Constellation’s Rex Goliath On A Tear

After rising 31% to more than 2.3 million cases last year, Impact “Hot Brand” Rex Goliath continues to surge in 2013, growing sales by 18% and volume by 21% in the 52 weeks endedApril 21, according to SymphonyIRI. The Constellation brand, which includes 10 extensions priced at around $7.49 a 750-ml. each, has been fueled this year by new packaging formats and the introduction of new varietals, Constellation says.

Retailing at $13.99 a bottle, Rex Goliath’s 1.5-liter level is currently one of the fastest-growing items in the premium large-format category, rising 43% in dollar sales and 46% by volume in the 52-week period. Likewise, the brand’s 500-ml. Tetra Pak cartons—launched just prior to the summer season—are also gaining traction. Four of Rex Goliath’s most popular varietals, including its Chardonnay, Pinot Grigio, Red Moscato and Cabernet Sauvignon, are currently available in the portable 500-ml. Tetra Pak format.

The brand has also benefited from the recent launch of Red Moscato, Pink Moscato and Pink Pinot Grigio wines, designed to tap the Moscato and sweet wine trends. The trio have been supported largely by Rex Goliath’s ongoing “Wingman” program, which organizes special events and in-store samplings. The Wingman program is expected to double its reach, expanding across 25 states for 2013.

Tagged : Constellation Brands, wine

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