Cheers Fall 2023 | Page 9

Illuminate , a low-ABV , lower-calorie take on the company ’ s core sauvignon blanc and rosé expressions . The brand has also been leaning into mixology in recent years and promoting signature cocktails that use its wines .

THE REAL DEAL Americans first encountered sangria in 1964 when it was served at the Spanish Pavillion during the World Fair in New York , says Ricky Febres , national brand manager at Shaw-Ross International Importers . Real Sangria was one of the few ready-to-drink sangria brands available until the category exploded with new entrants flooding the market around 2015 .

When Real Sangria was first imported in the 1970s , it quickly developed a strong following . It was recognized as authentic Spanish sangria that , to this day , delivers a consistently quality beverage true to the traditional sangrias enjoyed in Spain , Febres says .

“ Real ” is Spanish for “ Royal ,” and the original recipe is the same enjoyed by the Spanish royals at their social gatherings throughout the years , the company says .

Real ’ s core consumers are women age 25 to 65 who enjoy gatherings with family and friends , or who just want a break from a hectic everyday routine , Febres says . As the sangria started to become more popular and competitive nearly a decade ago , Real saw a younger demographic exploring the category .

The brand decided to update its label by slightly adjusting the font and pumping up the iconic orange color . The company also added a 250-ml . can and a 3L bag-in-box

format to enable consumers to enjoy Real Sangria at any drinking occasion .

Real has a strong national footprint in the off-premise segment , and it focuses on capturing core consumers when they are shopping through in-store displays and holiday-based promotions .

Real Sangria is one of the pillars of the Shaw-Ross International portfolio , says Febres . The brand ’ s strengths , market penetration and distribution give the importer a strong participation in the national account grocery and club arena , not to mention a foothold in the sangria category , as others beverage trends come and go .

WILD TURKEY

KIM CRAWFORD

REAL SANGRIA

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