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.
Issue link: http://read.uberflip.com/i/808089
www.cheersonline.com 41 March/April 2017 • "Trends in the market show that consumers are interested in family-owned wineries," says Nelson. Consumers are intrigued by these wines and enjoy buying them because the products are "connecting with real people and the natural environment," he notes. Nelson points towards this trend as a reason behind the Comeback award earned by the Winesellers brand Santa Julia. After dips in sales in 2013 and 2014, the brand rebounded big with 24.5% and 9.3% growth rates in 2015 and 2016, respectively. Santa Julia moved 200,000 cases last year—an all- time brand best. The brand has successfully tapped into the authentic "farm-to-table" trend with its new Malbec de Mecardo release. Launched exclusively for Whole Foods Market's Holiday Top Ten 2016 national promotion, it was the fastest-selling wine in the program set. "Organic and sustainable wines, having previously been embraced by a small niche, are now attracting a much wider base," Nelson says. "And demand is growing." So too are more consumers focused on varietals that are unique, rather than from the same-old dominant regions. Nelson sees a rising interest in "off-the-beaten-path wine regions," especially among younger Millennials, who are "interested in trying new varietals and wines from regions they may have never heard of." RED BLENDS GO BIG As red blends rise in popularity, brands that offer these products are benefi tting. This includes 14 Hands from Washington. Launched in 2005 as a restaurant-only brand with three wines— merlot, cabernet sauvignon and chardonnay—the Ste. Michelle Wine Estates brand exceeded 2 million cases sold in 2016. This represents a 10% growth over 2015, and won the brand a Fast Track award. It's all the more impressive for a label that was selling less than 1 million cases as recently as 2011. 14 Hands brand Hot to Trot red blend—the third best-selling premium red blend in the market—is helping fuel this climb, says Cary Kloster, vice president of marketing for 14 Hands. "We continue to see strong growth in red blend wines," Kloster adds. "14 Hands is well positioned to meet this consumer demand with Hot to Trot, Stampede and the limited-release Kentucky Derby Red Blend." Another company that's ridden the red-blend wave to growth is Michael David Winery. The producer's Freakshow red blend grew an incredible 63.5% in 2016 to 139,000 cases, earning a Rising Star award. The company also makes Petite Petit. Although it's a petite sirah (blended with 15% petit verdot), the brand is commonly placed in red-wine sections in stores and menus. That's likely to its advantage. Launched in 2014, Petite Petit already reached 100,000 cases by 2016—thanks to 36.4% growth over 2015—and won a Fast Track award. Being considered a red blend has "opened the consumer base for this wine as people continue to experiment in this category and try new things," says Melissa Phillips Stroud, vice president of sales and marketing for Michael David Winery. "It's a fun category, and I'm happy consumers are so open to Q&A WITH MIONETTO Mionetto received a Fast Track award for its recent rise up the sales charts. The brand increased sales 10.9% in 2016 to reach 610,000 cases sold (overtaking 600,000 for the fi rst time). We spoke with Enore Ceola, Mionetto USA CEO and managing director, about the accomplishment. Cheers: What industry trends are helping your brand? Enore Ceola: Sparkling wines, like prosecco, are well on their way to expand beyond special occasion usage—and at very attractive price points. Cheers: What marketing programs and activations do you have planned for 2017? EC: We will again run the "Pink Cork" program to benefi t breast cancer research/survival and innovative VAPs, as well as stronger merchandising and display program throughout the year. In addition, we will continue to engage our consumers throughout a robust campaign via social media, advertising and events. Cheers: What on-premise marketing programs and activations in 2016 led to your brand's success? EC: By-the-glass focus has been very rewarding in the past year and the rise of cocktails with prosecco is something we have been promoting for the past few years. Our 187-ml. bottles have also been a popular item in restaurants. Q&A WITH WHISPERING ANGEL Chateau d'Esclans earned a Fast Track award for its continued success and upward trajectory last year. The brand's Whispering Angel rosé is a category- defi ning top-seller. Overall, the brand grew 69.5% to reach 200,000 cases for the fi rst time. We talked with Paul Chevalier, national fi ne wine director at Shaw-Ross International Importers, about the company's red-hot brand. Cheers: What's behind your on-premise success in 2017? PC: The Whispering Angel rosé has a strong by-the-glass program. We target all the hot and trendy restaurants and hotels that use our product. So I hear all the time, "Paul, I see your wine everywhere." And I reply, "Not everywhere, just in the right places..." Cheers: What marketing programs and activations do you have planned for 2017? PC: We are releasing our 10th anniversary vintage of the Whispering Angel rosé. The theme will be "Celebrating 10 years of Rosé all Day." Cheers: What industry trends are most impacting sales of the brand right now? PC: Over 50% of our sales are with Millennials. Millennials don't want fake brands that come from some big, wine-producing-type factory. They want authentic. And that is why Whispering Angel works. 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS WINE WINE WINE WINE WINE WINE 2017 GROWTH BRANDS 2017 GROWTH BRANDS 2017 GROWTH BRANDS WINE WINE WINE WINE WINE WINE