Azur Associates
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Azur.I: Azur Intelligence

 

At Azur Associates, one of our key goals is to provide our clients with the up-to-date, insightful information and analyses they need to make the best decisions for their business.  We have two seasoned team members dedicated solely to this task.  While, of course, we can’t release full studies that are confidential to our clients, we enjoy sharing some highlights as well as perspectives on more public situations in the industry.  This is Azur.I: Azur Intelligence.

 
 
 
 

What is Driving Category Growth?

We are often asked about what is currently driving category growth. Danny Brager of Azur Associates recently presented at the Unified Wine & Grape Symposium. Growth is coming from as diverse a set of brands and categories as ever. We performed some additional analysis on the Top 30 growth drivers:

1) All things sparkling continue to grow well above the category and we believe this long term trend across fine beverage will continue into the foreseeable future. While 5 of the Top 30 were pure sparkling brands, many of the other leading brands include a sparking within.

2) The well published growth of RTD cocktails is evidenced by 6 brands in the Top 30. As a subset, most of these are Agave based.

3) Modern branding, often targeting the younger consumer was represented by 7 of the Top 30.

4) Traditional or estate based wine brands represented 1/3 of the Top 30 (still the most of any of theses categories).

5) Our team tried, but couldn't figure out how to classify Stella Rosa....congratulations to Riboli Family Wines on the outstanding growth with Stella Rosa, it is in a category of its own!

Patrick DeLong