Welcome to Issue #8 of The Quench Report, the Beverage Alcohol newsletter that cracks open the latest buzz so you don’t have to.

What’s on tap for today:

• 🍷History of Imported Table Wine

• 🔢Visualization Minute: How Molson Coors makes money

• 🆕Brand Review: XXL

• 🤝M&A Alert: Who are you calling a Whiny Baby?

• ♨️This week’s hot jobs

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WHAT’S ON TAP THIS WEEK

📊 Sept 23
• Nielsen data through Sept 13
• Circana data through Sept 14

📈 Sept 25
• Initial Jobless Claims (235k consensus)
• Q2 GDP Estimate (+3.3% consensus)

📈 Sept 26
• PCE (+2.7% consensus)

🍷 CATEGORY REVIEW - HISTORY OF THE TOP IMPORTED TABLE WINE BRANDS

Similar to the beer analysis from a few weeks ago, the U.S. Imported Table Wine industry has changed tremendously over the past 30 years. Few findings:

• How the mighty have fallen - only 2 of the top 10 brands from 1990 are still considered major brands today.
  

• Everyone gets their 15 minutes. Every 10 years or so, a new brand makes a splash and becomes the largest imported wine brand in the U.S. - while churn happens in every category among the top 5, it is more unusual for the #1 brand to change so frequently.

Check out the evolution below 👇️ 

🔢 VISUALIZATION MINUTE - HOW MOLSON COORS MAKES MONEY

🆕 BRAND REVIEW - XXL

We will forgive you if you haven’t heard of XXL Wine - to be honest, we just heard about it a few months ago. We were shocked to recently see it’s among the 50 largest wines in the U.S. and growing extremely quickly. Some reports have indicated it’s the second fastest-growing wine in the country after Josh Cellars!

So what is it? 👇

XXL is an unapologetic 16% ABV mix of late-harvest moscato grapes, syrup, and natural fruit flavors. The sugary combination is very popular among younger drinkers, particularly Gen Z and Millennials. Be on the lookout, it’s growing very quickly!

M&A ALERT: GALLO ACQUIRES WHINY BABY

In related news, Gallo has acquired the Gen-Z wine brand Whiny Baby. Launched in 2020, the brand has three offerings: Obsessed Red Blend, Unwind White, and OMG!?! Fizzy Rosé.

This is Gallo’s first acquisition in over two years! Whiny Baby is likely quite small; we estimate it’s doing around $500k in Net Sales. It’s very unusual for a company the size of Gallo to acquire a brand so small, so they must have big plans.

Meet Whiny Baby 👇️ 

Gallo acquiring emerging wine brands, sweet wines growing, feels like 2010 again…

THIS WEEKS HOT JOBS IN BEVERAGES

Below is a list of the hottest jobs posted this week that came across our desks 👇️ 

• Kerry - Sr. Marketing Manager, Beverage - Remote

• William Grant - Lead Manager, Media - New York

• RNDC - Sales Rep (Job ID 11520) - ND

• Uncle Arnie’s - Sr. Manager Digital Marketing - Atlanta

• Ardor Energy - Sales Support Analyst - Remote

• Agency 29 - Sr. Strategic Account Manger- Rochester

• Molson Coors - Customer Marketing Manager - Non-Alc - Chicago

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The Quench Report is a free weekly newsletter from Thirsty Insights. Thirsty Insights is a beverage consulting company servicing top clients in strategy, insights, analytics, and funding prep. Need help with your pitch deck story?

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