California Wine’s Above-$15 Tier Leading The Charge
June 14, 2022Even as the on-premise sector continues its long road to recovery from the pandemic, California table wines in general have struggled to maintain momentum, declining by volume for the second time in three years in 2021, according to Impact Databank. The California category has been slowed by fierce competition from imports, as well as by spirits and the burgeoning popularity of RTDs. Table wines from the Golden State fell 2.5% in volume terms last year.
Premium-priced California labels continued to buck the trend, however, as table wines priced at least $15 a 750-ml. rose at near double-digit rates again in 2021. Constellation’s Meiomi is the largest-selling California brand in this price tier, and second overall behind only New Zealand’s Kim Crawford, also from Constellation. Double-digit gains were likewise registered last year by La Crema, Decoy by Duckhorn, and Bread & Butter, according to Impact Databank. Below a million cases in this upscale sector, strong performances were posted in 2021 by Justin Vineyards, Sonoma-Cutrer, and Daou Vineyards.
One tier below at between $10 and $15 a 750-ml., results were mixed last year among California table wines, but solid gains were registered by Josh Cellars and Kendall-Jackson. In 2021, Josh became one of the wine market’s five largest labels overall in dollar terms—according to Impact Databank—even though it was not among the top 10 by volume. Kendall-Jackson’s Vintners Reserve remains the market’s largest-selling Chardonnay, as it has for the past 30 years.
California table wines continue to struggle in 2022, falling a combined 9.5% by volume in NielsenIQ channels in the year-to-date through May 21 and down 5.7% in dollar terms. But while California table wine brands priced below $15 a 750-ml. declined in IRI channels year-to-date ending May 15, labels priced above $15 advanced 3.6% by volume and 5.7% in dollar terms. Among the 25 largest-selling table wine brands year-to-date in IRI channels, 19 declined and only three increased at double-digit rates—premium-plus labels Meiomi, Decoy, and Josh Cellars.—Juan Banaag
| U.S.—Leading California Table Wine Brands Priced Above $15 a 750-ml. (millions of 9-liter case depletions) |
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| Brand | Company | 2020 | 2021 | Percent Change1 |
|---|---|---|---|---|
| Meiomi | Constellation Brands | 1.54 | 1.70 | 10.0% |
| J Lohr Estates | J Lohr Vineyards & Wines | 1.64 | 1.66 | 0.8% |
| La Crema | Jackson Family Wines | 1.40 | 1.56 | 11.2% |
| Decoy by Duckhorn | The Duckhorn Portfolio | 1.09 | 1.29 | 19.0% |
| Diamond Collection2 | Delicato Family Wines | 1.18 | 1.18 | – |
| Bread & Butter | WX Brands | 0.88 | 1.16 | 31.8% |
| Total Top Six3 | 7.73 | 8.54 | 10.5% | |
| 1 Based on unrounded data. 2 Acquired from Francis Ford Coppola Winery in 2021. 3 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2022 |
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Tagged : Break & Butter, Decoy, Diamond Collection, J. Lohr, Josh, La Crema, Meiomi
