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Pacific Highway’s Giesen Rising Fast In Hot New Zealand Category

August 14, 2017

New Zealand’s Giesen Wines has more than doubled its volume in the U.S. over the past two years, and the brand’s owners are investing aggressively to take the brand to the next level. After growing 36% in 2016 to 77,000 cases, Giesen is on track to hit the 100,000-case mark by year-end. Across its global footprint, Giesen sells about 1 million cases annually.

Giesen is handled by California-based Pacific Highway Wines & Spirits, which is jointly owned by Australia’s Oatley family and the New Zealand-based Giesen family. The brand is in the midst of a multimillion-dollar U.S. investment that vice president of brand strategy Angela Slade says “will support our larger-scale national accounts opportunities and distributor incentive efforts over the next three years.” The goal is to get Giesen ($10 a 750-ml.) to the quarter-million-case mark in the U.S. by the end of that period.

In May, Giesen aligned with Republic National Distributing Co. across 17 states. Also, earlier this year, it linked with on-premise specialist The Mark Wine Group to bolster its national accounts business, resulting in a number of new placements for its Estate Sauvignon Blanc. Giesen is part of a Pacific Highway portfolio that also includes the Beachhouse, Boschendal, Foppiano Vineyards and Mirabeau en Provence labels.

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