a white organic Direct deliveries to Systembolaget ac- and KRAV-certified BiB wine in the Systembolaget range. At count for more than 80% of PrimeWine present, we have a number of organic wines in our standard Group’s distribution. The ordering and dist- range. ribution routines for the restaurant market An organic outlook is important for us in other ways as are different and more individual. The volu- well. We are aware that cultivation and processing have an mes can vary greatly and deliveries are made environmental impact, as do transportation, packaging and in vehicles ranging from lorries to small de- waste products. livery vans. Green Cargo ensures that these Environmental aspects are also important when we select are also managed in the best possible eco- our partners. One example of this is choosing to manage our friendly manner. logistics in association with Green Cargo; in addition, our sa- lesteam only drives environmental cars.

PROFESSIONALISM AND ECO AWARENESS LED US TO CHOOSE GREEN CARGO AS OUR LOGISTICS PARTNER Efficient and secure stock-keeping, logistics and distribution are essential for any wine importer looking to achieve suc- cess and build confidence. CSR

CSR - CORPORATE SOCIAL RESPONSIBILITY AT PRIMEWINE GROUP

CSR AND SUSTAINABILITY AT PRIMEWINEGROUP 3. Environmental aspects have been defined for our busi- and environmentally sustainable drinks supplier chain is an We define CSR i.e. Corporate Social Responsibility as Sus- ness processes and we hold a Environmental Diploma important part of this work. tainable Development. Our common world is today under based on ISO 14001´s principles. Our environmental ef- immense social and environmental pressure. This pressure forts are revised annually by an external auditor. A TRIPARTITE SOCIAL RESPONSIBILITY is mainly caused by population growth and a just-in-time We are also committed to increase the volumes of Ecologi- We divide our social responsibility into three working areas: oriented globalized trade. cal/Organic wines as well as environmentally sound logistics our alcohol policy mandate, our commitment to the alco- In our view it is no longer enough to engage only with solutions and light weight bottles. hol issue, and our CSR work. Our Alcohol mandate lies at the specific actions or initiatives like philanthropy or climate heart of our business operations. compensation. We define CSR strategically and have made In 2012 we worked hard with raising CSR awareness inter- Systembolaget also work with alcohol issues by sup- it an integral part of our business. nally through workshops and lectures. We will continue our porting analysis of and research into alcohol, the communi- Our CSR Actions are defined within three different areas; efforts in 2013. cation of alcohol-free alternatives, and our IQ-initivativet AB 1 Business growth, 2 Social Accountability and 3 Environme- subsidiary company, which highlights good examples of a ntal focus. CSR ACCORDING TO SYSTEMBOLAGET smarter approach to alcohol. Our operations affect the world in which we live, both in Our social responsibility also includes the work we carry 1. Continued Financial Growth. At the very core is our bu- Sweden and globally. It is consequently important to Sys- out with the aim of performing our mandate in a socially, siness, without a successful, predictable and sustainable tembolaget and only natural for us to act in a socially, envi- ethically and environmentally responsible way. We use CSR business we cannot invest in and become a more sus- ronmentally and ethically responsible manner in our stake- (Corporate Social Responsibilty) as a collective term to refer tainable organization. We shall continue to grow with holder relationships. to this work. social and environmental consciousness. Systembolaget’s operations, including our sustainability 2. Social Accountability. We are active members of BSCI work, are based on our mandate. We have chosen to em- and continuously engage with our suppliers in order ploy the UN initiative, Global Compact and its four areas – to ensure a safe and sound work environment in defi- human rights, labour, environment and anti-corruption – as ned risk countries i.e. those with human rights issues. As the framework for our sustainability work. We use CSR, Cor- BSCI Members our producers are audited on social ac- porate Social Responsibility, as a collective term for this ap- countability by a certified third party. We are also aware proach. Systembolaget, together with the other Nordic Al- that we as a major actor in the Swedish Market have an cohol monopolies, are a significant global purchasing player, obligation to promote responsible alcohol consump- and we are hence uniquely positioned to exert a sustainable tion. influence. Working towards the establishment of a socially CONTACT

Illustration of Primewine Group Office

PrimeWine Sweden AB Mondowine Sweden AB Primewinebar BGS Wine Import AB Multibev AB Södra Hamnvägen 9 Södra Hamnvägen 9 Östermalmstorg 5 B Södra Hamnvägen 9 Södra Hamnvägen 9 Hus K - Frihamnen Hus K - Frihamnen 114 42 Stockholm, Sweden Hus K - Frihamnen Hus K - Frihamnen 115 56 Stockholm, Sweden 115 56 Stockholm, Sweden Tel: +46 8 664 66 64 115 56 Stockholm, Sweden 115 56 Stockholm, Sweden Tel: +46 8 679 52 00 Tel: +46 8 665 32 30 [email protected] Tel: +46 8 410 035 04 Tel: +46 8 679 52 00 [email protected] [email protected] www.primewinebar.se [email protected] [email protected]

www.primewine.se www.mondowine.se www. bgswineimport.se www. multibev.se Lannér and Love Systembolaget.se Garell, Lubbe by Photos