GROWTH BRANDS
ESTABLISHED BRAND
THE GRAPE ONES
by MELISSA DOWLING
Consumer thirst for wine has subsided , with total wine volume consumption posting its second consecutive year of loss . Overall wine decreased 3.4 % in 2023 to 336.6 million 9−liter cases , according to preliminary figures from the Beverage Information Group .
That ’ s not to say there are no bright spots and growth areas in the wine industry . Lower-alcohol wines , sustainably and conveniently packaged brands and proseccos are a few of the trends now driving industry growth . Here ’ s how some of the rising and established wine stars have managed to increase sales this past year .
WHITE ON
The popularity of aromatic white wines continues , says Dan Vu , vice president of marketing for Foley Family Wines . “ Category wide , sauvignon blanc is up 7.2 % and pinot grigio is up 2.9 %,” he says . “ Consumers really love the versatility of being able to pair them with a variety of foods or enjoy on their own .”
Foley Family ’ s Ferrari-Carano , an Established Growth Brand winner this year , is helping to drive that trend , “ with a top−5 sauvignon blanc and a top−10 pinot grigio within its competitive set ,” Vu says . Ferrari-Carano aims to continue to lead in aromatic white wines with the launch of a pinot grigio from Friuli Grave . “ This pinot grigio , with floral and fruity aromatics , along with a touch of acidity , is an homage to the Carano family ’ s Italian roots ,” he notes .
Another Foley Family brand , Chalk Hill , consistently ranks among the top 10 chardonnays with both its Sonoma Coast and Estate bottlings , Vu says . The wines are “ driven by the quality of the wines and supported by our Garden Party campaigns , which celebrate local flavors and reinforce the winery ’ s deep connection to its place .”
Delicato Family Wines launched Stoneleigh in the U . S . in early 2021 with a single cuveé of Marlborough sauvignon blanc produced for the American market . The Rising Star brand immediately found favor with sommeliers , fine wine retail buyers and other industry gatekeepers — particularly in the on-premise channel , says Lauren Brown , Stoneleigh ’ s brand manager .
It helped that Jamie Marfell — Stoneleigh ’ s winemaker for the past 20 years — visited the U . S . in 2023 to reach out in person to sommeliers and other fine- wine professionals in key markets . “ Jamie ’ s passion for Stoneleigh ’ s legacy and the unique attributes of New Zealand wine resonated with on-premise trade , helping to drive significantly increased on-premise sales in every market that he visited ,” Brown says .
The Crossings , another New Zealand sauvignon blanc , won a Fast Track award . In addition to developing new eye-catching , in-store displays to reinforce the brand ’ s coastal positioning in the off-premise , The Crossings also invested in aerial advertising along shorelines in key markets , says Sarah Gorvitz , vice president of communications for parent company Deutsch Family Wine & Spirits . “ The Crossings also executed experiential sampling activations at events to further encourage in-store purchase .”
BUBBLES UP
The major prosecco brands continue to post growth as U . S . consumers have embraced the Italian sparkler for its good value and sense of fun . For example , Mionetto is an Established Growth brand winner this year , while Gallo ’ s La Marca took a Fast Track award .
Josh Cellars Prosecco , a Rising Star , ran an in-store cocktail solution pro-
FAST TRACK www . beveragedynamics . com Summer 2024 • Beverage Dynamics 15