Kobrand CEO Marcelo Aguero On Trends Across The Portfolio

New York-based importer and marketer Kobrand, owned by the Kopf family, has estimated wine volume of approximately 1 million cases annually, according to Impact Databank. Its portfolio includes brands such as Louis Jadot (about 375,000 cases), Cakebread (150,000 cases), Aix Provence (61,000 cases), St. Francis, Champagne Taittinger, Tenuta San Guido, Montes, Alta Vista, Pighin, Michele Chiarlo, Tenuta di Nozzole, Craggy Range, and Taylor Fladgate, among others. Last September, Jackson Family Wines veteran Marcelo Aguero was named Kobrand’s president and CEO, succeeding Bob DeRoose, who had served in the post for 15 years. SND recently caught up with Aguero for an update. 

SND: Where within the Kobrand portfolio do you see significant opportunity?

Aguero: Overall wine consumption has somewhat softened, but the imported segment remains dynamic, with premiumization still a key driver—particularly in the $15-$30 range. Our Aix Rosé maintains strong demand in the $20-$30 category. Its depletions grew by 8% last year and have nearly doubled since we took on the brand in 2019.

New Zealand wines remain a force, and Craggy Range is the leading New Zealand Sauvignon Blanc between $20-$30 per Nielsen scans. Craggy Range is also seeing robust growth on-premise, as nearly half of its depletions are in that channel, showing favorable growth in both depletions and accounts purchasing. 

And Louis Jadot’s Burgundy portfolio continues to thrive in all channels as the top French white wine, top French red wine, top Pouilly-Fuisse, top French Pinot Noir, and top Chablis. Taittinger Champagne is another critical partner for us, and has continued to perform incredibly well both on- and off-premise.

Caposaldo from Italy and Poema Cava from Spain are also doing well. And lastly our sake portfolio has performed extremely well this past year, showing robust growth, especially in restaurants. The increase in Japanese cuisine and the movement towards lighter and cleaner eating pairs incredibly with sake.

SND: Are there any recent launches you’re particularly excited about?

Aguero: We’ve entered the non-alcohol space with French producer Pierre Chavin and via line extension with Lucano Amaro NA. Both tap into the fast-growing alcohol-free trend, which is something we see sticking over the long-haul based on the younger generation’s drinking habits and moderation movement. The Chavin Zéro Sauvignon Blanc and Rosé, alongside sparkling options like Pierre Zero Signature Chardonnay, are resonating with consumers seeking sophisticated alternatives. Early feedback is extremely favorable.

SND: What’s in the new product pipeline for this year?

Aguero: In the first quarter we launched four new brands that are already gaining traction. From Taylor Fladgate, we introduced Quinta da Pedra and Principal—elegant still wines that extend Taylor Fladgate’s legacy beyond Port. With Portugal being one of the hottest tourist locations, we believe consumers will want to experience those wines back here in the U.S.

Another key national distribution launch was for Bezel, a new project from California’s Cakebread Cellars, offering a fresh take on San Luis Obispo Coast and Paso Robles vineyard sourcing. Bezel is a priority that we feel will be making big news over the next few years. The initial launch has been a tremendous success. We also debuted Nozawa Onsen Japanese Gin, which complements our luxury spirit portfolio.

Beyond those, from Louis Jadot, we’ve brought the new Beaune Premier Cru 2022 and the Fixin Clos du Chapitre 2023, a presale item launching in September that’s already generating buzz among Burgundy collectors. In June, we’re releasing Caposaldo Bellini—a low-alcohol, bottled RTD cocktail. Also, we’re adding an Aix Provence white, which complements the rosé.

SND: How are you addressing the tariff situation?

Aguero: It’s still challenging to judge the true impact of the tariff initiatives, as we’re still not sure what will result from the latest 90-day pause, particularly because countries will likely be affected at different rates. (Editor’s note: this interview was conducted prior to last week’s court decisions regarding tariffs. Currently 10% tariffs on imported wines are continuing, pending further developments.) For now, we’re doing our best to mitigate these tariffs. Unfortunately, these will have a broader impact on the U.S. and global economies, so we will all have to see how this settles out over time.

Tagged : Bezel, Cakebread, Caposaldo, Craggy Range, Kobrand, Louis Jadot, Pierre Chavin, Poema Cava, Taylor Fladgate

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