With Oregon On The Rise, King Estate’s Acrobat Enjoys Double-Digit GainsSeptember 15, 2015
At more than 2.7 million cases, Oregon wine remains relatively small in the scheme of things, but its steady growth and premium upside have helped boost key players like Eugene, Oregon-based King Estate Winery.
King Estate, with annual volume of roughly 350,000 cases, has had particular success with its Acrobat brand, which rose 20% to 123,000 cases last year, according to Impact Databank. Company CEO Ed King tells SND that Acrobat’s depletions were up 37% year-to-date through June, and the brand is on track to hit 150,000 cases this year.
Launched in 2009, Acrobat includes a Pinot Gris, Pinot Noir and Rosé of Pinot Noir, all playing in the $12.99-$19.99 price range. Its top-selling label is the Pinot Gris, but the rosé has shown great promise, according to King. “Sales of Acrobat Rosé are so strong that it’s been difficult to keep pace with growth,” he says. “We’re also now considering the launch of an Acrobat Chardonnay.” The retail channel—which accounts for around 65% of Acrobat’s business—will continue to be the primary focus for the brand.
In addition to Acrobat, King Estate’s wines include the flagship King Estate ($10-$29), as well as its King Estate Domaine ($30-$140) and Vineyard Designate ($22-$55) labels. The company is also active in Washington state with its North by Northwest brand ($15-$55). With the entire portfolio showing gains, King expects growth—particularly at the premium and super-premium levels—to continue.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.