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Exclusive: Beringer Unveils New Upscale Red Blend, The Waymaker

August 1, 2014

Treasury Wine Estates’ Beringer brand is launching a new entry under its Beringer Regional Estates tier in the U.S. Sourced entirely from the winery’s Camatta Hills Vineyard in Paso Robles, The Waymaker is a blend of Cabernet Sauvignon and Syrah designed to tap current red blend and premium by-the-glass trends. The Waymaker’s inaugural 2012 vintage will debut with a production of 6,600 cases, retailing for $23 a 750-ml. and priced by the glass at around $13.50. The new addition marks Beringer’s first Paso Robles offering within its Regional Estates lineup, joining the tier’s existing Napa Valley and Knights Valley wines.

Led by its Beringer Classics tier—which is priced under $10 and accounts for more than 80% of the brand’s total U.S. volume—Beringer is one of Treasury’s largest U.S. brands. From 2000-2007, Beringer added about 1.8 million cases in incremental volume on steady growth. In recent years, however, it’s faced an uphill battle, shrinking from roughly 7 million cases in 2009 to just over 6.3 million last year, according to Impact Databank.

In an effort to reignite growth, Treasury has ramped up its focus on Beringer Classics, as well as the Founders’ Estate tier, with the company reporting volume gains for both labels in its fiscal first half, ended December 31.

Commenting on the brand’s performance so far in 2014, Treasury Americas chief commercial officer Sandra LeDrew tells SND, “Beringer is firing on all cyclinders—the latest 52-week Nielsen numbers show total volume growth of 5% even with a smaller 2011 vintage. This last year we launched the Distinction Series with great acclaim from our trade partners—new wines such as Quantum Red Blend and Luminus Chardonnay have really fueled our luxury business. At the same time, Beringer Classics remains the flagship, and is showing 7% volume growth in Nielsen channels.”

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