Bogle Continues Long-Term Climb, Projecting Double-Digit Growth For 2013October 23, 2013
Over the past decade, Bogle Vineyards’ namesake brand has emerged as a standout within the thriving premium-plus ($10-and-up) California wine segment. Last year, the family-owned franchise rose nearly 16% to 1.75 million cases, earning its 12th consecutive Impact “Hot Brand” award and claiming the most Hot Brand honors of any domestic wine brand ever. This year, Bogle vice president, sales and marketing Chris Catterton predicts the brand will continue its trajectory and grow by 12%-14%.
Retailing at around $9-$12 a 750-ml., the core Bogle portfolio features 10 offerings, including a host of varietals and the recently added Essential Red blend, launched a little over a year ago. Up the pricing ladder, the brand also offers Phantom—a blend of Zinfandel, Petite Sirah and Mourvedre—which retails in the $15-$20 range.
“Our brand is really founded on value, and our core principle has always been to produce great wines for the money. We think the $10 area allows us to combine the appeal of everyday pricing with good quality,” says Catterton. Bogle’s value proposition has been validated with a strong showing among reviewers over the years, including more than 30 scores of 87 points or higher from Wine Spectator, all on wines priced $17 or below, with the great majority in the $10-$11 range.
With growth continuing, Bogle has been aggressively investing in new capacity to meet demand. Two years ago, the Bogle family completed construction on a new $50 million winery facility in Clarksburg, adding storage capacity of around 100,000 barrels. For now, the company plans to concentrate on its existing wines rather than launch new products. “We’ll see what the future holds, but right now we’re going to focus on our consolidated line,” explains Catterton. “There are only so many California wine families that have been able to maintain their businesses after a certain scale, and Bogle is fortunate enough to be one of those families.”
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