Exclusive: Constellation Debuts Woodbridge Wine Soda, Aiming To Attract New DrinkersJuly 26, 2022
Constellation Brands is looking to pioneer a new drinks category with the introduction of Woodbridge Wine Soda. Calling the launch “a first-of-its-kind wine experience in the United States,” the company is rolling out wine sodas in Grapefruit, Lemon Lime, and Orange Soda expressions, all made with California wine and natural flavors and weighing in at 7% abv.
“We know many drinkers want something other than traditional varietal wines, which inspired us to create Woodbridge Wine Sodas to provide consumers with a new way to experience and enjoy wine that is less formal and more fun,” said Woodbridge brand vice president Serena Shrivastava. Billed as having a “flavor-dominant, wine-recessive profile,” the new range is expected to compete against hard seltzers and ultimately bring new consumers into the wine category. Woodbridge Wine Sodas are debuting nationwide in variety six-packs of 250-ml. cans retailing at $11-$13.
Founded by Robert Mondavi, Woodbridge is the fifth-largest wine brand in the U.S., with volume of 8.4 million cases in 2021, according to Impact Databank. It’s also by far the largest wine brand in the Constellation portfolio in volume terms. Constellation recently extended Woodbridge with a 3-liter box variant, which has seen a strong early response, and this spring it expanded its lineup with 11.5% abv Sparkling Infusions in Sweet Peach, Black Raspberry, and Strawberry & Kiwi flavors retailing at $11-$12 a 750-ml.
One innovation that hasn’t panned out is Woodbridge’s former wine seltzer line, the brand’s previous angle on competing with hard seltzer, which has been discontinued. Constellation says that while “consumers did not take to the idea” of the wine seltzers, which were at a lower 4.5% abv, it’s confident that it has hit the mark with the new wine soda concept, which promises “a completely new taste experience by blending the flavors, sweetness, and pop of sodas with a crisp, fruity California white wine base.”—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.