New Mexico Sparkling Brand Gruet Now Growing At 10% Annually, Passes 100,000-Case MarkFebruary 20, 2014
As sparkling wines continue to enjoy rapid growth, producers from established regions aren’t the only ones reaping the benefits. New Mexico’s Gruet Winery, founded by a French winemaking family, is a case in point. Boosted by a solid critical reputation and accessible positioning compared with other sparklers in its super-premium price tier, Gruet’s volume has now reached 120,000 cases and is advancing at about 10% annually.
Gruet, which counts New York, California, Texas, Illinois and its home market of New Mexico among its strongest sales regions, produces 11 different expressions of bubbly, ranging from around $15 for its flagship Brut up to $46 for upscale vintage offerings. Company president Nathalie Gruet tells SND that while the Brut continues to garner a large portion of sales, lately the brand has also seen marked growth in its rosé sparkler. Gruet’s Blanc de Noirs has likewise expanded significantly in recent years, especially after landing among Wine Spectator’s Top 100 Wines of 2011. Both the rosé and Blanc de Noirs retail around $16-$17 a 750-ml.
This year, Gruet will release two new wines in honor of the winery’s 25th anniversary. Next month it will launch a 25th Anniversary Silver Label Blanc de Blancs, retailing at $16-$17. Later in the year another special edition, a vintage Blanc de Blancs under the label G25, will follow at a price point of around $25. In terms of trade channels, the company tries to maintain an even split between the on- and off-premise markets. Recently, Gruet widened its exposure with some national account placements, including Kimpton Hotels in the on-premise and Whole Foods at retail.