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[Brand X] 1.5L Deep Dive

[Brand X] 1.5L Deep Dive. Brand Review and Segment Opportunity. Top 1.5 L SKU is Chardonnay. Source: Nielsen FDL+ 52 Wks Ending 12/08/12. 1.5 L case volume growth for: Pinot Grigio , Pinot Noir, Sauv Blanc, Riesling, Sweet Red, & Red Blend (all in green). Source: Nielsen FDL+.

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[Brand X] 1.5L Deep Dive

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  1. [Brand X] 1.5L Deep Dive Brand Review and Segment Opportunity

  2. Top 1.5 L SKU is Chardonnay Source: Nielsen FDL+52 Wks Ending 12/08/12

  3. 1.5 L case volume growth for:Pinot Grigio, Pinot Noir, Sauv Blanc, Riesling, Sweet Red, & Red Blend (all in green) Source: Nielsen FDL+

  4. [Brand X] ranked #84 in 1.5 L category • Segment is slightly shrinking • Top brands: Woodbridge, Barefoot, Yellow Tail, Sutter Home Source: Nielsen FDL+52 Wks Ending 12/08/12

  5. -For all 1.5 L SKUs, the highest-ranking [Brand X] SKU is at #352-Competitive sales velocity with the top 10 SKUs • Top SKU: Woodbridge Robert Mondavi Chard • Top SKUs are mostly whites Source: Nielsen FDL+52 Wks Ending 12/08/12

  6. -[Brand X] is ranked #60 for 1.5 L Cab Sauv-Competitive sales velocity; higher than 3 of top 10 brands Source: Nielsen FDL+52 Wks Ending 12/08/12

  7. -[Brand X] is ranked #61 for 1.5 L Chardonnay-Category is declining slightly Source: Nielsen FDL+52 Wks Ending 12/08/12

  8. -[Brand X] is ranked #54 for 1.5 L Merlot-Competitive sales velocity; higher than 5 of top 10 brands-Category is declining Source: Nielsen FDL+52 Wks Ending 12/08/12

  9. -[Brand X] is ranked #16 for 1.5 L Moscato-1.5 L Moscato category is growing-Competitive sales velocity; higher than 5 of top 10 brands Source: Nielsen FDL+52 Wks Ending 12/08/12

  10. -[Brand X] is ranked #44 for 1.5 L Pinot Grigio-1.5 L Pinot Grigio category is growing-Competitive sales velocity; higher than most top brands Source: Nielsen FDL+52 Wks Ending 12/08/12

  11. Opportunities for Growth • Expand 1.5 L line to include more varietals from the 750 mL line • Among 1.5 L wines in [Brand X]’s price segment, Malbec and Sweet Red categories are growing the fastest • Sparkling All Other is growing at an increasing rate (positive trend) Source: Nielsen FDL+. Base Size: 1.5 L, Price Segment: $3-6.99.

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