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Beringer Launches White Zinfandel Moscato, Aiming To Revitalize Its White Zin Franchise

May 21, 2012

This week, Treasury Wine Estates (TWE) starts rolling out a new addition to the Beringer brand—White Zinfandel Moscato—with nationwide distribution expected within the next 90 days. The new extension will be line-priced the other entry-level Beringer wines at $6.99-$7.99 a 750-ml. Stephen Brauer, managing director for Beringer at TWE, said the company expects to sell about 200,000 nine-liter cases of the new label in its first 12 months on the market.

White Zinfandel Moscato marks Beringer’s first foray into White Zinfandel in more than a decade. “It was a natural step to take what’s an extremely important part of our business—White Zinfandel—and innovate within it,” Brauer said.

Beringer White Zinfandel Moscato is targeting females, but also hopes to attract millennials and “get them to rethink White Zinfandel,” Brauer said. New packaging features a description of the wine’s taste on the front label and on the outer shipper when on display. That look will be implemented on the rest of the Beringer Classics tier starting in September.

Beringer’s other Moscato offerings include White and Red Moscatos, as well as a Pink Moscato ($6.99). Beringer also recently released standalone brand Be., retailing at $12.99 a 750-ml., and Beringer Founder’s Estate Smooth Red Blend ($8.99). “Over the past 13 weeks, Beringer was up about 0.5% as a total brand, so some of the decline in White Zinfandel, which had been weighing us down in the past 18 months, is now being offset by growth in Moscato,” Brauer said.

 

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