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Gallo's Growing Barefoot Brand Is No. 1

August 2011
 
by Jim Gordon
 
 
SIRI
 
San Rafael, Calif.E. & J. Gallo Winery’s fast-growing Barefoot brand remained No. 1 in retail sales for the 52 weeks ending June 13, with $255 million in sales, according to SymphonyIRI Group, a Chicago-based market research firm. With Carlo Rossi ranking seventh in sales and Gallo Family vineyards ninth, the Gallo company owns three of the top 10 brands. Two other Gallo products, Livingston Cellars and Peter Vella box wines, also made the top 20.

Barefoot grew 27% in dollar sales over 52 weeks at the major U.S. food and drug stores from which SIRI analyzes check stand scan data. Barefoot’s volume rose 28% to 3.8 million 9-liter case equivalents, reflecting a slight price decrease of 4 cents. Trinchero Family Estates’ Ménage à Trois brand was the only wine in the top 20 to grow faster—33%—than Barefoot. Trinchero’s Sutter Home line stayed in the No. 2 spot overall, with $208 million while growing 6% in dollars.

Other brands with double-digit growth were La Crema from Jackson Family Wines at 19%, independent Bogle Vineyards and Italian import Cavit, both at 18%, and Gallo Family Vineyards at 16%. Five brands in the top 20 shrank in sales during the 52 weeks. Fetzer dropped fastest, with 14% negative growth.

Growth in domestic wine sales overall for the four weeks through June 13 ran slower than in the exceptionally fast-growing month of May, but still grew 7% over the same period last year, SIRI reported. Consumers bought $435 million of wine at major food and drug stores. The current 52-week growth rate was 6%, with $4.5 billion sales.

Sales were even better at 8% in four weeks for table wines in 750ml bottles; other sizes and packages drew down the overall average. Imports only grew 2% during the four weeks and accounted for just 21% of dollars spent on table wine.

The small segment of $20-plus domestic wines that is especially important to Wines & Vines readers continued to grow at an almost astonishing rate of 25% in the most recent four weeks, considering it has been growing rapidly for three years. Over 52 weeks it grew 21%.

 
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Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
September 2014 $575 million
5%
$7,743 million
6%
September 2013 $550 million $7,311 million
     
Direct-to-Consumer Shipments » Month   12 Months  
September 2014 $163 million
16%
$1,708 million
11%
September 2013 $141 million $1,538 million
     
Winery Job Index » Month   12 Months  
September 2014 166
14%
226
18%
September 2013 145 192
     
 
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