Market Watch, December 2020

DECEMBER 2020 MARKETWATCHMAG COM MARKET WATCH 33gnon 17 a 750 ml and Falcons Perch Pinot Noir 17 In all the J Lohr Estates tier has grown an average of 63 since 2009 hitting 163 million cases last year Meiomi La Crema and Decoy by Duckhorn round out the more upscale California based Blue Chip brands The former two labels have capitalized on Central and Northern Califor nia with Meiomi focused on tri appellated wines that retail at 25 The brand recently added a Cabernet Sauvignon to its range La Crema a new addition to the list this year features Sonoma County Chardonnay and Pinot Noir and Monterey Chardonnay all around 20 a 750 ml and has also added Oregon wines in recent years Elsewhere Decoy stands as Duckhorn Wine Co s entry level offering with Napa and Sonoma sourced wines starting at 25 Italy France and New Zealand also fielded entries among this years Blue Chip brands The most prominent Italian brand Stella Rosa hails from Riboli Family Estates and has posted prolific growth in recent years with an average compound growth rate of 344 since 2009 The brand currently sits at 248 million cases in the U S its extensive portfolio includes a number of fruit flavored wines as well as slightly more upscale expressions like Stella Rosa Black Key to Stella Rosas growth according to winemaker and fourth generation family member Anthony Riboli has been robust consumer interaction via social media channels among other initiatives Also from Italy are Royal Wine Corp s Bartenura up 157 annually in the ten years since 2009 and now at 625000 cases and Constellations Ruffino which has a stable including both still wine and Prosecco and sits at roughly 142 million cases Also in Prosecco Freixenet Mionetto USA markets Blue Chip winner Mionetto which is drawing ever nearer to the 1 million case mark New Zealand Sauvignon Blanc remains white hot and has buoyed two 2019 Blue Chip brands Kim Crawford and Oyster Bay The former a Constellation owned label reached 137 million cases last year up from just 349000 cases in 2009 Oyster Bay meanwhile is on the cusp of 1 million cases having risen from 186000 cases in the past decade Two Blue Chip labels from France round out the 2019 wine lineup both of them new additions Moët Hennessy USA represents Veuve Clicquot the only Champagne on the list The brand surpassed half a million cases in recent years with depletions now at 527000 cases total And Gérard Bertrand joins the list this year with his eponymous label which hit 500000 cases last year Over the last decade Bertrand has skyrocketed an average growth of 42 introducing a new wave of consumers to the wines of Languedoc in Southwest France Beer Mexico FMBs Take Center Stage Impacts Blue Chip beer and flavored malt beverage FMB list represents heavy hitters from across the industry Overall the 16 honorees depleted 4753 million 225 gallon cases in 2019 for a retail value totaling 138 billion Over the past decade the Blue Chip beer and FMB brands have achieved an average annual compound growth rate of 109 some standout labels among them have maintained figures above 20 Only one label Corona Light dropped off the list this year Leading the field is Anheuser Busch InBevs A B InBev Michelob Ultra which reached 133 million cases in 2019 The brand generated nearly 36 billion in retail sales making it the second most valuable label on the list Start ing from a base of 42 million cases in 2009 Ultra achieved an average annual compound growth rate of 122 as consumers gravitated toward its health conscious messaging and a low 95 calories per bottle Three other A B InBev products received Blue Chip honors in addition to Michelob Ultra Stella Artois Bud Ice and Bud Light Chelada No 3 ranked Stella matched Ultras growth rate exactly over the past decade as it grew from 112 million cases to 355 million last year Its retail total of 13 billion makes it one of only three brands above the 1 billion threshold reflect ing its super premium status Fourth ranked Bud Ice reached 30 million cases last year and more than half a billion dollars at retail giving A B InBev three of the top four spots on the list While Bud Light Chelada is much smaller at 59 million cases it has averaged impressive 176 growth since 2009 The hard seltzer boom is still too recent to factor into Blue Chip rankings but several trailblazing FMBs are included as on the list Boston Beer Co s Twisted Tea ranks first among them and No 8 overall growing from 32 million cases in 2009 to 166 million cases last year Twisted Tea has since been joined by the high flying Truly Hard Seltzer in Boston Beers portfolio but it also remains one of the companys stars with average annual compound growth of 178 over the past ten years Also honored among FMBs are Mikes Hard Lemonade offshoot Mikes Harder and Fifco USAs Seagrams Escapes Mikes Harder doubled its volume over the last decade grow ing from an even 5 million cases to 109 million last year on average annual compound growth of 8 Seagrams Escapes NEGRA MODELO 2009 2019 millions of 225 gallon cases Calendar YearsSource IMPACT DATABANK 2020 34567 19 18 17 16 15 14 13 12 11 10 09MW1220_