Impact Databank: DFV Wines’ Top Five Labels Surged In 2012January 28, 2013
Napa-based DFV Wines proved itself one of the wine industry’s top performers last year, with each of its five largest wine brands posting double-digit volume growth, according to Impact Databank.
DFV’s largest brand, premium three-liter box entry Bota Box (retailing around $20 a box), added the equivalent of nearly half a million nine-liter cases in 2012, crossing 2 million cases in annual sales on growth of 28%. Over the past three years, Bota Box has averaged 48% annual growth, more than tripling in size since 2009.
Mark Koppen, senior portfolio manager at DFV, says red blend RedVolution, Pinot Grigio, Malbec and Moscato have been driving growth for Bota Box. The brand is also getting a boost from its newer 500-ml. Tetra Pak line, which launched in 2011 and is growing at 30%. “The Tetra Paks are bringing in new consumers and, more importantly, creating new occasions for the brand,” Koppen says. “They offer extreme portability and have led to impulse buys for outdoor events and occasions when consumers want both a small size and no glass.”
Bota Box is by far the largest brand in the DFV stable, but it’s not the only one making rapid progress. Fellow California label Gnarly Head ($11.99 a 750-ml.) has enjoyed a steady rise in recent years, and that trend continued in 2012, as the brand hit 625,000 cases on 11% growth. Gnarly Head is up roughly 50% since 2009. Portfoliomate Twisted, price-positioned similarly to Gnarly Head, has also exhibited strong gains of late, increasing 15% to 375,000 cases last year.
DFV’s fourth-largest brand, Noble Vines, is also surging. Priced just above Gnarly Head and Twisted and including Cabernet Sauvignon, Chardonnay, Pinot Noir and Merlot, Noble Vines’ depletions have doubled over the past two years, with 2012 growth coming in at 33% to 300,000 cases. The final label in DFV’s top five is Domino, which leapt by 200,000 cases last year to reach 285,000 cases. Domino, which debuted in 2011, includes Merlot, Cabernet Sauvignon, Moscato, Chardonnay, Pinot Grigio and White Zinfandel and retails around $6.99 a 750-ml. and $11 a 1.5-liter. DFV says it will add a Pink Moscato to the line this year.
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