2021 GROWTH
BRANDS WINE
" A number of wine brands have partnered with star power in the past few years , and with the growth of celebrity endorsed / owned wines , there has been a significant increase in consumer engagement .”
– JOHN WARDLEY , TREASURY WINE ESTATES
notes . The brand is up more than 42 % in dollar sales during the last 12 months , “ which is twice as fast as it was growing pre-pandemic .”
The fastest-growing wine was BeatBox Beverages , a bagin-box wine punch from Future Proof , up a whopping 84.3 %.
" It ' s great to see more and more retailers capitalize on the energy and excitement consumers have for our brand ," says cofounder Brad Schultz . " While it ' s nice to be recognized as number one in back-to-back years , we feel like we ' re just getting started ."
SHINY BUBBLES Sparkling wines , including prosecco , have been on the upward trajectory for a number of years , says Heck . “ Much of that has been due to its light , small bubbles , affordable price points and the perception that it is now more of an ‘ everyday ’ consumption beverage . With the impacts of Covid-19 , consumers took to shopping Korbel and other sparkling wine brands in the off-premise and celebrating small , everyday moments at home .”
Another broad industry trend that has benefited Korbel is the explosive growth of rosé , Heck says . “ With two of the leading sparkling rosé products in the category , Korbel Brut Rosé and Korbel Sweet Rosé , we are well positioned to tap into this trend by providing a sparkling wine that is right for this consumer .”
What ’ s more , the Prosecco DOC Consortium last year approved a Prosecco DOC Rosé , and pink proseccos began hitting the market in late 2020 . Comeback Brand winner Cupcake Vineyards and Established Growth Brand recipient Chloe Wine in January released their prosecco rosés .
“ Earlier this year , we were among the first wine brands to introduce prosecco rosé , following Italy ’ s move to add the classification ,” says Steffanci . He
The brand-new Snoop Cali Rosé , a blend of grenache and zinfandel , is 19 Crimes ’ first California rosé , and its second collaboration with the hip-hop icon Snoop Dogg .
believes Josh Cellars is well poised to win the prosecco rosé segment , with its strong built-in consumer base and success with other varietals , including prosecco , which it launched just over a year ago . Josh Prosecco is now the fastest-growing , and fourth largest prosecco in the U . S ., Steffanci says .
SNOOP THERE IT IS A number of wine brands have partnered with star power in the past few years , “ and with the growth of celebrity endorsed / owned wines , there has been a significant increase in consumer engagement ,” says TWE ’ s Wardley . 19 Crimes in April 2020 announced a partnership with rap star / entertainer Snoop Dogg on a California wine called Snoop Cali Red .
“ Some brands have leveraged their celebrity connection far better than others ,” Wardley says . “ 19 Crimes ’ partnership with Snoop is arguably the most overt , given he is front and center on the package and central to the augmented reality experience ” that the brand ’ s labels incorporate .
The launch of 19 Crimes Cali Red helped fuel momentum on the base brand , as more consumers became aware of 19 Crimes , he notes . The first California bottling from the Australian wine brand , Snoop Cali Red is a blend of Lodisourced petite syrah ( 65 %), zinfandel ( 30 %) and merlot ( 5 %).
Snoop Dogg and 19 Crimes in March 2021 unveiled Snoop Cali Rosé , a blend of grenache and zinfandel . “ The recent launch of Cali Rosé will also attract even more consumers to the 19 Crimes franchise ,” says Wardley .
GREAT EXPECTATIONS While the pandemic put a crimp in spending for many consumers , others opted to spend a little more on wine since they were stuck at home . Or if they did go out , they may have selected a better wine by the glass or bottle .
32 • Summer 2021 www . cheersonline . com