E&J Gallo Winery

Part
01
of eight
Part
01

E&J Gallo Swot Analysis

E&J Gallo's strengths include producing differently flavored spiked seltzers and use of real ingredients. A description of these strengths, weaknesses, opportunities, and threats is provided below.

Strengths

  • E&J Gallo's spiked seltzer brands also known as hard seltzers come in different flavors, including the delectable watermelon flavor. The different flavors cater for the different customers’ tastes and preferences. It also enables the company to attract more customers who will be enticed by any of the different flavors. Specifically, the watermelon flavor has proved to be the company’s most popular spiked seltzer.
  • E&J Gallo's spirit-based spiked seltzers are made from real vodka and real juice. Considering that most players in the spiked seltzer sector make their products with synthetics flavors, E&J Gallo differentiates itself by providing the authentic flavors of real ingredients. Besides creating a competitive advantage, using real vodka and fruit juices positions the brands as healthy and pure.

Weaknesses

  • A major weakness in the E&J Gallo's spiked seltzer category is lack of variety. Besides the High Noon brand that comes in different flavors, the company has no other flagship brands in the spiked seltzer category. Although it has planned to launch another brand, Barefoot, in February 2020, a wide variety is needed to enable the company cut a market niche in the rapidly growing market. Lack of variety also exposes it to competition as more companies enter into the lucrative category.
  • Compared to its competitors brands such as Constellation’s White Claw, E&J Gallo’s brands in the spiked seltzer category are little known. Competing brands like White Claw and Truly are household names among spiked seltzers' drinkers. Thus, the company will find it hard to widen its market share without investing substantial amount of resources in marketing and promotion. Brand unfamiliarity will also make penetration of certain geographical markets difficult.

Opportunities

  • The growing popularity of spike seltzers is a perfect opportunity for E&J Gallo to grow the category. The bubbly booze’s sales have soared with over 200% in 2019 compared to 2018. Spiked Seltzers are particularly popular among the millennials who are conscious about their health. The company should position itself to leverage the sector’s growth potential by introducing more brands and embarking on aggressive promotion.
  • Having entered the market in 2019, E&J Gallo is among the pioneers in the rising spiked seltzers' market, which gives it an opportunity to cut a market niche before the market is saturated. For example, its High Moon brand is the only hard seltzer in the market made of real vodka. Thus, it should capitalize on the early mover’s advantage before other big players in the beer industry move in. Considering that it already has an established brand in the category, the company has an opportunity to be a leading pioneer through aggressive marketing.

Threats

  • E&J Gallo's spiked seltzer sector faces stiff competition from other popular brands by rival companies such as White Claw. White Claw is the leading brand in the US holding a 61% market share. As the company launches Barefoot, it should come up with effective competing tactics that will help it withstand the current and imminent competition.
  • The popularity of spiked seltzers and the growing market potential is likely to attract many players likely to use unorthodox methods to penetrate the market. One such method would be imitating E&J Gallo’s brands and flavors. While the company enjoys the protection of the law in this area, it is easy to replicate a spiked seltzer at home. Imitators may also develop substandard spiked seltzers with the company's brand name, thus ruining its brand image.

Part
02
of eight
Part
02

Spiked Seltzer Trends

Trends that will impact the spiked seltzers' industry will include a spike in the hard seltzer sales and the rising popularity of the new recipes for sparkling-wine spritzes.

FUTURE TRENDS RELATED TO SPIKED SELTZERS

1. Hard seltzer sales is expected to rise

  • The declining market share of traditional light beer has rapidly led to an increase in popularity of spiked seltzers, which is further projected to increase in sales, as major beer companies have started introducing hard seltzer brands on the market.
  • The trend is being driven by the popularity of hard seltzer brand White Claw, which has a market share of over 50%, and Truly, which is owned by Boston Beer Company. Together they make up over 85% of the total hard seltzer sales.
  • The difference between this hard seltzer trend and other alcohol trends of the past is that this trend is developing into its own kind of culture. Hard seltzers beverages have grown into a strange type of societal movement, bringing with it a plethora of memes, videos, and even catchphrases.
  • In fact, catchphrases like “Ain’t no laws when you’re drinking Claws,” or “It’s Claw o’clock,” are common among the younger crowd and can be found on countless social media posts.
  • The rise of hard seltzer has been associated with a certain type of lifestyle that is so prevalent today, especially among Millennials who love to have fun and catch a buzz.
  • Hard seltzer accounted for 21% of millennial alcoholic beverage consumption in the last year.
  • Hard seltzer is currently a $550 million industry but it is projected to keep growing, with one UBS analyst estimating that it could be worth $2.5 billion by 2021.
  • Sales of hard seltzer have grown about 200% over the past year, with 164.3 percent of that growth occurring in July alone.
  • The trend could be attributed to the fact that hard seltzer, when compared to other options, has a much lighter profile when it comes to calories and sugar.
  • They also pack a comparable punch in terms of alcohol by volume, with most containing around 4 — 6%, which is comparable to a light beer. For the health-conscious individual, hard seltzers makes for an attractive option.
  • Hard seltzers is also projected to continue to increase its retail presence and sales throughout 2020 due to its popularity with the younger generation, especially among millennials.

2. New recipe of sparkling-wine spritzes is projected to become more popular than hard seltzer

  • It has been observed that the hard seltzer category has seen its market share increase compared to beer, wine, and spirits and has significantly impacted the sparkling-wine category.
  • The trend is driven by the fact that while hard seltzer sells better during the summer, sparkling red [spritz] has more appeal year-round.
  • In fact, 47.2 percent of hard seltzer’s sales last year occurred between Memorial Day and Labor Day, while red spritz sales were popular all year round, especially in fall.
  • Nielsen’s research shows that sparkling-wine consumers spent an average of $43 of their wine budget per household on hard seltzer last year.
  • Furthermore, data shows that compared to last year, RTD cocktail sales were up 56.3 percent; canned wine sales were up 71.3 percent; Tetra Pak wine sales were up 15.4 percent; and RTD wine cocktail sales were up 38 percent.

Part
03
of eight
Part
03

Spiked Seltzer Case Studies

White Claw Hard Seltzer and Svedka Spiked Premium Seltzer were successfully launched in 2016 and 2018 respectively. Both the brands applied the mobile-first launch strategy to market their products to the young target group.

Case Study #1: White Claw Hard Seltzer

Brand Overview

  • White Claw Hard Seltzer was launched in 2016 by Mark Anthony Brands, which is owned by Mike's Hard Lemonade. It is a blend of "seltzer water, a gluten-free alcohol base, and a hint of fruit flavor."

Product Launch Marketing Strategies

1. Influencer marketing
  • White Claw worked with some of the best health, fitness, and lifestyle bloggers to market its hard seltzers to the health-oriented group. This campaign was executed to change the perception of bottled beverages coupled with promoting the simplicity of hard seltzer.
  • The type of content posted by these bloggers includes recipe pairings, summer ideas, and review-based content. The featured posts can be accessed here.
  • Why the strategy worked: The brand targeted the right consumers — young, health and lifestyle-oriented, through the right platform.
  • Success metrics: This campaign achieved a 16.6 million reach with the help of 38 influencers, 146 posts, and 402 images.
2. Website, SEO, and social media
  • To communicate the new beverage innovation, spiked seltzer, via defined brand and consumer education, White Claw used fitness trends, millennial needs and product attributes to communicate via social, retail, event, and media outlets.
  • A mobile-first website was designed by White Claw first to educate consumers about its product with interesting animations for all devices.
  • White Claw built three unique brands along with SEO blogs to market the brand name and myth for search result optimization.
  • The social media content carried a premium aesthetic that communicated about various situations where White Claw hard seltzer can be consumed. The post creatives can be accessed here.
  • Why the strategy worked: With first-to-market campaigns, White Claw was able to connect and engage with consumers that would eventually drive lifelong brand advocacy.
  • Success metrics: The website witnessed more than 15,000 unique visitors within the first 3 weeks of product launch with over 2 minutes of site engagement. The blogs held the top search engine results in those initial 3 weeks.
3. Pinterest
  • White Claw tried various new channels of advertising to gain an edge over the competition for the product launch of its hard seltzer. Pinterest was one of these channels where the brand targeted 21 to 35-year-olds who seek a simple and healthy lifestyle. The Pinterest channel of White Claw can be accessed here.
  • Why the strategy worked: White Claw Hard Seltzer’s target group of consumers matched perfectly "with the demographic and lifestyle characteristics of Pinterest users."
  • Success metrics: This strategy created a lot of buzz via Pinterest. The content was also reused several times in digital as well as traditional marketing channels.
4. Other marketing strategies
  • The alcoholic beverage industry strictly targets defined demographic groups such as beer brands for young men and lighter alternatives for young women. However, White Claw differentiated itself from other companies by marketing to both the genders, as evidenced by its TV advertisements.
  • White Claw's successful product launch was partially contributed by a viral parody video created by a comedian, Trevor Wallace, in June 2019. Other brands tried to replicate White Claw's success using the same strategy, however, they failed to impress the young consumers.

Collective Results of Successful Launch

  • White Claw and its competitor, Truly, together represent about 85 percent of the US spiked seltzer market in terms of volume sold.
  • Since the launch of White Claw Hard Seltzer in 2016, the sales surged by 200% as of May 2019.

Case Study #2: Svedka Spiked Premium Seltzer

Brand Overview

  • Svedka is one of the iconic brands of a wholly American-owned company, Constellation Brands. In 2018, Constellation Brands "launched its first spiked seltzer" under its brand name — Svedka. It is a malt beverage that comes in various natural fruit and botanical flavors.

Product Launch Marketing Strategy

  • Constellation Brands applied the same mobile-first launch strategy using video ads, Instagram, ads in stories, and core audience selection to launch its first spiked seltzer.
  • It created a video ad campaign on channels such as Facebook and Instagram to channel summer vibes. A variety of ads were posted that showed colorful canned beverages in a bubbly background or being poured in glasses of ice.
  • The brand targeted women in the United States aged 25-44 by running the ads on Facebook and Instagram feed and in Instagram Stories.

Why the Strategy Worked

  • Constellation Brands followed the mobile-first best practices by using interesting and fun animations in the video ads and also by highlighting the brand in the initial seconds.
  • The video ad messaging was shown as text overlays that communicated with the consumers even when the sound was off.
  • The brand smartly communicated its appealing features to its target consumers that include 100 calories, less percentage of carbohydrates, style, and sass.
  • Facebook and Instagram proved to be the perfect channels to communicate with young women.

Success Metrics

  • Svedka Spiked Premium Seltzer's video ad campaign ran from June 1 to July 27, 2018. The results are as follows: "28-point lift in ad recall, 19-point lift in brand awareness, and 3.7-point lift in brand favorability."

Research Strategy

Spiked seltzers are also called as hard seltzers or hard sparkling water. We've compiled information from various business, media, and marketing expert websites including Marketing Dive, Agency Squid, Ad Age, and Kantar to present two case studies of brands that have successfully launched spiked seltzer products.
Part
04
of eight
Part
04

E&J Gallo - Strategic Overview

As part of its corporate strategy, E&J Gallo has been making acquisitions and signing exclusive US distribution agreements to grow its premium portfolio over the past two years. Major challenges faced by the company over the last two years include labor issues, risk management violations, and competitive concerns from the US Federal Trade Commission. In 2018, Colleen Dourney, Ernest J. Gallo, and Stephanie Gallo were appointed the chief storyteller, chief operating officer, and chief marketing officer respectively at E&J Gallo.

Corporate Strategy

  • E&J Gallo’s corporate strategy over the past five years involved making acquisitions and signing exclusive US distribution agreements to grow its premium portfolio. This means that the company has not changed its corporate strategy over the past two years.
  • Over the last two years, E&J Gallo has acquired several premium grape vineyards and a company that offers premium wine brands and signed exclusive US distribution agreements with premium brands based in South America and Europe.
  • On May 3, 2018, the company announced that it had acquired Rancho Real Vineyard, a vineyard in Santa Maria Valley that produces premium Burgundian and Rhône grape varietals. On May 9, 2018, E&J Gallo announced that it had acquired 542 acres of a vineyard in Sierra Madre that produces premium Pinot Noir and Chardonnay grape varietals.
  • On July 25, 2018, the company announced that it had signed an exclusive US distribution agreement with Diplomático, a super-premium rum brand based in Venezuela. On February 25, 2019, E&J Gallo announced that it had an exclusive US distribution agreement with Gruppo Montenegro, a company that produces premium Italian spirits. On July 15, 2019, the company announced that it had signed an exclusive US distribution agreement with Department 66, a premium wine brand based in France.
  • On November 19, 2019, E&J Gallo announced that it had acquired Pahlmeyer Winery, the producer of premium wine brands such as Pahlmeyer and Jayson by Pahlmeyer.

Major Challenges

  • At the 2018 Unified Wine & Grape Symposium, Grower Outreach Specialist Keith Striegler stated that labor issues with regard to availability, cost, and the level of experience are driving the need for mechanization in the winemaking process. In March 2018, E&J Gallo signed a partnership agreement with autonomous vehicle manufacturer Autonomous Solutions, Inc. The company will be using the New Holland T4.110F vineyard tractors for a pilot program in California.
  • In February 2019, the US Environmental Protection Agency reached a settlement with E&J Gallo to resolve risk management violations at its Fresno wine production facility. The company paid a $57,839 civil penalty as part of the settlement. E&J Gallo also committed to creating a “supplemental environmental project valued at $350,000 to enhance safety equipment and procedures at the Fresno facility.”
  • In April 2019, E&J Gallo announced that it would be purchasing over 30 wine and spirits brands and six winemaking facilities from Constellation Brands. In May 2019, it was reported that the US Federal Trade Commission had raised concerns about the deal. In December 2019, both companies agreed to exclude brands such as Cook's California Champagne, J. Roget American Champagne, and Paul Masson Grande Amber Brandy to address the agency’s competitive concerns.

Changes in Executive Leadership Team

Research Strategy

To identify the persons that Colleen Dourney, Ernest J. Gallo, and Stephanie Gallo replaced, we first examined content published by E&J Gallo. However, the company’s website does not feature the profiles of its executive leadership team. None of the press releases published by E&J Gallo have mentioned management changes.

Next, we examined articles published by external media outlets and other sources. There are no articles that mentioned the associated roles before the three individuals have been appointed. Articles that mentioned the chief storyteller, chief operating officer, and chief marketing officer at E&J Gallo only featured Colleen Dourney, Ernest J. Gallo, and Stephanie Gallo respectively.

Lastly, we examined LinkedIn to identify individuals who used to hold the positions mentioned above and used to work at E&J Gallo. However, the database did not provide the required information. Due to limited information, it is assumed that the three roles may have been created for Colleen Dourney (chief storyteller), Ernest J. Gallo (chief operating officer), and Stephanie Gallo (chief marketing officer).
Part
05
of eight
Part
05

E&J Gallo - Marketing Overview

Over the last two years, E&J Gallo has made several changes in its marketing strategy to enhance its core competitiveness in the US beverage market. In 2018 and 2019, the company leveraged AI into its marketing efforts through its “Rosé Your Way” chatbot, embraced consumer-focused marketing campaigns and introduced brand repackaging to meet the needs of its consumers. E&J Gallo has also engaged in several partnerships with key market players like Alibaba Group and Snaps to improve its marketing tactics.

MARKETING STRATEGY CHANGES AT E&J GALLO

In the past two years, E&J Gallo has made changes in its marketing strategy to allow the business to be more receptive by meeting the needs and demands of consumers instead of just keeping the brand alive. There are three ways that the company has approached this:

Leveraging AI into the Company’s Marketing Efforts

Consumer-Focused Marketing Strategy

Brand Repackaging

E&J GALLO’S RECENT PARTNERSHIPS

E&J Gallo has entered into several strategic partnerships with different companies within the food and beverage industry to improve its service delivery to consumers. The major partnerships the company announced in the past two years include:

E&J Gallo Winery’s Partnership with Alibaba Group

E&J Gallo Winery’s Partnership with Gruppo Montenegro

E&J Gallo Winery’s Partnership with Snaps

TRANSFORMATION OF E&J GALLO’S EXECUTIVE MARKETING TEAM

RESEARCH STRATEGY

Through a press scan on E&J Gallo company profile and published media sources, we were able to get information on the marketing strategies and partnerships that the company engaged in over the past two years. To identify any changes made by E&J Gallo in its executive marketing team over the past two years, we first examined content published by the company on its website. However, the company’s website does not feature the profiles of its executive leadership team. None of the press releases published by E&J Gallo has mentioned executive marketing team changes.

Next, we examined articles published by external media outlets and other sources. There were no articles that mentioned any changing roles of the company’s executive marketing team. The LinkedIn profiles of the executive team, including Brie Koenigs, and Stephanie Gallo, Joyce Chen, and Lance James indicate that the team has been working at the company for the past two years.

In our final attempt, we examined the company’s career page and employment databases like Glassdoor and LinkedIn for any vacant executive positions in the company's marketing department. We found that E&J Gallo is currently looking for a Marketing Acquisition Manager and a Marketing Specialist.

Part
06
of eight
Part
06

E&J Gallo - Competitors

Four competitors to E&J Gallo Winery are Bronco Wine, Constellation Brands, Don Sebastiani and Sons, and Jackson Family Wines.

#1: Bronco Wine

  • Branco Wine product lines are wines, craft spirits, and sakes, including rose wines, sparkling wines, vegan-friendly wines, Six-degree tequilas, etc.

#2: Constellation Brands

  • Constellation Brands' product lines are categorized into spirits, wines, and beers, which include Corona Extra, Kim Crawford, and Casa Noble Tequila, and others.

#3: Don Sebastiani and Sons

  • The product lines of Don Sebastiani are grouped into spirits, wines, and water. Some of these include Aqua Kola, Big Smooth, Contigo Tequila Platinum, among others.

#4: Jackson Family Wines

  • Jackson Family Wines' products are categorized based on the winery/location where it is produced. This gives various brands such as Cardinale, Galerie, Anakota, La Crema, Edmeades, Cambria, Gran Moraine, among others.

Research Strategy

To identify these competitors, we searched through various company databases, such as Craft.co, Owler, Zoominfo, Hoovers, and Infact, because these resources usually provide the competitors of companies. With these, we could generate a long list of competitors, including Kendall-Jackson Wine Estates, the Wine Group, Distell, Jackson Family Wine, Sutter Home Winery, among others. From these, we could filter out Constellation Brands, the Wine Group, Bronco Wine, Jackson Family Wine, and Treasury Wine Estate as the companies that were mentioned the most as competitors to E&J Gallo Winery. Next, we researched these five companies to ensure that the manufacturers in the wine and spirit industry and that their portfolios are similar to E&J Gallo's, which broadly consists of wines and spirits. However, only Bronco Wine and Constellations Brands offer similar portfolios — spirits and wines — as E&J Gallo's. Hence, we continued reviewing other potential competitors until we found Don Sebastiani and Sons.

However, since we needed one more competitor, we continued searching through third-party media sources and industry sources, such as market reports on the wine industry. While this approach yielded some companies, we had already compiled some of them or they didn't fit the required criteria.

We also searched through product review platforms, such as Comparably, to see the alternatives to E&J Gallo. However, we could find Constellation Brands and Diageo, which have already been identified initially. Since we had challenges with identifying the last competitor that has a similar portfolio to E&J Gallo, we decided to include Jackson Family Wines because it's the most mentioned competitor to E&J Gallo in the US.
Part
07
of eight
Part
07

E&J Gallo - Competitive Landscape 1

As highlighted within the enclosed spreadsheet, Bronco Wine and Constellation Brands' are both diversified, large-scale wine, beer and spirits manufacturers. Notably, however, Bronco Wine targets the global marketplace for its products, whereas Constellation Brands focuses entirely on the US.

Bronco Wine

Target Markets

  • A review of Bronco Wine's extensive portfolio of products indicates that the company primarily targets wine connoisseurs, with the company's broad range of over 100 wine brands representing the large majority of its product offerings.
  • Moreover, the company appears to target many different sub-segments of wine consumers, ranging from those who are environmentally-conscious (with organic wines) or health-conscious (with vegan wines) to those who are interested in American-made products or more niche wine options (such as rose wines).
  • Meanwhile, Bronco Wine is also somewhat focused on the sake market (with its 12 brands), and appears to be experimenting with craft beer and spirits customers by offering two additional brands within each category.

Geographical Scope

  • Bronco Wine operates globally, distributing its wine products throughout the United States as well as in over 90 countries worldwide.

Reach

  • However, the reach of Bronco Wine's advertising appears to be limited in comparison, with the company's website generating approximately 500 visits per month, while its marketing efforts through social media receive minimal engagement on Facebook (1,928 followers), Instagram (988 followers), Twitter (594 followers) and LinkedIn (3,694 followers).

Brand Positioning

  • Despite the fact that Bronco Wine has a large, global reach as a wine, spirits and beer producer, its branding primarily emphasizes the company's local heritage as a family-owned and American company.
  • The company's tagline, "wines for the American table," reinforces this more local and American-made image.
  • In parallel, the company's wine-specific branding regularly highlights Bronco Wine's leadership amongst California vineyard's, by using verbiage such as "classic wines of California."
  • In doing so, Bronco Wine may be leveraging the state's growing reputation as a producer of quality wine.
  • Meanwhile, Bronco Wine's messaging across its corporate website and social media channels also regularly highlights the fact that the company was "founded in 1973" and remains "family owned," both of which convey a sense of tradition and local intimacy despite the company's significant scale of operations.

Competitive Advantage

  • Bronco Wine has a two-pronged competitive advantage related to size, both it terms of its tremendous operational scale as well as the company's broad portfolio of wine, spirits and beer products.
  • Notably, the company is the fifth-largest winery and the largest vineyard owner in the United States, giving Bronco Wine significant size advantages such as cost/operational efficiencies as well as selling power as a distributor.
  • Additionally, the company produces a wide range of products, selling over 100 distinct wine brands and almost 20 additional beer and spirit products that can appeal to multiple segments within the alcohol industry.
  • Meanwhile, the company also benefits from its unique position as a private, family-owned company, giving Bronco Wine the ability to make the independent and longer-term decisions that are sometimes less feasible for publicly traded organizations with vocal shareholders.

Revenue

  • Although Bronco Wine is a privately-held company that does not publicly disclose its revenue, credible sources estimate annual revenue for the company at somewhere between $300 million and $500 million.

Constellation Brands

Target Markets

  • A review of Constellation Brands' messaging indicates that the company targets US consumers that are looking for "high-end" products, including imported beer and premium wines and spirits.
  • Additionally, the company targets sub-segments of the American market with different products, such as health-conscious males for Corona Premier and women for Refresca beverages.
  • More recently, the company has also shifted some focus to online wine consumers, with the latest reports indicating that Constellation Brands is investing 25% of its wine and spirits marketing budget to digital and mobile advertising.
  • However, reports in parallel indicate that the company may sell its US wine brands as Constellation Brands' increasingly targets a "younger demographic" that is more interested in beer and cannabis.

Geographical Scope

  • Constellation Brands' sells products in the US, supported by operations in the US, Mexico, New Zealand and Italy.
  • Notably, the company is currently the fastest-growing among the large consumer product goods companies that are selling retail products in the US.

Reach

  • Overall, Constellation Brands is known for its "great marketing," and the fact that its core business has benefited significantly from the reach and depth of its advertising stories.
  • This strong reach is corroborated by data from its online advertising channels, including the company's corporate website (over 50,000 monthly visits), Twitter account (36,000 followers) and LinkedIn page (92,371 followers).

Brand Positioning

Competitive Advantage

  • One of Constellation Brands' greatest strengths is that the company has the exclusive right to distribute some of the most popular Mexican beers in America, giving the company a monopoly on brands that are currently outpacing domestic rivals in the US marketplace.
  • Notably, the company's Corona Extra and Modelo Especial brands held two of the top seven positions in IRI's latest ranking of beer sales, helping Constellation Brand increase beer sales by 10% year-over-year.
  • Additionally, Constellation Brands' broad portfolio of over 100 brands within one market (the US) enables the company to target and dominate a wide variety of customer segments.
  • Meanwhile, despite the fact that the company is publicly traded, it remains largely "family-controlled" and can therefore operate more independently of activist shareholders and short-term market expectations.

Revenue

  • According to the company's latest annual report, Constellation Brands had sales of $8.9 billion for the year ended in February 2019.
Part
08
of eight
Part
08

E&J Gallo - Competitive Landscape 2

Jackson Family Wines has locations in the U.S., South Africa, Italy, France, Chile, and Australia. Don Sebastian and Sons is only located in the U.S. More details on the competitive landscape of these companies have been provided on rows 4-5 of the attached spreadsheet.

Jackson Family Wines

  • Revenue: $975 million
  • Jackson Family Wines targets customers that are interested in "artisanal wines of distinct character and quality".
  • Jackson Family Wines brands itself as one of the few family-owned and operated wineries of its size in the U.S. They are forward-thinking and take strategic innovative risks towards growing and producing exceptionally top quality wines year after year. Also, the company has "an outstanding pedigree of cool, coastal vineyards and artisan winemaking practices."
  • The company's ads across social media reach out to 1,126 followers on Twitter, 2,208 followers on Facebook, and 11,787 followers on LinkedIn.

Don Sebastian and Sons

  • Revenue: $49.2 million
  • Don Sebastiani & Sons targets wine-savvy customers that are interested in appellation-driven wines.
  • Don Sebastiani brands itself as a company that is rooted in tradition and driven by quality and innovation. They are a leading producer of "fine wines, first-rate spirits, and refreshing sparkling water." Furthermore, the company positions itself as a brand that is focused on well-made products with consistent quality, with a history of expressive winemaking and innovation.
  • The company's ads across social media reach out to 593 followers on Twitter, 18,190 followers on Facebook, and 921 followers on LinkedIn.



Sources
Sources

From Part 02
Quotes
  • "Hard seltzer is currently a $550 million business and is projected to keep growing, with one UBS analyst estimating to Business Insider that it could be worth $2.5 billion by 2021"
Quotes
  • "Hard seltzer sales expected to spike Square sellers sold $11.2 million worth of hard seltzer in 2019, up 500% from 2018. "This boozy trend that blew up in 2019 is here to stay," Square said in its analysis."
Quotes
  • " With the way the market is projected to be, I think we’re in for a hard seltzer future."
From Part 04
From Part 05