* Riunite Sweet Red, Sweet White to launch in June
* Banfi courting multicultural market w/ Rosa Regale
* Future acquisitions more likely to be in California
By Martinne Geller
NEW YORK, April 19 The U.S. wine market has come
a long way since 1967 when Banfi Vintners started importing
Riunite Lambrusco from Italy. Now, the third generation of the
family that runs the company is introducing products and making
acquisitions to suit the times.
In June, Banfi will launch Sweet Red and Sweet White
varieties of Riunite in the United States, aimed at
twenty-something year olds who may never have heard the slogan
"Riunite on ice, That's nice".
A vast advertising campaign supporting that catchphrase made
the brand the top-selling imported wine in the country at its
peak in 1985 with 11.5 million cases sold. That record has yet
to be broken.
Banfi expects to sell about 100,000 cases of the sweet wines
in the year after the launch, co-Chief Executive Cristina
Mariani-May said in an interview this week. "We're hitting a
whole new target audience," she said.
The brand will still be marketed in classic fashion to its
more traditional customers, think "your uncle's Riunite". But
the sweet wines will have a campaign of their own with a large
online, social media component to take advantage of the love
affair young people are having with sweeter varietals,
"That category of wines is very hot right now. It used to be
taboo to call something sweet and now it's just the opposite,"
Another sweet wine, Moscato, has tripled its sales from 2009
to 2011 in the United States, due partly to heaps of praise from
hip-hop artists and television personalities.
"Our philosophy as a family in the imported and production
business is graduating people up," said Mariani-May, who runs
the business with her cousin James. "They start with Riunite as
a younger drinker, and then a lot of times they graduate up into
Banfi Vintners, still a private company with no plans to go
public, imports a large portfolio of wines including Bolla and
Riunite from Italy and Concha y Toro from Chile. It also sells
wines from Castello Banfi of Montalcino, the Mariani family's
wine estates in Italy.
Perhaps best known for its higher-end Brunello wines,
Castello Banfi is trying to attract a more multi-cultural
following with its Rosa Regale, a sparkling red wine that
appeared in a music video by English R&B singer Estelle.
Banfi, based in Old Brookville, New York, had global net
sales of $350 million last year, with a greater proportion
coming from the importing business, which grew about 10 percent
last year, Mariani-May said.
ACQUISITIONS AND EXPANSION
Founded in 1919 in New York City's Little Italy by
Mariani-May's grandfather, John, Banfi is completing due
diligence on its proposed acquisition of Kenwood Vineyards in
Sonoma County, California, from Korbel. This would be Banfi's
second purchase of a U.S. vineyard, highlighting a generational
shift in company strategy.
"You see the youth always wanting to go out and grow and
expand," Mariani-May said, noting that older generations tend to
be more cautious.
"I think the beauty of a family business is balancing and
respecting that. In a private business, the previous generation
never goes away, unlike in public companies, where they exit the
room and that's it."
Since so much of the company's investment is in the Euro
zone, Mariani-May said Banfi was looking at other vineyards in
the United States. She declined to be more specific but noted
that the company does not own anything in Napa Valley.
She also said the opportunity for Italian wine was wide open
in China, a largely under-developed market.
"It's almost like what the United States was back in the
1970s -- French, French, French," she said.
"They've understood what a Bordeaux is and they've embraced
it. The rest is going to come, but I think it's the education.
What's a Brunello di Montalcino? What's a Chianti? What are the
grapes behind it?"
(Reporting By Martinne Geller; Editing by Toni Reinhold)