TWG Extends Chloe Range With New Prosecco DOCSeptember 9, 2015
The Wine Group’s Chloe Wine Collection has extended its premium lineup with a new Prosecco DOC. Billed as a drier-style entry, the Chloe Prosecco DOC is made with grapes sourced from the Asolo area of the Prosecco DOC, and retails at $17 a 750-ml. The expression marks the fifth offering in the Chloe range, joining the brand’s existing Sonoma County Chardonnay, Valdadige DOC Pinot Grigio, Red No. 249 North Coast red blend and Monterey County Pinot Noir.
Launched roughly two years ago, Chloe has done particularly well in the U.S., where the brand sold 77,000 cases in 2014, its first full year on the market, earning it Impact “Hot Prospect” honors. This year, the brand is currently on track to double its depletions, according to Chloe Wine Collection senior winemaker Georgetta Dane, thanks in part to the brand’s ability to attract a broad consumer base.
“When we started, we wanted this brand to be very feminine, and resonate with key consumers like millennials and Generation X,” says Dane. “But it turns out it’s popular with all generations, and both men and women. And although we also thought it would appeal mainly for special events—such as weddings and birthdays—people are buying it for all occasions.”
Dane tells SND that the brand is open to adding additional entries to the lineup, though future innovations would have to stay in line with the brand’s positioning as a collection of classic varietals. “I’m looking at either adding a Cabernet Sauvignon or Merlot, though not too soon, because this year we’ve added both the Pinot Noir and Prosecco. But either Cabernet or Merlot would be the next step.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.