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Exclusive: O’Neill Vintners & Distillers Acquires Impact “Hot Brand” FitVine

November 10, 2022

O’Neill Vintners & Distillers continues to aggressively add to its branded portfolio, agreeing to acquire Impact “Hot Brand” FitVine for an undisclosed sum. With the addition of the FitVine brand, O’Neill’s branded portfolio is nearing the 2-million-case mark.

A strong player in the growing better-for-you wine segment, FitVine is known for wines with low sugar, low tannins, and low sulfites. Its lineup includes California varietal wines retailing from $16 to $20, including Sauvignon Blanc, Chardonnay, Pinot Noir, Syrah and Cabernet Sauvignon, as well as a Prosecco from Italy. After depleting 375,000 cases in the U.S. last year, according to Impact Databank, FitVine continues to see rapid gains, with its volume up 14% in IRI channels in the 52 weeks through October 9.

“Our focus for the last seven years has been to build a portfolio of great brands appealing to the modern wine drinker,” said Jeff O’Neill, founder and CEO of O’Neill Vintners & Distillers. “We see a tremendous opportunity to continue to strengthen and expand FitVine nationally driven by our commercial team, distributors, and trade partners.”

“FitVine is already the category leader of the ‘better for you’ segment, a current bright spot in an otherwise flat wine category, +58% and representing $125MM+ in sales,” O’Neill CMO Christine Moll tells SND. “But FitVine isn’t just competing within the BFY segment. Expanding out to the super-premium price point at large, FitVine has multiple SKUs performing in the top 20 of their varietal, indicating that this brand is resonating with a wide range of consumers. We also see great potential in driving growth through a dynamic innovation strategy.”

O’Neill’s move to acquire FitVine follows its purchase of Paso Robles-based Rabble Wines last year. The group’s brand portfolio also includes Line 39, Harken, Robert Hall, and Charles Woodson’s Intercept.

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