Jackson Family’s La Crema Puts Focus On The High End

After a bull run from 2010-2016 in which it expanded by nearly 70%, Jackson Family Wines’ La Crema posted a slight volume dip last year, declining 0.8% to 1.2 million cases, according to Impact Databank.Recently, the brand has been targeting the on-premise and direct-to-consumer channels with its upscale Wines of Distinction Collection, featuring a range of single-vineyard and small parcel Pinot Noir and Chardonnay expressions.

“We wanted to give restaurants the chance to serve exclusive wines that consumers can’t buy at retail,” says La Crema winemaker Craig McAllister. Retailing from $45-$65 a 750-ml., the Wines of Distinction Collection includes Kelli Ann Vineyard Chardonnay (Russian River Valley), Saralee’s Vineyard Chardonnay (Russian River Valley), Shell Ridge Pinot Noir (Sonoma Coast), and Fog Veil Pinot Noir (Russian River Valley). Roughly 1,200 cases of each wine were produced for the current vintage, except for the Saralee’s Vineyard bottling, which is at about 1,600 cases.

As La Crema looks to bolster its on-trade and direct-to-consumer business, its overall volume continues to be driven by three core wines: its Sonoma County Chardonnay (42% of depletions), Sonoma Coast Pinot Noir (19%), and Monterey Chardonnay (10%). Across the portfolio, the brand retails for over $20 a bottle on average, with 90% of its Pinot Noir and 35%-40% of its Chardonnay made from estate fruit. In addition to its California wines, La Crema entered the Oregon category in recent years with a Willamette Valley Pinot Noir ($30), of which it makes about 30,000 cases, amongst a number of smaller bottlings.

Going forward, McAllister says La Crema is putting a significant focus on its DTC program and its tourism facilities, which include a tasting room in Healdsburg and the new La Crema Estate at Saralee’s Vineyard, which opened in 2016 following Jackson Family’s acquisition of the vineyard from the Kunde family in 2012. “It’s the vehicle for us to bring people in and build awareness of our wines,” McAllister says, adding that the goal is to go beyond tastings and offer educational experiences highlighting the breadth and depth of La Crema’s portfolio.—Shane English

Tagged : Jackson Family Wines, La Crema

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