By Melissa Dowling

The Wine Group , based in Livermore , CA , was founded in 1981 . But the company ’ s roots date back to the 1970s , when Coca-Cola Bottling of New York wanted to get into the wine business and acquired the Franzia , Mogen David and Tribuno brands . After a leveraged buyout , The Wine Group became a management-owned , privately held company and now produces more than 60 brands . Here ’ s a bit more on some of its winning wines .

The Chloe Wine Collection of super-premium wines sourced from California and Italy launched in 2014 with a Sonoma County chardonnay , Valdadige D . O . C . pinot grigio and Red No . 249 , a California North Coast blend . The portfolio today includes Prosecco D . O . C ., Prosecco rosé D . O . C ., Marlborough sauvignon blanc , Central Coast rosé , Monterey County pinot noir , San Lucas cabernet sauvignon and San Lucas merlot .

Developed by winemaker Georgetta Dane , the Chloe Wine Collection boasts distinctive black-and-white label packaging and offers affordable luxury with a suggested retail price of $ 17 per 750-ml . bottle . Chloe has won several Growth Brand Awards since The Wine Group rolled it out eight years ago .

Imagery Estate Winery , based in Glen Ellen , CA , was founded by Joe Benziger in the mid 1980s . Benziger saw an opportunity to showcase small lots of exceptional fruit that would have otherwise been lost in larger blends .

His daughter , Jamie Benziger , took over winemaking at Imagery in 2017 and continues the brand ’ s unconventional approach to winemaking and blending . Delta Air Lines began carrying Imagery Estate Winery ’ s cabernet sauvignon and chardonnay in cans this past January .

BETTER-FOR-YOU BOTTLES AND BOXES Cupcake LightHearted , an offshoot of the 14-year-old Cupcake Vineyards premium wine brand , launched in summer 2020 and is available nationwide at a suggested retail price of $ 9.99 per 750-ml . bottle . The line extension aimed to tap into the hugely popular “ better-for-you ” wine category , says Jeff Dubiel , chief marketing officer of The Wine Group .

“ We know , based on our high repeat rates , that once consumers try our product they return to purchase again ,” Dubiel says . “ Given this , our full focus has been on driving awareness and trial of Cupcake LightHearted .”

The brand launched a multi-million dollar national ad campaign in the fourth quarter across digital , social and broadcast media that has rolled over into 2022 . That came on the heels of the brand being featured in major lifestyle publications such as People and Shape magazines , Dubiel notes . “ This was complemented by trial tactics via both in-home events and out-of-home , active lifestyle event ”

Another line extension targeting the wellness market is Franzia Refreshers , unveiled in July 2021 . The slightly sweet varietal wines blended with natural fruit flavors meet the growing consumer demand for wines with lower calories and alcohol . Franzia Refreshers have 6.5 % ABV , 75 calories per glass , and are vegan and gluten free and sell in 3-liter boxes for a suggested price of about $ 15 .

Founder Teresa Franzia planted her first vineyard in 1906 and took out a loan to start Franzia Brothers Wine Co . in 1930 . Franzia in 1985 became the first brand in America to package its wine in a box .

www . cheersonline . com Fall 2022 • 21