The Wine Group Bolsters Upscale Stable With New Brand, Chloe Wine CollectionFebruary 19, 2014
The Wine Group (TWG) is launching a new super-premium wine brand, Chloe Wine Collection, set to debut this spring. Chloe Wine Collection will include three wines—a Sonoma County Chardonnay, Valdadige DOC Pinot Grigio and North Coast California red blend called Red No. 249—all retailing at $16.99 a bottle. Developed by veteran winemaker Georgetta Dane, the Chloe Collection is presented in classic black-and-white packaging intended to underscore its upscale credentials.
In a statement to SND, The Wine Group said it expects to produce 60,000 cases of Chloe this year. As for the brand’s target consumer, the company stated, “We saw an opportunity to develop a wine that would be enjoyed by women, especially in the Generation X and millennial demographics, since these consumers are currently underserved at the super-premium price point.” The Wine Group cites Santa Margherita (Terlato), La Crema (Jackson Family Wines) and The Dreaming Tree (Constellation) as key competitors to its upstart label.
Known for accessibly-priced million-case juggernauts like Franzia and Cupcake, The Wine Group has expanded its offering in the super-premium segment in recent years. In 2012, it gained exclusive U.S. import rights to Argentina’s Trapiche, and last year it became the U.S. agent for Gancia sparkling wines from Italy, the super-premium bubbly label owned by Russian Standard. (Trapiche had U.S. volume of 280,000 cases last year according to Impact Databank, while Gancia was at 20,000 cases.) With the launch of Chloe, the company clearly sees more room for expansion in the higher-priced, higher-margin side of the wine market.