• Structure - Full-time dedicated kube staff managing day-to-day field activity– Geographical territories to cover the entire distribution area– Consistent and on-going wine and spirit training– Quality Assurance – working in the field every weekend– Creative – most program ideas come from experience in the field– Training of store personnel and clerks

What Makes inVision Different?

People. Passion. Experience. Innovation. Expertise.

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• 300 + Trained and Motivated kube part-time Consumer Educators– Formal trainings and on-going field training– Trained and tested on product knowledge– Low turnover– 2007 – over $43,000 spent on training (over 23,000 hours)– Zero Tolerance Policy

• Multi – Cultural and “Specialty” Teams— 100+ highly trained kube Elite Educators with over 2 years experience— Specializing in ultra-premium, luxury wine and spirits— Multicultural Educators; Hispanic and ACCM

2

SV Wine and Spirits Consultant Program

Longest Running, Consistent Program-Starting 9th Year64 Chicago land Stores with Highest Traffic and Best DemographicsRolling 12 Month Wine & Spirits Consultant Program48 Weeks of Consumer Marketing, Advertising, Education &Tasting EventsPermanently Assigned Consumer Educator to Each Program StoreMajor Support and Commitment of Program By Supervalu MSP Corporate

− Dave Miller, Kim Connery, Sandy Vox“Jewel-Osco Radio” reaching 750,000 Consumers WeeklyDelivering Up to 63 Million Gross Product ImpressionsExtensive In-Store Merchandising Support, Chicago Tribune and InternetConsumer Marketing Support & Resources

3

inVisionTM Marketing Events & Promotion Division since 1995

• inVision Marketing is an independent Supplier Funded retail & on premise marketing division that is exclusive to the suppliers of Southern Wine & Spirits

• Focuses on educating consumers about wine and spirits• Manages and executes retail events based on consumer trial of featured wines

and spirits in the Southern Wine & Spirits portfolio• Deploys both full and part-time associates

– Illinois – 7 full-time and 400 part-time – Florida( – 5 full-time and 150 part-time– Pennsylvania – 4 full-time and 60 part-time– Kentucky – 2 full time and 30 part time– Delaware – 2 full time and 30 part time– Nevada, California, Arizona 2011

inVision Has Four Objectives

IncreaseOn Premise &

RetailSales

1 Increasethe number

of Wine and Spirits

Consumption Occasions

2Position

Participating Brands as

Indispensable to Retailer

3

Assist Retailers with Category Management

4

Wherever applied, our trademark Consumer Education & Promotions Program—“inVision”— has been highly effective

Southern Wine & Spirits Confidential3/11/2010 4

The SWSA National Opportunity with inVision – kube Marketing

inVision kube Promotions ProgramPROACTIVE Extensive training and education –

inVisions professionals understand a product’s brand image and market to the consumer & legally compliant

Above market salary - Low attrition rates Performance based incentives Quality control Nationally, Regionally or Locally sourced Compliance with HR, Legal, Insurance

Typical Retail Promotions ProgramsREACTIVE No training or Poorly trained – lack of

brand knowledge and legalities Low wages - High-turnover No programs or consistency Minimal supervision No performance metrics Locally or Regionally sourced Insurance Requirement met and

maintained 12/24/7 ????

Exclusive Availability of Events & Promotions Professionals

Southern Wine & Spirits Confidential3/11/2010 5

“inVision kube Marketing” Illinois & Kentucky CONDUIT

Michael RiesenbeckSWSA Vice President - inVision Marketing

Cathy SqueoDivision Manager NIL

Cliff CarlsonDSIL Market Manager

Kim BehrleKY State Manager

Katie CoeBeam Global Territory Manager KY

Diane KelleyField Marketing Manager

Jenafera FerraraTerritory Manager Retail

Erin GarafoloProduct Development Territory Manager

kube MarketingPart Time Staffing

Recruiting, Staffing, TrainingChicago (Illinois - KY) Dimmie Manolis

Meghan BurnettIllinois Marketing Manager

Irma PerezField Marketing Manager

Katherine SaulTerritory Manager

Brett FataTerritory Manager

Jillian ValleTerritory Manager

Amanda EvansReporting Manager

Recruiting, Staffing, TrainingDSIL - Ariel Templar

Recruiting, Staffing, TrainingKY - Dan Moore

JEWEL OSCO IN-STORE ACTIVITY

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INVISION MARKETING SOLUTIONS NOW IN ITS

10TH CONSECUTIVE YEAR WITH SUPERVALU

YEAR EVENTS +/- VAR %

CONSUMERS PRESENTED

CONSUMERS SAMPLED

TOTAL UNITS SOLD

SUCCESSRATE %

2001 1,745 - 282,312 70,578 11,904 17%2002 9,524 446% 1,899,676 474,919 106,959 23%2003 12,219 28% 2,616,376 654,094 158,730 24%2004 12,389 1% 2,324,516 581,129 157,091 27%2005 8,854 -29% 1,497,872 374,468 124,100 33%2006 8,679 -2% 1,424,316 356,079 124,256 35%2007 13,630 57% 1,957,216 489,304 160,908 33%2008 12,658 -7% 1,895,492 473,873 138,367 29%2009 8,313 -34% 1,425,704 356,426 104,431 29%Total 88,011 15,323,480 3,830,870 1,086,746 28%

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inVision conducts events for Wine, Spirits or 4 item “Mix n’ Match” Creatively Developed Programs

Illinois Marketing, Events & PromotionsWine Events

13,515 Events 885,432 Consumers Presented 221,358 Consumers Sampled 68,733 Bottles Sold 31% Close Rate 5.1 Avg Bottles

9,356 Events 1,200,560 Consumers Presented 300,140 Consumers Sampled 65,028 Bottles Sold 22% Close Rate 7.0 Avg Bottles Sold/Event

* 8 In-store Announcements per event reaching 37.5 million shoppers / year!

Spirit Events

10,779 Events 2,085,992 Consumers Presented 521,498 Consumers Sampled 133,761 Bottles Sold 26% Close Rate 12.4 Avg Bottles Sold/Event More Cost Effective

Wine & Spirits Combined Events

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Valuable Pre-Event Communication Between Sales, Supplier, Headquarters and Stores• Events booked through inVision, SWS sales, Suppliers and/or retailers directly• Booking Sheets Communicate and confirm important event details and ensure optimal results

• Date, time, key contacts, product verification, POS to leverage sales

• Event Calendar distributed weekly by inVision to Suppliers, SWS Management & SWS Sales advising upcoming events

• Inventory , out of stock & depletion reports communicated weekly to SWS Management, key retailers & SWS Sales to ensure recommended store inventory to ensure optimal sales results

Booking Sheets Calendar of Events

inVision Valuable Communications

Inventory Management

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Pre-Event Communication Between Consumer Educator, Stores & inVision• inVision program instructions and training materials provide consistent and accurate product

education, recipes suggestions, entertaining ideas, suggestive selling techniques and event execution standards.

• 72 hour pre-event account communications to confirm details: date, time, inventory levels, sampling location, product replacement procedures, etc…

• Event recaps capture and document critical sales data, field and customer feedback• Convenient product replacement procedures managed by inVision team & SWS distribution

Event Recap FormProgram Instructions

inVision Valuable Communications

Product Replacement

Built-In Synergy With SWS Sales ForceCreative Displays, Party Suggestions and OccasionsFood and Drink Recipe HighlightsConsumer Marketing Support

www.libations.com• Featured Monthly Product• Product Information link provided as a resource for Consumer Educators• News link to Industry Related Articles to expand the consumer’s

wine and spirit knowledge• List of promotions, updated weekly to encourage repeat visits• Cocktail and party suggestions offer consumers creative ideas and food pairings for their wine and spirit

purchases (Mixology link)

WHAT MAKES INVISION DIFFERENT?

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In-Store Event Communications• inVision printed pieces provide creative brand messaging to capture consumers attention• In-Store event calendars promote upcoming events and build consumers interest • In-Store public address announcements capture shoppers attention and drive traffic to liquor

department and tasting events• Built in synergy with Consumer Educator , inVision Territory Managers and SWS Sales force offers

added in-store support for participating retailers and suppliers• Consumer Marketing Support & Resources; Libations.com resource for consumers to further

expand their knowledge and usage of featured supplier products• Access to SWS Master Mixologist Bridget Albert and Master Sommelier Serafin Alverado

inVision Valuable Communications

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In-Store Quality Assurance & Performance Management• Quality Assurance – working in the field every weekend• Territory Manager to ensure proper promotion execution

• In-field 10 steps training• In-field sales training• In-field product training

• Geographical territories to cover the entire distribution area• Training of store personnel and clerks• Performance Tools; Spot Checking Evaluations, 3rd Party Secret Shop Evaluations

Spot Checking Evaluations3rd Party Secret Shop Evaluations

inVision Valuable Communications

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Post Event Reporting• Weekly sales results and supplier recaps communicated to Suppliers, SWS Sales Management,

key retailers providing program specific sales results, success stories, consumer feedback, etc.• Scan data (as available) to ensure accurate and measurable program results and sales trend

information year over year and in program stores vs. non program stores• Consumer research and surveys to provide valuable information to suppliers and to improve

program successes• 4-4-4 Scan Analysis report to measure program results and sales trends ; 4 weeks prior to

program, 4 weeks during and 4 weeks post

Results & Reporting

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Jewel Osco Scan ResultsNew 4-4-4 Report

Before Program During Program After Program-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

-20%

5% 6%

-18%

18% 16%

November WSC Recap

Sales $ %Ch

Units % Ch

% Change v LY

Unit sales were down 18% before the tasting ran, were up 18% 4 weeks during, and up 16% 4 weeks after.

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• THE RESTAURANT ( FOOD) CONSUMER SAYS (*) :- 66% want guidance in choosing a wine to go with a meal- 50% would drink more wine if provided recommendations- 44% feel intimidated by wine lists- 64% consider selves novices of wine knowledge

• RESTAURANT CONSUMER IS YOUR RETAIL CUSTOMER

• THE FOOD & DRUG CONSUMER :- 20 – 30 million shoppers daily nationally (**)

- Money $$$ to spend- Captured audience- Shopping for FOOD for meals

• NEED TO PUT WINE & SPIRITS INTO THE EDUCATION EQUATION

* Restaurant Wine issue #103 (**) Shopper Marketing

Consumers Say…..

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• “The good news for marketers is that a product display and sampling program builds brand equity. No matter what rulebook you studied in marketing, price promotions don’t build any brand equity and is in some cases can be equity destroyers.” Shopper Marketing POP 2009

• “Americans are changing their out-of-home drinking habits and moving to store to save money in this poor economy. 60% of W & S consumers are cooking more at home and going out less and will continue to do so thru 2009.” Research Alert 2008

The Experts Say…

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• “Instead of buying the $15 club cocktail, they’re mixing them at home. A survey of young adult consumers found that one-third are going out less and three-quarters are entertaining more at home. On premise sales have declined 2.2 percent, but off premise sales have increased by nearly three percent.” Wine & Spirits Daily 2009

• “More and more of communication is moving to store. In a period where you have food price inflation, more and more consumers are making their buying decision in store.”

• “Important factors that drive impulse purchases are Sampling and product displays - ranked one and two. Sampling and Product display builds brand equity, not cutting price.”Shopper Marketing POP 2008

The Experts Say…

WINE & SPIRITS DAILY DAILY NEWS AND COMMENTARY FOR THE ALCOHOL BEVERAGE INDUSTRY.

WINESPIRITSDAILY.COM

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Reaching Consumers…..

ADVERTISING IMPACT CHANGE 2003 – 2008*• T.V. 50% LESS EFFECTIVE

- 900 Cable channels- Blockbuster- Tivo- Significantly less time watching

• RADIO 45% LESS EFFECTIVE- While “listening” 65% using Cell Phone- While “listening” 57% on line- While ”listening” 47% are reading- While ”listening” 18% are watching multi-media- New satellite commercial free digital radio

• NEWSPAPERS 22% LESS EFFECTIVE – LESS TIME TO READ

• MAGAZINES 21% LESS EFFECTIVE – LESS TIME TO READ

*Source: Wine Business Online March 15, 2009

A FRESH LOOK AT IN-STORE SAMPLING

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FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says… Consumers Are Looking For Inspiration & Information When Shopping In Store Sampling Is The #1 Improvement Opportunity Seen By Consumers When Buying‐ Sampling Serves Up Greater Sales & Profits

SHOPPERS WANT→More In‐Store Product/Testing →More Displays That Give You Versatility Of Product →More In‐Store Events & Activities →More Displays That Highlight Specific Brands Or Categories RETAILERS WANT→ See Sampling As A Valuable Tool & Doing More Of It 48%→ See Sampling As A Valuable Tool& Doing The Same Amount 30%

A FRESH LOOK AT IN-STORE SAMPLING

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FROM THE IN‐STORE MARKETING INSTITUTE Market Research Says…

IN-STORE SAMPLING BOOSTS SALES LONG AFTER THE DAY OF EVENT

…And on a cost basis, inVision’s CPM (cost per one thousand product impressions) is much lower than other channels

Advertising Channel Cost Comparison

Television(1) • Major Networks (ABC, CBS, NBC, FOX, etc.)• Cable Networks (CNN, CNBC, etc.)

• $ 6.93• $ 10.17

Advertising Channel Pros CPM

Notes: (1) Average CPM across multiple stations for one 30 second spot during an evening news broadcast (6:00 pm) (2) Full page advertisement (3) “Cost per Click” is $0.15 – varies by category. This is the cost for 1,000 hits. (4) Product impressions are taking place directly at the point-of-saleSource: Company websites; Standard Rate and Data Service – Winter 2008; LeGrand Hart PR – AdTrack; SWS analysis

inVision • Wine and Spirit Consultant Program • $ 4.40(4)

• Clear Channel Radio Stations: Primetime (M-F)• WBBM Radio Chicago: Primetime (M-F)• TapScan Radio: Primetime (S&S)

• $ 14.79• $ 10.34• $ 39.00

Radio

• Wall Street Journal• USA Today• Chicago Tribune • New York Times

• $ 87.84• $ 89.36• $106.72• $122.91

Newspapers(2)

• Economist • Business Week• Fortune• Forbes

• $ 55.35• $ 48.96• $ 37.52• $ 36.67

Magazines

• Yahoo • $150.00(3)Internet

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inVision Builds Brand Success!

• PUTS YOUR BRAND IN CONSUMERS HANDS AND MOUTH…That’s Priceless!Manages and executes retail events based on educating consumers and consumer trial of featured wines and spirits in the Southern Wine & Spirits portfolio directly at POP.

• BUILDS BRAND – by creating awareness, the inVision programs ensures the consumer

understands the value of your brand and demands your product—in short, inVision builds brand image.

• BUILDS BRAND LOYALTY inVision is focused on educating the consumer about key product traits and the value of your brand and positions your brands as indispensable to the consumer.

• BUILDS RETAIL SALES inVisions creative point of purchase marketing increases the number of wine and spirit consumptions occasion and has proven extremely productive in terms of driving retail sales volume in Illinois.

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inVision MARKETING @ WORK

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Industry Leader in Consumer Educational Events

Great Displays & Talented Staff