Exclusive: U.S. Wine Market’s Top $15-Plus Brands Rise 2% In 2024
January 13, 2025While the overall U.S. wine market declined an estimated 3.5% by volume last year, according to Impact Databank, the news is brighter within the $15 and up segment of the category. The leading million-case wine brands retailing at $15-plus—including both still and sparkling offerings—combined for 2% volume growth in 2024, with five of the nine top labels showing positive gains.
Sparkling leader La Marca from Gallo is the largest-volume wine label at $15 and up, and it grew by an estimated 200,000 cases last year, according to Impact Databank, reaching 3.4 million cases. La Marca’s top sparkling competitor Mionetto also turned in another year of growth, rising 3% to 1 million cases.
Six California brands rank among the top labels at $15 and over. Among them, growth was led by WX Brands’ Bread & Butter, which increased 8% to 1.7 million cases in 2024. Among its moves last year, Bread & Butter debuted a Sliced offshoot in the better-for-you wine category selling at $16 a bottle.
The Diamond Collection from Delicato Family Wines likewise delivered a strong performance, rising an estimated 4.6% to 1.1 million cases. Delicato notes that the brand grew 5% in Circana-tracked retail channels in the 12 months through November, and that depletions jumped 16% on-premise over the same period. Diamond Collection’s Prosecco has been a key source of growth over the past year, the company adds.
Decoy by Duckhorn was also on the rise last year, increasing 2.7% to 1.5 million cases. “There is incremental distribution opportunity even in the Decoy brand, which has obviously been a large growth driver for the portfolio over the past several years,” incoming Duckhorn CEO Robert Hanson tells SND. “It is really just the core varietals that are mostly penetrated from a distribution standpoint.”
Among the remaining top players at the $15-plus level, Constellation labels Kim Crawford and Meiomi, along with Jackson Family’s La Crema and the J. Lohr Estates range all decreased in volume terms last year. But none fell by more than 2%, holding up relatively well and thereby gaining share within the broader wine market.—Daniel Marsteller
| U.S.—Million-Case Wine Brands Priced Over $151 | ||||||
| Brand | Company | Origin/Type | 2023 | 2024E | Percent Change2 |
|
|---|---|---|---|---|---|---|
| La Marca | E. & J. Gallo Winery | Prosecco | 3.2 | 3.4 | 4.0% | |
| Kim Crawford | Constellation Brands | New Zealand | 1.8 | 1.8 | -2.0% | |
| Meiomi | Constellation Brands | California | 1.8 | 1.8 | -1.1% | |
| Bread & Butter | WX Brands | California | 1.5 | 1.7 | 8.0% | |
| Decoy by Duckhorn | The Duckhorn Portfolio (Butterfly) |
California | 1.5 | 1.5 | 2.7% | |
| La Crema | Jackson Family Wines | California | 1.4 | 1.4 | -1.2% | |
| J. Lohr Estates | J. Lohr Vineyards & Wines |
California | 1.4 | 1.4 | -1.5% | |
| Diamond Collection | Delicato Family Wines | California | 1.1 | 1.1 | 4.6% | |
| Mionetto | Freixenet-Mionetto USA | Prosecco | 1.0 | 1.0 | 3.1% | |
| Total Million-Case $15 & Over Brands3 | 14.7 | 15.0 | 1.9% | |||
|
1 At least $15 a 750-ml. bottle. 2 Based on unrounded data. 3 Addition of columns may not agree due to rounding. Source: NABCA & IMPACT DATABANK © 2025 |
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Tagged : Bread & Butter, Diamond Collection, duckhorn, J. Lohr, Kim Crawford, La Crema, La Marca, Meiomi, Mionetto
