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Impact Unveils Its Latest Class Of “Hot Prospect” Wine Brands

September 22, 2022

While growth in the wine market is by no means a given these days, marketers combining the right mix of insight and creativity in their brand propositions are continuing to gain ground. A total of 40 up-and-coming wine brands from across the industry were recently awarded Impact “Hot Prospect” honors, highlighting the wine labels poised to help drive the category in the coming years.

To qualify as Hot Prospects, brands must have achieved at least 15% depletions growth for 2021, while also showing consistent growth in the two preceding years. For spirits, imported wines, and RTDs, brand volumes must be between 50,000 and 200,000 cases, while domestic wines are between 50,000 and 250,000 cases.

Turnover is the theme of the Hot Prospects domestic wine list, with 13 new arrivals and 21 departed brands (including four of that graduated to “Hot Brands” status) making for a total of 23 awardees this year. Only two states are represented—along with California’s perpetual dominance, four labels from Washington State qualified, including the top label overall: Top Box, from Ste. Michelle Wine Estates. The brands qualifying as Hot Prospects have only accelerated in recent years, advancing all together from just over half a million cases in 2018 to 2.8 million cases last year as growth rates climbed from 50% in 2019 to 78% last year.

Hot Prospect domestic wines above 100,000 cases include Top Box, 1924, Franzia Refreshers, Juggernaut, 19 Crimes Snoop Cali Rosé, Raeburn, Substance, Winemakers Selection, Unshackled, Oberon Cabernet Sauvignon, and Tribute.

Seventeen rising brands from the imported wine category also earned Hot Prospect honors, with the vast majority hailing from the premium-and-above segment. Italy has been a fount of Hot Prospect winners recently, and it remains well-represented with three entries, but overall this year’s roster showcases impressive balance. In addition to the three winners from the boot, France accounted for three Hot Prospects (plus a share of the Avaline brand, which counts French, Spanish, and domestic wines in its range), while Argentina and New Zealand placed two brands each, and Spain, Portugal, Chile, Australia, and Japan were all represented with a brand apiece.

Hot Prospect imported wines above 100,000 cases include Campo Viejo Cava, The Beach by Whispering Angel, Franzia Bold & Jammy, Giesen, Yellow Tail Pure Bright, Domaine Bousquet, Natural Origins, and Kim Crawford Illuminate.

The full list, along with data and analysis, appears in the September 1&15 issue of Impact. Click here to subscribe.

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