The Other Guys Crest 300,000 Cases In 2012January 23, 2013
Sonoma-based wine and spirits marketer The Other Guys (TOG) says its portfolio enjoyed a 25% advance to surpass 300,000 cases in 2012. Leading brand Leese-Fitch ($12.99 a bottle) paced TOG’s growth, rising 50% to 155,000 cases, according to Impact Databank. Among the group’s other top brands, Plungerhead ($14.99-$19.99) rose 14% to 40,000 cases, while Pennywise ($10.99) and Hey Mambo ($9.99) were both roughly flat at 56,000 cases and 28,000 cases respectively. TOG’s wine stable also includes Moo Buzz ($14.99) and the White Knight ($9.99).
With its wine business on the rise, TOG has also been mounting a push in spirits, of which it sold 8,000 cases last year, through its 35 Maple division. 35 Maple debuted with Masterson’s Rye ($79) in 2011 and followed with two more brands—Uncle Val’s Botanical Gin ($35-$40) and Kirk & Sweeney Dominican Rum ($40)—in 2012. Company president August Sebastiani says a small-batch Bourbon launch is in the works for later this year.