A1257278178fQtEC

1
Retailers Will Increase In-store Sales w/ Gnarly
Head!
Item Penetration
In Total US outlets, more households are buying
Gnarly Head than J. Lohr, Red Diamond, 7 Deadly
Zins, Cline and Rosenblum.
In Total US outlets, Gnarly Head consumers drive
more trips to the store than buyers of K-J,
Mirassou, Ravenswood, Smoking Loon, Bogle, Rancho
Zabaco, Rosenblum, 7 Deadly Zins, Toasted
Head and J. Lohr.
Purchase Frequency
Repeat Buyers
In Total US outlets, Gnarly Head consumers drive
more repeat purchases and are more brand loyal
than buyers of Rosenblum and Toasted Head.
Gnarly Head drives more Grocery sales ( of
dollars in Grocery vs. other outlets) than Clos
du Bois, K-J, J. Lohr, Bogle, Cline and 7 Deadly
Zins.
Grocery Sales
Item NOT in Basket Item in Basket
Table Wine 45.70 73.30
Zinfandel 49.80 102.60
Gnarly Head 48.40 111.20
In Total US outlets, w/ Gnarly Head in the
basket, total basket ring MORE THAN DOUBLES - and
is a HIGHER RING than having just Zin Segment or
Table Wine in the basket!
Wine Enthusiasts American Winery of the Year,
2007
Source Nielsen Homescan - Channel Facts Database
- Total Outlet U.S. Annual 2008
2
Gnarly Head is increasing store wine sales by
expanding the category!
18 of Gnarly Heads growth in the last year has
come from category expansion (consumers w/ an
increased level of purchasing, not those
switching from another brand)
Gnarly Head is winning over competitive wine
shoppers!
16 of Gnarly Heads growth in the last year has
come from consumers switching away from large
brands like Kendall Jackson, Robert Mondavi
Private Selection, Chateau Ste. Michelle BV
Coastal and smaller brands like Rancho Zabaco.
The Gnarly Head consumer is showing very
favorable purchase behavior. Retailers will
benefit by promoting the brand and encouraging
trial.
40 of Gnarly Head wine triers come back to
purchase again, a very good repeat purchase rate
that is in line with Yellow Tail. Gnarly Head
wine tries are demonstrating very strong depth of
purchase, with 17 of triers purchasing 4X or
more, and 9 of triers purchasing 5X or more.
Wine Enthusiasts American Winery of the Year,
2007
Source Nielsen Homescan 125,000 HH Panel -
Total Outlet U.S. end 6/26/09