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Kim Crawford Looks To Premiumize With New Upscale Range

March 12, 2018

Constellation’s Kim Crawford is extending at the high end with a new Signature Reserve line of wines. The first entry in the range is a Sauvignon Blanc retailing at $25 a 750-ml., compared with the core brand’s $18 price point. Constellation says the new offering—sourced from the lower Wairau sub-region of Marlborough, New Zealand—is in response to consumer demand for richer, more complex expressions of Sauvignon Blanc, and has big aromatics and a ripe tropical character. Each vineyard parcel is fermented separately in small lots. A total of 20,000 9-liter cases of Kim Crawford’s Signature Reserve Sauvignon Blanc will come to the U.S., and the new wine will be available nationwide by the end of this month. Kim Crawford depleted 1.3 million cases in the U.S. in 2017 on growth of 13%, according to Impact Databank.—Julia Higgins

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