Imported Wine Leader Stella Rosa In Innovation ModeMay 10, 2022
Italy continues to command about a 37% volume share and 34% value share of the overall imported wine category in the U.S., and imported wine market leader Stella Rosa, part of Riboli Family Wines, was responsible for nearly 27% of Italy’s U.S. volume total in 2021. Stella Rosa’s extensive lineup of semi-sweet and semi-sparkling wines grew 26% last year to nearly 7.3 million cases, according to Impact Databank, overtaking Yellow Tail as the largest imported wine brand. Between 2015-2020, Stella Rosa averaged an annual growth rate of over 41%, expanding by more than 1 million cases a year, and its pace shows no sign of slowing.
“We’re not a two or three SKU brand at retail, we’re like a 10 SKU brand,” says Steve Riboli, third-generation owner of Riboli Family Wines. “We have lots of neat flavors that are similar like Blueberry and Peach but are 300,000 to 500,000 cases each.”
Since its founding nearly 17 years ago, Stella Rosa’s popularity has extended beyond its original leading markets of California, Arizona, Nevada, and the Northwest to pick up strong growth in the Midwest, Southeast, and Mid-Atlantic recently. Key to gaining a strong following in newer markets has been the company’s eagerness to experiment with new flavors, as well as non-alcoholic wines and new serving formats. “Our consumer wants new things beyond the realm of traditional wine,” says Riboli.
“We’re putting out flavors and flavor profiles that consumers understand, things like Blackberry and Blueberry, and wines that are very high quality,” he continues. Stella Black is the company’s leading SKU and accounts for 25% of its SKU mix, and Moscato D’Asti is the second-largest offering. While the company has been busy with recent launches like Organic Orange Fusion and a Non-Alcoholic range, more new innovations are on the horizon.
This year, Stella Rosa will launch a new higher-end, barrel-aged sparkling Prosecco and a dry rosé made from Pinot Noir, as well as a line of flavored brandies that will complement the flavored wine range as the brand’s first foray into spirits. “The most important thing as a portfolio is to be constantly innovative,” Riboli says.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.