9: BERINGER
Brand owner: Treasury Wine Estates
Head office: Regal House, 70 London Road, Middlesex TW1 3QS, UK
Tel: +44 (0)20 8843 8411
Website: beringer.com
Vice-president, marketing: Seth Hynes
PR (in-house): Adam Withrington
Product range: Classics Collection, Stone Cellars, Founders’ Estate, Knights Valley, Napa Valley, Private Reserve, Quantum, Luminous
Volume 2015: 7.3m 9l cases
Volume 2016: 7.5m 9l cases
Change: +2.7%
Founded in 1876, Beringer is Napa Valley’s oldest continuously operating winery and is listed on the National Register of Historical Places as a California landmark.
Owned today by Treasury Wine Estates, the company enjoyed a strong 2016, pulling in global volume sales of 7.5 million 9-litre cases. Beringer’s luxury tier accounts for around 190,000 cases annually. In 2015, Mark Beringer returned to his namesake estate to look after Beringer’s top tier replacing Laurie Hook.
Beringer, who celebrated his 50th birthday this year, described the opportunity as an “honour to step in and continue the legacy of winemaking that Beringer has long been known for”. He added: “I’m incredibly excited to craft wines that reflect the best of Napa Valley, the same sentiment that led my great-great- grandfather, Jacob Beringer, to establish Beringer in 1876.”
In April the estate added a dry rosé to its Beringer Main & Vine range, the first dry rosé expression in the collection, in conjunction with promotional activities for the brand in the US. Inspired by Provence’s pinks, the wine is said to boast “floral notes and aromas of “passionfruit and red berry”.
Cementing its commitment to engaging with younger consumers, new labels for its Quantum and Luminous brands are directly aimed at millennials, who are driving wine consumption in the US. Aiming to be a ‘wine-travel-lifestyle’ brand, Beringer partnered with Instagram star Murad Osmann on a glossy #BetterBeckons advertising campaign shot within the Beringer estate.