Prosecco Propels The Imported Sparkling Wine Category

While the total imported sparkling wine category was roughly flat last year at 13.3 million cases in the U.S., according to Impact Databank, a number of brands from Italy and Spain are driving impressive gains. Prosecco has been the main growth engine, accounting for more than 10 million case shipments to the U.S. last year, up from fewer than 8 million cases pre-pandemic.

Gallo’s La Marca Prosecco remains the elephant in the room in the sparkling wine category, with volume more than three times that of its closest competitor on the import side. La Marca has added more than 800,000 cases over the past three years to sit at 3.2 million cases in 2023.

“Our on-premise business finished 2023 up double-digits, and we continue to see strong growth in 2024,” Gallo vice president of marketing Beth Orozco told SND. “We continue to gain traction with accounts that are looking for a premium branded Prosecco and as a branded placement in cocktails.” The popularity of Spritz cocktails featuring sparkling wine has given Prosecco another leg up in the market, she added. Last fall, Gallo partnered with actress and producer Issa Rae to launch a trade-up option in the Prosecco category, Viarae, which retails at $19. “We’ve gotten off to a fast start off-premise but are seeing success across both channels,” Orozco said of Viarae’s launch.

Mionetto Prosecco, from Freixenet Mionetto USA, matched La Marca’s 7% growth rate last year, reaching 960,000 cases. The portfolio includes Mionetto Prosecco Brut DOC, Organic Prosecco DOC, Prosecco Rosé DOC, as well as an Alcohol-Removed Sparkling Wine ($15) that plays into the wellness trend. “Prosecco will remain a growth driver for sure,” Henkell Freixenet CEO Dr. Andreas Brokemper recently told SND. “We see very nice developments on the Mionetto brand. We have another great opportunity with Freixenet Prosecco, which is growing nicely in the U.S. market.”

Other key Italian labels on the rise include Zonin and Josh Cellars Prosecco. Zonin inked a 23-state deal with RNDC last year in a bid to continue raising its profile stateside. The U.S. is already Zonin’s largest market, accounting for about 40% of the Italian group’s total annual turnover of €200 million ($218m), and volume of the company’s namesake sparkler grew 8% to 400,000 cases last year.

Josh Cellars Prosecco, from Deutsch Family Wine & Spirits, neared a quarter-million cases last year on 18% growth, earning Impact “Hot Brand” honors in the process. Deutsch Family president Tom Steffanci told SND he expects Josh’s Prosecco to continue its expansion moving forward.

Another “Hot Brand” from the imported sparkling category is Opera Prima, the Spanish sparkler from CIV USA. Opera Prima jumped out to nearly 400,000 cases in the U.S. last year, up from about 150,000 cases in 2020. Portfoliomate Jaume Serra Cristalino also made headway, increasing 3% to 165,000 cases.

Mionetto stablemate Freixenet remains the leading Spanish sparkling wine label in the U.S. at just over 550,000 cases, with fellow Freixenet Mionetto USA Cava brand Segura Viudas at 235,000 cases. Freixenet’s flagship Cordon Negro Cava is receiving a packaging update this year as the company marks the wine’s 50th anniversary. “We’re ready to introduce the brand to the next generation of wine enthusiasts and continue to build on the Freixenet legacy,” said Freixenet Mionetto USA CEO Enore Ceola.

Tagged : Deutsch Family Wine & Spirits, freixenet, Gallo, Josh, La Marca, Mionetto, opera prima, RNDC, Zonin

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