1 BIN 525 SHIRAZ GRENACHE 26 December, 2015. 2 Background Overview Objectives & strategy Product Pricing Promotion Place Agenda.

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BIN 525 SHIRAZ GRENACHE

April 21, 2023

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• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

Agenda

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Background

• A key strategic driver of the Wyndham Estate brand strategy is innovation

• It will help transform the brand into a genuine, credible, upscale Shiraz specialist

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Background

• The BIN range:– Is our volume and value driver– Has the greatest reach of any Wyndham Estate range

• Expanding our Shiraz footprint at BIN level:– Demonstrates our Shiraz prowess– At our most visible and accessible level of the brand ladder

• Our existing range of BIN Shiraz wines:– BIN 555 Shiraz– BIN 515 Shiraz Viognier– BIN 505 Shiraz Rose– BIN 555 Sparkling Shiraz

• Will be complemented by:– BIN 525 Shiraz Grenache

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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Overview

• BIN 525 Shiraz Grenache:

– Available ex Rowland Flat from November 2008

– On tasting/sale pre-Christmas 2008 at Cellar Door

– Launches in Canada from March 2009

– Allows consumers to explore an interesting Shiraz blend within the ‘safety zone’ of a trusted brand

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Overview

• Adding BIN 525 Shiraz Grenache to the portfolio helps us:– Affirm the brand’s position as an upscale Shiraz specialist

– Enrich the Wyndham Estate brand experience– Inject energy and vibrancy into the brand

– Engage gatekeepers with ‘new news’– Increase facings and visibility

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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Objectives

• Seed this new BIN wine in Canada and Australia in 08/09– In Canada

• Launch in Ontario in March 2009, followed by Alberta and British Columbia• Target 5,000 x 9L cases

– In Australia• Exclusive to Cellar Door• Target 200 x 9L cases

• Include BIN 525 Shiraz Grenache in all gatekeeper tools / tastings

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Strategy

• Strategic drivers will be

– Winemaker road-shows to drive sales force knowledge and gatekeeper support

– Trade incentives to drive widespread distribution

– Line pricing with BIN 555

– Merchandising next to 555

– Advertising BIN 555 to build awareness (especially recognition) at the point of purchase (where consumers will discover BIN 525)

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Insight

• BIN 525 responds to the trend of consumers being more experimental– Consumers want to “break the monotony of routines” and

have an “appetite for things unexpected, original and ever changing”

– Consumers want to “stand out, not conform, which drives exploration and experimentation”

Source: Datamonitor, April 2007

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Insight

• Offering more choice to consumers who want to experiment ‘safely’– “It will be increasingly important to offer consumers

their favourite brands with new exotic sensory twists. However, a good way of not alienating core consumers is to marry new flavours with traditional ones.”

Source: Datamonitor, April 2007

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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Front & back label copy

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Winemaking

• Grenache parcels were fermented on skins at mid to warm temperatures to ensure the integration and softening of the natural grape tannins.

• Shiraz parcels were fermented at slightly cooler temperatures with some extended skin contact to maximise varietal spicy flavour and colour extraction.

• Final selection criteria prior to blending included freshness and generosity of spicy berry flavours combined with soft, integrated tannins.

• The wine was blended, clarified and then bottled as soon as possible after harvest in order to capture the attractive youthful fruit flavours which are such a key component of this style.

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The wine

• Colour– Vibrant crimson red with youthful purple hues.

• Bouquet– Bright fresh red berry fruits, currant and raspberry, enhanced by floral and spice Grenache aromas.

• Palate– A rich soft, medium bodied wine showing fresh berry fruit flavours; plums, dark cherries with slight

savoury spice characters evident. It is generous on the mid palate, with fine tannins and a careful balance of integrated oak - all of which contribute to a wine of freshness and intensity.

• Grape varieties– Shiraz 51% , Grenache 49%

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Food matches

• BIN 525 Shiraz Grenache is a good match with Asian food and tomato based pasta dishes

• We also suggest trying it with:– Peking Duck pancakes with Hoi Sin dipping sauce – Smoked Chicken with Goats curd cheese– Hearty tomato based casseroles such as lamb shanks

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Tasting notes

• Tasting notes available via the Wyndham Estate extranet

• Go to: – Marketing Mix/Product/Tasting notes

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Stock availability

• Stock will be bottled and available to ship from November 2008

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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Pricing

• BIN 525 Shiraz Grenache will be line priced with BIN 555 Shiraz

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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A&P strategy

• Key A&P drivers will be…– Advertising BIN 555 to build top-of-mind awareness and ‘BIN’ pack

recognition– Trade incentives to drive distribution and visibility– POS material to draw attention to this new wine at the point of purchase– Winemaker road shows and the associated

• Trade education to drive recommendation• Gatekeeper PR

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POS

• The artwork for the shelf-talker pictured is available on the Wyndham Estate Extranet

• Go to: – Library/Artwork

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Trade education

• By 1 January 2009, we will update the ‘BIN to Black Cluster’ Shiraz tasting module to include BIN 525 Shiraz Grenache

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Images

• Product images (photographs) will be available via the Wyndham Estate distributor extranet from December 2008

• Go to: – Library/Images

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Agenda

• Background• Overview• Objectives & strategy• Product• Pricing• Promotion• Place

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Place

• The key channels are…– Large off trade retailers – where most of the

category volume is sold – Fine wine & destination outlets (where upscale

offerings are hand sold)– Casual on trade (e.g. bistros)

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Summary

• BIN 525 will…– Enrich the Wyndham Estate brand experience– Strengthen our premium Shiraz credentials– Allow us to romance gatekeepers with exciting news and

distinctive wine– Enhance in-store visibility– Generate new distribution and profit streams