Avenue Vine

The new DC&E "e-Learning" program is a fully interactive, web-based training tool that uses a combination of video segments from each of the wineries, green-screen video technology, and on-line testing modules. It can be updated and changed with ease to accommodate new product launches and information.

"One of our strategic advantages is our distributor network and route to market," said Sandra LeDrew, Vice President of Sales for DC&E. "But in order for us to continue to stay ahead of changes in the industry, we have to look for new and innovative ways to deliver training. This program sets the bar."

The DC&E e-Learning solution has a video host that greets the viewer and gives a virtual tour around the site and offers navigational tips. The result is a dynamic, personal experience that would be similar to having a private tutor, complete with pop-up facts, and extra credit quiz questions.

Further, the program allows the distributor sales force to review and train themselves from home computers, 24/7 and on their own schedule. Most important, it allows us to measure the success of our training through online tracking of testing modules by distributor.

"Training a large sales force to be effective at selling our portfolio of wine has always been a challenge," said Will Smith, Director of Education at DC&E and creator of the program. "With the speed at which brands are brought to the market and the depth of our existing portfolio, it became apparent to us that we needed a whole new approach. Our goal was to create an online-environment that instantly engages the viewer and makes the training experience both rewarding and enjoyable."

A formal preview was given at the DC&E Distributor Council meeting in late March and the response was overwhelming.

"In order for all of us to be successful, we need to constantly look at new ways to train our teams and build wine knowledge," said Patrick Daul, Vice President and General Manager of Pacific Wine & Spirits. "Because things happen so fast in our industry, we need tools that keep up with those changes. The new e-Learning program from Diageo Chateau & Estate Wines will ensure that our sales force has information in real time."

"Judge & Dolph aspires to be at the forefront of maximizing our peoples' capabilities to sell both wine and spirits, with DC&E's new e-Learning program, we have gone from aspire to reality," said Julian Burzinski, Vice President and General Manager of Judge & Dolph.

This fall, DC&E will take the next step in its innovative training program by offering specific, relevant web-based content to restaurant managers and staff.

"We have listened to our customers and intend to bring them the training tools they desire," Smith continued. "One of the challenges of training restaurant staff is that there is often a large turnover. But we are determined to be the first to bring and industry-leading, turn-key program to our customers that will help train their staff to provide the best possible wine service."

Diageo Chateau & Estate Wines is part of Diageo, the world's leading premium drinks business. The company produces and markets Beaulieu Vineyard, Sterling Vineyards, Sterling Vintner's Collection, the wines of the Chalone Wine Group, Solaris, Archetype, Vinavera and Blossom Hill, as well as the French wines of Barton & Guestier. DC&E is also a leading importer of classified Bordeaux in the U.S. and F.E. Trimbach wines from Alsace. A collection of Burgundy estate-bottled wines and several other fine European wines complement the selection. Diageo's broader business includes Smirnoff Vodkas and flavored malt beverages, Guinness, Bailey's Irish Cream, Crown Royal, and Captain Morgan Original Spiced Rum, as well as many other of the world's leading premium drinks brands. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). Please enjoy our quality responsibly.

Contacts:
Diageo Chateau & Estate Wines
Tom Scott, 707-299-2683
tom.scott@diageo.com

Source: Press Release; "Diageo Chateau & Estate Wines Launches Revolutionary e-Learning Program; New Tool to Help Distributors Sell Wine; Will Offer Program to Restaurants This Fall,” NAPA, Calif.,--May 31, 2006