DIGITAL STRATEGY

DIGITAL STRATEGY 9 August, 2014

Agenda • Context • Objectives • Strategy • Website and online club • Online advertising and partnerships • User generated content and virality • Digital agency • Measurement and evaluation • Summary • Appendix A – ideas for e-newsletter • Appendix B – search engine optimisation

Context • The Group has asked distributors to focus limited A&P on the 15 strategic brands which has led to reduced B10 A&P behind Wyndham Estate • SCAPA projects have also led to several markets to reduce their Wyndham Estate B10 A&P • We need to counter the impact of reduced A&P by implementing a new digital strategy that can drive deeper personal relationships between wine consumers and the Wyndham Estate brand

Objectives • Develop and implement an digital strategy to • Retain existing users (mainly males aged 40+ in Australia, Canada, NZ, etc.) • Get closer to consumers, engage them, strengthen relationships and build loyalty • Up-sell by promoting super-premium and ultra-premium ranges • Recruit new users • Encourage users of competitor brands (i.e. Penfolds, Rosemount, Wolf Blass, Taylors, etc.) to switch into the Wyndham Estate franchise • Build a community of advocates • Get them deeply involved with the brand • And make them feel much more warmly towards the brand • In order to drive advocacy

Strategy • Redesign the brand website and continue to enhance content • Launch an online club creating a reason for consumers to engage with the brand • Drive user generated content by seeding wine conversations and content online

Website • In July 09, we will launch a re-designed Wyndham Estate brand website to activate the brand UCCA - ‘intense sensation’ • This website represents stage 1 – timely and cost efficient delivery of a simple yet impactful and engaging website that conveys the new positioning • In B10 and B11, we will monitor the site’s performance via Google Analytics and implement several enhancements to the website After Before

Website • To select the best types of website enhancements, we will benchmark our website against competitors (five step process) • Establish a typical user profile • For example, Jerry lives in Quebec, 40yo, sales manager, married, one child, likes sport, drinks wine at home and at work functions, knows a little about wine but wants to learn more, doesn’t have time to do courses so he is willing to search the internet to learn more, etc.) • Over time, confirm this profile and typical motivations for surfing the net about wine through research using the newsletter as a research tool • Determine the world’s top 5 wine brand websites in terms of traffic (e.g. Gallo, Penfolds, etc.) and select any others that are worth noting (e.g. Cavit Collection, Casillero del Diablo, etc.) • Conduct an annual audit to benchmark the quality of Wyndham Estate content against these sites (and selected spirit brand sites) • Rate our existing and future content by asking the question “why would Jerry choose to engage with Wyndham Estate’s content rather than our competitors’ content?”

Website • Our initial aim is to add more entertaining and engaging content to the website • For example, adding bottle animation on the home page (i.e. swirling paint) • Uploading all existing videos (e.g. “the George Wyndham story”, etc.) • Creating and uploading new videos such as interviews with the winemaker (per Penfolds VIP club and Two Hands – see below) • Talking about the vintage, alcohol levels, cellaring, etc. (list of potential topics in appendix A) • Talking about topics from the Shiraz Academy (e.g. Shiraz blends, Shiraz regions, etc.) • Talking about the Wyndham Estate wine style • Holding a vertical tasting with gatekeepers (refer Penfolds “rewards of patience” videos) • Interviews with other people who work on the brand (other winemakers, cellar door manager, Environmental Sustainability Manager, viticulture experts, etc.) • Ensure all films can be downloaded (to PC/phone), shared with friends, sent to facebook, etc.

Website • Consider other website enhancements too • For example, screensavers, desktop wallpaper, virtual tour of the estate, RSS, search function, creative e-cards [per Kendall Jackson, upload your photo and use it in an e-card], CSR section, etc.) • Try to make each enhancement different from other wine sites or only implement them if they’re particularly good (i.e. everyone offers wallpaper – what will be special about ours?) • Do a few things extremely well and draw attention to them (quality not quantity) • Before implementing each enhancement, ask ourselves “what would Jerry think about this content?” and “would Jerry invest his time to engage with this content or are we wasting our time and money?”

Online club • Build a robust database to enable direct relationship marketing via an online club • Recruit club members through multiple touch-points • Make a “join our club” section the centrepiece of the brand website home page (per Campari) • Online media (banner ads to recruit club members – more detail on slide 16) • On pack (via the back label, a side label, neck-tag, sides of gift packs, trial packs, etc.) • Print media (‘direct response / special offer’ box within the ad, bound reply paid card, etc.) • Promotions (e.g. ensure sweepstake promotions include an ‘opt in’ tick-box) • Handing out database capture cards at events such as opera • Partnership with a retailer (to access their database and run email campaigns) • Friend-get-friend programs • Contacting upscale businesses and offer their database a private tasting with the winemaker • Automotive brands, business publications, airlines, banks, credit cards, hotel chains, golf clubs, etc. • In order to hand out database capture cards and/or access their databases to recruit new members • List of membership benefits and offer an immediate incentive to ‘opt in’ (e.g. voucher) • Access user lists from the markets, the cellar door and our agencies (provided each list only includes consumers who have ‘opted in’)

Online club • Establish an online club • Develop a good name for the program • In the wine and spirits category, online programs use creative names (e.g. the ‘Penfolds Members Club’, ‘Brown Brothers Epicurean Club’, ‘Friends of Laphroaig’, ‘Guardians of The Glenlivet’, ‘Absolut Access’, ‘The Rare Breed Society’, etc.)

Online club • Re the online club, develop a welcoming pack • For example, email a membership pack comprising a welcome letter, voucher, etc. • For comparison, the Brown Brothers welcome pack includes a hard-copy letter (detailing membership benefits), a membership card and a newsletter. The Glenlivet sends new members a key and exclusive access to the Guardians library at The Glenlivet Distillery. Here Guardians can relax, sample and exchange notes with other enthusiasts. • Give members their own piece of Shiraz history – a plot of land • We’ve decided that every member of the WE online club should have a piece of Shiraz history so we’re giving them their own personal square foot of the estate • Note: This idea comes from the Laphroaig malt whisky online club. It is highly disruptive and is sure to “surprise and delight” (nothing like this happens in the wine category). It also capitalises on the fact that we own a large estate with lots of unused land. However, we still need PRP legal department input on this initiative. • Each plot is registered • Send members an e-card with an aerial photograph showing exactly where their personal square foot is • Visit your square foot via the member website or visit in person by making the 'ultimate pilgrimage' to meet us (and collect your rent, of course – a free glass of Wyndham Estate) • But we need to define and deliver a more rewarding experience at Dalwood before we can refer to it as ‘the ultimate pilgrimage’ • Consider doing a gift pack version of this (e.g. a gift pack with a code that allows you to go online, register for the club and be awarded one square foot of the estate) • Support this with a small PR campaign at gift giving times (e.g. Xmas) to drive club recruitment

Online club • Re the online club, issue a monthly e-newsletter • From the outset, run three monthly e-newsletters – one for Australia, one for Canada and one for all other markets (all very similar but the versions for Australia and Canada will also have some local content such as local events, local NPD, etc.) • Ideas for engaging newsletter content are listed in appendix A • From time to time, surprise and delight with “a little something from Wyndham Estate” • Small gifts such as a desk calendar, discount vouchers, invitations to private tastings, certificates, etc. (budget permitting – 12 month program to be developed and costed) • Send e-cards too; a birthday greeting, a Christmas card, a Valentine or a simple hello • Perhaps the e-card could include an aerial photograph showing the location of their personal square foot of land • Like Penfolds and Ravenswood, the newsletter should include links to several 1-to-3-minute-long videos available for downloading to a PC and/or mobile devices via PodcastGo’s Wine Channel. This service also allows for downloading videos, sending to a friend, sending to facebook, etc. The videos might also be featured on Food & Wine as well as viewable on YouTube (all to be investigated). • Launch Oct-09 and target 30,000 members by end of year one

Online club • We will probably not add local website modules or local newsletters in the future – as we cannot rely on the local markets to devote enough A&P or people resources to run them (e.g. with local language, local ranging, local events, etc.) • The best we can expect is to get regular updates from the markets re events and awards then to incorporate the info into a centrally published e-newsletter • Of course, if local markets want to translate newsletter content into their local language and publish their own version, we would be supportive (but would not contribute funds to such projects)

Online advertising • Develop online advertising creative • Two objectives • Primary: Recruit club members • Consumers need to clearly understand what they will get from joining the club • The ‘plot of land’ idea is probably the most motivating element of the club that we can dramatise • Secondary: Establish the positioning • Brief the agency to recommend dedicated (low budget) creative for online • On Australia Day, place a small ‘Aust Day’ once off ad online to drive recruitment • Advertise on big sites in major markets • Ask consumers to register for the online club and offer an incentive (e.g. Aust Day tasting kit) • Work closely with PRA to ensure the online creative is used in Australia as part of the Australia local media spend – then leverage this collaboration with Corby (and possibly other markets such as Ireland and NZ)

User generated content and virality • Develop and execute a ‘big idea’ to activate the positioning online • The big idea should be inspired by the brand’s consumer insight – “I want more intensity, pleasure and sensation from my wine experience” • The idea could build on these thought starters • Life is too short for bland mainstream flavours so ‘ban the bland’ and refuse to put up with wimpy foods and wines • Demand ‘intense sensation’ through food and wine that will ignite your senses • Explore, discover, push the envelope, shake up your taste buds, reward them, you deserve it • Create a revolution / join a movement (per Nike) • Challenge the agency to develop the idea, create branded content (e.g. entertaining videos) and distribute it across global social media platforms (per Dove’s campaign for real beauty) • On YouTube, etc. • With genuine virality • And high potential to generate PR and word of mouth • Before we proceed, think hard about the concept’s true likelihood of success (and not through ‘rose coloured glasses’) • If we cannot develop something that will work, abandon it before it ‘burns’ our limited budget

User generated content and virality • Seed and augment wine conversations online • We will monitor relevant activity (i.e. search for “Wyndham Estate”, “Shiraz” and “Syrah” blog posts at www.blogsearch.google.com and www.google.com/alerts) • Nigel Dolan and our other WE winemakers to join in with wine conversations online • This will get Wyndham Estate and its key messages into wine conversations online • And it will allow our winemakers to get a feel for blogging before we commit to starting a regular Wyndham Estate blog • We need to set some objectives, guidelines and track this activity • We also need to develop a seeding strategy (with help from the agency)

User generated content and virality • In one or two years, once there is a large online club membership, create a forum to encourage chat / blogs • Nigel Dolan to post a weekly blog (per Maker’s Mark, Glenfiddich, etc.) • So consumers and gatekeepers can see what one of Australia’s best red winemakers thinks • RSS feed capability available so fans can keep up to date with postings • Potential blog topics listed in appendix A • Visitors will be encouraged to submit questions and give their thoughts / opinions on postings • Here are some thoughts from the winemaker – now tell us what you think • Share your opinion on this month’s topic • End result • Build a loyal online community of dedicated brand followers who can communicate on a more personal level with the brand • Allows consumers to share opinions/thoughts and learn more about the brand and the wider wine category • The two main challenges are finding interesting things to say and having a decent sized audience to make it worthwhile • Glenfiddich runs a blog but has struggled with both of these points • Therefore, action this in one or two years (after the online club is well established)

User generated content and virality • In one to two years, launch a Wyndham Estate facebook page • Establish a presence, provide content and attract friends (a good way to widen the reach of content we develop for the website and the online club) • Like Penfolds, Beringer, Kendall Jackson, Peter Lehmann, Yellow Tail, Peter Lehmann, etc. • Fans can add Wyndham Estate as a "friend" to receive information on new products, activities and events; updates can be sent to friends' pages or via text message • Use banner ads on Facebook to drive traffic to the profile pages • We would launch earlier but (1) we need to focus on the club in year one (2) when we launch a facebook page, we need to make sure its something we do well and can keep up to date (3) we will need to dedicate some $, time & effort to recruiting for this

User generated content and virality • User ratings and reviews • Establish a section of the website that invites user ratings and reviews to build engagement. Also give them a wine wheel and ask them to give sensory scores. • Ask consumers to rate the wine style • Suggestion box: ask consumers to make sensible suggestions for improvements (e.g. add this new product, make this wine less tannic, change this wine’s region, etc.) • Virality • Upload all of our existing videos to YouTube and work with the digital agency on a seeding strategy • And develop new videos that have greater entertainment value • Develop a food matching widget for mobile phones (like Bacardi’s cell phone widget) • So consumers can use it to help them select wine when they’re in a restaurant • Or a Shiraz dinner widget (akin to Bacardi’s Mojito party planning widget) • Encouraging existing and potential Wyndham Estate fans to plan and create real life Shiraz dinners (menus, food and wine matches, tips, e-invitations, etc.) • Invite consumers to private tasting events in each city our winemakers visit • Partner with retailers who have large databases and access consumer names on the night • Create your own ad (per Canadian Club’s ad maker – upload your own photo, add a headline, create an ad, download it and share it with friends – www.ccadmaker.com)

Digital agency • Our default position is to continue with Clemenger but we should review the options to ensure this is indeed the best choice • Ask PIM to help us find the right agency (given limited funds) • In Australia, some of the best options are • Clemenger (because we have a relationship with them, they know the brand, they built the new website, they can work with the PRP webmaster [Gina Pazios], they are local, they are reasonably cost effective, etc.) • Isobar Australia • Australian digital agency for Adidas, HSBC, etc. • Pernod Ricard already has a relationship with Isobar in Europe • Permission Communications • Australian digital agency for Coke, BMW, Huggies, Kleenex, Vodafone, Foxtel, etc. • Suede • Australian digital agency for Mercedes Benz, Dell, Peroni, 3, etc. • Publicis Digital (because PRP already has a relationship with them) • Euro (because PRP already has a relationship with them)

Measurement and evaluation • We will evaluate the performance of our digital program by monitoring • Database quality, size and growth • Brown Brothers newsletter is sent to 57,000 people in Australia alone • Digital awards • Submit our work internally and externally to see how it measures up • Consumer behaviour • Website traffic and performance (via Google Analytics) • Newsletter open rates v benchmarks (this is THE most important metric we will track) • Consumer attitudes • Where BEM is conducted, focus on advocacy using the AFFORD model • ROI • Can we justify the continued investment?

Summary • This digital strategy will help us • Identify and communicate with our existing consumers in order to strengthen relationships and cement brand loyalty • Recruit new consumers • Build a community of advocates who are deeply involved with the brand • Next steps • Gain input from Tim Cunningham, Clemenger, PIM, Shauna, etc. • Present to Edouard Beaslay for input / approval • Select the agency • Map out content for first 12 months of newsletters (for the first 3 months, execute the best ideas in the most compelling way possible to give people a strong reason to open the newsletter, recognise that it contains real value and get them looking forward to the next one – this is our biggest challenge) • Prioritise the work and brief the agency

Appendix A – ideas for newsletter content • Welcome comments from Nigel Dolan (per the Martell Elite Club magazine) • Fast facts (“things to know about Wyndham Estate”) • Events (a memorable experience can stay with a consumer all their lives) • Nigel’s diary (per Penfolds VIP club) – that is, an upcoming event calendar including planned winemaker visits to each city • Invite consumers to private tasting events in each city • Invitations to live webcasts of tastings (Penfolds do this for their vertical tastings) • What’s happening at the estate (e.g. renovations, upcoming Shiraz & chocolate events, vertical tasting events, opera, concerts, guided tours, cooking courses, etc.) • Refer to Brown Brothers event calendar, especially their Epicurean Dinners, food & wine festivals,… • Celebrities who have visited Wyndham Estate (e.g. journalists, chefs, politicians, etc.) • What’s been happening in the markets (e.g. winemaker dinners, sponsorships, etc.) • Preview or profile local events / sponsored events • e.g. “good food & wine” festivals, mobile Cellar Door in Martin Place, a local art event, etc. • Partner with retailers who have large databases and access consumer names on the night • Anniversaries • George Wyndham’s birthday, the estate’s 180th anniversary, BIN 555’s 35th anniversary, etc.

Appendix A – ideas for newsletter content • With Australian consumers, encourage them to buy wine online • Include links to a price list, holiday gifting catalogue, discount vouchers and telephone contact details (in a similar manner to Brown Brothers) • Focus on case offers (already offered via the wine club) and promotional packs • For example, BIN 555 limited edition bottles, BIN 555 gift-boxed twin pack, BIN 555 with GWP, BIN 555 vertical pack, rare back vintages / museum wines, Valentines Day gift baskets, themed packs such as ‘summer whites’ or ‘winter warmers’ or ‘trophy winners’ or ‘Christmas stocking offer’, duty free exclusives, etc. • Promote a gifting service: the buyer can have wine sent directly to a friend or relative with a personalised greeting card, and the invoice goes to the buyer • Establish a gift shop so consumers can also buy merchandise (perhaps at a discount) • Offer points on purchases which they can redeem for merchandise and/or wine or offer free merchandise in return for buying Wyndham Estate (Johnnie Walker offers a free hip flask for online members who bought a bottle of JW Black) • Partner with banks, credit card companies, etc. (or DM businesses that work with them) • Target the corporate market • B2B Christmas gift strategy and campaign • Corporate board room / bar strategy and campaign • Email Australian trade and offer SKUs they cannot access via PRA (via cellar door) • Study potential to extend sales beyond Australia (i.e. leverage international database) • Consider use of an external partner for logistics (domestic and international)

Appendix A – ideas for newsletter content • Appeal to consumers who want to learn about wine by writing interesting articles about winemaking and the wine industry • Articles on topics from the Shiraz Academy • For example, history of Shiraz, Shiraz from different countries, the influence of terroir, matching food with Shiraz, Shiraz & chocolate, Shiraz & cheese, heritage stories, etc. • Varietal or regional focus (e.g. features on sparkling Shiraz, McLaren Vale, Cab Sauv, etc.) • Articles on topics from the consumer website (e.g. environmental sustainability) • Commentary on industry issues (e.g. closures, new varietals, alcohol levels, climate change, biodynamic viticulture, glassware, cellaring / storage / decanting, etc.) • Commentary on topics related to the brand platform (e.g. the sensory trend) • Wine terms explained (monthly article or link to a short video) • “Did you know” section • Tips from wine experts (per the video from Penfolds) • Vintage wrap-up • Including a photo gallery of the vineyards and winery during vintage • Recent press releases, awards, ratings and reviews • Seasonal themes • Australia Day, Valentines Day, Mother’s Day, Easter, winter, Father’s Day, Thanksgiving, Christmas, summer BBQs, etc. • Food recipes, chef’s secrets and wine matches for each seasonal theme / holiday

Appendix A – ideas for newsletter content • Conduct sweepstakes and contests • Design the 180th anniversary bottle label and/or promo material (per Canadian Club) • Create the next ad campaign (per Jim Beam, Negroni, etc. encouraging consumers to express creativity) and win a prize (e.g. the world’s largest bottle of Shiraz) • Consumer who submits the best ‘intense sensation’ recipe wins an intense food safari • Submit images and videos of your favourite moments of ‘intense sensation’ and win. • Visit the website, view the latest video and one lucky couple from Canada could win a trip to visit the birthplace of Australian Shiraz • As points of comparison… • Brown Brothers offered ‘wine for life’ in return for consumers visiting the website and entering a code that had been sent to them via email • Laphraoig runs a randomly generated lottery with one catch - the winner has to log in to the member site to claim their prize; check back regularly to see if you're the lucky winner

Appendix A – ideas for newsletter content • Run online charity auction • Bid for a signed bottle of Black Cluster, private tasting with the winemaker, museum wines, etc. • Issue a press release each time • Incentives to refer a friend (friend-get-friend program) • List benefits of membership to further encourage referrals • Include links to various videos • The George Wyndham story • Other videos already on the website • Other new videos referred to on slide 8 (interviews with the winemaker, etc.) • Ask people’s opinions about the videos (and other content) then amend the content on the website to reflect their feedback • Asking for member’s opinions will make them feel special and valued • And it might help us optimise content

Appendix A – ideas for newsletter content • Articles on people • Employees (e.g. meet Nigel Dolan, meet the other winemakers, viticulture experts, cellar door staff, new hires – include AMEX style profiles, funny stories, etc.) • Non-employees (e.g. sommeliers, retailers, MWs, etc.) • Product range • Get to know the family, preview of new products, new vintage releases inc a video tasting or interview with the winemaker, focus on Black Cluster to up-sell, gift hampers, merchandise from the gift shop, getting to know the front and label – i.e. demystifying the jargon) • Info on Wyndham Estate (e.g. the wine style per the Penfolds online video) • Incentive to participate in an online U&A survey or survey re newsletter content • That is, from time to time, use the newsletter as a cost effective research vehicle (per Brown Brothers) • Vouchers that drive members to retail and stimulate trial of new products • New advertising / new packaging • Memory lane • Retrospective look at Wyndham Estate in the 70s • Quirky stories from George Wyndham’s diary • Stories from ex-employees

Appendix A – ideas for newsletter content • Encourage users to share their stories • Share your intense experiences and read those of other members from all corners of the globe • Ask members to “share your story” and upload photos of themselves enjoying WE • Harley Davidson does this • What are your thoughts and experiences of Wyndham Estate? • What is your vision of intense sensation? What is your ideal sensory experience? • Let’s hear about your first experience with Wyndham Estate • Tell us about the strangest place you've come across Wyndham Estate • Establish a section of the website where users can rate and review our wines • Taste the wines, give your opinions, track opinions of other members by viewing our Tasting Library; also taste and rate non Wyndham Estate wines (per The Balvenie virtual whisky shelf) • Tell us about your pioneering spirit • GW was a remarkable man… … and in celebration of GW’s legacy, whilst you sip a glass of WE, tell us about your own examples of pioneering spirit • All member stories and comments are welcome • Also invite consumers to nominate ideas for articles • What do they want to read about? • And add an ‘ask the winemaker’ section • Questions from consumers and answers from the winemaker • Fellow members can also answer queries and offer advice

Appendix A – ideas for newsletter content • Personalised labels • Offer downloadable personalised gift labels (current or 70s retro) • Tapping into the personalisation and customisation trend • They are huge in the spirits category but not really part of the wine world… yet

Appendix A – ideas for newsletter content • Development projects • R&D projects and sustainability projects • Sensory lab, bio-char, sequential harvesting, riverbank restoration, waterless winery, etc. • An intensity quiz (or ‘advergame’) • How do you senses measure up? Take the sensory challenge! Map level of pleasure by country • Creative e-cards • per Kendall Jackson, upload your photo and use it in an e-card • Downloads • Screensavers, desktop wallpaper, an Australia Day tasting kit / party kit, a widget for mobile phones (per Bacardi – e.g. whilst in-store, perhaps they could scan a bottle barcode then have tasting notes and food matches messaged to their phone) • Other tactics to encourage user involvement • How to run your own wine tasting or wine options game • Upload a tasting notes template (per The Glenlivet) and encourage consumers to create their own personal tasting notes • Customise your own wallpaper using photos of yourself + branding (per Nike) • Lots of photos (in the style of the Two Hands newsletter) and links to videos

Appendix B – search engine optimisation • Search engine optimisation • The new website has been coded with the following key words and phrases so that the site ranks highly in web searches • Wyndham Estate, Wyndham, Wyndam, Windom, wine, winery, red wine, Shiraz, benchmark Shiraz, Australian Shiraz, Where Australian Shiraz began, George Wyndham, BIN 555, Black Cluster, Intensity captured, Intensely flavoured wines, ignite the senses, intense character, intense reputation, intense location, intense wine, intense flavour, intensely praised, intensity rewarded, intense sensation, winemaking, winemaker, Nigel Dolan, Ben Bryant, Steve Meyer, Tony Hooper, vineyard, Hunter, Hunter Valley, Cellar Door, wine club, vintage, tasting notes, wine style, food matches, craftsmanship, handcrafted, pioneering spirit, Father of Australian Shiraz, Shiraz Cabernet, Shiraz Grenache, Shiraz Tempranillo, Shiraz Viognier, Sparkling Shiraz, Since 1828

DIGITAL STRATEGY

DIGITAL STRATEGY

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