By Melissa Dowling

TO SAY THAT 2020 was a rough year would be a massive understatement , but it was particularly rocky for the wine industry . Not only did they have to contend with the pandemic , with the business shutdowns and the decimation of the on-premise sales , they also endured serious wildfires on the West Coast of the U . S ., and got caught up in tariff wars .

Nonetheless , the turmoil brought on by Covid-19 actually seemed to improve wine sales . The Beverage Information & Insights Group projects that wine volume increased about 1 % in 2020 , vs . falling nearly 1 % in 2019 .

Many winemakers saw an increase in off-premise sales as the shelter-in-place rules took effect . “ Like all other wine brands , we clearly lost on-premise consumption ,” says John Wardley , marketing vice president , Americas for Treasury Wine Estates , which won several Growth Brand Awards this year . “ However , this was more than made up in our gains from off-premise growth and increased consumption at home .”

Treasury Wine Estates won a Rising Star for 19 Crimes , the line inspired by the convicts-turned-colonists who built Australia . The company was able to bring more consumers into the 19 Crimes franchise , Wardley says .

During Covid-19 , shoppers spent less time shopping in-store , and gravitated towards brand names they know and trust , says Gary Heck , owner and pres-

WINE FAST TRACK BRANDS

ident of Korbel Champagne Cellars . “ So we put our best foot forward in the off-premise .”

Korbel California Champagne won a Comeback Brand Award , while Korbel prosecco won a Rising Star

It helps that Korbel has always been an off-premise-focused brand , Heck notes . But with the impacts of the pandemic , the company capitalized on this shift in consumer purchasing behavior by doubling down on its off-premise efforts .

“ We listened to our retail partners and focused on making sure our basic principles were solid : our product variety and distribution , price , shelf and floor placement and promotions ,” Heck says . “ This allowed us to meet consumers where they were .”

Deutsch Family Wine & Spirits won a Fast Track award for Josh Cellars . Covid-19 initially drove a massive uptick in sales for wine and spirits , as consumers pantry loaded at first , and as the pandemic wore on , continued to increase their at-home consumption , says Tom Steffanci , president Deutsch Family Wine & Spirits .

“ The wine growth was dominated by a small number of brands ,” he says . Josh Cellars had significant benefit because of the high regard consumers have for the brand , its strong consumer awareness and quality , Steffanci

Source : The Beverage Information & Insights Group ( p ) Preliminary * Awarded based on revised pandemic criteria

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