Bogle Surpasses 2 Million Cases, Bolstered By Its Surging Red BlendAugust 31, 2015
Bogle Vineyards has been one of California wine’s most reliable growth drivers for more than a decade, consistently posting double-digit gains and earning a total of 14 consecutive Impact “Hot Brand” awards along the way. Last year, the Bogle brand surpassed the 2-million-case mark on 13.8% volume growth, according to Impact Databank. Bogle Vineyards national sales manager Sam Bon tells SND that volume growth accelerated to 19% in the first half of 2015. Bon predicts that Bogle will reach roughly 2.5 million cases by the end of the year.
“Regardless of what’s going on with the economy, people are always looking for strong value, and that’s at the core of what we’ve done,” says Bon, noting that most of Bogle’s sales occur in the $8.99-$10.99 range. “For the price category below us, things are difficult, and for the price point just above us, things are going very well. We plan to maintain our price points.”
The Bogle lineup includes nine core wines positioned between $9-$12, with its Chardonnay leading the portfolio in volume terms. However, the brand’s Essential Red—a blend of Old Vine Zinfandel, Syrah, Cabernet Sauvignon and Petite Sirah launched in 2012—is on track to become its number-one product within the next year. Other fast-growing labels in the portfolio include Cabernet and Pinot Noir, as well as the Phantom red blend, which retails in the $15-$20 range.
While the launch of Essential Red has been a game-changer, Bon says Bogle will remain cautious when it comes to future product development. “We’re always mindful of what the next opportunity might be, but it’s not part of our culture to throw out a lot of new products and see what sticks,” he adds. “We focus on doing what we do best.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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