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Interview, Part 2: Delicato CEO and President Chris Indelicato

September 2, 2022

In the second part of our interview, Delicato Family Wines chief executive Chris Indelicato discusses the company’s moves in the better-for-you wine segment, as well as the road ahead for 11-million-case juggernaut Bota Box.

SND: How have your better-for-you wines performed recently?

Indelicato: We have a few entrants in that better-for-you category. The category is doing well. Pool House (a new low-alcohol, low-calorie brand from the Coppola portfolio) gives us another opportunity at a little bit of a higher price point by the glass to participate in that category as it continues to grow. And what we’re seeing now is some of the national retailers are putting it in their better-for-you section.

SND: And for Bota Breeze?

Indelicato: Bota Breeze is on fire. It’s the number-two better-for-you brand in the U.S. as ranked by Impact. It’s the number-five premium 3-liter brand in the U.S. It’s got the second-best velocity of any of the top five better-for-you brands in the 52-week IRI. It’s a home run for us and a home run for the Bota brand that continues to grow.

SND: Bota Box has expanded into wine-based cocktails and lower calorie wines; is there any concern about brand cannibalization?

Indelicato: We’re seeing different consumers drink different categories of Bota, which is great because we’re not cannibalizing our own brand. There’s some crossover and some people are drinking the different wines, but it’s allowing a large brand like Bota to participate in different categories, which of course builds the brand image.

Bota’Rita is one of the most successful launches in that category. Our velocity is number-two in the category behind MPL’s Rancho La Gloria. We’re very happy with Bota’Rita; it puts us in a new category out on the shelf.

The Bota brand just continues to click along and do well. It’s still number-one in the category. It has the number-one repeat rate of all top 10 wine brands in the category in the last 52 weeks in IRI. The repeat rate is high and so our big focus on Bota is to continue to keep the quality at the level that it’s always been. The three-liter category continues to grow.

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