2016 Wine Market Council Wine Consumer Segmentation Slide

2016 Wine Market Council Wine Consumer Segmentation Slide Handbook November 28, 2016 1

Table of Contents ORC Segmentation Study Handbook 7 ORC Segmentation Study Methodology 9 Questionnaire 8 Base: Total U. S. Adults 10 Wine Consumption Among U. S. Adults 11 Wine, Beer, & Spirits Consumption Crossover Among U. S. Adults 21+ 12 Base: Total Wine Drinkers 13 Additional Alcoholic Beverage Consumption Among Total Wine Drinkers 14 Wine, Beer, & Spirits Consumption Crossover among Total Wine Drinkers 15 Wine Consumption Frequency Among Total Wine Drinkers 16 Change in Wine Consumption vs. a Couple of Years Ago Among Total Wine Drinkers 17 Total Wine Consumption by Color/Style Among Total Wine Drinkers 18 Total Wine Consumption: Domestic vs. Imported Wine Among Total Wine Drinkers 19 2

Table of Contents (continued) Wine Purchase Frequency by Package Size Among Total Wine Drinkers 20 Total Wine Drinkers: Gender 21 Total Wine Drinkers: Age 22 Total Wine Drinkers: Generation 23 Total Wine Drinkers: Top States Represented 24 Total Wine Drinkers: Marital Status and Household Ownership 25 Total Wine Drinkers: Household Make Up 26 Total Wine Drinkers: Education 27 Total Wine Drinkers: Employment Status 28 Total Wine Drinkers: Income 29 Total Wine Drinkers: Ethnicity/Race 30 Base: Total Wine Drinkers by Wine Consumption Frequency High Frequency vs. Occasional Wine Drinkers by Gender, Age, and Generation 31 32 3

Table of Contents (continued) Change in Wine Consumption vs. a Couple of Years Ago 33 Total Wine Consumption by Color/Style 34 Total Wine Consumption: Domestic vs. Imported Wine 35 Monthly/Weekly Purchase by Package Size 36 Base: Total High Frequency Wine Drinkers 37 Wine, Beer, & Spirits Consumption Crossover Among High Frequency Wine Drinkers 38 Additional Alcoholic Beverage Consumption Among High Frequency Wine Drinkers 39 Change in Wine Consumption vs. a Couple of Years Ago Among High Frequency Wine Drinkers 40 Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers 41 Total Wine Consumption: Domestic vs. Imported Wine Among High Frequency Wine Drinkers 42 Wine Purchase Frequency by Package Size Among High Frequency Wine Drinkers 43 High Frequency Wine Drinkers: Gender 44 High Frequency Wine Drinkers: Age 45 4

Table of Contents (continued) High Frequency Wine Drinkers: Generation 46 High Frequency Wine Drinkers: Marital Status and Household Ownership 47 High Frequency Wine Drinkers: Household Make Up 48 High Frequency Wine Drinkers: Education 49 High Frequency Wine Drinkers: Employment Status 50 High Frequency Wine Drinkers: Income 51 High Frequency Wine Drinkers: Ethnicity/Race 52 Base: High Frequency Wine Drinkers by Age and Gender 53 Additional Alcoholic Beverage Consumption Among High Frequency Wine Drinker by Age and Gender 54 Wine, Beer, & Spirits Consumption Crossover Among High Frequency Wine Drinkers by Age and Gender 55 High Frequency Wine Consumption by Age 56 Change in Wine Consumption vs. a Couple of Years Ago Among High Frequency Wine Drinkers by Age 57 Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers by Age 58 5

Table of Contents (continued) Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers by Gender 59 Total Wine Consumption: Domestic vs. Imported Wine Among High Frequency Wine Drinkers by Age 60 Weekly/Monthly Wine Purchases by Package Size Among High Frequency Wine Drinkers by Age 61 6

ORC Segmentation Study Handbook ü The purpose of this handbook is to provide Wine Market Council members with ready-made slides to use in presentations and other business activities. ü This handbook includes detailed slides on the breakdown of U. S. adults by alcohol consumption, topline results by total wine drinkers, and key measures among high frequency wine drinkers. ü For those in a membership tier that has access to all Wine Market Council data tabulations, the ORC segmentation study data is available upon request. Data is available on the following variables: § Total wine drinkers Ø Based on the responses of over 2, 000 U. S. adults 21+ who drink wine at least every 2 – 3 months Ø Data also available by gender, generation, 10 year age bands (20 s, 30 s, 40 s, 50 s, 60 s, 70+), and ethnicity/race § Total high frequency wine drinkers Ø Based on the responses of over 800 U. S. adults 21+ who drink wine more than once a week Ø Data also available by gender, generation, and 10 year age bands (20 s, 30 s, 40 s, 50 s, 60 s, 70+) § Occasional wine drinkers Ø Based on the responses of over 1, 500 U. S. adults 21+ who drink wine once a week or less often Ø Data also available by gender, generation, and 10 year age bands (20 s, 30 s, 40 s, 50 s, 60 s, 70+) 7

ORC Segmentation Study Handbook (continued) § Beer and spirits drinkers who consume no wine (demographics only) Ø Based on the responses of over 1, 800 U. S. adults 21+ who drink beer and/or spirits, but not wine § Infrequent wine drinkers (demographics only) Ø Based on the responses of over 600 U. S. adults 21+ who drink alcohol only every 2 – 3 months or less often § Abstainers (demographics only) Ø Based on the responses of over 1, 500 U. S. adults 21+ who never drink alcohol ü This research is proprietary to Wine Market Council members. Proper attribution is required for use and is included on each slide. ü As this set of slides is not exhaustive, please direct requests for additional slides based on the above data breakdowns, as well as requests for full data tabulations and other questions to Jennifer Pagano, Director or Research at jpagano@winemarketcouncil. com. 8

ORC Segmentation Study Methodology ü Survey was fielded in June, 2016 by ORC International in partnership with Illuminate Market Research. ü Survey was conducted among a representative sample of U. S. adults adjusted to current Census Bureau demographic data using a proprietary weighting scheme. ü 6, 859 U. S. adults were polled to determine U. S. wine consumer incidence. ü 2, 794 wine consumers who drink wine at least once every two or three months participated in the study. Notes: § Wine drinkers are defined as those who drink wine at least once every 2 – 3 months, High Frequency wine drinkers as those who drink wine more often than once a week, and Occasional wine drinkers as those who drink wine once a week or less often, but at least once ever 2 – 3 months. § All data included in this handbook is based on self-reported consumer survey participant responses § Significance level =. 05 § Some figures do not add to 100% due to rounding § Base sizes vary according to whether or not question was included in a survey pre-test Wine Market Council (WMC) is furnishing these survey results "as is" and does not provide any warranty of such results whatsoever, whether express, implied, or statutory, including, but not limited to, any warranty of merchantability or fitness for a particular purpose or any warranty that the results will be error-free. In this regard, the results do not constitute advice and WMC shall have no liability for the member’s use thereof. In no respect shall WMC incur any liability for any damages including, but not limited to, direct, indirect, special, or consequential damages arising out of, resulting from, or any way connected to the use of the results, whether or not based upon warranty, contract, tort, or otherwise; whether or not injury was sustained by persons or property or otherwise; and whether or not loss was sustained from, or arose out of, the results of, the survey. 9

Base: Total U. S. Adults 10

Wine Consumption Among U. S. Adults Teetotaler High Frequency Wine Drinker 25% Infrequent Alcohol Consumer (drink alcohol including wine - less 10% 14% (more often than once a week) 24% than every 2 -3 months ) 27% Non-Wine Drinker (drink beer and/or spirits only) Base: 6, 859 U. S. Adults 21+ Source: WMC – ORC Segmentation Survey June 2016 Occasional Wine Drinker (once a week or less often, but more than once every 2 – 3 months) 11

Wine, Beer, & Spirits Consumption* Crossover Among Total U. S. Adults 21+ Wine Drink wine and spirits, but no beer 14% drink wine only Drink wine and beer, but no spirits 11% 12% Beer 23% drink wine, beer, and spirits 16% drink beer only Spirits 11% drink spirits only 13% Drink beer and spirits, but no wine *Consume at least every 2 – 3 months Base: 4, 490 U. S. Adults 21+ who drink wine, beer, and/or spirits Source: WMC – ORC Segmentation Survey June 2016 12

Base: Total Wine Drinkers 13

Additional Alcoholic Beverage Consumption Among Total Wine Drinkers 60% 57% 23% Also drink beer Base: 2, 794 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 Also drink spirits Also drink other types of alcoholic beverages 14

Wine, Beer, & Spirits Consumption* Crossover Among Total Wine Drinkers 23% 21% Drink wine only Drink wine & beer, no spirits 17% Drink wine & spirits, no beer Drink wine, beer, & spirits 39% *Consume at least every 2 – 3 months Base: 2, 794 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 15

Wine Consumption Frequency Among Total Wine Drinkers 9% 27% Every day Few times a week 20% 23% High frequency wine drinkers (36%) Once a week 2 - 3 times a month Once a month Occasional wine drinkers (64%) Every 2 - 3 months 11% 10% Base: 2, 794 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 16

Change in Wine Consumption vs. a Couple of Years Ago Among Total Wine Drinkers Drinking Same 56% Drinking More 21% -2 -23% Drinking Less Base: 2, 410 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 17

Total Wine Consumption by Color/Style Among Total Wine Drinkers 44% Red White Blush/Rose Sparkling 34% Other* 10% 7% 5% Total Wine Drinkers *Such as flavored wine like sangria, winebased beverages like spritzers, or orange wine Base: 2, 410 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 18

Total Wine Consumption: Domestic vs. Imported Wine Among Total Wine Drinkers Domestic Wine 71% Imported Wine 29% Total Wine Drinkers Base: 2, 410 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 19

Wine Purchase Frequency by Package Size Among Total Wine Drinkers 750 ml bottle 50% 4% 12% 1. 5 liter bottle 187 ml bottle(s) 10% 375 ml bottle 10% Bag in box 9% 3 liter bottle 7% Can 6% Pouch 5% Tetra Pak 4% Base: 2, 410 U. S. wine drinkers Source: WMC – ORC Segmentation Survey June 2016 Monthly/Weekly 52% Never 61% 63% 67% 75% 85% 87% 20

Total Wine Drinkers: Gender 57% 43% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses Males Females 21

Total Wine Drinkers: Age 70+ 12% 60 - 69 23% 21 - 29 14% 30 - 39 18% 50 - 59 18% 40 - 49 15% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 22

Total Wine Drinkers: Generation Older (71+) 11% Millennial (21 – 39) 32% Baby Boomer (52 - 70) 39% Generation X (40 - 51) 18% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 23

Total Wine Drinkers: Top States Represented Ohio 3% New York Illinois 4% 3% Pennsylvania 3% New Jersey California 9% 3% Texas 5% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses Florida 7% 24

Total Wine Drinkers: Marital Status and Household Ownership Own Home 71% Separated 1% Widowed 4% Single, Divorced Married never 10% 58% married 18% Rent Home 29% Living with a partner 9% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 25

Total Wine Drinkers: Household Make Up One Adult Household 23% Two Adult Household 58% Children Living in Home 26% 6 or younger 35% 7 - 12 years old 32% 13 - 17 years. . . 33% No Children Living in Home 74% Three Adult Household 12% Four+ Adult Household 7% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 26

Total Wine Drinkers: Education High school graduate or less 26% Some college Technical degree/2 -year degree 18% 10% College graduate 23% Postgraduate work or degree 23% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 27

Total Wine Drinkers: Employment Status Student 2% Work full time Retired 47% 27% Self employed 5% Not employed 4% Homemaker 6% Work part time 9% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 28

Total Wine Drinkers: Income (Total household income before taxes in 2015) Under $35, 000 - $49, 999 19% 12% $50, 000 - $74, 999 21% 75, 000 - $99, 999 18% $100, 000 - $149, 000 18% $150, 000 or more 12% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 29

Total Wine Drinkers: Ethnicity/Race Caucasian/Non. Hispanic 13% 9% Black/African American 4% Mixed Race/Other 2% Base: 2, 794 U. S. wine drinkers Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses Asian 30

Base: Total Wine Drinkers by Wine Consumption Frequency (Key Differences Between High Frequency Wine Drinkers and Occasional Wine Drinkers) 31

High Frequency vs. Occasional Wine Drinkers by Gender, Age, and Generation High Frequency Wine Drinkers Gender Male 45% 41% Female 55% 59% Age 21 - 29 13% 15% 30 - 39 16% 19% 40 - 49 13% 15% 50 - 59 17% 18% 60 - 69 25% 22% 70+ 15% 11% 51. 8 49. 0 Mean Age High Frequency Wine Drinkers* Occasional Wine Drinkers Milllennial (21 – 39) 29% 35% Gen X (40 – 51) 16% 19% Baby Boomer (52 – 70) 41% 37% Older (71+) 14% 9% Occasional Wine Drinkers Generation *Does not add to 100% due to rounding. Base: 1, 014 High Frequency (more often than once a week) and 1, 780 Occasional (once a week or less often) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 32

Change in Wine Consumption vs. a Couple of Years Ago (Total wine drinkers by consumption frequency*) High Frequency Wine Drinkers Drinking Same 58% Occasional Wine Drinkers Drinking Same 55% Drinking More 28% +14 Drinking More 17% -14% Drinking Less Base: 871 High Frequency (more often than once a week) and 1, 539 Occasional (once a week or less often) Source: WMC – ORC Segmentation Survey June 2016 -11 -28% Drinking Less 33

Total Wine Consumption by Color/Style (Total wine drinkers by consumption frequency) 48%† 42% Red White Blush/Rose Sparkling 33% 5% 9% 4% High Frequency Wine Drinkers 34% Other* 11% 8% 5% Occasional Wine Drinkers †Does not add to 100% due to rounding *Such as flavored wine like sangria, wine-based beverages like spritzers, or orange wine Base: 871 High Frequency (more often than once a week) and 1, 539 Occasional (once a week or less often) Source: WMC – ORC Segmentation Survey June 2016 34

Total Wine Consumption: Domestic vs. Imported Wine (Total wine drinkers by consumption frequency*) Domestic Wine 67% 33% High Frequency Wine Drinkers 73% Imported Wine 27% Occasional Wine Drinkers Base: 871 High Frequency (more often than once a week) and 1, 539 Occasional (once a week or less often) Source: WMC – ORC Segmentation Survey June 2016 35

Monthly/Weekly Purchase by Package Size (Total wine drinkers by consumption frequency*) 750 ml bottle 1. 5 liter bottle Bag in box 375 ml bottle 187 ml bottle(s) 3 liter bottle Can 38% 23% 6% 17% 4% 6% 7% 70% 16% High Frequency Wine Drinker 15% Occasional Wine Drinker 11% 4% 9% 4% Pouch 7% 3% Tetra Pak 7% 2% Base: 871 High Frequency (more often than once a week) and 1, 539 Occasional (once a week or less often) Source: WMC – ORC Segmentation Survey June 2016 36

Base: Total High Frequency Wine Drinkers 37

Wine, Beer, & Spirits Consumption* Crossover Among High Frequency Wine Drinkers 21% 20% Drink wine only Drink wine & beer, no spirits 19% Drink wine & spirits, no beer Drink wine, beer, & spirits 40% *Consume at least every 2 – 3 months Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 38

Additional Alcoholic Beverage Consumption Among High Frequency Wine Drinkers 60% 59% 22% Also drink beer Also drink spirits Also drink other types of alcoholic beverages Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 39

Change in Wine Consumption vs. a Couple of Years Ago Among High Frequency Wine Drinkers Drinking Same 58% Drinking More 28% +14 -14% Drinking Less Base: 871 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 40

Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers 48%† Red White Blush/Rose Sparkling 33% 4% Other* 9% 5% High Frequency Wine Drinkers †Does not add to 100% due to rounding *Such as flavored wine like sangria, wine-based beverages like spritzers, or orange wine Base: 871 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 41

Total Wine Consumption: Domestic vs. Imported Wine Among High Frequency Wine Drinkers Domestic Wine 67% Imported Wine 33% High Frequency Wine Drinkers Base: 871 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 42

Wine Purchase Frequency by Package Size Among High Frequency Wine Drinkers 750 ml bottle 70% 3% 23% 1. 5 liter bottle Bag in box 17% 375 ml bottle 16% 187 ml bottle(s) 15% 3 liter bottle Can 11% Monthly/Weekly 39% Never 57% 58% 57% 68% 9% Pouch 7% Tetra Pak 7% Base: 871 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: WMC – ORC Segmentation Survey June 2016 81% 83% 43

High Frequency Wine Drinkers: Gender 55% 45% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses Males Females 44

High Frequency Wine Drinkers: Age 70+ 15% 21 - 29 13% 30 - 39 16% 60 - 69 25% 50 - 59 17% 40 - 49 14% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 45

High Frequency Wine Drinkers: Generation Older (71+) 14% Baby Boomer (52 - 70) 41% Millennial (21 – 39) 29% Generation X (40 - 51) 16% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 46

High Frequency Wine Drinkers: Marital Status and Household Ownership Separated 2% Widowed 3% Single, never Divorced Marriedmarried 8% 63% 15% Living with a partner 9% Own Home 76% Rent Home 24% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 47

High Frequency Wine Drinkers: Household Make Up One Adult Household 22%* Two Adult Household 63% Children Living in Home 25% 6 or younger 33 7 - 12 years old 33 13 - 17 years. . . 33 No Children Living in Home 75% Three Adult Household 10% Four+ Adult Household 6% *Does not add to 100% due to rounding Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 48

High Frequency Wine Drinkers: Education High school graduate or less 26% Some college Technical degree/2 -year degree 17% 9% College graduate 24% Postgraduate work or degree 24% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 49

High Frequency Wine Drinkers: Employment Status Student 1% Work full time Retired 44% 31% Not employed 4% Homemaker 5% Self employed 6% Work part time 9% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 50

High Frequency Wine Drinkers: Income (Total household income before taxes in 2015) Under $35, 000 - $49, 999 $50, 000 - $74, 999 75, 000 - $99, 999 $100, 000 - $149, 000 $150, 000 or more 16% 13% 21% 16% 19% 15% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 51

High Frequency Wine Drinkers: Ethnicity/Race Caucasian/Non. Hispanic 15% Black/African American 7% Mixed Race/Other 3% Asian 3% Base: 1, 014 U. S. High Frequency wine drinkers (drink wine more often than once a week) Source: ORC demographic question based on June 2016 WMC - ORC Segmentation Survey responses 52

Base: High Frequency Wine Drinkers by Age and Gender (Key Differences) 53

Additional Alcoholic Beverage Consumption* Among High Frequency Wine Drinkers by Age† and Gender 21 – 29 30 – 39 40 – 49 50 – 59 60 – 69 70+ Also drinks beer 57% 69% 64% 59% 48% Also drinks Spirits 51% 64% 60% 70% 54% 59% Also drinks other types of alcoholic beverages 36% 35% 33% 22% 11% 6% Male Female Also drinks beer 72% 50% Also drinks Spirits 63% 57% Also drinks other types of alcoholic beverages 19% 25% *Consume at least every 2 – 3 months †Highlights signify statistical significance compared to at least three other consumer segments Base: 1, 014 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 130, 30 s = 179, 40 s = 139, 50 s = 188, 60 s = 242, 70+ = 136; Males = 486, Females = 528. Source: WMC – ORC Segmentation Survey June 2016 54

Wine, Beer, & Spirits Consumption* Crossover Among High Frequency Wine Drinkers by Age† and Gender 21 – 29 30 – 39 40 – 49 50 – 59 60 – 69 70+ Drink wine only 29% 16% 19% 29% Drink wine, beer, & spirits 36% 48% 43% 50% 32% 36% Drink wine, beer/no spirits 21% 21% 14% 27% 12% Drink wine, spirits/no beer 14% 15% 17% 20% 22% 23% Male** Female Drink wine only 16% 25% Drink wine, beer, & spirits 51% 32% Drink wine, beer/no spirits 22% 18% Drink wine, spirits/no beer 12% 25% *Consume at least every 2 – 3 months †Highlights signify statistical significance compared to at least three other consumer segments **Does not add to 100% due to rounding Base: 1, 014 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 130, 30 s = 179, 40 s = 139, 50 s = 188, 60 s = 242, 70+ = 136; Males = 486, Females = 528. Source: WMC – ORC Segmentation Survey June 2016 55

High Frequency Wine Consumption by Age 85% 76% 24% 15% 21 - 29 30 - 39 82% 18% 40 - 49 Every day 76% 24% 50 - 59 68% 32% 60 - 69 63% 37% 70+ Few time a week Base: 1, 014 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 130, 30 s = 179, 40 s = 139, 50 s = 188, 60 s = 242, 70+ = 136. Source: WMC – ORC Segmentation Survey June 2016 56

Change in Wine Consumption vs. a Couple of Years Ago Among High Frequency Wine Drinkers by Age* 21 – 29 30 – 39† 40 – 49 50 – 59 60 – 69 70+ Drinking about the same 29% 46% 53% 57% 72% 77% Drinking more 54% 35% 31% 17% 9% Drinking less 17% 20% 16% 12% 11% 14% Net percentage point change (drinking more – drinking less) +37 +15 +19 +6 -5 *Highlights signify statistical significance compared to at least three other consumer segments †Does not add to 100% due to rounding Base: 871 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 114, 30 s = 149, 40 s = 119, 50 s = 159, 60 s = 217, 70+ = 113. Source: WMC – ORC Segmentation Survey June 2016 57

Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers by Age* 21 – 29 30 – 39 40 – 49 50 – 59† 60 – 69 70+ Red wine 41% 43% 50% 51% 50% 53% White wine 31% 28% 29% 31% 38% 34% Blush/rose wine 11% 12% 11% 10% 7% 7% Sparkling wine 9% 10% 6% 5% 3% 2% Other types of wine 8% 7% 4% 2% 2% 5% 100% 100% 101%† Total volume consumed *Highlights signify statistical significance compared to at least three other consumer segments †Does not add to 100% due to rounding. Base: 871 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 114, 30 s = 149, 40 s = 119, 50 s = 159, 60 s = 217, 70+ = 113. Source: WMC – ORC Segmentation Survey June 2016 58

Total Wine Consumption by Color/Style Among High Frequency Wine Drinkers by Gender Male Female Red wine 58% 41% White wine 26% 38% Blush/rose wine 7% 11% Sparkling wine 5% 6% Other types of wine 4% 4% 101%† 100% Total volume consumed †Does not add to 100% due to rounding Base: 871 High Frequency wine drinkers (drink wine more often than once a week): Males = 412, Females = 459 Source: WMC – ORC Segmentation Survey June 2016 59

Total Wine Consumption: Domestic vs. Imported Wine Among High Frequency Wine Drinkers by Age 62% 38% 21 - 29 63% 37% 30 - 39 64% 36% 40 - 49 Average Volume of Domestic Wine 70% 73% 30% 50 - 59 27% 60 - 69 67% 33% 70+ Average Volume of Imported Wine Base: 871 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 114, 30 s = 149, 40 s = 119, 50 s = 159, 60 s = 217, 70+ = 113. Source: WMC – ORC Segmentation Survey June 2016 60

Weekly/Monthly Wine Purchases by Package Size Among High Frequency Wine Drinkers by Age* 21 – 29 30 – 39 40 – 49 50 – 59 60 – 69 70+ 750 ml bottle 73% 85% 73% 77% 60% 58% 1. 5 liter bottle 40% 30% 20% 17% 18% 20% 187 ml bottle(s) 38% 30% 14% 11% 2% 5% 375 ml bottle 38% 30% 16% 11% 4% 6% Bag in box 31% 24% 15% 12% 14% 3 liter bottle 28% 21% 12% 4% 3% 8% Can 23% 6% 3% 1% 6% Pouch 19% 17% 7% 2% 0% 3% Tetra Pak 21% 15% 6% 3% 0% 3% *Highlights corresponds to statistical significance compare to at least three other segments Base: 871 High Frequency wine drinkers (drink wine more often than once a week): 20 s = 114, 30 s = 149, 40 s = 119, 50 s = 159, 60 s = 217, 70+ = 113. Source: WMC – ORC Segmentation Survey June 2016 61