Beverage Dynamics Summer 2024 | Page 20

GROWTH BRANDS
RISING STAR
sion of our estate ’ s wonderful culinary garden , inspiring local garden pairings with our award-winning wines .”
In addition to Bota Box Breeze , Bota Box won two more Growth Brands awards this year : a Comeback Brands award for the core 3−liter box brand , and another Rising Star for the Bota Box Mini line extension . The ecofriendly , portable packaging is important to people , Blok says . “ We like to say , ‘ we go where glass can ’ t ’,” such as picnics , beaches and other outdoor events .
Consumers today are more accepting of boxed wines and they appreciate the quality for value , Blok says . The Bota Box Mini , a 500−ml . Tetra-Pak format , “ has been a huge winner for us ” since its launch in 2012 . The brand this past December announced that Bota Box Breeze ’ s popular pinot grigio and sauvignon blanc varietals will be available in the mini format .
It ’ s a big year for Bota Box . Not only does the brand enter the Growth Brands Hall of Fame , thanks to winning its 15th award , but parent company Delicato Family Wines also celebrates its 100th anniversary in 2024 .
PROMOTIONAL POWER
Growth Brands winners plan to keep up the pace with various promotions this year . For instance , Stoneleigh will run a robust national sauvignon blanc and seafood pairing promotion both in the
FAST TRACK
on- and off-premise channels this year , Brown says . “ We ’ ve found that Stoneleigh ’ s crisp , food-friendly taste profile resonates with consumers looking for a wine to pair with popular seafood and sushi dishes , both at home and in restaurants .”
In the retail channel , “ we ’ ll be executing impactful displays conveniently located by seafood and sushi sections , as well as consumer-loved brand tie-in partners and in-store sushi and Stoneleigh pairings to garner recognition and trial of the brand ,” says Brown .
The Pure Bright brand will continue to leverage media in the coming year , says Gorvitz , “ with regional buys in key markets across the country , in addition to executing more in-person tasting opportunities , including sampling at health and wellness venues and a return of the Yellow Tail iHeartRadio summer sampling activation .”
The Crossings will keep building on the momentum the brand gained in 2023 with an investment in digital and social paid media in key markets with creative designed to connect consumers to its coastal positioning , Gorvitz says . The brand plans to invest in a spring and summer influencer campaign with a strong regional focus tied to its top sales markets and will expand its coastal aerial advertising execution in 2024 , she adds .
As a complement to the strong display execution Josh Cellars Prosecco and Reserve receives from wholesaler and retail partners , the brand ’ s advertising continues to be a key factor in driving increased buyer penetration and sales , Gorvitz says . “ Paid media has become a core short- and long-term growth driver for Josh Cellars overall , especially in the off-premise , and the brand continues to invest in digital media to support awareness and increased brand equity .”
The pandemic made consumers more comfortable with buying wine online , says Vu of Foley Family Wines . “ To address this , we invested heavily in our e-commerce platform , Foleyfoodwinesociety . com , making it easier for consumers to discover and purchase our wines online and access the unique benefits of our wine clubs .”
Foley Family Wines sees continued growth in the $ 15−plus price segment , he adds . “ Banshee , Ferrari-Carano and Chalk Hill are all winning in those price points , with unique propositions and wines that over-deliver .” •
20 Beverage Dynamics • Summer 2024 www . beveragedynamics . com