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 30 2018 GROWTH BRANDS - WINE wine over the $20 price point," says Paul Chevalier, Shaw-Ross national fi ne wine director. "From what we are seeing in summer destinations like the Hamptons or Nantucket, rosé is the new champagne. I believe that premium rosé is starting to erode the traditional sparkling wine category - especially with Millennials." Marketing wise, Shaw-Ross hosts or co-sponsors "over 400 events a year with Château D'Esclans in the U.S., in- cluding the largest rosé festival in the country called Pinknic," Chevalier says. "It is our vocation to continue to edu- cate Americans about quality rosé from Provence and carry the rosé fl ag in a sort of 'town hall' marketing strategy." WATCH THE RISING STARS Keep a lookout for these newer brands, recently launched and quickly successful. Strawberry Sparkletini from Car- riage House Imports has grown from 5,000 cases in 2014 to 125,000 in 2017. "We've had a lot of success with digital couponing apps like Ibotta," says Michael Aarons, Carriage House Imports director of marketing and brand development. "We've had a lot of success acquiring new customers through that offering." "In 2018 we're focusing on expanding our on-premise foot- print, our cost-per-ounce, our resealable cork closure and having a variety of fl avors," Aarons adds. "We're looking to capture a bigger brunch account in college communities, targeting the suc- cess of the classic mimosa." Chloe from The Wine Group was at 97,000 cases in 2014, and now has totaled 325,000 in 2017. Kimberly Fabbri, The Wine Group Marketing Director, points to the brand's price- to-quality ratio. "Chloe's Pinot Grigio is grown in Northern Italy's Valdadige DOC, the same sourcing as competitors that sell for twice as much on a list," she says. "Our new Central Coast rosé contin- ues to win in blind tastings against more expensive rosés from California and Provence." In terms of staying ahead of trends, The Wine Group "launched Chloe Rosé into select markets in 2016 and were well-positioned to expand nationally in 2017 as the rosé trend hit full steam," Fabbri explains. The Wine Group believes merlot is on the cusp of a comeback and last fall introduced Chloe Merlot. Fabbri also reports success from the brand's partnership as a sponsor of the 2017 Tribeca Film Festival, which it will repeat in 2018. Rabble Wine from Rabble Wine Co. has more than doubled in size since 2014, totaling 51,000 cases last year. "We believe our brand resonates with consumers, particularly Millennials," says Caine Thompson, president of Rabble Wine. "Our branding features provocative, edgy and engaging artwork. We're fi nding this interesting interplay between tradition and in- novation is evoking discussion, while drawing attention to the balance between bold and historical." Alverdi has grown from 49,000 to 73,000 cases since 2014. "Honest packaging and an honest product with exceptional qual- ity has allowed Alverdi to break through," says Michael Wolff, VP of Marketing for brand owner Opici Wines – Market St. Spir- its. "Further, Alverdi's sustainably packaged 3-liter box is also driving consumer and trade interest." Alverdi will release a new Rosato this spring. "We are launch- "The growing trends in the market show consumers are interested in valued French wines that come from small growers, unique varietals sourced from sustainable/ organic farmed vineyards throughout diff erent regions of France." - Todd Nelson, Winesellers Director of Marketing

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