Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
03.15.2013  
 

Eye-Catching Names Lead Top 20 New Wine Brands

Wine Industry Metrics show off-premise sales up 5% in February, DtC shipments up 22%

 
by Wines & Vines staff
 
 
wines & vines industry metrics
 
San Rafael, Calif.—Fresh brands with provocative names like Skinnygirl, Ooh La La and Stark Raving made the Top 20 New Table Wine Brands of 2012, as selected by the Symphony IRI Group (SIG). At least half a dozen appeared to be targeting female consumers, while only one new “critter” brand—Curious Beasts—made the top 20 this year.

The Top 20 New Table Wine Brands are featured as one aspect of Wines & Vines' March 15 update of Wine Industry Metrics at winesandvines.com. The fastest selling new brands and the Top 30 Momentum Brands of 2012 come from SIG, based on off-premise sales at food, drug and liquor stores across the United States.

Other indicators of the wine industry’s health in February, as covered in Wine Industry Metrics, include direct-to-consumer shipments, up 22%; winery job activity, also up 22%; and flash reseller offers, down 7%. An array of tables, charts and analysis is available now at winesandvines.com/metrics.

Regarding the hottest new brands, wine companies other than the big three—E. & J. Gallo, The Wine Group and Constellation Brands—launched the top four brands out of 20. Skinnygirl by Beam Global ranked No. 1 and led No. 2 Be wines from Treasury Wine Estates by more than $1.5 million cases, according to the Chicago-based market research firm.

Symphony IRI group Momentum brands
SIG’s special report on the Top 30 Momentum Table Wine Brands of 2012 also came out in February and included familiar names such as Cupcake Vineyards (Wine Group) repeating at No. 1, 14 Hands (Ste. Michelle Wine Estates) at No. 2 and Barefoot (E. & J. Gallo) at No. 3.

To create the Momentum Brands list, SIG started with the top 250 brands by volume from their total U.S. multi-outlet results for 52 weeks ending Jan. 6, 2013, and created a power ranking based on 11 criteria. (See winesandvines.com/metrics to view the full list.)

Off-premise sales of domestic table wines in February continued their long-term growth trend, hitting 5% growth in value for the month vs. a year ago and measuring 6% up for the past 12 months. In February 2012 the 12-month growth rate was 8%.

February DtC shipments accelerate
Wine shipped directly to consumers made the biggest February sales increase in at least three years, according to the Wines & Vines/ShipCompliant model. Growth in value rose 22%, while growth in volume grew 15%, indicating higher prices than a year ago. February is becoming more popular as a shipping month, as evidenced by the accelerating growth rates of 5% in February 2011, 12% in February 2012 and 22% in February 2013.

wines & vines industry metrics
 
Half the money spent on direct-to-consumer shipments in the past 12 months went toward the highest priced wines at $50-plus per bottle, and only 11% on the least expensive, priced under $20 per bottle. The results tend to underscore the value of an active wine club and other direct shipments for domestic wineries. These dollar share numbers contrast sharply with sales by flash sites. Of those, 51% of sales involved wines at less than $20.

Winery hiring activity spikes
The index for job postings by wineries in February increased 22% from February 2012, reported Winejobs.com. In the sub-categories of winery jobs, the tasting room/hospitality index increased 33% from February 2012 and is up 29% for the year. The winemaking jobs index increased 34% from February 2012 and is up 19% year-to-date. The sales and marketing job index increased 8% from February 2012 but is down 8% year-to-date.

Bargain offers lead flash sales
Flash reseller offers went down 7% in February vs. a year ago but were still up by 19% during the past 12 months total. Wine flash sites are living up to their claims of offering deep discounts. During the 12 months through February, a quarter of the 5,366 wines offered had a flash price of less than $14.99 per bottle. Adding in offers for wines priced below $20, the share of value wines grew to 51%.

The $20-$30 per bottle segment accounted for 25% of all offers, but at prices higher than $30 per bottle the number of offers plummeted. Compared to the 12 months through February 2012, flash sites offered more wines for less than $20 per bottle. That segment’s share of total offers grew from 45% to 51%. Only wines priced above $50 per bottle saw an increase (from 369 to 484 offers), which resulted in that segment’s share growing from 8% to 9% of total flash sales. The number of offers for wines priced $30-$50 stayed flat compared to 2012.

More tables, graphs and other details are available in the Wine Industry Metrics section of winesandvines.com.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
May 2015 $607 million
7%
$8,068 million
5%
May 2014 $569 million $7,651 million
     
Direct-to-Consumer Shipments » Month   12 Months  
May 2015 $141 million
4%
$1,896 million
14%
May 2014 $135 million $1,657 million
     
Winery Job Index » Month   12 Months  
May 2015 355
15%
256
20%
May 2014 308 213
     
 
MORE » Released on 06.15.2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

Direct To Consumer
Wine Shipping Report
2015
 
Download full report »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

CALENDAR
  • July 7
     
    Sanitation Seminar, Napa
     
  • July 8
     
    Sanitation Seminar, Greenfield
     
  • July 9
     
    Sanitation Seminar, Solvang
     
  • July 9-10
     
    Wineries, Breweries and Distilleries
     
  • MORE »
 

READER COMMENTS
 
Article: Pull Red Blotch Vines, Get Paid »
 
I worked for a year with USDA in Washington to get Red Blotch identified as...
Reader: Bob Dempel
 
Article: Pull Red Blotch Vines, Get Paid »
 
I'll bet anyone in Napa and Sonoma counties I can find GRBaV in their red...
Reader: Guest
 
Article: New York Wineries Going Green »
 
Bravo to Lakewood for being an early solar adopter in the Finger Lakes wine industry!...
Reader: Suzanne Hunt
 
Article: New York Wineries Going Green »
 
Lakewood Vineyards completed work on their 47 kW (80 panel) solar array in 2012. It...
Reader: Benjamin Stamp
 
Article: New York Wineries Going Green »
 
I am wondering how substantial the electric bill is for wineries in the Finger Lakes...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Northeast Field Sales ...
 Boston, MA
Sales and Marketing
 Harvest Cellar Lead
 St. Helena, CA
Cellar, Lab and Production
 District Manager North...
 Dallas, TX
Sales and Marketing
 District Manager Michi...
 Detroit, MI
Sales and Marketing
 Regional Retail Manage...
 Bentonville, AR
Sales and Marketing
 Harvest Intern
 Dundee, OR
Cellar, Lab and Production
 Tasting Room Associate...
 Calistoga, CA
DTC, Tasting Room and Retai
 Night Auditor
 Healdsburg, CA
General Administration and
 Territory Sales Rep-Ma...
 Marin, CA
Sales and Marketing
 Territory Sales Rep.-V...
 Victorville, CA
Sales and Marketing
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2015 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.