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Exclusive: Precept’s House Wine Extends With Cans, Rosé

May 2, 2017

Seattle-based Precept Wine has seen its House Wine brand post strong gains recently, including a 13% bump to nearly 200,000 cases in the U.S. last year, according to Impact Databank. Much of that growth has come from House Wine’s three-liter box format ($20), which grew 26% to 130,000 cases in 2016 (the brand also offers 750-ml. bottles retailing at around $10). Looking to build on that success, House Wine is now launching a line of canned wines, as well as a rosé, which will be available across all three packaging formats.

Rolling out nationwide this week, House Wine’s canned range will include a red blend and Chardonnay, as well as the new House Wine Rosé. The 375-ml. cans will retail at around $5.50 each and are expected to tap outdoor drinking occasions. The launch comes as the canned wine category gains traction in the U.S., with canned wine sales reaching more than $26 million in 2016, compared with just $2 million in 2012, according to Nielsen.

Alex Evans, chief sales and marketing officer for Precept, notes that House Wine’s cans are positioned “at the higher end within the canned wine space,” adding that House Wine also plans to extend with a Tetra Pak format in the first quarter of next year.

House Wine’s foray into cans follows Precept’s debut of West Side Wine Co., a premium canned wine brand, last year. Developed by Precept’s private label innovation division Grape & Grain, West Side Wine Co. features California Cabernet Sauvignon and Chardonnay offerings packaged in 250-ml. cans. The brand, which is available at Whole Foods stores nationwide and at select airports, has enjoyed early success, Evans tells SND.—Christina Jelski

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