“Brands like Barefoot, Ménage à Trois, Cupcake and Apothic have a really clear, concise brand idea conveyed on the label," says Curtis Mann of SymphonyIRI .
As the names suggest, Barefoot and Cupcake wines are presented as easygoing and carefree, but the highest-volume and fastest-growing brands, respectively, are doing some serious business at a time when inexperienced drinkers are flocking to unpretentious wines. “The names are kind of kitschy and instead of having to figure out what the item or flavor is, it’s really more about the brand itself,” said Curtis Mann, director of wine and spirits insights for SymphonyIRI ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive complimentary access to the SN salary survey data tables.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.