Last
the
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By Lauren Sabetta | Associate Editor
Sparkling opportunities in the new year
As popping corks or toasting with a glass of sparkling wine has long been tradition during celebratory and treat occasions, pent-up demand following pandemic lockdowns has only served to increase this segment’s growth, according to the latest OPM (On Premise Measurement) data from CGA.
“At a topline level, it’s no surprise that table wine holds the greatest share of the category (87.5%). However, sparkling wine is a growing segment that has been consistently popular among consumers recently and now holds a share of 10.7%,” it states. “In terms of the divide between white and red wine, there is a fairly even split with red holding a 47.5% share, white sitting at 45.5%, and the remainder made up of rosé and blends.”
Additionally, in terms of country of origin, U.S. consumers tend to buy local, with domestic wines holding a market share of 67%, according to the CGA data.
“Due to the tax challenges and importation costs faced by many non-U.S. based wine producers, there are even greater opportunities for domestic wines to increase their share in the U.S. On-Premise,” it states.
Meanwhile, in comparison to beer where the top brands hold a 58% market share, wine is extremely competitive, as the Top 10 wine brands make up just 17% of the category at large, according to CGA.
“This intensively disaggregated, competitive landscape has not eased since COVID-19, meaning that suppliers and distributors need to be on their game to drive consequential share gain,” it continues. “Strong tactics based on robust data have never been more important here.”
Patrick Bannon, CGA client director for Americas, added: “Now that consumers have properly returned to the on-premise, it’s important to understand if the drinking choices they made at home will be reflected in their on-premise selections. This is a challenge for all categories tied to experimentation and trade-up, but none more than wine.” BI
Brews and I dos
An estimated 2.5 million weddings are set to take place in 2022, according to Wedding Market Search’s “Wedding Report.” Leading up to these celebrations, Busch Light teamed up with David’s Bridal to launch its own wedding formal wear: a camouflaged wedding dress inspired by Busch Light Camo cans. The dress can be purchased in either classic camo green or a more aluminum can-inspired grey, both of which feature the subtle addition of the word “BUSCHHHHH” weaved into the pattern, as well as a sweep train, side pockets and an optional coverage panel. “Whether it’s sponsoring a dream wedding in the great outdoors or even being married by the recently ordained Busch Guy, Busch Light is proud to be part of our fans’ special day,” the company says. These limited-edition polyester dresses can be found on the David’s Bridal website at a retail price of $749.99. Fans can follow @buschbeer on social to learn how to purchase this limited-edition garment on their own and enter for a chance to win a free dress. Additionally, Busch and David’s Bridal are offering green and gray bow ties with patterns matching the bridal gown for just $14.95.
Ketel One Botanical premiered “A Purely Delightful Choice,” a new campaign brought to life through four TV commercials that will air nationwide. “Over the years, we’ve seen Ketel One Botanical become the go-to choice for consumers who are looking for better options when it comes to what they’re drinking,” said Olivia Kupfer, brand director of Ketel One Vodka, in a statement. “We are excited to share the new campaign with the world and showcase that the Botanical Spritz continues to be tried and true when it comes to enjoying a cocktail that delivers on its promise.” Ketel One Botanical will release a total of four 15-second TV spots, each highlighting the beauty, effervescence and elevated nature of the Botanical Spritz cocktail. The first of the four TV commercials appeared nationally last year, followed by two additional spots. The fourth spot will focus on social responsibility, conveying the message that whether one chooses to enjoy a Spritz or not, Ketel One Botanical supports the choice of those who choose not to drink.
‘Delightful’ choices
Wild Bill’s, a non-alcohol craft beverage company, announced its famous Wild West event pop-up activation now is available for U.S. veterans to purchase as a franchise business. The veteran-owned and operated brand will offer discounted franchise fees for qualified applicants, as well as special financing on equipment. “The operational nature of Wild Bill's traveling Wild West themed pop-up retail activations is a perfect fit for veterans aspiring to apply their military talent to pursue a life as entrepreneurs,” said Michael Quilty, owner of Wild Bill’s and a U.S. Navy veteran, in a statement. “We’re proud to further our commitment of helping our nation’s heroes make the transition from the military into successful civilian careers through our new Wild Bill’s Veteran Franchise Program.” Since 2002, Wild Bill’s has traveled the country with its western-themed wagons, serving soda to more than 1 million people at fairs, festivals and conventions. The traveling wagons, each equipped with seven barrel taps, pour unique and nostalgic soda flavors like Sarsaparilla, Birch Beer, Orange Cream and Butterscotch. At each event, visitors can purchase commemorative mugs and enjoy unlimited refills.
Miller Lite partnered with historian Eric Cervini for the release of “Beers and Queer History,” a brief history guide detailing how bars and bar culture have played a crucial role in empowering the LBGTQ+ community to live authentically and freely. “Miller Lite is a beer that believes everyone should live authentically and that’s why we are so proud to tell these untold stories with society at large with Dr. Cervini,” said Sofia Colucci, vice president of marketing for Miller Family of Brands, in a statement. The guide is written by Cervini, an award-winning historian of LGBTQ+ politics, a New York Times bestselling author, and a Pulitzer Prize finalist. “Beers and Queer History” is the latest endeavor under Miller Lite’s Open & Proud program, which supports the LGBTQ+ community through a multi-year partnership with Equality Federation, and its contributions help fund the organization's various initiatives, including its annual Leadership Conference, workplace nondiscrimination efforts and transgender rights. The guide will be released in early 2022, and available to purchase at shop MillerLite.com. All proceeds will go to Equality Federation.
The Los Angeles Lakers named G.O.A.T. Fuel as the official energy drink of the team. The sponsorship marks the first of its kind for the Lakers, establishing G.O.A.T. Fuel as the first energy drink brand the Lakers have aligned with. G.O.A.T. Fuel is a health-focused energy drink, founded by NFL Hall of Famer and noted G.O.A.T. Jerry Rice, his daughter Jaqui Rice Gold, and Trevion Gold. “The Lakers are one of the greatest sports teams of all time, and I’m excited they’ve chosen G.O.A.T. Fuel as their first official energy drink,” Rice said in a statement. “Seeing how dedicated the team is both on and off the court, we’re thrilled to offer to help keep them energized and fueled up with our health-focused drink, which is not just an energy drink, but a whole lifestyle.” The multi-channel sponsorship will see G.O.A.T. Fuel activated across the Lakers’ digital landscape such as social media and website integration as well as visibility on the Lakers mobile app, in addition to retail sweepstakes promotions, brick-and-mortar pass through rights and in-arena corner board LED signage. Along with sponsorship activations throughout the year, the G.O.A.T. First Responders Program will honor front line workers on the court during games twice a season, the company says.
G.O.A.T. fueled
