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Nicolas Feuillatte, imported by Ste. Michelle Wine Estates, is currently the fourth-largest Champagne brand in the U.S. market at 68,000 cases, having expanded by nearly 75% since 2010, according to Impact Databank. Like all bubbly brands, Feuillatte is currently gearing up for the crucial holiday selling season in what has been another strong year for Champagne. The category’s U.S. volume grew 6% in the year-to-date through September. Longer-term, the company is determined to position its namesake label as a modern lifestyle brand that transcends Champagne’s traditional seasonal and celebratory cycles and thrives year-round in a multitude of occasions.
“To us, the major point is not to base our strategy on past trends, but rather to anticipate and influence new trends,” says Feuillatte managing director Julie Campos. “Nicolas Feuillatte is the largest grower Champagne brand and the youngest of all the major Champagne houses. Our goal is to leverage that youth and vibrancy by breaking from the traditional role of Champagne as being for special celebrations like birthdays and anniversaries, which make Champagne consumption both very occasional and seasonal.”
Toward that end, Feuillatte’s recently launched global campaign, “Enchanter la Vie,” seeks to promote a new definition of luxury that aligns with the Millennial generation’s penchant for collecting interesting experiences rather than tangible possessions and overt status symbols. The new positioning includes tailored brand experiences along with digital and social activities.
Feuillatte is also attacking at the point-of-sale with initiatives including an on-premise push called Champagne Gourmand, in which restaurants and wine bars offer a glass of Nicolas Feuillatte paired with three small appetizers (or three small desserts) presented on a branded porcelain plate. So far, a number of accounts across New York, Miami and Los Angeles are taking part. “In the on-premise, we’re facing very aggressive pricing (from competitors), especially for by-the-glass. We don’t want to be involved in this vicious cycle, which is harmful for both Nicolas Feuillatte and the category overall,” Campos says. “We prefer to develop qualitative offers targeting new types of consumption, embodied by the Champagne Gourmand.”
For the off-premise, Feuillatte recently developed a new sleeved bottle design for its Brut Rosé ($53), which Campos believes will help drive sales during the spring and summer months, and for the holiday season the brand’s core Brut Reserve NV ($36) is being packaged in a limited-edition gold sleeve bottle and tin. “We’ve also created some regional offers,” Campos adds. “We recently launched a gift box for the New York market, dedicated to the city itself, which has been so important for Nicolas Feuillatte. It’s where the adventure began for the brand 40 years ago.”
•Wine Spectator is set to reveal its full Top 100 Wines list for 2016 today at http://top100.winespectator.com/. The release of the full Top 100 caps a weeklong celebration in which the magazine unveiled its Top 10 Wines of the Year in a series of profiles last week, culminating in the naming of its Wine of the Year—a prestigious Napa Valley Cabernet Sauvignon from the 2013 vintage—on Friday.
•Treasury Wine Estates (TWE) has made several changes to its Americas leadership team, including naming Victoria Snyder to the role of senior vice president, U.S. sales, effective immediately. Snyder previously served as TWE’s senior vice president of operations. Concurrently, Ed LeMay has been appointed chief of staff for TWE’s sales team. A 30-year wine industry veteran, LeMay comes to Treasury from Constellation Brands, where he most recently held the title of senior vice president for marketing services. Lastly, TWE has expanded Rachel Ashley’s current position as vice president, grape resources and winemaking, adding the role of vice president, wine production to her purview.
•Brown-Forman Corp. added a new Tequila to Herradura’s Colección de la Casa limited-edition lineup. Herradura Colección de la Casa Reserva 2016 Port Cask Finished Reposado Tequila ($89.99 a 750-ml. bottle) was aged for 11 months in American oak casks and finished for two months in vintage Port casks. Available nationwide, the 40-percent abv offering has notes of tobacco, dried fruit, spice and agave.
•Global Spirits USA, a subsidiary of Eastern Europe’s Global Spirits, has partnered with M.S. Walker for distribution of Leaf Organic Vodka and Khortytsa Vodka throughout New England. M.S. Walker will carry the brands in Massachusetts, Rhode Island, New Hampshire, Maine and Vermont beginning January 1. Khortytsa Vodka, from Ukraine, includes Platinum ($14), Honey Pepper ($14), Ice ($14) and De Luxe ($26) variants, while Leaf Organic retails at $19 a 750-ml.
•Comstock Park, Michigan’s Perrin Brewing, part of the Oskar Blues portfolio, is expanding beyond its home state with entry into the Florida market beginning in February. As part of the launch, Perrin partnered with portfoliomates Oskar Blues Brewing and Cigar City on limited release Triangulation Imperial Oatmeal Stout, a 9% abv brew made with a London ale yeast strain and experimental hops, which is debuting in four-packs exclusively in Michigan and Florida. Colorado-based Oskar Blues—which is backed by Fireman Capital Partners—acquired Perrin last year, and added Tampa’s Cigar City to its growing craft stable in March.
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