Wines & Vines Home
Welcome Guest

Top 20 Luxury Wine Brands

Decoy takes No. 2 position in $20 and higher category

by Andrew Adams
San Rafael, Calif.—Aside from one import in the top spot and an addition from California's Central Coast, all the other top-performing wine brands in the off-premise sector priced higher than $20 are from wineries based in either Napa or Sonoma county.

The list is part of the latest Wine Industry Metrics report by Wines Vines Analytics, which found all of the key metrics continued to grow steadily in May. 

Wines & Vines compiled the list with data from the Chicago-based research firm IRI. Santa Margherita, the Italian brand imported by Terlato Wines International and famous for its Pinot Grigio, remains No. 1 with $36.5 million in sales during the past 12 months at the stores tracked by IRI. The brand has an average retail price of $20.69, and sales grew 4% overall to 147,025 cases. Brands with retail prices of $20 and above at the beginning of the time period were included; the average price of four brands dropped below $20, however, during 12 months.

Fast-growing Decoy
Decoy, by Napa Valley-based Duckhorn Vineyards, moved into the No. 2 spot after being listed at No. 4 when Wines & Vines compiled the same list two years ago. Decoy’s sales grew by 50% to just less than 86,000 cases. Duckhorn is based in St. Helena, Calif., but the fast growth of its Decoy program prompted the winery in the fall of 2013 to purchase a large winemaking facility in the Mendocino County town of Hopland, Calif. The winery had been the location of custom winemaking services provider Rack & Riddle, which moved its operations to other locations in Sonoma County.

Off-premise sales in general totaled $559 million in May, which is a 5% increase over May 2013. The 12-month total reached $7.5 billion, which is a 6% increase. Sparkling wine enjoyed a 10% growth spurt in May compared to last year, and it grew to $19 million over the past 12 months.

Gary Heck, chairman of California’s Korbel Champagne Cellars, said he understood that domestic sparkling wine shipments from all wineries were up 13% this year through March, and that Korbel’s had grown by 8%. One reason for the growth may be increased consumption of sparkling wine by Millennial consumers, particularly as a mixer in cocktails, Heck said. He is optimistic about the sparkling category as a whole. “I think that it’s going to be a pretty good year for everybody, domestic and imports.”

DtC rises to $1.66 billion
Direct-to-consumer shipments slowed their rate of growth in April to $135 million, which is 6% more than in May 2013. Total shipments for the past 12 months, however, were up 10% over the previous period, to reach $1.66 billion.

Wine shipments from Napa County accounted for nearly half of the total value for DtC shipments in the 12 months through May. About half of the shipments from Napa were Cabernet Sauvignon wines.

Napa wines and flash sales
In the flash sales segment, Napa County wineries accounted for 1,122 offers, or 19% of the 5,954 total offers. For the same 12-month period in 2013, nearly a quarter of the 5,274 total offers were for wines from Napa County wineries.

Wines Vines Analytics tracks flash offers by both winery and vineyard source. Based on vineyard region, Napa County accounted for 1,730 (or 29%) of the 5,954 wines offers in the past 12 months. Wines from the North Coast region (which includes Napa, Sonoma, Mendocino, Lake and Marin counties) accounted for 64% of all wines offered by flash sites, and California wines in general took a 90% share of total flash offers. Napa County wines represented 46% of the North Coast offers and 32% of all the California offers.

Total flash offers in May grew by 68% over the previous year thanks to a Memorial Day Weekend sales event by Invino, which had 190 total offers for the month. Wines Til Sold Out and Last Call Wines each had 96 offers, the next-highest total after Invino.


Posted on 06.16.2014 - 08:04:07 PST
Sorry, but really... Santa Margherita a "Luxury" brand?
A Nichols Worth of Wine

Wines & Vines Home
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
Wine Industry Metrics
Off-Premise Sales
IRI Channels »
Month   12 Months  
October 2015 $604 million
$8,267 million
October 2014 $572 million $7,790 million
Direct-to-Consumer Shipments » Month   12 Months  
October 2015 $288 million
$1,919 million
October 2014 $284 million $1,751 million
Winery Job Index » Month   12 Months  
October 2015 179
October 2014 139 226
MORE » Released on 11.13.2015


Direct To Consumer
Wine Shipping Report
Download full report »

Practical Winery & Vineyard Library
Search the PWV archive »

  • December 2
    2015 UC Davis Grape Day
  • December 3
    North Coast Wine Industry Expo
  • December 5-6
    Holidays in the Vineyards
  • January 13-14
    DtC Wine Symposium
  • MORE »

Article: Kronenberg Leaves Legacy of DtC Opportunities »
This is amusing. While I do not quarrel with Paul's many contributions over the years,...
Reader: Guest
Article: Kronenberg Leaves Legacy of DtC Opportunities »
Wow! This this a re-writing of history! As a founder and namer of Family Winemakers...
Reader: Guest
Article: Can Wine Grapes Be Grown Without Chemicals? »
It sounds like your problem is with semantics, not with the application of products to...
Reader: Carol Collier
Article: Cuvaison Upgrades to Second Generation of Pellenc Sorter »
I'd like to know what they are doing with the sorted stuff, especially the first...
Reader: Matthew Delicata
Article: Growers Suffer Low Yields in Paso Robles »
This year's Paso Robles/San Miguel "mature" Cabernet Sauvignon yields were down to 30% of normal while...
Reader: Guest

2016 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
Wines & Vines Magazine
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
The Wines & Vines Online Marketing System
The Industry Standard winery marketing application
Latest Job Listings
 Wine Sales Representat...
 West Haven, CT
Sales and Marketing
 Full Time Wine Sales R...
 San Francisco, CA
Sales and Marketing
 Tasting Room Sales Ass...
 Plymouth, CA
DTC, Tasting Room and Retai
 Assitant Winemaker
 Santa Ynez, CA
 Director Accounting An...
 Manteca, CA
 Referral Marketing Opp...
 Northeast, NA
Sales and Marketing
 Marketing & Communicat...
 Rutherford, CA
Sales and Marketing
 Assistant Tasting Room...
 Paso Robles, CA
DTC, Tasting Room and Retai
 Account Coordinator
 American Canyon, CA
General Administration and
 New World-Class Restau...
 Philo, CA
General Administration and
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.