Mon Frère Brand Video Brand Background BRAND PURPOSE To cultivate & celebrate the bonds of friendships that bring us joy & meaning to our lives. BRAND PERSONALITY Charismatic, light hearted, honest, passionate BRAND BELIEF AND BEHAVIOR The bonds of meaningful friendships are what keep us connected, challenged, and give our lives more purpose. Mon Frère celebrates the bonds of friendship by being the wine that brings people closer together. TARGET CONSUMER Age: Millennials, 25-34 and secondary target, 35-45 Profile: They are just past the introductory phase of wine, looking to learn more and explore a range of wines beyond value brands. They also appreciate the conviviality of drinking a well made wine with friends! Brand Background Key Selling Points The Mon Frère range is backed by an exceptional winemaking team, led by Tom Hinde. Mon Frère is produced by Taub Family Vineyards, whose wines have an established track record with 90+ ratings. California Cabernet Sauvignon, Chardonnay & Pinot Noir in the $13.99 - $16.99 price segment have shown strong growth in volume and value over the past 4 years. (Source: Nielsen 52 wks ending 2/23/19) Packaging Whimsical but sophisticated design Screw • Cap • Each varietal has a different illustration First 500 cs of • Chardonnay is screw cap, while reds are cork Chardonnay will be in cork • Shipper design matches packaging Packaging Friendship Quote Brand Story Different for each varietal Friendship Symbol Special Edition Hand drawn, custom illustration, different for each varietal Label Details Labels – Full Range THE WINES The Mon Frère Chardonnay style leans more toward a fresher style with Chardonnay judicious, though not dominant, use of oak. Wine Style Profile Steely, Rich flavors un-oaked, crisp of toasty oak and lean and butter Murphy- J. Lohr Mon Frère Kendall Josh Butter Goode $12.99 $15.99 SRP Jackson $12.99 $13.99 $12.99 $12.99 Promo $12.99 Cabernet Sauvignon Wine Style Profile The Mon Frère Cabernet Sauvignon style expresses concentrated and ripe fruit with firm tannin structure while remaining approachable and smooth. Bold, concentrated, Light, fruit- dense fruit with forward and defined tannic quaffable structure Mon Frère Murphy- KJ Vintner’s Joel Gott J. Lohr Josh Carnivor Goode Reserve $15.99 $16.99 SRP $15.99 $12.99 $10.99 $14.99 Promo $12.99 $17.99 Pinot Noir The Mon Frère Pinot Noir style delivers ripe, aromatic rich fruit and velvety Wine Style Profile round tannins. Light, fresh Ripe, rich fruit and fruit and round forward tannins Mon Frère Meiomi Josh Hahn Dreaming Bread Estancia & Butter $11.99 $16.99 SRP $19.99 $15.99 $12.99 Tree $14.99 Promo $12.99 $13.99 CHARDONNAY Beautiful delicate golden color with aromas of citrus, pear and stone fruit lined with floral notes and a hint of nutmeg and vanilla on the finish. A rich, round mouthfeel with perfectly balanced acidity and minerality followed by a refreshing finish. VARIETAL: 100% Chardonnay PRODUCTION AREA: This wine is a blend of Coastal Ranches, Lodi Ranches including Mendocino, Lodi and Monterey. The growing sites add layers of ripeness, fruit flavors and acidity structure in this hand tended fruit. A blend of clones Dijon 95 and 76, mature vine clone 4. VINIFICATION: Grapes were gently whole cluster pressed. The juice was settled off heavy lees and tank fermented. Temperatures were in the 65-72°F degree range. Using Burgundy Isolates yeast, the wine underwent only partial malo-lactic (ML) fermentation in tank. Aged in 100% French oak for 10 months. TECH INFO: pH: 3.56 - TA: 5.99 g/L - Alcohol: 13.5 % SERVING SUGGESTIONS: Ideal with cream sauces, seafood, and poultry dishes. Tasting Notes CABERNET SAUVIGNON This Cabernet Sauvignon has a rich garnet color with deep, purple layers. On the nose, this wine has aromas of plum and blackberry, layered with elegant floral tones of lavender and sage that enhance its vanilla tones. Fruit explodes on the palate with bold texture and a juicy mouthfeel. Bright acidity compliments the rich flavor profile and delivers a long finish . VARIETAL: 90% Cabernet Sauvignon, 7% Merlot, and 3% Tannat PRODUCTION AREA: Grapes are sourced from vineyards on the North Coast (Napa, Sonoma, Lake and Mendocino Counties), Lodi and Paso Robles. Coastal growing sites add layers of ripeness, fruit flavors and acidity structure in this hand tended fruit. VINIFICATION: Harvested in late September. All of the fruit is hand-sorted, fully destemmed and crushed in stainless steel tanks. Cold soaks (5-7 days), warm fermentations (85-90 degree range), and moderate pump-overs. Total skin contact ranged from 18-25 days. Full malolactic fermentation on lees using Native yeast and D254. Aged for 9 months in 90% French and 10% American oak. Only 10% new oak is used each year. TECH INFO: pH: 3.62 - TA: 5.88 g/L - Alcohol: 13.5 % SERVING SUGGESTIONS: An excellent match for the most flavorful of foods. Enjoy with red meats, including grilled beef and lamb, pasta dishes, rich sauces and ripe cheeses. Tasting Notes PINOT NOIR Vibrant purple-garnet in color with enticing aromas of cherry, raspberry and plum, and a faint violet hint surrounded by subtle spice from integrated French oak barrel aging. Well balanced palate with refreshing acidity and luscious tannins yielding a plush weight and a soft, silky mouth feel. VARIETAL: 100% Pinot Noir PRODUCTION AREA: A blend of Sonoma Coast vineyards, Santa Rita Hills Vineyards in Santa Barbara and Santa Lucia Highlands and Vineyards in Monterey. A full spectrum of Pinot Noir clones are represented in this wine. Older traditional California selections such as Martini, 2A, and Pommard are complemented by a variety of Dijon clones (115, 667, 777 and 828). VINIFICATION: Grapes are harvested in early September. All of the fruit is hand-sorted and fully destemmed with no crushing. Cold soaks (4-5 days), warm fermentations (85-90 degree range), and minimal punch downs. Total skin contact ranges from 11-18 days, with wine put to barrel on the lees for malolactic fermentation. Racking is minimal, with only one base blend to allow the new wine to “marry” in the barrel before bottling. Native yeast is used on small lots using cultured burgundy isolates. Aged 10 months in 100% French oak (25% new oak). TECH INFO: pH: 3.72 - TA: 0.542 g/100 ml - Alcohol: 14.1 % SERVING SUGGESTIONS: Enjoy with grilled and roasted meats such as lamb, pork or chicken and dishes made with light sauces. A match for medium aged cheeses. Tasting Notes NIELSEN DATA CALIFORNIA WINES VOLUME GROWTH 2016 TO 2018 BY PRICE SEGMENT (750ML) • California wines across major price segments have grown in volume the past 5 years. • The $13 - $16.99 segment has increased 7.7% or 405K cases in the last year. Source: Nielsen 52 wks ending 2/23/19 Top 30 750ml California Wines Cases, by Brand, for Cab Sauv, Chardonnay, Pinot Noir • Kendall-Jackson, Josh, Robert Mondavi & Clos Du Bois are the leading brands that sell all three types. • Meiomi, Mark West & Mirassou are predominately Pinot Noir with a small portion of Chardonnay. • Kendall-Jackson sells predominately Chardonnay in their portfolio. • Josh & Robert Mondavi sell predominately Cabernet Sauvignon. Source: Nielsen 52 wks ending 2/23/19 Marketing Campaign & POS Fun, hi-energy life-style images evoking those special moments shared with close friends! Lead Creative Ceiling Dangler Available August 1st in FLOW Pole Topper Case Talker 3 Case Rack st Floor Decals th Available May 1 in FLOW Available July 14 in FLOW Available May 1st in FLOW Available May 1st FLOW Not final design Not final design Marketing Materials Sales Goal Tracker Poster Team up sales 5K Cases managers to reach goals (PODs/Cases). Customizable tracking posters enables you to 20 write in goals. Write New team member names PODs on movable boxes and move the boxes up as they reach higher sales. • Image not final • Custom printed upon request Cold Box Sticker Posters – 3 Types Available May 1st in FLOW Available May 1st in FLOW Marketing Materials Winery Packed Bottle Neckers (6/per 12 pk cs) Tattoos: Polo Shirt Bracelets 2 Designs Available mid August in FLOW Design not final Available mid July in FLOW Available May 1st in FLOW Marketing Materials Mon Frere Launch Worksheet 11-Mar-09 Brand Info Timing Brand targets/Supports Brand Mon Frere DATE Key competitive set SP/cs $10.00 Supplier TFV Information Date 3/11/19 Brand 1 Josh Display target (cs) 3 Country of Origin USA Target Launch Date (month & year only) 6/1/19 Brand 2 J Lohr Core account type target Business Unit PBI Date Product will be ready to order 3/15/19 Brand 3 Kendall Jackson Indy 1 Ship Points WW Date Product will be avaialble to ship 3/20/19 Brand 4 Joel Gott OFF Chain 2 Brand Development Director Pete Willcock / Michael Goldenberg Date Samples are Ready 3/15/19 Brand 5 Murphy Goode Club No Club Yr 1 Brand Manager Susan Bocanski TTB label approvals complete? Yes Off Mix Target 65% Indy 3 ON US resident Brand Ambassador State registrations initiated? Yes On Mix Target 35% Chain 4 Tech Information DIMENSION CM. BOTTLE PALLETS GROSS PRODUCT Alcohol DIM. CUBIC SIZE BTLS PER CASE FULL UPC CODE SCC CODE WEIGHT content FEET W DESCRIPTION L (cm) W (cm) H (cm) POUNDS H (in) L (in) CS (in) layer Layers per CS Mon Frere Chardonnay 14.10% 750ml 12 0-86785-49415-9 10086785-49415-6 35.56 26.67 30.18 36 56 4 14 Mon Frere Pinot Noir 13.90% 750ml 12 0-86785-49418-0 10086785-49418-7 36.2 27.46 30.28 40 56 4 14 Mon Frere Cabernet Sauvignon 13.90% 750ml 12 0-86785-49416-6 10086785-49416-3 31.27 23.5 31.9 36 56 4 14 Kickoff Budgets and Materials Marketing