The Wine Group Kicks Into Innovation Mode
The Wine Group, the second-largest wine company in the U.S. in volume terms at approximately 32 million cases, according to Impact Databank, is unveiling several new products across its key brands, aiming to connect with diversifying consumer tastes and draw new drinkers into the wine category.
The Cupcake brand, whose volume has been around 2.5 million cases in recent years, including its LightHearted and sparkling offshoots, recently received refreshed labels, including nutrition facts on the back panel. Now Cupcake is being extended with RTD Mimosas in Classic Orange and Mango flavors, bottled at 7% abv and retailing at $14 a 750-ml. Cupcake is also debuting an alcohol-removed Sauvignon Blanc selling at $10 a bottle.
In an interview with SND, The Wine Group chief marketing officer Helen Kurtz said the new entries are geared toward evolving consumer attitudes toward wine. “Consumers are looking for wine to fit into occasions that far surpass just the typical varietal at dinner,” she explained. “We’ve really pumped up our innovation engine at The Wine Group, and it’s all from a place of wanting to meet the consumer where they are.”
In addition to the newcomers from Cupcake, The Wine Group is launching Fuel by Franzia variants in Tiger’s Blood, Hard Punch, and Margarita Rush flavors, packaged in 500-ml. Tetra Paks selling at $4 apiece. Franzia, whose U.S. volume has been above 19 million cases in recent years, is also adding Margarita and Hard Lemonade cocktails in five-liter format.
Elsewhere, The Wine Group is introducing a new label, Madly, a line of Moscato-based fruit-flavored wines at 16% abv, retailing at $10 a bottle. Also new is the Mad Dog by MD 20/20 range, a lineup of 15% abv offerings sold in 200-ml. PET cans priced at $3.50 each. Finally, the Chloe brand is debuting a special edition Pinot Grigio ($19) ahead of Mother’s Day in collaboration with designer Lele Sadoughi.
Kurtz sees the new product blitz as an opportunity to keep existing consumers of brands like Franzia and Cupcake engaged while welcoming more cross-category drinkers into wine’s fold. “We’re deeply committed to the category,” she said. “Consumers are telling us they want new thinking on wine and that they aren’t purists about what wine is and isn’t. We have the ability to deliver products that respond to the needs and occasions that consumers are demanding.”—Daniel Marsteller
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Tagged : Cupcake, Franzia, Madly, MD 20/20, The Wine Group
