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Riboli Family Eyes 3-Million-Case Mark For Stella Rosa This Year

February 5, 2020

Amid a period of rapid growth for its Stella Rosa wine brand, Riboli Family Wine Estates is expanding the lineup with new expressions and backing the Italy-imported label with a fresh advertising campaign. Stella Rosa jumped nearly 20% to just under 2.5 million cases in 2019, according to Impact Databank. Since 2016, Stella Rosa has nearly doubled in size and become the top imported wine brand by volume in the U.S. market’s $10 and up segment, with its core range retailing at $11-$13 a 750-ml.

Three new releases this year will expand Stella Rosa’s lineup of fruit flavored wines and complement the other semi-sparkling and semi-sweet offerings in the portfolio. Steve Riboli, vice president of Riboli Family Wines, predicts that the brand will crack the 3-million-case mark in 2020, with its innovations playing a key role. “We plan to increase our distribution of new flavors Pineapple and Watermelon, and also introduce a new Blueberry flavor,” he says.

While Stella Rosa is performing well nationwide, its strongest markets are in the Southwest, Midwest, and Southeast. As lower-alcohol drinks continue to find wider audiences, Stella Rosa is in a strong position to reach consumers across a variety of demographics, Riboli believes, with much of the portfolio at 5.5% abv. In addition, the company is enhancing its focus on portable packaging, expanding its Stella Rosa Aluminum line with 250-ml. cans ($7-$8 a 2-pack) this spring.

Riboli Family has also debuted a new ad campaign for Stella Rosa called “Real Taste Comes Naturally.” The push highlights Stella Rosa’s intersection with food and drinks trends toward gluten-free, low-abv, low-calorie, and naturally flavored offerings. “We want to spread our message of authenticity through traditional advertising like we always have, via billboards, TV, radio, and print ads,” Riboli says. The campaign will also include a Natural Taste Road Show bringing the brand to retailers and events across the U.S.

At the higher end of the portfolio, Stella Rosa continues to see gains for its Rosso Lux and Black Lux ($15-$17 a 750-ml.) wines, and its Imperiale Moscato Rosé ($13-$15) has also been a strong performer.—Shane English

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