W E L C O M E

1
W E L C O M E !
Hawesko Holding AG
2
Corporate Mission Statement

• To be the key player in the premium European
  retail wine market, building on strengths
• in German home market,
• in database marketing skills,
• in product sourcing.

3
Growth in the major wine markets

• Higher number of wine consumers
• More wine import activity
• Increasing demand for premium wines

4
Wine market in Germany
Premium-wine segment is about 25 of DM 11.4
billion market
5
Hawesko Holding AG - Business lines
6

• Mail-Order Business

7
Mail-Order Wine Market
8
Main players in German mail-order wine
Top Ten Mail-Order Distributors
9
Market positioning Mail-order

• Price class Premium / Superpremium
• Extensive international product range with
  special emphasis on France
• Colourful, glossy main catalog built around
  individual wines frequent mailings

• Price class Ultrapremium
• Extensive international product range with
  emphasis on Italy, France and Spain
• Distinguished main catalog built around wineries
  and terroir mailings in respectable intervals

10
Market positioning Mail-order

• Competence center built aroundHanseatisches
  Wein- und Sekt-Kontor
• Customer base with purchasing power and
  propensity towards luxury goods
• Direct marketing systems- continual analysis and
  management of customer value base- niche
  targeting of sub-groups possible
• Purchasing advantages- long, well-established
  relationships with producers- exclusive products
• Productive use of data processing
• Modern logistic systems

11

• Wine retail business

12
Retail Wine Market in Germany
13
Market positioning Jacques wine shops

• Type of franchise system with independent shop
  managers motivated by their stake in the shop.
• Low cost structure because of location and simple
  shop fittings, limited opening hours.
• Centrally coordinated location planning
  demographic fit and convenience for motorists a
  must 30 additional locations identified per year
  and in the planning pipeline for the next 3
  years.
• Medium- to medium-high price segment lesser
  known wines and excellent value. All wines may be
  tasted before purchase.
• International product range exclusive to Jacques
  in Germany with emphasis on France and Italy,
  increasingly Spain and New World wines.
• Monthly mailings trigger regular visits to the
  local shop.

14
Jacques history of growth

• In ten years, Jacques has doubled the number of
  shops and maintained productivity levels

15
Jacques Wein-Depot
New openings on the increase
16

• Wholesale Business

17
Wholesale segment
Big wholesale players by turnover in DM millions
Hawesko estimates, net of sales tax
18
Wholesale segment

• Product assortment based on specialties such as
  Taittinger, Torres, Antinori, which supple-ment
  the range of Hanseatisches Wein- und Sekt-Kontor
• Sales representatives take care of over 5,000
  top-flight restaurants
• The best adress in Germany for eau-de-vie,
  designer bottles and special Italian wines

• Product assortment based on that of Hanseatisches
  Wein- und Sekt-Kontor
• Direct sales to over 5,000 caterers and
  specialist re-sellers, based on infrastructure of
  Hanseatisches Wein- und Sekt-Kontor
• Small lots, fast drop-delivery service

19
Online wine sales
20
Online wine sales
Wine is well-suited to order on the internet
21
Online wine sales
Online wine market in Europe Set to grow to
between 600 million DEM and 2 billion DEM
22
Online wine sales
Hawesko is the German market leader1999 online
wine sales in DM 000
23
Online wine sales
Since Winegate launch, online orders and online
sales have been much higher than last year
24
Online wine sales
Hawesko has built-in advantages

• Extensive product offer and long-standing
  relationships to the best wine producers
• Modern infrastructure for order and delivery
  logistics
• Expertise in database marketing und mail-order
• Years of internet experience (since 1996)

25
Online wine sales
Online wine sales trend to 2001 e (in DM millions)
26
The Worldwide Wine Market

• The worldwide wine market is estimated in DM 150
  to 200 billion.
• The wine market in GermanyTotal
  approx. DM 12 billionHigh-quality wines
  approx. DM 3 billion
• Market share of the Hawesko Group in the
  high-quality sectorGermany approx.
  14Worldwide approx. 2

27
Growth in the Wine Market

• 5 growth p.a. in the worldwide market for
  high-quality wines from - DM 27 to 30 bn in the
  year 2000 to - DM 40 to 50 bn in 2010
• Expansion of the worldwide market share from
  currently below 1.5 to approx. 5
• Turnover of DM 2.0 - 2.5 bn in 2010

28
Steps Abroad

• Austria The Wine Company - first mailing in
  March 2000
• UK - launch of winegate.co.uk
• France - acquisition of Bordeaux wine trader
  Le Monde des Grands Bordeaux
• Poland - start with shareholding in wholesaler
• Expansion into other major European markets

29
Goals of the Hawesko Group

• Strengthen our market leadership in Germany,
  including better use of existing resources
• Develop our foreign operations
• Continue to be a catalyst for change in the
  highly-fragmented premium-wine market

30
Thank you for your attention!
Hawesko Holding AG
31
Hawesko Holding AG