In Australia, Cava Codorniu, its Verdejo and Albarino have the opportunity to accelerate their growth in a similar way Prosecco did a few years ago.

1. Spanish Specialties 1
Lara Garcia
Date: 25/07/2015
It’s time to seed the Australian market with a compelling
sexy proposal from Barcelona!

2. Spanish Specialties
Agenda
Executive Summary
Market Context, Target Shopper, Occasion of Consumption
Outlook & Drivers of Sparkling wine in the Off trade
Codorniu strengths for the Australian Market
Codorniu Marketing strategy
What can this plan deliver
2

3. Spanish Specialties
1. The Australian Market is within the top 10 largest markets when it comes to consumption of
sparkling wine. Prossecco has hit hard, there is an opportunity for other imported Sparklings.
2. Codorniu has the right to have a stronger presence in the market.
3. There are a few barriers to consider;
• Strong Competition,
• Low Distribution levels
• Low Awareness
4. Before investing on marketing, we need to gain critical mass distribution.
Executive Summary
3
5. Through a compelling off trade shopper marketing campaign, Codorniu can deliver
incremental 147k bottles at a cost of AUD 104k.
6. We do not recommend to invest in the on trade; it represents 20%, it is a fragmented channel
and expensive to make an impact

4. Spanish Specialties 4
Market Context Sparkling Wine
ü 1 in 3 Australians travel to Europe and more than 200k go
to Spain every year. Barcelona is the most visited
destination.
ü Most of Australia enjoys a Mediterranean/tropical weather
in the country with more than 1 in 2 sunny days* per year
ü Australia is a social country where celebration is a key
component of its busy social life.
ü The Australian household is global in its composition:
Anglo primacy, eclectic fusion of Mediterranean and
Asian influences.
ü Australia is the 7th Sparkling Wine-consuming
country. ** . In the last years, there has been a
democratisation of Sparkling wine in the market
ü In the recent years, on the one hand, Sparkling
wine consumption has decreased. This is driven by
consumers moving to cider and Sauvignon Blanc
alternatives. On the other hand, Prossecco
segment has grown. Also, more brands within this
segment have entered the market
ü In terms of Champagne, Australians are the 9th
biggest consumers globally.
Australia is a social outgoing country where
more than 1 in 2 days along the year
are sunny days.
Australia is the 7th Sparkling wine
consuming country in the world**
• Source: http://www.australia.com/en/facts/weather.html
• ** Source: Data based on the questionnaire on sparkling wines submitted to OIV Member States. Trade data
provided by the “Observatorio Española del Mercado del vino (OEMV)

5. Spanish Specialties 5
Target Shopper & Occasion of consumption
ü The shopper of Premium and Super Premium
sparkling wine (Premium segment: from AUD10
and above) is females from 25 to 45 yo.
(Champagne is not considered in this study)
ü While females are the most frequent shoppers of
sparkling wine, males and females equally
consume it at gatherings with friends and family. *
ü In Australia - Sparkling wine has moved from its
celebratory role towards a more every day
occasion type of drink consumed all the way
along the year.
ü In the on trade, Sparkling wine has benefited by
the growing popularity of cocktails in the on trade,
as bartenders have looked to give their cocktails
an effervescent quality through the addition of
sparkling wine.
24 to 45 yo. young professional females are
the main target shopper of sparkling wine
Sparkling wine has move from a drink of
special occasions to an every day drink to
enjoy with friends.
• Source:* Survey to 5 off trade store owners & 2 bars in Sydney, NSW. Pls. consider further analysis is required.

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Off trade context
1. The off trade represents 80% of the
volume of consumption of Sparkling
wine.
2. Major players in the liquor industry
are Woolworths Ltd (39%),
Westfarmers (19%), IBA (15%), other
Independent liquor stores
representing 37%*.
3. The level of sophistication across the
top 2 groups is much larger than the
rest. Woolworths Ltd planning,
marketing and commercial
capabilities are stronger than any
other player in the industry.
Codorniu within competitive setMajor Players (Market Share)**
• Source:* IBIS Liquor Retailing Research– March 2015
• **Source: IBIS report – Spirits and Wine data
• ***Source: pls. consider this result comes from 5 Dan Murphy store sample.
1. Codorniu sits at imported Sparkling
Wine in store section at Dan
Murphy’s
2. Ok In store location & on shelf
visibility
3. Share of space: Codorniu (6 facings)
vs. 10 facings (Freixenet)***

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Overall consumption in line with population growth
(+1.4%)*
Consolidations of big boxes growing share & driving
private labels
7
High level Market assumptions/trends for sparkling wine in the off trade
Assumptions/trends Implication
Taste trends continue to shift towards light &
fresh and sweeter styles of beverages
1
2
3
Prossecco has been growing in the last years,
bringing new consumers to the sparkling wine
category**
4
5
Underlying growth to remain for sparkling wine
Suppliers that build strong relationships/partnerships
with these retailers’ formats will be in a stronger
position.
Shift towards easy, uncomplicated sparkling
wines that marry with food on an everyday
occasion of consumption
This innovation has brought new consumers to
the Sparkling Wine category and new occasions
of consumption
• Source: *ABS http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0
• ** Sydney Morning Herlad
http://www.smh.com.au/entertainment/restaurants-and-bars/why-prosecco-is-charming-the-world-20121001-26uzd.html
Consumers are drinking better – they are
moving out of cask wine into bottle and we are
see greater value growth in premium brackets
Trend towards Premium Sparkling Wine and Fine
Sparkling Wine will continue with increased
education and accessibility

8. Spanish Specialties 8
Sparkling Wine Competitor Set
Fine Wine
$30+
Super Premium
$15 - $30
Premium
$10 - $15
Upper Mass
$6 - $10
Price Segmentation reflective of
Australian marketplace**
Lower Mass
<$6
Mumm Cordon Rouge (7 facings)
Veuve Clicquot Brut Yellow Label (4
facings)
Moët & Chandon Brut Impérial (3)
Arras (XX facings)
Chadon (8 facings)
Petaluma Croser NV (3 facings)
Henkell Trocken (7 facings)
Minchinbury Prosecco (6 facings)
Jacob’s Creek (XX facings)
Freixenet (10 facings), (Codorniu (6)
Yellow Tail (3 facings)
Yellowgleen (4 facings)
*Source::Survey to 5 off trade store owners & 2 bars in Sydney, NSW. Pls. consider these results are not definitive
**Source: Price Segmentation according to a major liquor distributor in Australia
***Source: interview with members of senior leadership team of a leading wine beverage company
1. Dan Murphys, 174 big box stores. It is the most sophisticated
retailer across the board in the liquor industry in Australia
2. Key segments in the sparkling wine category are:
ü Champagne
ü Prossecco
ü Other imported sparkling wine; NZ, German sparkling
wine, other regions in France, Spain, other areas in Italy.
ü Domestic wine
3. Key segments/brands that perform well in the premium and
super premium segments are*: Chandon, Jacob’s Creek,
Petaluma Croser NV.
4. Codorniu is a brand that people might explore to choose
with the objective of exploring the product or because they
have tasted it in their travels to Barcelona*.
5. Most of the volume of sparkling wine comes from Upper Mass
segments. Premium does not represent a large segment***.

9. Spanish Specialties
1. Codorniu is the world's oldest and second-
largest producer of bottle-fermented sparkling
wine; known as cava.
2. Mediterranean Sparkling wine, founded close
to Barcelona, Spain in 1551.
3. Strong connection with the vibrant, quirky,
creative Barcelona and its Mediterranean,
lifestyle
4. It has a large range of wines - to be consumed
on an every day basis as well as special
occasions.
5. Best in class quality-price equation.
6. Codorniu has recently launched the 1st
Sparkling Albarino: FRIZZ 5.5
Codorniu has the potential to become the New Mediterranean uncomplicated Sparkling from
Barcelona; uncomplicated sparkling, it marries food, same method of production to
Champagne, great price quality equation.
9
Codorniu strengths for the Australian Market

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Best of Codorniu assets to be leveraged for this market
Codorniu’s Territory; uncomplicated, fresh and fruity sparkling from
Barcelona for an every day meal with friends
Heritage; oldest cava maker, Methode
traditionel
Post-modern, casual, quirky, one of a kind
Barcelona
Uncomplicated Mediterranean sparkling to marry with tapas

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However, 3 key barriers for Codorniu in this market
FIERCE COMPETITION ON
PREMIUM & UPPER-MASS
SEGMENTS
Category Issue
LOW AWARENESS OF CAVA
& CODORNIU BRAND
Shopper Issue
ü Strong and aggressive
competition across these
segments
ü Low knowledge of Cava
category of sparkling wine.
ü For experts, cava might have
some connotations of stale, dull,
sometimes, overworked.
ü Low awareness of Codorniu
brand.
• Source: interview to 5 store managers. Please consider these results are not definitive. The method used is a basic
one and they can not be considered final results. They are orientative for the purpose of the presentation
ACTION: N/A
we have limited influence
ACTION: How can we inspire
shoppers to try Codorniu at
scale?
CURRENTLY ONLY
PRESENCE AT DAN MURPHY
Distribution issue
ü While Codorniu has presence across
the main big boxes in Australia – Dan
Murphy it’s distribution levels are not
high enough to start activating the
brand in this market
ü Opportunity to engage Woolworths’
group and negotiate ranging across
BWS
ACTION: How can we inspire
BWS to gain ranging of
Codorniu?

12. Spanish Specialties
How can we effectively inspire 25 to 45 yo. ladies to taste Codorniu during
summer?!
12
Shopper Issue
How can we effectively inspire BWS to range Codorniu?!
Retailer Issue

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2 potential options to explore
Option 1 Option 2
Approach: revitalise and drive the current mother
brand with shopper marketing activation at key
retailers.
Target Consumers: 30 and above.
Occasion of consumption: apperitif, tapas, The
different varieties make them very versatile. Seco &
Semi Seco are perfect with desserts, even be drunk
with Asian food. Brut and Brut Nature is ideal with a
variety f dishes: aperitifs, tapas smoked meats or fish,
pastries, cured meats, white meat and fish.
Drive Codorniu Clasico to fight
against Freixenet and other imported
sparkling wines
Drive Innovation - NEW FRIZZ 5.5
CodorNEW to fight against Prosecco’s
new segment through a compelling
differentiated proposal
Approach: bring innovation to the market, Albarino
and Verdejo Frizz 5.5., to fight against prossecco and
tap into new consumers and new occasions of
consumption
Target Consumers: 25 to 40 yo. Females
Occasion of consumption: every day casual get
together occasion with friends. Ideal served with
characteristic dishes and
aperitifs from the Mediterranean diet: seafood,
tapas, rice dishes, pasta.

14. Spanish Specialties 14
Compelling Shopper Marketing Campaign driving current variant to
fight against Freixenet
CODORNIU,
THE SPARKLING
FROM
BARCELONA
SINCE 1551.
*Codorniu, the cava that has
celebrated the small things in life since
1551. It is the world's oldest & 2nd largest
producer of bottle-fermented sparkling
wine, Known as cava, made by the
Traditional champagne method.
Option 1: Drive current Codorniu variant

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Drive new variant in the market & shopper Marketing Campaign
associated to fight against Prossecco
FRIZZ 5.5,
Albariño from
Barcelona
Option 2: Drive Innovation – Frizz 5.5

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What could a shopper marketing campaign look like across any of
these options.
See Shopper Marketing Campaign Option 2 …

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Activities
Media Amplifi
Timing
NEW FRIZZ 5.5 Sparkling Albariño from Barcelona.
Oct 2016 Wc. 1st of Nov, Dec Wc. 1st of Feb
Campaign
FY16 Shopper Marketing Campaign aims to drive a compelling distinctive proposal like
no other in the market to tap into the growth of new occasions of consumption
28th Feb
ü X2 FB posts llinked to video
with Media Investment
associated to reach max
no. of shoppers
In store
Activation
ü At Shelf Decal
ü Tastings with other sparkling wines
ü Gondola end location during 2 weeks – (DM = 174 stores).
7th July
ü iNTRODUCTION TO
BRAND, GENERATE
INTEREST
ü IMPROVE IN STORE VISIBILITY
ü INCREASE AWARENESS & TRIAL LEVELS
ü KEEP BRAND ALIVE
IN THE SHOPPER
REPERTOIRE
Benefits
Objective SHOPPER MARKETING CAMPAIGN TO INSPIRE LADIES TO TASTE
CODORINU AT SCALE
FOLLOW UP
CAMPAIGN
TEASER -
INTRODUCTION TO
CODORNIU
PROMOTION TRIP TO
BARCELONA
PROMOTION PICNIC
KIT
LAST
SUMMER
DAYS
MEDIT.
SUMMER
1 2 3
17
ü 262k fans
ü X2 FB posts with Media
Investment associated to
reach max no. of
shoppers
ü ¼ page of
BWS
catalogue
ü X2 FB posts with Media
Investment associated to
reach max no. of
shoppers

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Date: October 2016 - beginning of Australian Summer
Objective: Introduce Frizz 5.5 to key target shopper & iinspire ladies to consider it during summer
Execution: x2 Posts on BWS/Dan Murphy’s Facebook Page that links with Video. Ensure there is media investment to
reach max level of target shoppers.
Copy: We are introducing a special guest
in house; NEW Frizz 5.5, quirky Albarino from
Barcelona, only 5.5% alc.
Sparkling bubbles and low alcohol content make
FRIZZ 5.5 Verdejo a perfect balance of sweetness
and sharpness.
Try it and transport yourself to Barcelona.
Has anyone try Albarino on their last Tme in
Barcelona or any other part of Spain?
FRIZZ 5.5, Sparkling Albariño from
Barcelona.
Introduction to FRIZZ 5.5 - Teaser1
18
Video

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WIN A TRIP TO BARCELONA FOR U & A FRIEND
WITH FRIZZ 5.5 CODORNEW
Date: Mid November 2016 – Summer Season
Objective: inspire shoppers to consider Codorniu cava during summer season
Execution: 360 degrees shopper marketing campaign
Trip to Barcelona includes: flights, accomodation, Codorniu winery visit.
Copy:
FRIZZ 5.5, the hipster variant of Codorniu
invites you and a friend to visit Barcelona.
Picasso, Dali, Gaudi, Paseo de El Born…
blend you and a friend in the post modern
Barcelona.
Go to any BWS, buy any bottle of
Codorniu and enter the challenge online
at www.BWSCodorniu.com
Best answer wins.
Promotion Trip to the Mediterraneo2
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1.
Facebook
2. BWS
Catalogue
3.
In store
Gondola
End
4. At shelf
decal
Facebook post & Reminder !
¼ of Catalogue ad during month of December!
Presence at Gondola End
during 2 weeks of activation!
Shelf Decal at shelf !
Example; What could in store execution look like?
20
360 degrees Execution with touch points across the path to purchase
2

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WIN A FRIZZ 5.5 PICNIC KIT
BUY A BOTTLE TO WIN
Date: 1st of February 2016 – Summer Season
Objective: Drive Awareness and Trial levels
Execution: 360 degrees Shopper Mk Campaign
Alternative: Cross Promo with snacks, party items
Promotion Picnic Kit
21
The kit includes: Picnic Bag + recipe cards (Albarino & tapas)
Two options of promotions to encourage trial of Cava Codorniu
FRIZZ 5.5 OFFER –
BUY 6 BOTTLES & GET 25% OFF
Date: 1st of February 2016 – Summer Season
Objective: Drive Awareness and Trial levels
Execution: 360 degrees shopper marketing campaign
Copy: Buy a bottle of FRIZZ 5.5% CodorNEW and WIN a
Picnic Kit. 1 Kit per store to win
Copy: Buy 6 bottles of CodorNEW FRIZZ 5.5, get 25% off.
+
3

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Enjoy the last beach day of the season
with FRIZZ 5.5, the Albarino from
Barcelona
Date: 28th of Feb
Execution: Facebook coupon activation on
BWS’s website with media investment
associated
7th of July 28th of Feb
Tapas, Cava Codorniu, Barcelona.
Date: 7th of July
Execution: Facebook coupon activation on
BWS’s website with media investment
associated
Copy:
Normal. Frizz. Special.
After work, at a cocktail, after dinner… FRIZZ 5.5
CodorNEW is the perfect sparkling wine to make
any occasion special. Find it across BWS stores
Copy: Tapas is no small plate. FRIZZ 5.5 CodorNEW, the
sparkling from Barcelona marries beautifully with tapas.
And you, what tapa would you choose? Buy a bottle of
CodorNEW and go in the draw to win a Tapas &
Sparkling wine book.
2 additional follow up events to keep the brand alive in
the shopper mindset
22

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What can this plan deliver?
23

24. Spanish Specialties
ü This plan is a combination of:
Ø Distribution job: can deliver 140k bottles at the end of a year time
Ø Off trade Shopper Marketing Plan: 7k incremental bottles
ü Please consider this data as tentative and not conclusive data.
ü Assumptions:
Ø Get ranging across BWS stores – 1300 points along 1 year time.
Ø Average weekly sales: 2 per week
Ø Uplifts* generated by the following activities: Facebook page with media investment – 4%, visibility on Catalogue –
12%, visibility on catalogue and off location in store display – 22%.
24 * Source: assumptions used in finance modelling across similar activations in a leading beverages FMCG company in Australia
This plan can generate 147k bottles by end of FY16
• Source: uplifts based on similar activities at an leading beverage company in a similar customers in Australia

25. Spanish Specialties
The investment needed is AUD 107k behind the plan
25
ü Spanish Specialties’ fees represent around 20% of the cost and it is associated to the work of:
Ø Engaging Dan Murphy’s marketing team/ Codorniu team,
Ø Development, management and execution of the marketing activations
Ø Support from a commercial perspective.
ü There should be no need to recreate new photographic material, there might a need to work on adaptations. Usage of
existing graphic design resources from Codorniu global brand.

26. Spanish Specialties
Australia is the 7th largest market of sparkling wine. In the last 5
years there has a massive democratisation of Sparkling Wine
In recent years sparkling wine has been decreasing
Currently there are few barriers that should be taken into
account: Strong Competition, Low distribution and low
Awareness of the brand
Before investing on marketing, we need to gain critical mass.
Summary – CodorNEW can deliver incremental 147k bottles in
Australia at the end this FY16
26
Through a compelling shopper marketing campaign, Codorniu
can delivers incremental 147k bottles at a cost of 74k €
Prosecco has been an innovative segment that has brought
new consumers and new occasions of consumption to the
category
While some cavas have good reputation against Prossecco,
sometimes it can be considered stale and boring.
Two options to tap into the Australian market: (1) Drive current
variant to fight against Freixenet or (2) tap into new occasions
of consumption with Sparkling Albarino

27. Spanish Specialties
Appendix
27

28. Spanish Specialties 28
Dan Murphy’s
Leader retail chain from a Big Box format perspective
Dan Murphy’s is an Australian liquor supermarket chain owned
by Woolworths Limited. Dan Murphy's competes principally
with 1st Choice Liquor Superstore.
Mission: Be the most admirable big box format in the world
Slogan: Biggest range of products & lowest prices
States in Australia: Nationwide, all states
Type of Store, Number of stores: Big Box, 174 stores.
Main Shopper Proposition: Customers’ drinks merchant
Key channels:
1. Online Store:
2. National Catalogue: national reach
3. National Press: national reach
4. In store Persuasion through staff members
5. In store Tastings:
6. Website, Facebook page: 250k fans
BWS
BWS is an Australian retail chain of liquor stores owned by
Woolworths Limited. BWS began operations as a local
neighborhood bottle shop. BWS is a brand of the Woolworths
Liquor Group which also includes Cellarmasters and Pinnacle
Liquor.
Mission: Be the convenient outlet that facilitate “better
drinking” through food and drinks proposals.
Slogan: Today’s specials
States in Australia: Nationwide, all states
Type of Store, Number of stores: Convenience store, 1200
stores.
Main Shopper Proposition: Today’s specials
Key channels:
1. National Catalogue: national reach
2. In store Tastings:
3. Website, Facebook page: 150k fans
Woolworths Retail Liquor Group

29. Spanish Specialties 29
Thanks
Lara Garcia
2/27A Eaton Street, Neutral Bay, Sydney, NSW,
Australia
info@spanishspecialties.net
Ph: 0434918061
www.spanishspecialties.net