Exclusive: Evaton To Launch Kylie Minogue Wines In The U.S.February 9, 2022
Evaton Inc., the U.S. subsidiary of Portugal’s Sogrape, is targeting the rapidly growing market for celebrity drinks brands. The company is set to launch the rosé-focused Kylie Minogue Wines label in the U.S., following the brand’s strong U.K. debut last year, which resulted in volume of more than 300,000 cases. Minogue, a pop star who has sold 80 million records over a multi-decade career, has more than 7 million social media followers and partnered with London’s Benchmark Drinks to launch the brand.
Stephen Brauer, CEO of Connecticut-based Evaton, tells SND the company is targeting about 25,000 cases in the first year of U.S. sales, but has reserved more stock to meet demand if the brand takes off beyond expectations. The Kylie Minogue Wines portfolio includes a Prosecco Rosé ($20 a 750-ml.), Kylie Minogue Rosé ($15), and Cotes de Provence Rosé ($28). The rollout will begin with the Prosecco Rosé expression, which is hitting select markets including California, Florida, New York, Massachusetts, New Jersey, Texas, and Ohio.
“Given the success of Kylie Minogue Wines at retail in the U.K., off-premise and e-commerce will be key channels for us as we launch the Prosecco Rosé, but we will also be targeting on-premise wine lists and by-the-glass in the spring,” Brauer notes.
Kylie Minogue Wines joins an Evaton stable that had volume of 520,000 cases last year, with growth driven by Impact “Hot Prospect” Silk & Spice, a Portuguese red blend that jumped by 29% to 75,000 cases. Sandeman Port, Ferreira Port and Casa Ferreirinha all posted double-digit volume gains as well, led by strong growth in the aged tawny port segment. Meanwhile, Il Palagio, the Tuscan estate owned by Trudie Styler and Sting, joined the Evaton portfolio last June and contributed to revenue gains, as the company continues to bolster its range. —Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.