Santa Margherita Gaining Ground As Consumers Turn To Trusted Brands

Known for its flagship Pinot Grigio, Italian wine stalwart Santa Margherita has grown by more than one-third since pre-pandemic, with current volume at approximately 780,000 cases. Lately it’s been benefiting from a consumer turn toward trusted brands, as well as the rebound of the on-premise segment, which has been a vital channel for the brand over the years.

“Our trio of still wines—Santa Margherita Pinot Grigio, Rosé, and Chianti Classico Riserva (all $27 a 750-ml.)—are consistently outperforming both the market and the imported wine category,” Santa Margherita USA president and CEO Vincent Chiaramonte tells SND. The core Pinot Grigio continues to have a very brand-loyal following, he adds.

Santa Margherita has also branched out with other wines, which have gained traction in the market. “Santa Margherita Chianti Classico Riserva is in the top three in its category, and our Rosé has experienced strong growth since its national introduction in 2022,” says Chiaramonte. “Additionally, we’re seeing more consumers becoming aware of premium Prosecco, and our Prosecco Superiore DOCG continues to lead in that up and coming category.”

With Santa Margherita known for its prominent place in the on-premise, Chiaramonte has noted the post-pandemic shifts in the channel. “Overall, the account base is down, but we’re seeing nice growth,” he says. “We’ve seen a contraction of wine list offerings overall, but the brands consumers know and trust have benefited, based on our experience.”

Santa Margherita USA, part of the holdings of Italy’s Marzotto family, has expanded its portfolio beyond its namesake brand in recent years. “Torresella Prosecco, Prosecco Rosé, and Pinot Grigio are the fastest growing brands in our portfolio, and our launch of Sella Antica, our red blend, is really taking root,” Chiaramonte says. “The decision to purchase Roco, our Oregon winery, and focus on Gravel Road Pinot Noir, Chardonnay, and The Stalker Pinot Noir from a national distribution perspective continues to be very positive.” The company also sees on-premise opportunity for Franciacorta label Ca’ del Bosco, as well as its luxury estate portfolio.

Two newcomers to the range are Piemonte winery Giovanni Rosso, which Chiaramonte says will be “a big focus this year,” as well as Fresco di Masi, from well-known Amarone producer Masi. The latter, which is rolling out nationally this year, is billed as a wine for modern consumers. Made from organic grapes, Fresco di Masi Rosso and Bianco Verona IGT are unfiltered, relatively low-alcohol at 11%-11.5%, and feature lighter, more sustainable bottles, aimed at attracting the younger set.—Daniel Marsteller

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