Precept Bets On Rising Canned Wine Segment
June 14, 2018Seattle’s Precept Wine has been a major mover in the canned wine category, which has been rising from a small base in recent years. Precept’s total volume neared 1.5 million cases on 7% growth last year, with its canned lineup contributing strongly to that performance.
According to Nielsen, canned wine’s dollar growth in the United States surged by 54% last year, with canned wine sales totaling roughly $28 million, compared with just under $2 million in 2012.
Precept is present in the canned space with its West Side Wine Co. brand, launched in 2016, and its flagship House Wine franchise, which debuted canned offshoots last spring. Now it’s expanding further in the segment with the launch of Ste. Chapelle Spritz, a new range of canned effervescent wines from Idaho’s Ste. Chapelle.
The Ste. Chapelle Spritz lineup features three expressions—Wild Huckleberry, Wild Mountain Berry, and Blood Orange—and will be retail priced at around $6 a 375-ml. can. According to Precept Wine CEO Andrew Browne, the fruit-focused offerings were inspired by Ste. Chapelle’s popular Soft Huckleberry label, a Riesling infused with huckleberries. The Ste. Chapelle brand has a footprint of 30 states.
The new Ste. Chapelle range joins West Side Wine Co.’s California Chardonnay and Cabernet Sauvignon ($15 a 4-pack of 250-ml. cans), as well as House Wine’s Chardonnay, Pinot Noir, Sauvignon Blanc, rosé, and red blend ($5.50 a 375-ml. can) in Precept’s existing canned wine portfolio. House Wine’s canned offerings sold nearly 33,000 9-liter cases in the U.S. last year, according to Impact Databank.
Overall, House Wine—which also offers wine in 750-ml. bottles and 3-liter boxes—remains Precept’s leading brand, rising 14% to 272,000 cases across all packaging formats in 2017. Other highlights within the Precept portfolio include New Mexico-based sparkling wine brand Gruet, which was up 10% to more than 122,000 cases last year, and premium boxed brand Provisions, which rose 35% to just over 47,000 cases. —Christina Jelski
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