Cecchetti Wine Company Volume Up 40%, Projected To Hit 350,000 Cases By Year-EndSeptember 17, 2012
Sonoma-based wine marketer Cecchetti Wine Company, which is approaching its fifth anniversary, says volume rose 40% in the 12 months through August and that sales will likely hit 350,000 cases for the current calendar year. Cecchetti’s charge has been led by its Line 39, Redtree and Backhouse brands.
Line 39, including a range of varietals sourced from Lake County, is an Impact “Hot Prospect” retailing at around $10-$12 a bottle. In 2011 it rose 35% to 85,000 cases, and Cecchetti says it nearly matched that performance in the 12 months through August, rising 32%. Redtree, a California-designated brand positioned in the same price segment, was up 11% to 152,000 cases in 2011, according to Impact Databank, narrowly missing “Hot Prospect” status. Redtree’s growth picked up over the most recent 12 months, accelerating to 26%. Backhouse, a brand targeted to the on-premise by-the-glass category, hit the market last spring and sold 31,000 cases in its inaugural campaign. Backhouse leapt 130% by volume in the 12 months through August, the company says.
While Cecchetti has so far focused on approachable price points, this summer it moved upscale with the launch of a new ultra-premium brand, Exitus ($25). The first offering from Exitus is a red blend comprised of Central Coast Syrah, Mendocino Coast Petite Sirah and Lake County Merlot. Cecchetti is prepping another new brand introduction for later this fall, though details have yet to be announced.