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On-Premise Fuels Rapid Rise For Banfi’s Maschio Prosecco

September 26, 2016

As Prosecco continues to surge in the U.S. market—crossing the 4-million-case mark on 23% growth last year—it’s not only the biggest brands that are driving gains. Smaller labels like Banfi Vintners’ Maschio Prosecco are also demonstrating rapid progress. Maschio grew 18% to 51,000 cases last year, earning Impact “Hot Prospect” honors, and Banfi tells SND the Italian sparkler is continuing its double-digit pace this year.

Maschio has nearly doubled in size since 2012, buttressed by a solid on-premise presence. “Our approach from the beginning has been to introduce the brand on-premise with a two-pronged strategy: wine list offerings of the premium, vintage-dated, single-vineyard Maschio dei Cavalieri Valdobbiadene Prosecco Superiore DOCG, and single-serve 187-ml. bottles of Maschio Brut for fresh by-the-glass pours,” says James Mariani, co-CEO of Banfi Vintners. “The 187-ml. bottles have also taken hold off-premise, as Maschio is the leading producer of single-serve Prosecco bottles.”

Earlier this year, Maschio added a new sparkling rosé from Treviso to its portfolio in both 187-ml. and 750-ml. bottles, in line with rising interest in rosé bubblies. With on-premise menu placements of Prosecco proliferating across the U.S. restaurant scene, Mariani says Maschio has ample opportunity to further raise its profile across all major markets. —Kimberly Tharel

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