Stateways

Stateways March April 2018

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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StateWays | www.stateways.com | March/April 2018 24 2018 GROWTH BRANDS - WINE growth over 2016 sales, reaching 2.9 million cases. "Ménage à Trois has been one of the most infl uential retail brands in wine since essentially creating the Red Blend category with its launch in 1996," says Dave Derby, SVP of marketing for Trinchero Family Estates. "This past year marked another successful one for the brand, with the launch of Decadence in 2017, which became the number-one new item in the 26-week period ending Jan. 27, 2018" Derby says the brand has remained cognizant of emerg- ing trends within the broader category of red blends. "As the category matures and further diversifi es, we've seen some sifting within it. Similar to the Chardonnay category, today's consumers have many choices in the various expressions of red blends - from softer, brighter styles to darker, more intense expressions. We're seeing increasing consumer interest in softer, more elegant red blends," he says. Decoy from Duckhorn Wine Company grew 21.5% in 2017 to reach 587,000 cases. Again, savvy understand- ing of the current wine market has helped the brand remain focused on growth opportunity. "The luxury segment has been growing and contin- ues to grow at double digits, and Decoy's brand growth continues to outpace the industry," says Belinda Weber, director of digital trade and consumer marketing for Duckhorn. "There are also a number of varietals grow- ing within the luxury segment. We are proud to be a top-fi ve brand in eight varietal categories, including top spot in cabernet sauvignon, merlot and sauvignon blanc." Continued line expansion and digital marketing efforts are both in the plans. "This year, we are integrating Calera and their tremendous Central Coast pinot noir and chardonnay into the portfolio," Weber says. "On the digital/social side we are launching a Decoy infl uencer campaign this spring. We will also continue to look at new opportunities within our current brands. Last year we introduced Decoy Rosé and it was an enormous success, so will we look to continue branching out where it makes sense." ON THE FAST TRACK Brands that are rapidly on the rise are recognized with Fast Track Awards, including Meiomi from Constellation Brands. The wine line grew 11.1% in 2017, reaching 1.2 million cases. New marketing efforts played a large role. "In 2017, we launched our fi rst national advertising campaign and continued to invest in consumer sampling through our Meiomi Home Tour of top wine and food festivals around the country," says Ben Dollard, CMO of wine and spirits for Constellation Brands. "These in- vestments, along with strong fi eld execution, drove the brand's double-digit growth in 2017." WINE FAST TRACK BRANDS (000 9-liter cases) '16/'17 Brand Supplier 2014 2015 2016 2017p % Change Black Box Constellation Brands 4015 4440 5380 6600 22.7% Bota Box DFV Wines 3054 3054 3400 5078 6040 18.9% Josh Cellars Deutsch Family W&S 510 980 1500 2100 40.0% Dark Horse E&J Gallo Winery 350 1220 1465 1872 27.8% Winking Owl E&J Gallo Winery 950 1093 1270 1450 14.2% La Marca E&J Gallo Winery 521 825 1025 1299 26.7% Kim Crawford Constellation Brands 815 955 1150 1265 10.0% Meiomi Constellation Brands 500 790 1080 1200 11.1% Joel Gott Joel Gott Wines / Trinchero 440 490 625 815 30.4% Roscato Palm Bay International 350 507 649 810 24.8% Mionetto Mionetto USA 499 550 610 680 11.5% Line 39 O'Neill Vintners & Distillers 166 196 251 395 57.4% Chateau d'Esclans Shaw-Ross Int'l Importers 76 118 200 315 57.5% Freakshow Michael David Winery 44 85 139 192 38.1% Wycliff Sparkling E&J Gallo Winery 130 143 162 186 14.8% The Prisoner Constellation Brands 110 140 175 25.0% Duckhorn Vineyard Duckhorn Wines 102 121 137 154 12.4% Whitehaven E&J Gallo Winery 85 95 115 137 19.1% J Vineyards E&J Gallo Winery 84 96 108 124 14.8% Chateau Souverain E&J Gallo Winery 85 95 107 122 14.0% Petite Petit Michael David Winery 49 73 99 109 10.1% Source: The Beverage Information & Insights Group (p) Preliminary. infl uencer campaign this spring. We will also continue to look at new opportunities within our current brands. Last year we will we look to continue branching out where it makes sense."

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