News Briefs for April 25, 2014April 25, 2014
•California wine shipments within the U.S. rose 3% to 215 million cases last year, according to data from the Wine Institute. By retail value, shipments rose 5%, to an estimated $23.1 billion. According to industry experts, California wine growth was driven in part by 2012’s large harvest, as well as high critical acclaim from recent vintages. Additionally, strong sales of premium table wines in the $10-and-above segment, which increased 9% by volume and accounted for nearly half of winery revenues, have contributed to California’s climb. California sales to domestic and international markets, meanwhile, rose 3% by volume to 258 million cases.
•Beam Inc. this week launched the latest installment of its “Make It” marketing campaign behind Sauza Tequila, “Make It With A Cowboy.” Following 2012’s “Make It With A Fireman” and last year’s campaign featuring a lifeguard, the latest edition continues to target female consumers through a series of three videos, PR and digital support and step-by-step projects on social media channels such as how to make the perfect Margarita. The series will feature Sauza Blue 100%-agave Tequila, as well as the ready-to-serve Sauza Sparkling Margarita line, including recently released Watermelon. The previous videos generated nearly 18 million views combined on YouTube, according to Beam. Sauza, the second-largest Tequila brand in the U.S. at just under 2 million cases enjoyed 8.9% growth in 2013, according to Impact Databank.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.