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Exclusive: After Strong Year, Mionetto Looks Upmarket With Revamped Luxury Range

March 4, 2014

One of the driving forces behind the Prosecco category’s U.S. surge, Italy’s Mionetto kept up the momentum in 2013, rising 13% to 430,000 cases, according to Impact Databank. The growth came amid an increase of 27% across the category, according to Nielsen, a performance that capped a five-year run in which Prosecco grew by around one-third in the U.S. market annually and reached more than 2.3 million cases.

“Prosecco is the primary factor behind the overall expansion of the sparkling wine category and a major contributor to the continuing strength of Italian wine sales here in the U.S.,” says Mionetto USA CEO Enore Ceola, noting that less than 20 years ago Prosecco was selling only around 500 cases in the States.

In addition to Mionetto, brands like Gallo’s La Marca, Constellation’s Ruffino, TWG’s Cupcake, Palm Bay’s Cavit Lunetta, and the namesake label of Zonin USA have also been benefiting from Prosecco’s rising tide as consumers look for lower-alcohol options and increasingly expand consumption of sparklers beyond celebratory and holiday occasions.

The best-selling wine in the Mionetto stable continues to be its Brut variant, retailing around $14 a bottle. It also offers an entry level Il Prosecco DOC at $10 and single vineyard Cartizze DOCG at $35, among others. This spring, the group says it will unveil a revamped Luxury Collection, seeking to continue premiumizing the fast-rising category. The collection will house three existing upscale wines: Valdobbiadene Prosecco Superiore DOCG, Cuvée Sergio 1887 and Cuvée Sergio 1887 Rosé, all retailing around $18 a bottle. The company says the “strategic realignment” of these Veneto- and Valdobbiadene-sourced sparklers, which includes a packaging makeover, will “create a stronger, more unified brand identity and heightened shelf-appeal for Mionetto’s élite wines.”

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