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Latitude’s 90+ Cellars Expands Portfolio, Nears 500,000-Case Mark

December 20, 2019

Massachusetts-based Latitude Beverage is bolstering its 90+ Cellars wine label with several new offerings as the brand continues to show double-digit growth, with depletions expected to near the half-million-case mark this year. The new entries include a special edition Napa Valley Cabernet commemorating 90+ Cellars’ 10th year on the market, as well as sparklers from both the red and white segments.

90+ Cellars Lot 10 Cabernet Sauvignon, which marks a decade on the market for the brand, is the company’s first release from the Stags Leap AVA. It retails at $40, far above the bulk of the portfolio, which is primarily targeted at around $10-$15 a bottle.

In the sparkling category, 90+ recently debuted Lot 172 Lambrusco. “Terry Lozoff, our vice president of marketing, identified the opportunity in Lambrusco, which has been showing growth in IRI channels,” says Latitude founder and CEO Kevin Mehra. “This is a classic expression of the wine, and the response has been strong. We’ve sold out of the first shipment.”

Meanwhile, Latitude has been seeing impressive gains for its Lot 50 Prosecco, which is expected to reach 85,000 cases this year, tracking at 40% growth. The Prosecco could overtake Lot Two Sauvignon Blanc as 90+ Cellars’ largest SKU before the end of 2019.

The company is looking to extend that progress with the launch of two special Prosecco bottlings this holiday season, including Celebrate Sparkling and Boston Bubbly editions. Latitude’s sparkling range also includes 90+ Sparkling Rosé and Magic Door La Cle de la Femme Champagne. Also on the new product front, Latitude has partnered with lifestyle and apparel brand Life Is Good to introduce two seasonal offerings, Unplug Pinot Noir and Today Is The Day Chardonnay ($15).—Shane English

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