Zonin’s Castello del Poggio Aims For 1 Million CasesJune 5, 2017
A five-time Impact “Hot Brand” winner, Zonin USA’s Castello del Poggio has been on a tear in the U.S. market, thanks to the growth of its flagship Moscato IGT. Castello del Poggio was up 22.1% to 539,000 cases last year, making it the market’s 10th largest premium-plus imported table wine brand, according to Impact Databank.
This summer, Zonin USA is extending the Castello del Poggio range in an effort to grow the brand to a million cases over the next three to five years. The expansion will include a Sweet Red, Sweet Rosé, Prosecco DOC and Sparkling Moscato, all priced in line with the existing Moscato IGT at around $12.99 a 750-ml. The rollout will be backed by a nationwide ad campaign slated to run across print, digital and broadcast platforms, as well as launch events in more than 20 metro markets.
Tim Matz, Zonin USA’s executive vice president and general manager, notes that sweet and sparkling wines resonate with drinkers just entering the category, as well as women from age 25 to 45 and African-American and Latino consumers. The new range is expected to fare well in national retail chains, where Castello del Poggio has emerged as a top-selling Moscato at outlets including Walmart, Food Lion, Meijer, Harris Teeter and Publix.
Castello del Poggio’s U.S. foray into sparkling comes as Zonin Prosecco enjoys similar double-digit gains. Last year, Zonin Prosecco rose 18% to 419,000 cases, earning “Hot Brand” honors. —Christina JelskiSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.