News : Press Release

Trinchero Family Estates Launches Dynamic New Extranet

Web-based site created to focus on needs of sales force and trade

St. Helena, California. July 15, 2002. Trinchero Family Estates announced the launch
of its new sales force extranet, a major technology initiative created to address the
extensive information needs of the company’s sales, marketing, and distribution network.
The extranet is a comprehensive, central repository of all TFE data and documents.
Some of its capabilities include presentation and shelf talker wizards, CD download
capabilities, one-click PDF file conversion, and an extensive image library. The goal of
the new extranet is to supply TFE field sales and trade partners with all the tools they
need to manage their workload efficiently and remotely via the World Wide Web.

Steve Koetzner, Director of On-Line Communications for TFE, and a 25-year
wine industry veteran explains: “In the past, wine industry extranets have attempted to
address the needs of consumer, internal, and trade audiences all at once, essentially
mixing “B2B” and “B2C” objectives. We believed that the needs of our consumer and
business constituencies were different, and were looking for a better solution.” Koetzner,
in-house Web Designer Bryan Maecker, and the TFE information technology group, set
out to create a state-of-the-art extranet application designed to take service to the
company’s field sales force and wholesalers to a new level.

Koetzner enlisted the design and development talents of one of Northern
California’s top technology agencies to assist in developing the TFE extranet. Site
Design, an award-winning San Rafael agency founded in 1998 by Garth Jordan and John
Cummings, was awarded the contract. “The capabilities of Site Design were a perfect fit.
Not only do they have superior technical and design skills, but they completely
understand how to work collaboratively and cost-effectively with the client.”

Since the goal of the extranet was to streamline communications for field sales,
Koetzner gathered a brainstorming team of TFE sales managers early in the planning
process to ensure their needs would be met. “I was on the sales side for many years, and
I completely understand how removed corporate headquarters, and the information
housed here, can seem to those in the field. We wanted to make sure the extranet closed
the circle, and made remote access to a huge repository of information seamless and ondemand.”

John Cummings, Partner and Senior Developer for Site Design elaborates: “The
TFE extranet had to manage two vast areas: data and documents. From our discussion
with the field, we learned exactly what their day-to-day needs were relative to these
areas, and could then identify the technology that would enable us to tailor our solution to
their needs.” While Site Design created some proprietary programming for the site, the
company also turned to existing software, allowing the building of the application to
move quickly, and keeping costs down. The result is an elegant and easy-to-use site, with
infinitely scalable architecture. XML was selected to simplify the process of updates and
changes and adding users to the database. “We’ve launched with full access to brand
information—everything from fact sheets to product photography. Eventually, we intend
to have all areas of company business on-line,” states Koetzner, “including shipments,
depletions, and eventually, transactions.”

The TFE extranet continues to evolve on a daily basis. A module devoted to
Export will be added next, as well as a Desktop Client application tool which will
streamline the downloading and saving files. “Adoption by our field sales has exceeded
expectations,” reports Koetzner “We provided them with a simple Quick Start Guide, and
they took the ball and ran with it. They see the value in being able to create, for example,
quality, presentations, sell sheets, or rave review shelf talkers virtually in a matter of
seconds.” A feedback form is provided on the site, which allows the extranet
administration team to problem solve quickly and efficiently.

“We’re very satisfied with the final results,” comments Site Design Partner and
Senior Designer Garth Jordan. “ The web is a simple and universal way to exchange
information. We believe the TFE extranet is the first wine industry extranet application to
fully maximize the power of the medium to move a business forward.”

Trinchero Family Estates is owned and operated by the Trinchero family, Napa Valley
vintners since 1948. The company produces Sutter Home, Trinchero, Montevina, Trinity
Oaks, and the number one alcohol-free wine, Fre. Trinchero Family Estates also markets
and distributes Reynolds Vineyards, wines from the quality cool-climate growing region
of Orange in New South Wales, Australia in North America. www.tfewines.com.

SightDesign is owned and operated by partners Garth Jordan and John Cummings. A
fully integrated Internet development consultancy specializing in Design, Development,
Integration of Internet Applications, experts in a wide variety of traditional and Web
design practices with an eye towards client service and project detail. We are committed
to using strategies and solutions that allow future growth and expansion without
redundancy. www.sightdesign.com

CONACT
For more information contact:
Mary Ann Vangrin
707.963.5928, ext 2603
mvangrin@tfewines.com

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