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Deutsch Family Streamlines Portfolio, Selling Three Wine Brands To Total Beverage Solution

December 21, 2020

Deutsch Family Wine & Spirits has sold three wine brands to national importer and supplier Total Beverage Solution for an undisclosed sum. The brands include Eppa Sangria, Skyfall Vineyards and Ruta 22 and total just under 100,000 cases in volume.

“We are constantly evaluating our portfolio through the lens of our new five-year strategy. This decision will help drive our ambitious growth aspirations in Low Lux Wines and Super Premium Spirits by creating space and organizational focus both internally and within our wholesaler network,” said Deutsch Family Wine & Spirits president Tom Steffanci.

Of the three brands, Washington state-based Skyfall is the largest at 39,000 cases, carrying a suggested retail price of $14 a 750-ml. Eppa Sangria, produced in Mendocino, California, retails at around $11 and has current volume of 38,000 cases. Ruta 22, an Argentine Malbec brand, also sells at $11, with current volume at 19,000 cases.

While Total Beverage Solution is acquiring the brands in question, its partner—Santa Margarita, California-based producer WarRoom Cellars—will manage production and brand positioning. Dave Pardus, CEO of Total Beverage Solution, and Andrew Nelson, managing partner of WarRoom Cellars, said they’ll turn their attention to unlocking further upside for the newly acquired brands.

For Deutsch, the sale comes as the company continues to stoke rapid growth for its Josh Cellars label, an Impact “Hot Brand” that reached 4.3 million cases in the 12 months through October. The Yellow Tail and Layer Cake brands have also seen renewed momentum this year, Steffanci told SND in a recent interview. —Daniel Marsteller

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