Vintage Point Replenishes The Portfolio, Sees Big Growth For Its Popcorn Chardonnay BrandMay 31, 2016
Following the departure of one of its biggest brands—Layer Cake—to Jayson Woodbridge’s One True Vine earlier this year, Sonoma-based marketer Vintage Point has quickly moved to replenish the portfolio. In April, Vintage Point inked a partnership with fast-growing Prosecco franchise Mionetto, and it’s also bullish on several new brands, including R.C. Mills’ Popcorn Chardonnay ($15 a 750-ml.). Popcorn, recently launched nationwide, is on track to crest 35,000 cases for 2016, and Vintage Point president David Biggar predicts it will hit 200,000 cases over the next three years.
“Popcorn Chardonnay has been scoring well with Millennials and with women 25- to 54-years-old in market research,” says Biggar, adding that consumers strongly favored “buttery” flavor descriptors when selecting Chardonnay styles. In its brief period on the market, Popcorn has established a foothold in retail chains, launching in Shaw’s throughout New England, United Supermarkets in Texas, and in Safeway stores across the U.S.
Vintage Point also has high hopes for several other recent rollouts, including Tall Sage, a new standalone brand from Washington’s Goose Ridge Winery. Tall Sage ($11.99 a 750-ml.) features an estate-grown Cabernet Sauvignon, Chardonnay and red blend. Also new to the fold is a Napa Cabernet Sauvignon under the Concrete brand, joining its existing Zinfandel. “We’ve seen Napa Valley, Paso Robles and to some extent Lake County Cabernet Sauvignon pricing skyrocket, especially with the 2015 vintage,” notes Biggar. “We feel that Concrete, at $20, offers a great Cabernet value.”
Another Vintage Point brand showing promise is SIP ($12), which debuted in 2012 with a Moscato. This spring, SIP added a California rosé made with 100% Pinot Noir, which is already close to being sold out.
Vintage Point plans to continue bolstering its portfolio with a mix of both new and established players. “We have three new launches right now and are planning one or two more in early 2017,” says Biggar. “But as with Mionetto, we’re looking at established brands seeking to reach the next level, rather than just new brands. Some brands that have gotten to 50,000 cases just don’t have the reach to extend beyond that. We believe we can help them.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.