Wine
Established Growth
Gekkeikan Bounces Back
The sake brand Gekkeikan earned a Comeback Brand Award for its impressive results in 2022 . We caught up with Nick James , vice president of marketing at Shaw-Ross International Importers , to find out what trends , strategies and factors help the brand rebound .
What industry trends are most impacting the brand right now ? Gekkeikan is benefitting from the consumer interest in all things Japanese , from anime to sushi , plus it appeals to the younger consumer of legal drinking age who sees sake as a healthy accompaniment to Asian food .
What off-premise promotions and activations in 2022 led to the brand ’ s increased sales ? Staff trainings and programs to educate staff and let them know that there is more to sake than hot sake . The premium sakes can be treated like fine wines , and it is important to run on-premise programs to promote the diversity and quality of sake .
How has the lingering pandemic affected the brand , and how did you meet some of the challenges this past year ? We were fortunate that consumers reverted to takeout when restaurants were closed due to the pandemic , and sushi is a staple of takeout . Gekkeikan has two single-serve options , and well as half bottles for most of the expressions .
This encouraged consumers to pair sake with their takeout choices , and as Gekkeikan is the number-one sake brand in the U . S ., it benefitted the brand . As restaurants slowly opened up after the pandemic , Gekkeikan was familiar to consumers through home consumption and is being asked for in restaurants .
What promotions and marketing plans do you have in place for 2023 to build on that growth ? We will continue to run tasting and educational programs to attract and educate consumers . Restaurateurs are realizing that sake is not just for Asian restaurants but has a more widespread appeal . As a result , we will continue to focus on a range of cocktails made with sake and attempt to widen distribution across the on-premise spectrum .
New Zealand sauvignon blanc also remains a popular category , as evidenced by Growth Brand Awards for wines such as Kim Crawford and Matua . Delicato Family Wines launched the Stoneleigh brand in the U . S . in 2021 . Stoneleigh , New Zealand ’ s number-one wine brand , won a Rising Star Award this year .
GUNNING FOR MORE GROWTH This year ’ s winners have plenty of strategies in place to keep growing . Febres , for one , says that Shaw-Ross will be building on Real Sangria ’ s strong foundation .
“ This year we are introducing our first line extension with Real Sangria Peach , a Spanish rosé wine blended with fresh , juicy peaches for a perfectly balanced sweet beverage with a pretty pink hue .”
Josh Cellars , which won Rising Star Awards for its core brand and its Josh Cellars Reserve , expanded its portfolio in early 2023 with the launch of Josh Cellars Hearth cabernet sauvignon . The new red wine selection from the Deutsch Family Wine and Spirits brand was inspired by the hearth : the center of the home where people can come together to enjoy comfort and warmth , the company says .
Tribute will continue to honor the Benziger Family legacy and “ Pay Tribute ” by donating a portion of the proceeds to Pets for Patriots in recognition of Chris Benziger ’ s father , Bruno Benziger , who served as a Marine , says Weisgerber . “ Pets for Patriots is a national nonprofit serving veterans and saving shelter animals through companion pet adoption .”
The Imagery Wine Collection will emphasize its packaging that was inspired by a legacy of artistry at its Sonoma Estate , Weisgerber says . “ In 2023 , we will continue the rollout of our new “ Drop of Inspiration ” campaign that harnesses the stopping power of the iconic drop on our package .”
Mionetto also has packaging initiatives in store for 2023 . “ Our signature orange Pantone 27-degree angle label , synonymous with the iconic Mionetto Prestige Prosecco DOC Treviso Brut , is set to expand across the portfolio to the Organic Prosecco DOC , Prosecco Rosé DOC and Valdobbiadene Prosecco Superiore DOCG ,” Ceola says .
Kalvin predicts that 2023 will be a good year for The Pale , in part due to in-person programs . “ One of our big initiatives is going to be events , which have been so important for The Pale thus far ,” she notes . “ We really want to get the Pale in front of as many people , in as many markets as possible .”
32 • Summer 2023 www . cheersonline . com