Special Report: $10-$12 Price Range Leads IMPACT’s Wine “Hot Brands”March 12, 2013
California wine’s accessibly-priced premium sector reigned supreme among Impact’s domestic wine “Hot Brands” for 2012, with the majority of the list’s offerings priced in the $10-$12 range. Just one domestic brand from outside California earned Hot Brand honors, while a few upscale and value-level players cracked the list. The results clearly indicate that consumers continue to gravitate to the $10-$15 area at retail.
In all, 27 domestic wine brands achieved Hot Brand status—identical to last year’s tally—as a flurry of newcomers cropped up to take the places of the six 2011 winners whose growth cooled in 2012.
Among imported wine Hot Brands, Italy dominated—accounting for more than half the list’s 13 entries. Five Italian table wine brands are represented, along with two Proseccos. New Zealand also made its presence felt with three winners, while Spain and Argentina fielded one Hot Brand each. Additionally, one brand sourced from multiple locations made the import list.
To earn Hot Brand status, wines must have achieved double-digit growth in each of the past three years, or they must be established brands with at least 15% growth, or top-10 brands with at least 5% growth in 2012 and at least 15% growth since 2009. Significant new products can also qualify. The minimum volume requirement for calendar 2012 is 250,000 cases.
The full list and analysis of Impact’s wine Hot Brands will be revealed in the magazine’s March 1&15 issue.
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