1 GEORGE WYNDHAM SHIRAZ TEMPRANILLO 22 December, 2015.

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GEORGE WYNDHAM SHIRAZ TEMPRANILLO

21 April 2023

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

Agenda

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Background

• The George Wyndham range is a super-premium tribute to our founder that reinforces the brand story, adds premium cues and enriches the brand experience

• Today it comprises• Shiraz• Shiraz Cabernet• Shiraz Grenache• Cabernet Merlot• Semillon Sauvignon Blanc

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Background

• We want to innovate with Shiraz at George Wyndham level because it will help transform the brand into a genuine, credible, upscale Shiraz specialist

• We also believe edgy Shiraz blends could be more unique and successful than traditional blends

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Agenda

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

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Overview

• We are adding George Wyndham Shiraz Tempranillo to– Affirm the brand’s position as an

upscale Shiraz specialist

– Strengthen our Shiraz footprint at the super-premium level

– Inject energy, modernity, vibrancy through an “in vogue” variety

– Engage gatekeepers with ‘new news’ about a unique blend

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Agenda

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

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Objectives

• Seed this new George Wyndham wine from late FY09– In New Zealand

• On trade launch April 09

• 100 9L cases FY09

– In Australia

• Exclusive to Cellar Door

• 100 9L cases FY09

– In Canada

• Subject to the Provincial tender process

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Insight

• George Wyndham Shiraz Tempranillo 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 • Product• Pricing• Promotion• Place

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Tempranillo

Origins• Tempranillo is the premium red

wine grape variety from the Rioja region in Northern Spain

• This variety is the backbone of the wines of the Rioja and the Ribera del Duero regions in Northern and Central Spain

• It is a component of Ribera del Duero's famous Vega Sicilia, the Spanish equivalent to Grange.

• Temprano means early in Spanish and Tempranillo earns its name from its propensity to ripen early

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Tempranillo

In Australia• This variety is now challenging

Sangiovese as the up and coming star of the red varietal wine scene in Australia

• It is grown in many Australian wine regions from the King Valley to McLaren Vale and the Barossa to Margaret River

• New plantings over the past five years are just beginning to bear

• In fact, on a percentage growth basis, Tempranillo is growing in popularity more rapidly than any other red variety

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Tempranillo

Winemaking• Tempranillo makes wines which

have good colour and good fruit flavours along with low acid and low tannins

• This adds up to an easy drinking style of wine that matches very well with a range of foods

• The wine also goes well with American oak, a fact which many winemakers are exploring in Australia

• And suits Australia’s (generally) warm climate

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Tempranillo

Wine style• Medium to full depth of colour,

flavours tend toward black cherries, berries and currants with an attractive lush soft texture

• Many describe the characteristics as being like a cross between Cabernet Sauvignon and Pinot Noir

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Shiraz Tempranillo

Rationale for a Tempranillo blend• Tempranillo from Spain (and Rioja

in particular) is growing strongly in the world’s largest wine markets

• It is well suited to Australia’s climate and has been widely planted in Australia

• It will be promoted and developed by premium Australian producers and is expected to quickly gain popularity

• Shiraz and Tempranillo are very complementary varieties when blended, offering an interesting, edgy new blend to our portfolio

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Front & back label copy

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The wine

Grape varieties 70% Shiraz, 30% Tempranillo

Regionality

Adelaide Hills/Barossa Shiraz Tempranillo claimed on its front label, and regional characteristics detailed in the back labelcopy

Awards to date

Top 100 and Blue Gold medal, 2009 Sydney International Wine Competition

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Winemaking

• Extensive tasting of the ripening fruit helped the winemaking team to harvest fruit at optimal ripeness

• Shiraz and Tempranillo parcels were crushed and fermented• Fermentation using neutral yeast strains took place over a period of 10-12

days, and involved the use of a variety of cap-management and temperature regimes to ensure excellent flavour, colour and tannin extraction occurred

• Parcels of wine, once pressed off skins, underwent malolactic fermentation with maturation in French oak barrels

• Only parcels that showed concentrated ripe berry characters with balanced structure and complexity were used in the final blending

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Food matches

• Tempranillo is as much about texture and feel as actual flavour, with the signature tannins of Tempranillo creating a savoury backbone which offers an ideal foundation to match food with.

• Some food matches for George Wyndham Shiraz Tempranillo include; char-grilled and roasted meats, Moroccan dishes, sheep’s milk cheese and traditional Spanish Tapas.

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Tasting note

• This can be downloaded from the Wyndham Estate extranet at:

• http://extranet.wyndhamestate.com/home/library/tasting-notes

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Agenda

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

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Pricing

• George Wyndham Shiraz Tempranillo will be line priced with George Wyndham Shiraz

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Agenda

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

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A&P strategy

Key A&P drivers will be…– Winemaker visits to educate the sales

team, trade, wine writers, wine educators, etc.

– Tools to drive distribution– Sales force incentives– Trade presenters– Trade advertising– Trade presenters

– POS material and gift packs– To draw attention to this new wine at

the point of purchase– In particular, shelf talkers to highlight

local ratings and awards– A range of POS ideas and artwork can

be downloaded from the Wyndham Estate extranet at: http://extranet.wyndhamestate.com/home/library/artwork/george-wyndham-pos

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Advertising

• George Wyndham print advertising artwork templates can be downloaded from the Wyndham Estate extranet at:

• http://extranet.wyndhamestate.com/home/library/artwork/consumer-advertising

• This twin pack can house a variety of bottle combinations

• For example– 1 x George Wyndham Shiraz & 1

x George Wyndham Shiraz Tempranillo

• You can:– Order them from us as a

finished good – all packed up and filled with stock, or

– Download the artwork from the Wyndham Estate distributor extranet to produce them locally and pack them locally

– http://extranet.wyndhamestate.com/home/library/artwork/gift-packs

George Wyndham gift pack

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Gatekeeper education/PR

• All 3 gatekeeper programs have been updated to include George Wyndham Shiraz Tempranillo

– Wyndham Estate Shiraz Experience

– Shiraz Academy

– Intensely Flavoured Shiraz• These can be downloaded from the

Wyndham Estate extranet at: http://extranet.wyndhamestate.com/home/marketing-mix/promotion/pr-and-education

• A draft media release to announce the launch of George Wyndham Shiraz Tempranillo can be downloaded from the Wyndham Estate extranet at: http://extranet.wyndhamestate.com/home/library/press-releases

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Images

• Pack images can be downloaded from the Wyndham Estate extranet at:

• http://extranet.wyndhamestate.com/home/library/images

• The specific asset ID #s are:– X39876-032

– X39876-033

– X39876-034

– X39876-035

– Y39515-011

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Agenda

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

• Focus on premium channels– Fine wine retailers

– Destination retailers

– Fine dining accounts

– Online retailers / direct mail wine clubs

• Competing against other super-premium competitors– Pepperjack, Taylors, d’Arenberg,

Penfolds Thomas Hyland, Peter Lehmann, St. Hallett, Brookland Valley, etc.

Place

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Summary

• George Wyndham Shiraz Tempranillo 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

Good luck andgood selling