IntroducingA New Semi-SweetItalian Red Wine

Della Robbia

All data –Nielsen P52W ending 9/14/13, eq. volume

• What is Della Robbia?• Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in

the Alto Adige region.• 5.2% abv with a slight amount of carbonation best served chilled.

• Why are we introducing this wine?• Della Robbia is a semi-sweet Italian red wine, bottled in Trento, Italy in

the Alto Adige region.• Moscato/semi sweet wine category is huge – 3.8 million cases per year• “Sweet Reds” are +15% over the past 52 weeks.

• What influenced the name and label?• Named after famous renaissance sculptors from the Della Robbia

family.• The label design is a fanciful interpretation of the Della Robbia ceramic

style that graces buildings throughout Italy.

Della Robbia

All data –Nielsen P52W ending 9/14/13, eq. volume

• What is the retail price?• $9.99 frontline, $8.99 on promo.

• Who is our competition?• Only two main competitors in the

Italian wine category:• Stella Rosa II Conte is +19% over

the past 52 weeks, but their growth is slowing in more recent time periods

• Roscato is new to market and rapidly stealing share from Stella Rosa +517% over the past 52 weeks.

Della Robbia

$9.99 $11.62$11.16

All data –Nielsen P52W ending 9/14/13, eq. volume

• What is our competitive advantage• Sourcing is led and managed by

Cameron Hughes, leading American négociant, delivering the highest quality at this price.

• Vibrant packaging and POS sets Della Robbia from the competition

• Della Robbia is priced $1-$2 below the competition.

Della Robbia

• When is Della Robbia available to ship• We launched it Dec 10, 2013

• Key Product Specifications• Appellation: Italy• Vintage: Non-vintage• Alcohol: 5.2% by vol.• UPC: 898546001205• Naturally lightly carbonated• High acidity and low ph create a perfect

balance of sweetness• Back label has English, Spanish and Chinese

to support English speaking and ethnic consumer segments

Della Robbia