On-Premise Fuels Rapid Rise For Banfi’s Maschio ProseccoSeptember 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 TharelSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.