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The Wine Group’s Chloe Poised To Crest 300,000 Cases At Premium Tier

September 22, 2017

The Wine Group, the third-largest wine marketer in the U.S. at 44 million cases, is best known for big-volume brands like Franzia and Cupcake, but the company is now carving out impressive growth at more premium price points with its celebratory-themed Chloe Wine Collection.

Chloe, which retails at around $17 a 750-ml., debuted in 2014 and has since gained a strong following. After a 73% jump to 290,000 cases in 2016, Chloe is poised to cross the 300,000-case threshold this year. The brand’s lineup includes a Prosecco DOC, Valdadige DOC Pinot Grigio, Sonoma County Chardonnay, Central Coast Rosé, Monterey County Pinot Noir and California North Coast Red No. 249.

Chloe recently added a single-vineyard Merlot ($18) to its range, sourced from the San Lucas Estate Vineyard in Monterey County. The San Lucas Estate Vineyard Merlot is aged for 12 months in 50% new French and American oak barrels. “We believe that Merlot is poised for a comeback, and that Chloe can help lead the way based on the brand’s consumer appeal,” notes Chloe brand manager Belinda Harcombe.

Harcombe adds that Chloe’s Pinot Grigio is currently its top-selling varietal, but that the brand has also benefited from the expansion of its Central Coast Rosé, which had been in limited distribution but went national earlier this year.

The Wine Group is also tapping higher price points with its Concannon and Imagery Estate brands. Concannon, which debuted a Founders tier retailing from $10-$14 in 2015, recently unveiled a limited-release Clone 7 Cabernet positioned at $90 a bottle. Imagery, meanwhile, is launching a new series of red and white blends at the $20 price point.

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