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Shaw-Ross Bolsters Range With Multiple Upscale Additions

June 2, 2022

Florida-based Shaw-Ross International, importer of European wines like Marchesi Frescobaldi, The Pale by Sacha Lichine, and Marqués de Riscal, among others, has recently doubled down on premiumization, adding four new upscale brands to its portfolio.

In wine, Shaw-Ross added Argentina’s Pulenta Estate and Chile’s Viñedos Familia Chadwick. On the spirits side, Shaw-Ross now imports actress Eva Longoria’s Tequila, Casa del Sol, and high-end rum Papa’s Pilar. While company volume has approached the 2-million-case mark in recent years, these newer labels are burnishing the group’s luxury credentials.Casa del Sol brings Shaw-Ross into the white-hot high-end Tequila category. Its most recent offering is 11:11 Angel’s Reserve, a new luxury blend of Añejo and Extra-Añejo Tequilas aged in French oak and XO Cognac barrels and retailing at $199 a bottle. “The quality of accounts that we’re getting with Casa del Sol is great,” says Shaw-Ross CEO Bruce Hunter. “Our expectations are the volume will continue to take off. But I think we’re starting out with a good base of accounts on- and off-premise.”

Papa’s Pilar, an ultra-premium rum developed in conjunction with Ernest Hemingway’s estate, is a natural fit in the portfolio alongside existing rum labels Ron Barceló and Pusser’s. “These aren’t inexpensive products,” says Hunter. “I’m really bullish on the premium channel because that’s where the growth is.”

Hunter tells SND that the new wines will give the company a boost in both the on- and off-premise. “Pulenta’s got three different ranges. One of them lends itself more to the off-premise and the general market on-premise,” he says. “Then there’s the very high profile lines that are focused on the top retailers and the top on-premise accounts in the market. The same idea applies with Chadwick.”

For the Viñedos Familia Chadwick wines, Hunter points to Errázuriz as a versatile brand and Viña Seña as an icon wine enhancing the prestige of the portfolio. “The Errázuriz Max are great wines and they can go either in the on-premise or off-premise,” he says. “When you get to the Chadwick and Seña, we’re very lucky that we have those because those wines are not something you have to go out and really push to the market.”

While such newer labels are adding new facets to the portfolio, Shaw-Ross is also focused on organic growth for key brands like The Pale and Marqués de Riscal. Hunter sees plenty of runway for The Pale, which is expected to ship about 85,000 cases stateside this year, even as imports continue to battle shipping and logistics issues. “It probably was the most successful kickoff—we did it at the end of last year, the last quarter—that we’ve ever had,” he says. “We hit almost every chain in the market and it’s continuing to grow in the right places.”

Marqués de Riscal is seeing growth in its super-premium offerings, but supply constraints are creating somewhat challenging conditions. “The biggest situation is to ensure that we have enough inventory to take care of the demand,” he says. “It’s very satisfying to see that these brands that have been with us—especially the mature brands like Marqués de Riscal—that all of a sudden these super premium categories are really starting to show themselves. And it’s the same with Frescobaldi.”—Shane English

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