Raising Star

BY MELISSA DOWLING

The headwinds facing the wine industry are very real and well documented , from the ever-increasing competition with spirits and cocktails to the barrage of ready-to-drink alcoholic beverages flooding the market .

It doesn ’ t help matters that many people are drinking less alcohol overall these days , not to mention the fact that wine is not connecting with younger and multicultural consumers the way that other categories have .

So how does a new or established wine brand manage to grow these days ? Here ’ s a look at some of this year ’ s crop of Growth Brand winners and a few ways that they have expanded their business in 2022 .

Wine Consumption decreased

YOUNG AND FUN One of the key issues for wine today is that many younger adults consider it to be a special-occasion drink , says Marina Velez , research director for The Beverage Information Group . The wine industry as a whole will need to expand that mindset to grow wine among younger adults of legal drinking age , she says .

Rising Star winner The Pale , a rosé brand unveiled in 2021 , was built on the idea of “ the new roaring 20s ” and “ getting back to fun ” after the worst of the pandemic , says Sydney Kalvin , director of marketing for Shaw-Ross International Importers .

For the launch , Kalvin notes , “ it was all about grabbing a few bottles and enjoying them with friends at home . So for 2022 we really just shifted that messaging to grabbing a few friends and head out for a fun night out with The Pale .” Accessibility can be key to attracting a younger generation , either through approachable flavor or more budget-friendly prices . C . Mondavi & Family earned a Comeback Brand Award for the CK Mondavi line .

The affordable collection includes pinot grigio , sauvignon blanc , chardonnay , buttery chardonnay , cabernet sauvignon , dark cabernet sauvignon , merlot , red blend , white zinfandel and moscato , available nationwide for a suggested retail price of $ 7.99 for a 750-ml . bottle and

$ 14.99 for a 1.5-liter magnum .

CK Mondavi , which is a majority woman-owned company , partnered with American winemaker Stephanie Rivin on French Blue wines . The brand — a Rising Star Award winner — puts an American twist on Bordeaux wines at an accessible price point of about $ 15 for a 750-ml . bottle . The Appellation Bordeaux Contrôlée ( AOC ) wines are “ made with great respect for the land and vineyards , each of the wines has a modest charm that beckons to be enjoyed with friends ,” the company says .

TRADING UP French Blue isn ’ t C . Mondavi & Family ’ s only initiative to step up value and price points . The company released CK Mondavi Family Select in spring 2023 , a chardonnay and cabernet sauvignon created by winemaker Angelina Mondavi with a suggested retail price of $ 15.99 per 750 ml .

Why the shift ? According to Pam Novak , vice president of marketing at C . Mondavi & Family , research indicated that CK Mondavi & Family consumers are willing to trade up to a higher price point , and are younger than its competitive set .

“ Consumers are leaving lower-price segments in favor of better-quality offerings ,” says Stacy Weisgerber , director

Consumers are leaving lower-price segments in favor of better-quality offerings .

– Stacy Weisgerber , director of marketing for The Wine Group ’ s Imagery Estate Winery

26 • Summer 2023 www . cheersonline . com