StateWays - March/April 2016

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 2016 32 have maintained with our customers and distributor partners." Mionetto also maintains a portfolio varied in price point, from the accessible cost of $12 to the $40 bottles. Fast Track brand Seven Daughters from Terlato Wines grew to more 200,000 cases, thanks in large part to its focus on Millennials—particularly women. "Young consumers want authentic brands that tell a real story and enable them to learn and share," 2016 GROWTH BRAND AWARDS WINE WOODBRIDGE BY ROBERT MONDAVI The Woodbridge by Robert Mondavi brand sold 9.3 million cases of wine last year. This was a 1.3% uptick over 2014 numbers. How does the nation's second-leading premium wine brand continue such success? Part of it owes to a 360-degree marketing program, according to Michal Zeituni, marketing manager for Woodbridge by Robert Mondavi. This summer, for example, the brand rolled out a Woodbridge block party thematic. In-store displays included savings for block- party staples like hot dogs, condiments and chips. The program also included a block party event with celebrity chef Alex Guarnaschelli. This introduced a wine-infused barbeque sauce collaboration with Daddy Sam's, which drove 580 million earned media impressions, Zeituni says. "We also boosted our Woodbridge social presence via a summer block party sweepstakes, driving consumers to our microsite, where they could access all of the summer recipes, photography, and DIY videos that we had created throughout the program," he adds. While Millennials are not yet the core consumer of Woodbridge by Robert Mondavi, the brand is naturally exploring new ways to connect with younger wine consumers. This includes launching a more mobile-friendly website this March, as well as seasonal wine—Harvest Spiced Red Blend— unveiled in 2015 as a fresh spin on traditional mulled wine. COMEBACK BRANDS: WINES Winners must be a previous Growth Brands Award winner, and must have exceeded the sales from their previous win following a recent decline. (Thousands of 9-liter cases) Brand Supplier 2012 2013 2014 2015 p 2014/15 Chateau Ste. Michelle Ste. Michelle Wine Estates 2,780 2,753 3,035 3,253 7.2% J. Lohr Estates J. Lohr Wines 1,219 1,439 1,406 1,439 2.3% Freixenet Freixenet USA 530 519 541 560 3.5% Santa Julia Winesellers, Ltd. 162 158 147 183 24.5% La Fiera Winesellers, Ltd. 54 49 61 65 7.3% (p) Preliminary Source: The Beverage Information & Insights Group. For more data, visit % Growth explains Terlato Wines CEO Bill Terlato. To that end, Seven Daughters linked up with lifestyle bloggers who shared party tips featuring Seven Daughters. The brand also sponsored Color Runs—in which runners get doused with colored powders—to "engage with our target one- on-one at fun, relevant events," Terlato explains. Rising Star Chateau d'Esclans rosé topped 100,000 cases for the fi rst time, behind the strong performance of its Whispering Angel. Even with a $21 price tag, Whispering Angel is the fourth highest-selling French wine in America, says Paul Chevalier, national fi ne wine director for supplier Shaw-Ross International Importers. "The people who drink these wines are Millennials who are ready to spend money on wine because they want that lifestyle image," Chevalier explains. "And I think rosé might be the new champagne. It's a weekend wine for celebrating with your friends and peers." MAJOR GAINERS A number of wines grew by more than 20% last year. Such a sizeable jump is no easy feat. Simple Life attributes its 2016 Rising Star Award—and 42% growth—to "having chosen our partners wisely," says Donny Sebastiani, president/CEO of Don Sebastiani & Sons. The company partners with growers who help produce "ripe pinot noir and chardonnay," a distributor network that is "well-educated and motivated" and retailers who become ambassadors on behalf of the brand. Duckhorn Vineyard, a Fast Track winner, enjoyed a jump of about 18,000 cases in 2015, representing 18.1% growth. Duckhorn Wine Co. attributes its success to consumers seeking out better wines, those defi ned by authenticity and craftsmanship. The brand's waterfowl theme, which has become a recognizable symbol of quality—regardless of the varietal—is a powerful tool in a crowded marketplace, according to the company. Fast Track winner 90+ Cellars grew 28.4% from 230,000

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