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Argentina’s Domaine Bousquet Targets Organic Wine Trend

July 22, 2016

Seizing on rising interest in organic wines, Argentina’s Domaine Bousquet is on pace to surpass 120,000 cases in the U.S. this year, and has set the goal of more than doubling its U.S. volume to a quarter-million cases by 2018. “Our aim is to sell around 50% of our volume in the U.S.,” says Domaine Bousquet CEO Labid Al Ameri. The winery, which self-imports and is present in 45 states, produces around 400,000 cases annually.

Based in Mendoza’s Uco Valley, Domaine Bousquet’s volume is led by its core Premium tier ($10-$12 a 750-ml.), but its Reserve wines (around $15) have emerged as the fastest-growing offerings. While the Premium lineup accounted for around 80% of Bousquet’s U.S. sales in 2014, that share shrank to 60% last year, thanks to the rapid growth of the winery’s Reserve Malbec and Cabernet Sauvignon, which have gained traction in the chain retail channel. At the high end, the lineup also includes the Gaia red and white blends ($17-$20), a Grande Reserve Malbec and Chardonnay ($20-$22) and upscale red blend Ameri ($30-$35).

“A lot of retailers—including Costco, Whole Foods and Wegmans—are seeking high-quality organic wines, which can be hard to find, as well as wines that are well-rated and within that $15 sweet spot for pricing,” says Ameri, noting that the off-premise accounts for about 65% of Bousquet’s sales. “Consumers are looking for wine between $12-$20. Argentina has a lot to offer within that range, and due to the fact that we have a lower cost of production, we can overdeliver on quality.” —Christina Jelski

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