Exclusive: DFV’s Female-Targeted HandCraft Surges To 50,000 Cases In Three MonthsMay 25, 2012
DFV Wines’ new super-premium HandCraft Artisan Collection wines have only been on the market three months, but the brand is already carving out a sizeable niche. Since its debut earlier this year, HandCraft has sold more than 50,000 cases, DFV tells Shanken News Daily. The company is projecting 125,000 cases for the brand by year-end.
“HandCraft is on fire,” says DFV president and CEO Chris Indelicato. “This is the most successful brand launch we’ve ever experienced.”
Marketed toward females in particular, HandCraft was created by Cheryl Indelicato, a third-generation vintner and part of the family that owns DFV—one of the top 15 U.S. wine marketers, with sales of more than 3 million cases annually. Indelicato began the HandCraft project two years ago in collaboration with winemaker Alicia Ysais, looking to create fruit-forward wines that pair well with food and can replicate the “traditional field blends” served by Indelicato’s grandfather. With that in mind, each of the HandCraft wines—including California Cabernet Sauvignon, Chardonnay, Pinot Noir and Petite Sirah, all priced at $14.99 a bottle—is blended with small amounts of Italian and heritage varietals.
DFV asserts the HandCraft wines’ flavor profile has already struck a chord with consumers, as evidenced by the brand’s strong early showing. The new offering adds another fast-growing entry to a DFV portfolio that already includes Impact “Hot Brands” Bota Box, Gnarly Head and Twisted. A portion of HandCrafted’s sales proceeds, up to $100,000, will be dedicated to breast cancer research, awareness and prevention.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.