Cheers

Cheers April/May 2018

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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www.cheersonline.com 44 • April/May 2018 country," says Ben Dollard, chief marketing offi cer of wine and spirits for Constellation Brands. "These investments, along with strong fi eld execution, drove the brand's double-digit growth in 2017," he says. Meiomi's plans for 2018 include the launch of a rosé. Another Constellation Brands wine to win a Fast Track award is Black Box. This alternatively packaged line of wines "offers a breadth of varietals in multiple convenient formats at affordable prices," explains Jaymie Schoenberg, vice president of marketing for Black Box wines. "Alternative packaging is seeing tremendous growth," she 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." Black Box solidifi ed its consistent following last year with the launch of a loyalty program. Participating fans earn benefi ts such as rewards and entries into sweepstakes. "We are one of 2018 Growth Brands wine 2018 Growth Brands wine Q&A 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 4.42 million nine-liter cases. This strong showing 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. CHEERS: What industry trends are currently 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-liter 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. CH: What off-premise promotions and activations in 2017 led to your success? AL: Liberty Creek is a proud national partner of Homes for Our Troops, and I believe our partnership with this remarkable organization was important in 2017. This group builds mortgage-free, specially adapted homes across the U.S. for severely injured veterans. We leverage this partnership in-store with displays to increase awareness of our brand and promote the group's mission. CHEERS: 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. CHEERS: What does it mean to win a Growth Brand? 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 testament to the quality of wine Liberty Creek offers. Wine Supplier of the Year: Constellation Brands (000 9-liter cases) '16-'17 Brand 2017p % Change Woodbridge by Robert Mondavi 9,760 0.1% Black Box 6,600 22.7% Ruffi no 1,310 4.8% Kim Crawford 1,265 10.0% Meiomi 1,200 11.1% J. Roget 1,000 8.7% Taylor Dessert 950 13.1% Nobilo 620 0.8% Simi 610 1.7% The Prisoner 175 25.0% Kung Fu Girl 150 57.9% The Velvet Devil 130 62.5% 7 Moons 110 Cooper & Thief 50 233.3% Saldo 35 16.7% Eve 35 75.0% Boom Boom! 30 50.0% Chateau Smith 30 50.0% Source: The Beverage Information & Insights Group (p) Preliminary. Continues successful 2017, increasing

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