González Byass On Finding Opportunities In A Challenging Wine Market 

Despite headwinds in the U.S. wine market, importer González Byass USA is finding pockets of growth and positioning itself for the future, according to CEO Andrew Sinclair. The company, which imports Spanish wines like Beronia, Tio Pepe, and Vilarnau, as well as a variety of other European and South American labels, merged the portfolio of fellow importer Carolina Wine Brands into its range last year, expanding its volume to approximately 250,000 cases. Sinclair says shipments are up 70% on a rolling 12-month basis following that move. “We’re finding out there are opportunities in the down market,” he says. “You just have to be very creative.”

Sinclair reports solid performance in the company’s core Spanish wine stable, especially considering variables like tariffs and the uncertain economy. “On the last 52 weeks, Spain is pretty much flat in volume and value,” he says. “It’s outperforming the total wine market.” Last year, Spanish wine imports to the U.S. grew 6% to nearly $180 million on volume up 6.3% to 8.56 million cases, according to Impact Databank.

Beronia, González Byass USA’s flagship Spanish release, has held steady as a top Spanish wine in Circana channels, according to Sinclair. He adds that year-over-year shipments are up 21% as of the end of July. “We’ve introduced some interesting innovation into the market,” he says. “Particularly the first Beronia single vineyards, which is the new categorization from the DOCa. That’s been really well received.” Beronia’s Rioja Vareia Viñedo Singular 2020 retails at $80 and recently received 91 points from Wine Spectator.

In Sherry, González Byass imports two of the U.S.’s leading brands in Harveys Bristol Cream and Tio Pepe. Another European brand of note, says Sinclair, is Austria’s Domäne Wachau, up 14% in value in the last 52 weeks. Sinclair sees consumers responding well to the brand’s Gruner Veltliner bottlings. “There’s a real move towards lighter, lower-alcohol, fresher Old World white wines,” he says. “They really fit that niche.”

Likewise, Sinclair sees opportunity for the Albariño varietal, noting that its aromatic character and lower alcohol fit current trends. He also believes Cava can carve out more space as a similarly-priced alternative to Prosecco. González Byass USA also made a move in the French category earlier this year, becoming the U.S. importer for the Rhone’s Jean-Luc Colombo, known for Syrah-based wines from Cornas.

Outside of Europe, Sinclair says Chilean brand Primus is up double digits by both value and volume in Circana channels this year, adding that Primus Carmenere recently launched in Kroger stores in the western U.S. González Byass imports two other well-known Chilean brands as well, Viña Santa Carolina—added via the Carolina Wine Brands tie-up—at 55,000 cases and Veramonte at 25,000 cases, according to Impact Databank. Globally, González Byass has had sales of approximately $330 million in recent years, with the U.S. accounting for around 15% of the total.

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