Oyster Bay Aims To Surpass 500,000 Cases In 2014
February 14, 2014New Zealand wine brand Oyster Bay ($15-$19 a 750-ml.) continues to be a top performer in the booming New Zealand category. After climbing 30% to nearly 400,000 cases in 2012, Oyster Bay rose by 21% last year to reach 470,000 cases, according to Impact Databank. Oyster Bay Wines USA vice president, national sales manager Peter Edgar tells SND the brand’s U.S. volume is set to surpass 500,000 cases this year, moving closer to its goal of becoming a million-case brand.
“Oyster Bay combines premium pricing with a high rate of sale,” says Edgar, who points to the overall health of the New Zealand category in terms of both consumer pull and pricing. “New Zealand as an industry has been able to manage supply relatively well as demand grows, maintaining a super-premium position.” For the 12 months through June 2013, New Zealand wine exports to the U.S. were up 13% by value to $242 million and 10% by volume to 43.3 million liters, according to Impact Databank.
Oyster Bay’s lineup features Sauvignon Blanc, Chardonnay, Pinot Noir and Merlot varietals, as well as two sparkling wines. The brand’s growth has been driven in part by its strong presence on-premise, which represents its fastest-growing channel. Sauvignon Blanc remains Oyster Bay’s most popular entry, but its Chardonnay, Pinot Noir and Merlot have been on the rise lately, as cool-climate wine styles continue to gain favor in the U.S.
“One of our strengths, and what strongly differentiates us, is that we’re focusing on the bigger picture and consider Oyster Bay to be a brand built on a range of cool-climate varietals—not just Sauvignon Blanc,” explains Edgar, adding that the brand’s Chardonnay sales were up 56% in 2013. “Oyster Bay’s success with Chardonnay and Pinot Noir will continue to (drive growth) as the brand begins to transcend the New Zealand category.”
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