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 | | March/April 2018 26 2018 GROWTH BRANDS - WINE Meiomi's plans for 2018 include the launch of a rosé. Also earning a Fast Track award for Constellation Brands was Black Box. This alternatively packaged line of wines "offers a breadth of varietals in multiple convenient formats at affordable prices," explains Jaymie Schoenberg, VP of marketing for Black Box wines. "Alternative packaging is seeing tremendous growth," Schoen- berg adds. "Wine drinkers recognize the benefi ts of convenient packaging – especially on-the-go formats – and with greater awareness that quality wine can come in a box, we are seeing consumers become increasingly comfortable with this format." Last year Black Box solidifi ed its consistent following with the launch of a loyalty program. Participating fans earn benefi ts like rewards and entries into sweepstakes. "We are one of the fi rst wine brands to launch a loyalty program of this caliber," Schoen- berg says. "We have some very exciting, high-value rewards in the works for the coming year." Mionetto from Mionetto USA has increased from 499,000 cases in 2014 to 680,000 last year. Beyond tapping into the red-hot trend of sparkling wine, the brand reached consumers through multiple effective marketing campaigns in 2017, accord- ing to Mionetto USA Director of Marketing, Greg Berumen. Mionetto's "Bucket of Bubbles" program distributed 187- ml. bottles of its Prestige Collection, including Prosecco Trev- iso DOC, rosé and moscato, to encourage on-premise trial. At the retail level, "Style Your Prosecco" encouraged consumers to keep their prosecco cool with frozen juice cubes. This in- LIBERTY CREEK CONTINUES GROWTH The Liberty Creek line of wines, owned by E&J Gallo Winery, enjoyed another successful 2017, increasing an impressive 12.1% in volume to achieve 4.415 million 9-liter cases. This continued pattern of growth earned Liberty Creek an Established Growth Brand Award. We caught up with Alex Lee, director of marketing for E&J Gallo Winery's Popular Business Unit, to talk about the brand's achievements. STATEWAYS: WHAT INDUSTRY TRENDS ARE IMPACTING THE BRAND? Alex Lee: An ongoing trend in the wine industry is that consumers continue to seek great-tasting wines at an affordable price. Liberty Creek offers an excellent value with our 1.5-L wine. In addition, we know our consumers are seeking portability when looking for their favorite wines. This is why Liberty Creek began offering portable packs of wine in our 500-ml. tetra. With its small and convenient size, Tetra is allowing our consumers to enjoy wine in any occasion, especially where glass is not preferred. SW: WHAT OFF-PREMISE PROMOTIONS AND ACTIVATIONS IN 2017 LED TO YOUR SUCCESS? AL: Liber ty Creek is a proud national par tner of Homes for Our Troops, and I believe our par tnership with this remarkable organization was impor tant in 2017. This group builds mor t- gage-free, specially adapted homes across the U.S. for severely injured veterans. We leverage this par tnership in-store with displays to increase awareness of our brand and promote the group's mission. SW: WHAT IS YOUR 2018 MARKETING PLAN TO CONTINUE GROWING SALES? AL: Liberty Creek's new campaign, Proudly Serving America, is driving awareness to our brand and our special mission to support and serve all Americans. It's also bringing more attention to our incredible partnership with Homes for Our Troops. Our brand honors the pursuit of happiness with an American-grown wine in every glass, and we feel this campaign is essential in reinforcing this idea. SW: WHAT DOES IT MEAN TO BE A GROWTH BRANDS WINNER? AL: It's noteworthy that 2018 is our 10-year anniversary since our launch in the retail space, so to be recognized for our continued achievements, success and growth is a wonderful honor and a tes- tament to the quality of wine Liberty Creek offers.

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