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HandCraft Will Reach 150,000 Cases This Year, DFV Says

July 3, 2013

DFV Wines’ female-targeted HandCraft Artisan Collection managed a strong performance in 2012, its first year on the market, as depletions reached nearly 100,000 cases, according to winemaker and proprietor Cheryl Indelicato. Two new wines are being added to the HandCraft line this summer, which should push the brand to around 150,000 cases for 2013.

The new additions to the HandCraft franchise are blended wines Inspiration Red and Inspiration White, both launching August 1 at a suggested retail price of $12.99 a 750-ml. Inspiration White is a blend of Riesling, Sauvignon Blanc, Viognier, Moscato and Pinot Grigio. Inspiration Red is comprised of Syrah, Zinfandel, Merlot, Malbec and Sangiovese.

The HandCraft range, a collaboration between Cheryl Indelicato and winemaker Alicia Ysais, was launched in January 2012. The initial line included a Cabernet Sauvignon, Chardonnay, Pinot Noir and Petite Sirah (all priced at $14.99). All the HandCraft wines are also blended with small amounts of Italian and heritage varietals.

Indelicato says sales were split about equally among those four wines in 2012, with leading seller Pinot Noir representing 27.3% of sales. She adds that Chardonnay is doing particularly well on-premise, with strong by-the-glass and bottle sales. DFV donates a portion of HandCraft’s proceeds to breast cancer research, awareness and prevention. Last year, the company donated a total of $100,000 to the cause.

Napa-based DFV Wines had sales of more than 4 million cases last year (excluding private label) and was among the industry’s top performers, with each of its five largest wine brands posting double-digit growth. Three-liter box wine brand Bota Box ($23) saw its U.S. volume cross the 2-million-case mark in 2012, while fellow California label Gnarly Head ($11.99 a 750-ml.) rose by 11% to 625,000 cases. Another DFV brand, Twisted (also $11.99), increased 15% to 375,000 cases last year.

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