Constellation’s Simply Naked Wine Brand Off To Fast Start, Selling 180,000 Cases In Half-YearApril 30, 2012
The past year has been a busy one on the new product front for Constellation, which debuted 20 new wines in its last fiscal year and plans to more than double that effort this year. One of last year’s new entries, Simply Naked, a California brand focusing on a pure fruit profile by specializing in unoaked wines, is yielding strong numbers right out of the gate.
Simply Naked ($9.99 a 750-ml.) depleted about 180,000 cases in calendar 2011 after launching in June. Chris Huels, Constellation’s marketing director for specialty wines and spirits, tells Shanken News Daily the brand is projected to approach 400,000 cases in calendar 2012. “There’s a large portion of consumers looking for something more crisp, lean and fruit-forward,” says Huels. “They want lighter, refreshing wine—something straightforward and easy to drink.”
The Simply Naked line was initially launched with four varietals—Pinot Grigio, Chardonnay, Merlot and Cabernet Sauvignon—but more recently has been expanded to include Moscato, Sauvignon Blanc and a red blend, Undressed Red.
Huels adds that with new product launches now coming at a rapid-fire pace across the industry, having a clear point of differentiation such as Simply Naked’s unoaked approach has been key.
“The reality is a very large part of growth in wine right now is coming from new products,” Huels says. “The biggest challenge is to stand out from the competition.”
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