Increase Top Line Growth

• Shift resources to near-term sales promotion

• Build strong consumer/brand affiliations

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• While we have temporarily curtailed the advertising component of our branding programs, our other marketing expenditures have stayed steady, including the investment in consumer research that is helping our brands sharpen their message to reflect the preferences of their target consumers.

• This clear line of sight to our consumers and better understanding of how they build brand affiliations has been very valuable over the past couple of years – among other things it helped guide our successful launch of Robert Mondavi Private Selection in fiscal 2002 – and it continues to inform our product marketing.