Imported Wine’s Top Players Show Mixed Results, As $15-$25 Emerges As The Sweet Spot

Along with other wine segments, the import sector has struggled to make volume progress in the U.S. lately, with total imported table wine depletions down 3% to 67.1 million 9-liter cases last year, according to Impact Databank. But pockets of growth are evident, with consumers gravitating to the $15-$25 price band, where imports are well-represented and offer a compelling value proposition.

Italy remains king among import segments in volume terms, while France leans on its super-premium prowess to command the top spot by value. Importantly, both countries have continued to make progress on a per-case basis in the U.S. in recent years. French table wine shipments to the U.S. now average above $100 per-case, up from about $85 in 2018, while Italian offerings have grown from $50 to $55 per-case over the same span. Spanish wines have also shown solid value gains, rising from about $42 to $50 per-case in the past five years.

The leading imported wine brands in the U.S. saw a mixed performance last year. Top volume player Yellow Tail dipped slightly to just below 5.7 million cases in 2023, but the brand has been active on the innovation front to spur new momentum. Last year, Yellow Tail marketer Deutsch Family extended the range with Fresh Twist, a trio of low-abv wines available in Strawberry & Lime, Peach & Mango, and Tropical Pineapple ($8 a bottle), containing 90 calories a 5-ounce glass. Additionally, Yellow Tail’s Pure Bright offshoot has become a leader in the better-for-you segment, up 4% to 212,000 cases in 2023.

Also from the Australia category, Treasury Wine Estates’ 19 Crimes declined last year. But Treasury says its relaunch of the 19 Crimes Classics portfolio is “showing positive signs” as it rolls out to market, backed by a marketing campaign and retail activation. Treasury also offers popular New Zealand brand Matua, which was up 1% in volume last year to 840,000 cases in the U.S.

New Zealand category leader Kim Crawford, from Constellation, grew 0.6% to 1.84 million cases in 2023, with its lower-calorie Illuminate offering helping to boost growth, up 2% to 170,000 cases. Constellation has also extended Kim Crawford into the bubbly segment with a Sparkling Prosecco from Italy. Kim Crawford Rosé was particularly buoyant last year, registering double-digit growth.

Two Italian labels—Riboli Family’s Stella Rosa and Palm Bay’s Cavit—sit at Nos. 2 and 3 in the imported wine market respectively. Stella Rosa rebounded last year, up 4.8% to 4.2 million cases, amid a steady stream of innovation. This week, it hit the market with its latest offering, Spritz Del Conte, an Aperitivo-style, ready-to-serve Italian Spritz that comes in both regular and non-alcoholic versions at $15 a 750-ml. From Palm Bay, Cavit was roughly flat at 3.8 million cases last year, but its volume is now about 230,000 cases higher than it was pre-pandemic.

Chile’s Concha y Toro charted solid progress in 2023, rising 3% to above 1.9 million cases. Its most recent innovation is Diablo, which is seeing strong early results for its Sauvignon Blanc, Cabernet, and Red Blend. “On-premise is really starting to take off again,” says Allison Wetsel, president of sales and wholesale operations at Viña Concha y Toro USA, noting that luxury offerings have led the company’s on-premise sales up 21% year-to-date.—Daniel Marsteller

Tagged : 19 Crimes, Cavit, Concha y Toro, Constellation, Deutsch, Kim Crawford, Palm Bay, Riboli, Stella Rosa, Treasury Wine Estates, Yellow Tail

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