Accolade Invests To Revitalize Geyser Peak

Accolade Wines North America has unveiled a new investment plan for Geyser Peak aimed at revitalizing the premium California wine brand in the U.S. market. The initiative comprises new packaging—which debuted in July and will continue to roll out through the fall—and an updated website, as well as new creative for Geyser Peak’s marketing and point-of-sale materials. Accolade is also reorganizing the Geyser Peak product line, expancing its core tier and adding new entries to the brand’s luxury and ultra-premium categories, including a pair of red blends called Tectonic and Devil’s Inkstand and a Russian River Valley Pinot Noir named Pluto’s Fury. The three new labels are set to start launching later this year.

Geyser Peak, which was acquired by Accolade from now-defunct Ascentia Wine Estates in 2012, has held steady at around 280,000 cases in the U.S. market since 2009. Ascentia had purchased Geyser Peak along with several other brands from Constellation in summer of 2008. Constellation, in turn, had acquired Geyser Peak and others from Beam just six months earlier. Accolade unloaded Geyser Peak’s vineyards and winery, but not the brand itself, to Francis Ford Coppola Winery this past March.

Tagged : Accolade Wines, wine

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