Beverage Dynamics Summer 2026 | Page 26

moderation and functional alignment, but without sacrificing flavor or the premium cues they expect from Decoy.”

Indeed, the wine industry is seeing a broader shift toward wellness and intentional consumption, says Jennifer Purcell, CEO of the Fast Track brand Avaline.“ Consumers, particularly Gen Z, are prioritizing products that align with their lifestyles, from lower-sugar options to organic ingredients and greater transparency. Brands that can deliver on quality, trust and approachability are best positioned to win in this environment, and that’ s exactly where Avaline sits.”

The wellness aspect has given some sake brands a boost, too. As more consumers become more health conscious,“ We see sake continuing to benefit, as it is one of the cleanest alcohol options available,” says Skyler Edwards, national brand manager for Gekkeikan.

The brand this past year focused on Black and Gold, the number-one premium sake in the U. S.“ We had great success in expanding this offering as a natural trade up from Gekkeikan Traditional," says Edwards. We will continue to focus on this item as we see more exploration and trading up in the sake category."

QPR AND PACKAGING

Given the worsening inflation and general economic turmoil, price is a factor for many consumers. It’ s not about the cheapest bottle, however, but the QPR— quality price ratio.

Today’ s consumers— especially younger drinkers— are looking for premium quality at an

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Gekkeikan’ s Black and Gold is the number-one premium sake in the U. S.

WINE RISING STARS( 000 9-Liter cases)

Avissi Prosecco Trinchero Family Estates 76 99 30.3 % The Pale Shaw-Ross Int ' l Importers 50 53 6.0 % Decoy Featherweight Duckhorn Wines 26 41 57.7 % Mionetto Alcohol-Removed Freixenet Mionetto USA 20 40 100.0 % Drylands Constellation Brands 22 33 46.4 % Echo Bay Trinchero Family Estates 29 30 3.4 % Misfits & Mavens Michael David Winery 25 28 12.0 % Freixenet Alcohol-Removed Freixenet Mionetto USA 18 25 38.9 % Maggio Oak Ridge Winery 20 23 17.2 % Tapestry Treasury Wine Estates 18 23 32.4 % Lingua Franca Constellation Brands 12 22 82.4 %

( p) Preliminary.(++%) Greater than 100 %. * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision.

Old Soul went through a brand refresh in 2023.

RESILIENT BRAND accessible price point, says Reid Stefan Yahney, national brand manager for The Pale, a Rising Star winner from Shaw-Ross International Importers.“ The Pale sits perfectly at that intersection, appealing to both new wine drinkers and traditional rosé lovers alike.”

Consumers are still putting an emphasis on their purchasing decisions to ensure they are buying and experiencing quality, says Enore Ceola, CEO of Freixenet Mionetto USA.“ Consumers are focused on the ingredients, the story behind the brand and how it fits into their lifestyle.”

OZV, Oak Ridge Winery’ s largest brand, received a 94−point rating from Wine Enthusiast, which unlocked some new promotional opportunities, Styron says.“ We capitalized by using the packaging as a marketing tool, adding the accolade to the box and the label— this was further amplified by adding a new size, the OZV 1L, exclusively for Costco.”

The company’ s Old Soul went through a brand refresh in 2023 that has resonated with consumers.“ The wine consistently scores well, with an eye-catching package, and key promotional periods during the year that highlight the brand’ s consumer connection with Old Soul’ s call to heritage and sustainability,” Styron notes.

Oak Ridge Winery’ s Maggio Family Vineyards, primarily an on-premise brand, is marketed as such.“ Our sales team targeted event venues and restaurant groups, and this wine is also served in a 20L keg format, which helps move volume,” says Styron.

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