Foley Charting Rapid Growth For Sonoma-Based Banshee Label
June 25, 2024Foley Family Wines has seen its Banshee brand from Sonoma become the fastest-growing label in its portfolio, with volume reaching 185,000 cases last year and projected to increase to approximately 230,000 cases in 2024. “Banshee is a brand that consumers are really responding to right now, especially the younger LDA segment,” Foley Family president Shawn Schiffer tells SND.
Last year, Banshee received an Impact “Hot Prospect” award, and it continues to build on its profile in the “affordable luxury” segment with a portfolio retailing in the $20-$30 a bottle range. Among the Banshee offerings driving growth are its Cabernet Sauvignon, Pinot Noir, Ten of Cups Sparkling, Chardonnay, Rosé, and Red Blend. Strong critical acclaim is also boosting the brand, with the Sonoma County Pinot Noir, Chardonnay, and Sauvignon Blanc all recently receiving scores of 90 points or above from Wine Spectator.
The retail segment has proven especially fruitful for Banshee, which is classified as part of the “ultra-premium” segment in Circana channels. Within that segment, it’s the second-fastest growing label within the top 20, up 49% in the year through April 21. It’s also ranked fifth in terms of revenue growth among all ultra-premium labels in Circana channels.
Banshee is among a slew of acquisitions that have pushed Foley’s 1.8-million-case wine portfolio into the ranks of the top 10 U.S. wine ranges in the $15-plus category. Founded in 2009, the brand joined the Foley lineup in 2018, and last year moved into an expansive new winery and tasting room in Geyserville in Alexander Valley, which Bill Foley acquired in 2016 and was formerly the site of Foley Sonoma.
“Along with Ferrari-Carano, Chalk Hill, and The Four Graces, we’ve identified Banshee as a continued high priority for growth over the next several years,” says Schiffer. “Foley Family Wines has a broad portfolio so it’s important that we focus our efforts on the value proposition our wines offer to our retailer and distributor partners.” —Daniel Marsteller
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