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Brand Presentation

Brand Presentation. History.

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Brand Presentation

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  1. Brand Presentation

  2. History At Langtry Estate we continue to work under the spirit of Lillie Langtry, blazing our own trail making world class wines in an area which has yet to be fully discovered. We are not afraid to go against the grain, marrying our past and our future old world style with contemporary flair. • 1888: Namesake, Lillie Langtry, flamboyant British Theatre star purchases property • 1906: Lillie sells property • 1963: Malulani Investments acquires the 23,000 acre Langtry Estate & Vineyards with a focus on producing top-tier wines from the Guenoc Valley • The Winery planted extensive vineyard acreage and was one of the first in California to plant the 5 Bordeaux varietals • 1981: Guenoc Valley approved as an AVA • 2012: Foley Family Wines, become sales and marketing support for Langtry Estate & Vineyards Lillie Langtry

  3. About Langtry Estate & Vineyards • Located in Guenoc Valley within Lake County. • Guenoc is an appellation. The only vineyard that has the unusual distinction of being the vineyard owner and winery in the region. • Consists of 23,000 acres which straddles both Lake and Napa Counties with 400 acres planted to vine • 175,000 Cases of Wine produced annually • Top Producer of Sauvignon Blanc, Petite Sirah, Chardonnay & Cabernet Sauvignon

  4. Lake CountyA Rising appellation Overview: With the Mayacamas Mountains to the west and the Vaca Range to the east, Lake County’s vineyards are near one of the oldest Geological lakes in North America. Lake County’s intensity of place- climate, soils and sunlight- produce grapes and wines of compelling quality and character. Date: In 1981, Guenoc Valley was approved as an AVA and is the 1st single proprietor AVA in the country. Napa follows as #2. Location: Lake County lies in the northeastern section of the internationally recognized North Coast appellation that also includes Napa, Sonoma and Mendocino Counties. Lake County is bordered on west by the Mayacamas Mountains often called the “Axis of Cabernet,” a range that also defines the border between Napa and Sonoma counties to the south. Elevation : High elevation terroir with vineyards sitting between 700 and 2600 feet. Soils & Climate: Soils range from rocky volcanic highlands to mountain valleys line with gravelly rivers. The air is dryer, with less consistent humidity. The humidity can be half as much as Napa on any given day which helps eliminate rot. Lake County receives as much as 10% more UV exposure than its neighboring appellations. Which triggers thicker grape skins, greater tannins and intense wines. Cold winters and dry summer conditions.

  5. Winemaking WINEMAKING • State of the art crush pad • along with and a Diemme • press and two Wilmes presses • that ensure gentle handling of • the grapes, while fermentation • temperatures are carefully • monitored. • Wines of great distinction • and character and impeccable • balance. • Judicious use of oak and • minimal intervention • Site specific farming create • great wines. WINEMAKER- ERIC STINE • Born and raised in Detroit, Eric found his love for wine while working as a beverage manager while studying at the University of Michigan. • Began career in high tech industry in New York but longed for a career in wine. • Studied Viticulture and Enology at University of California – Davis. • Began his wine career in 2005 at Trefethen, first as vineyard intern than as Laboratory Assistant and Enologist under the guidance of Jon Ruel, Director of Viticulture. • In April 2007 Eric became the Assistant Winemaker at Langtry Estate and Vineyards and is now the Winemaker enjoying the challenge of exhibiting the multiple vineyards by making fine wine.

  6. Sustainable Farming Langtry Estate & Vineyards believes in embracing practices that make it steward of both the land and community, allowing the farm and winery to be operated indefinitely without harm to itself or its external environment. • Returning nutrients to soils by using composted grape materials and cover crops. • Minimize tractor passes, emissions and chemical applications. • Maintain a low carbon footprint by using high efficiency refrigeration systems. • Utilizes sustainable irrigation practices through captured rainfall.

  7. Key Messages • Guenoc is an appellation. In 1981, Guenoc Valley became an AVA and the first single-proprietor AVA as well. • Top Producer of Sauvignon Blanc, Petite Sirah, Chardonnay & Cabernet Sauvignon. • The Langtry Estate is one of the largest contiguous private land holdings in California, and among the most beautiful. • Langtry Estate is Lake County’s most acclaimed winery. • 4 Tiers of Wine: Langtry Single Vineyard, Guenoc Lake County, Guenoc Victorian Claret and Guenoc California Selection.

  8. Brand Tiers LANGTRY SINGLE VINEYARD WINES The Langtry Single Vineyard Wines capture the winery’s commitment to its estate vineyards. Made in extremely limited quantities (most under 1000 cases) these wines represent the finest vineyard lots and winemaking achievement the winery has to offer. GUENOC LAKE COUNTY WINES Lake County is a region whose quality can stand on its own. Our fine wines and quality fruit are re-establishing Lake County’s reputation for producing excellent wines. Guenoc Lake County Wines include Petite Sirah, Cabernet Sauvignon, Red Meritage, Chardonnay & Sauvignon Blanc. GUENOC NORTH COAST CLARET The Guenoc North Coast Victorian Claret is a blend of our award winning wines. Rich and soft on the palate, hints of vanilla and nutmeg add to the complexity and the long smooth finish. GUENOC CALIFORNIA SELECTION WINE The Guenoc California Selection Wines include Cabernet Sauvignon, Chardonnay, Merlot, Petite Sirah, Pinot Grigio, Sauvignon Blanc & Zinfandel.

  9. Targeted Retail Pricing • Guenoc California Selection • $10.99 everyday/$7.99 TPR and Ad • Competitors: Robert Mondavi Private Selection, Blackstone, Ravenswood, Chateau St. Michelle, Mirassou and Beringer Founders Reserve • North Coast Victorian Claret • $14.99 everyday/$10.99 TPR and AD • Competitive Set: Coppola Claret, Apothic Red, Cupcake

  10. Targeted Retail Pricing • Guenoc Lake County • Cabernet Sauvignon & Petit Sirah • $17.99 everyday/$13.99 TPR and Ad • Competitive Set: J. Lohr, Coppola, Sterling, Rodney Strong • Chardonnay & Sauvignon Blanc • $14.99 everyday/$10.99 TPR and Ad • Competitive Set: KJ, Acacia, Chateau St. Jean • Langtry Estate Single Vineyard • $20 to $40 Retail – World-Class Limited Production Wines • Competitive Set: • Cabernet: Phelps, Trefethen, Plumpjack, Groth • Petite Sirah: Stag’s Leap • Chardonnay: Rombauer, Alpha Omega • Sauvignon Blanc: St. Supery, Hanna

  11. New Packaging For Guenoc California Selection Old Label New Label Old Label New Label

  12. IRIGuenoc Sauvignon Blanc The Guenoc California Sauvignon Blanc is the #5 performing California Sauvignon Blanc in the US in it’s price point based on % ACV IR 52 Weeks Ending 7/8/2012

  13. Victorian Claret Opportunityred blends are a growing category Total US 52 Weeks Ending 6/12/2012 • This wine will perform. Results are shown in the % • ACV. • Go after Coppola Claret business. • Historically a BevMo exclusive this wine has plenty • of opportunity to grow.

  14. Victorian Claret Opportunityred blends are a growing category • Segment 4 Red Blends dollar sales have increased 44.3% over last • year • Success of brands such as Menage a Trois and Apothic Red

  15. Sauvignon Blanc & Petite Sirah • Guenoc California Sauvignon Blanc is within the TOP 10 Sauvignon Blancsselling in its price segment • Guenoc California Petite Sirah is within the TOP 5 selling Petite Sirahsin its price segment. Based on 52 Week IRI data ending 6/12/2012

  16. Accolades • Langtry Estate is Lake County’s Most Acclaimed Winery * As of 6.29.12 Guenoc has received more 90 Points or above scores from Wine Enthusiast and Wine Spectator than any other Lake County Winery

  17. Point of sales materials • Shelf Talkers • Fact Sheets • Acclaim Flyers • Brand One Pager • Sustainable Farming • Brochure

  18. Brand Presentation

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