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Private Label Wines Make Their Presence Felt On Impact’s “Hot Brands” List

May 9, 2019

With chain retailers ramping up their private label activity in the wine category, several own-label brands have connected with consumers over the past year and earned Impact “Hot Brand” accolades.

MoonX, a Trader Joe’s exclusive wine sourced from Delicato Family Wines, launched in 2015 with a red blend retail-priced at around $7 a 750-ml. MoonX has topped 16% growth in each of the last two years and is on pace to cross a half-million cases for 2019. “Stores sold out of the Red Blend launch in three weeks, so we quickly added a MoonX Pinot Noir to the line,” says Jim Ferguson, Delicato’s vice president of exclusive brands. “Due to the overwhelming response to both releases, we knew we had to add the king of all California varietals, so we launched MoonX Cabernet Sauvignon last fall.”

Trinchero Family Estates is partnered with Target on the California Roots label, another Hot Brand award winner. Launched in 2017 and retailing at around $5, California Roots includes a Pinot Grigio, Chardonnay, Red Blend, Cabernet Sauvignon, and Moscato. California Roots jumped from 125,000 cases in its debut year to 390,000 cases in 2018, according to Impact Databank.

Another retailer exclusive Hot Brand is Yosemite Road, a screw-capped entry from 7-Eleven that launched in 2009 and reached 330,000 cases last year. Produced by The Wine Group, Yosemite Road comprises five varietals—Chardonnay, Pinot Grigio, Moscato, Cabernet Sauvignon, and Pink Moscato—the last of which has been the strongest recent growth driver. “We recently embarked on a package change across the lineup, updating the visuals to a more contemporary, fun, and youthful look and bringing to life the backbone of the brand, the California bear,” 7-Eleven told SND.

With private labels enjoying rapid gains lately, retailers have looked to expand with higher-priced offerings. Target recently launched The Collection, a five-wine lineup produced by Delicato that retails at $10. The Collection includes a Cabernet Sauvignon, red blend, rosé, Pinot Grigio, and Chardonnay. Last summer, both 7-Eleven and Walmart also rolled out new brands at the $10-$11 mark. 7-Eleven’s Voyager Point includes a Cabernet Sauvignon and a red blend made with Merlot, Zinfandel, and Petite Sirah, as well as a New Zealand Sauvignon Blanc. Walmart’s Winemakers Selection range offers wines from California, France, and Italy.—Danny Sullivan

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