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Premium California Wines Posting Torrid Growth: Impact Databank

June 14, 2012

California wine’s premium-plus segment is making significant progress in both the on- and off-premise, as luxury wines have rebounded in the restaurant channel and premium offerings further down the pricing ladder are showing big gains.

These positive trends are occurring both with big-volume players and high-end specialists. According to Impact Databank, the top 10 premium-plus California wine brands grew by an aggregate 16.4% to 15.2 million cases in 2011, and eight of the top 10 posted growth. Meanwhile, wines over $20 continue to be the fastest-growing segment in the off-premise, rising 11% in Nielsen channels in the 52 weeks through April 28.

The super- and ultra-premium segments have been expanding rapidly. Treasury Wine Estates has been fighting an uphill battle across much of its Australia-centered portfolio, but its luxury business in general—and its California-sourced Beringer Private Reserve, Stag’s Leap and Etude wines in particular—have been bright spots for the company. Other leading marketers like Constellation are also seeing growth at higher price points. While Constellation’s Clos du Bois label took a step back last year, its Napa-sourced Franciscan brand jumped 28% to 295,000 cases, driven by its Franciscan Estate Cabernet, which retails at $27 a bottle. That wine, as well as Franciscan’s Chardonnay and Merlot varietals, has been advancing quickly in the on-premise.

Livermore, California-based Wente Vineyards is making solid progress both with its flagship brand and its larger portfolio. The Wente Vineyards label—whose production is at 325,000 cases and includes the Vineyard Selection ($14), Heritage Block ($20-$25), Small Lot ($20-$40) and The Nth Degree ($40-$60) ranges—saw sales rise by 18% to 325,000 cases in 2011. The group’s on-premise sales—which account for around 60% of its overall business—were up 16% last year after sliding during the downturn in 2008 and 2009.

US – Top 10 California Table Wine Brands Priced Above-Premium ¹ (thousands of nine-liter case depletions)
% Change
Rank	Brand	Company	2008	2009	2010	2011	2010-2011
1	Kendall-Jackson	Kendall-Jackson Wine Estates	3,390	2,780	2,875	2,970	3.3%
2	Cupcake ²	Underdog Wine & Spirits	60	300	1,000	2,400	+
3	Ménage à Trois	Trinchero Family Estates	910	1,375	1,785	2,005	12.3
4	Clos du Bois	Constellation	1,750	1,620	1,700	1,660	-2.4
5	Bogle	Bogle Vineyards	1,100	1,210	1,370	1,515	10.6
6	J. Lohr Estates	J. Lohr Vineyards & Wines	820	885	975	1,085	11.3
7	Sterling Vintners Collection	Diageo Chateau & Estate Wines	885	1,130	1,020	1,005	-1.5
8	La Crema	Kendall-Jackson Wine Estates	710	675	735	870	18.4
9	Estancia Estates	Constellation	845	795	805	860	6.8
10	Rodney Strong	Rodney Strong Wine Estates	705	730	790	820	3.8
Total Top 10			11,175	11,500	13,055	15,190	16.4%
¹ – at least $10 per 750ml ² – includes some imports and sparkling wine
Source: IMPACT DATABANK