Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
02.14.2011  
 

Winery Targets Vegan Drinkers

New Clos LaChance line calls attention to California wine made sans animal products

 
by Paul Franson
 
 
vegan vine wine clos la chance
 
Literature paired with The Vegan Vine wines explains what makes the brand unique.
San Martin, Calif.—Many consumers don’t know that animal products are commonly used in wine production. Inspired by marketing vice president Cheryl Murphy Durzy, 60,000-case Clos LaChance Winery is capitalizing on that fact to market a new wine brand made without any, The Vegan Vine.

“We didn’t want to just create a second, cheaper label to move juice, but to target new markets,” said Durzy, a business-marketing graduate of the University of San Diego. She was also interested in utilizing the new promotion channels that have arisen from the Internet. “The younger generation wants companies to speak to them almost on a one-to-one basis.”

Her first such effort was “Mommy Juice,” wines spawned by her own experience as the mother of two young children. The $9.95 red and white wines were tested successfully in Northern California Target stores and are now being rolled out across the state.

The vegan wine line developed after the winery’s vice president of sales inquired about vegan wines for her daughter, who doesn’t consume animal products.

Common wine fining agents include gelatin, isinglass, egg whites, casein and dried blood powder. Of course, none (or only minute quantities) remain in the finished wines, but vegans won’t knowingly consume anything that uses animal products.

A website, veganconnection.com, lists vegan wines, but Durzy said she doesn’t know of any other wineries actively pursuing this market.

It turned out that like many wineries, Clos La Chance made some wines that were fined with animal products, although most weren’t. The company decided to market vegan wines, and discovered that the name The Vegan Vine wasn’t taken.

Ironically, the TTB wouldn’t let them claim that the wines don’t use animal products on the label, even though Clos LaChance was required to prove that the wines are vegan before the bureau approved the name.

The brand name tells the story in a flash, however, and the winery uses neckers, point-of-sale displays and marketing literature to further explain the distinction.

Vegan Vine wines include Cabernet Sauvignon, Sauvignon Blanc and a red blend. The first two are identical to other Clos LaChance wines, although the red blend is specially formulated. The pricing is about the same as regular Clos LaChance wines, which average $25 per bottle.

The Cab has already been bottled and the winery is just awaiting labels. Durzy sees stores like Whole Foods as ideal placements, and  vegan and vegetarian restaurants. She told Wines & Vines that four distributors have expressed interest in the wine.

The company will also sell the wine direct, of course, using social media and other techniques. The sales manager’s vegan daughter will serve as spokesperson for the wine. “We’re striving for authenticity,” Durzy said.

It’s possible that the introduction of The Vegan Vine will focus more attention on the use of animal products in winemaking in general—which might not please all wineries—but the jump to selling vegan wines isn’t a big step for Clos LaChance, which has pursued sustainability all along, and has even built one marketing campaign around hummingbirds.

Bloggers support Mommy Juice

The other targeted wine, Mommy Juice, is further along in the market. Durzy said Target sold 600 cases during a 90-day trial in 44 Northern California stores. Mommy Juice has 5,500 Facebook followers and has engendered a community of mothers who exchange information and support. “There are a tremendous number of ‘mommy bloggers,’” Durzy commented.

Mommy Juice is available only in a red and a white, both listed at $9.95 per bottle. The red is a Bordeaux blend, while the white is unoaked Chardonnay.

Gary Vaynerchuk of WineLibraryTV has favorably reviewed the wines, although Clos LaChance hasn’t sent samples to the wine media.

Durzy reported that signing up distributors was challenging, despite her large volunteer sales force of fans. “Most distributors are older men, and they don’t get it,” she lamented. The wine is currently available in California, North Carolina and Alberta, Canada.

Clos LaChance does ship direct, although not to Massachusetts, where the wine enjoys huge demand, according to Durzy.

Clos LaChance Winery was founded by Durzy’s parents, former Hewlett-Packard marketing whiz Bill Murphy and his wife Brenda (LaChance) Murphy. They started by planting and tending “landscaping” grapevines for high tech executives, then moved on to winemaking, eventually constructing a winery and planting vineyards in San Martin in the southern Santa Clara Valley hills.

The winery and its vineyards are showcases for the use of technology in winemaking. Bill Murphy is chairman of the board of visitors and fellows at the University of California, Davis, Department of Viticulture & Enology.

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  
November 2014 $708 million
5%
$7,844 million
6%
November 2013 $673 million $7,428 million
     
Direct-to-Consumer Shipments » Month   12 Months  
November 2014 $274 million
21%
$1,799 million
16%
November 2013 $225 million $1,558 million
     
Winery Job Index » Month   12 Months  
November 2014 127
-5%
226
15%
November 2013 134 196
     
 
MORE » Released on 12.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 

FEATURES
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • January 7
     
    Putting Your Brand to Work
     
  • January 9-18
     
    Icewine Festival
     
  • January 13-16
     
    VinCO
     
  • January 15
     
    WineFlavor 101B
     
  • MORE »
 

READER COMMENTS
 
Article: Grape Industry Lukewarm on Immigration Act »
 
A band-aid it may be but instead of the negative tone of this article which...
Reader: Guest
 
Article: Oregon Wine Institute Plans for the Future »
 
When Mark is involved, things are going to work out just great! We miss the...
Reader: Peter Bell
 
Article: Spanish Cooper Sells Chinese Oak »
 
I would love to find Us wineries using the Chinese oak barrels. Do you know...
Reader: Guest
 
Article: Prohibition Laws Linger 81 Years Later »
 
Trader Joe's (Union Square) and Whole Foods (Upper West Side) both have wine shops attached...
Reader: Guest
 
Article: Prohibition Laws Linger 81 Years Later »
 
Maybe the economy could use another boost by repealing the post-prohibitionary laws too. Make it...
Reader: csm noble
 
 


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
 Viticulturist
 West Sussex, UK
Winemaking and Production
 Winemaker & Vineyard M...
 Markham, VA
Winemaking and Production
 Back Office Manager
 New York, NY
General Administration and
 Sales Coordinator
 Paso Robles, CA
Sales and Marketing
 Retail Wine Department
 Napa, CA
DTC, Tasting Room and Retai
 Senior Vice President
 American Canyon, CA
General Administration and
 Administrative Assista...
 New York, NY
General Administration and
 Driver/Shipping And Re...
 Novato, CA
General Administration and
 Night Superintendent
 Ripon, CA
Winemaking and Production
 Tasting Room Sales -Fu...
 Calistoga, CA
DTC, Tasting Room and Retai
 
More Job Listings >>
Follow Us On:
 
 





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

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 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.