Concha y Toro Targets RTD Occasions With Bonterra “Ranch Wine” Launch

California wine brand Bonterra, part of the 3.2-million-case Viña Concha y Toro USA portfolio, is aiming to enter new occasions and take share from RTDs with a new offering called Ranch Wine. The new lineup includes lightly effervescent blends in Pineapple Key Lime, Strawberry Hibiscus, and Chillable Cherry Wild Raspberry flavors, all bottled at 11% abv and retailing at $15 a bottle.

The Bonterra brand, known for organic wines, was roughly flat at 461,000 cases in the U.S. last year, according to Impact Databank. The Ranch Wine range was initially planned to debut with about 15,000 cases, but was ramped up to 45,000 cases due to strong early interest, noted Kate Herbert, Bonterra’s senior director of marketing.

While the new brand is made from grapes without any additional flavors, Herbert said Ranch Wine is, “crucially, prioritizing flavor over varietal and vintage” in the brand’s marketing. That stems from company research that showed that LDA Gen Z consumers are “the first cohort of wine shoppers to move away from grape varietal as a top purchase driver. Instead, they’re swayed by word of mouth, lower alcohol, and a sense of identity,” the company noted, adding that Ranch Wine is made “for the cooler, not the cellar.”

“While consumer testing confirmed strong appeal and purchase intent for Ranch Wine, we know our growth target isn’t browsing the wine aisle,” Herbert told SND. “So we’re actively partnering with our sales and distributor teams to secure out-of-aisle displays and earn placement in adjacent sets, next to the RTD cocktails and flavor-forward options these consumers are already shopping.

“On-premise, Ranch Wine is built for casual occasions,” she continued. “It’s served over ice in a rocks glass—what we call porch, pool, and patio wine. That format invites discovery in settings like hotel menus and resort bars.”—Daniel Marsteller

Tagged : Bonterra, Concha y Toro, Ranch Wine

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