Close Menu

O’Neill Vintners & Distillers buys ‘wellness’ wine brand

US-based O’Neill Vintners & Distillers has announced the acquisition of FitVine Wine for an undisclosed sum, a “wellness” brand which markets its wines as low in sugar, tannins and sul­fites, in the hopes of “appealing to the modern wine drinker”.

O'Neill Vintners & Distillers buys 'wellness' wine brand

Co-founders Tom Beat­on and Mark War­ren launched FitVine in 2015 “to dis­rupt per­cep­tions of wine not fit­ting into active con­sumer lifestyles”, its new owner has said. The range is made up of a selection of single varietal wines marketed on a message of low sugar, low tannins and low sulfites.

The acqui­si­tion of FitVine is intended to extend O’Neill Vint­ners & Dis­tillers’ port­fo­lio of brands in the pre­mi­um-and-above wine segment. The company gained B Corp certification in July 2022.

“Our focus for the last sev­en years has been to build a port­fo­lio of great brands appeal­ing to the mod­ern wine drinker,” said Jeff O’Neill, founder and CEO, of O’Neill Vint­ners & Dis­tillers. ​“We see a tremen­dous oppor­tu­ni­ty to con­tin­ue to strength­en and expand FitVine nation­al­ly dri­ven by our com­mer­cial team, dis­trib­u­tors, and trade partners.”

FitVine pro­duces Cal­i­for­nia vari­etal wines in the range of RRP US$16 to $20 includ­ing Sauvi­gnon Blanc, Chardon­nay, Pinot Noir, Syrah and Caber­net Sauvi­gnon, and Pros­ec­co from Italy.

Eric Bradley, exec­u­tive vice-pres­i­dent at Berks Group, the major­i­ty own­er of FitVine, called the O’Neill port­fo­lio “a nat­ur­al fit and evo­lu­tion for FitVine, where the brand will accel­er­ate its expan­sion and recruit more pas­sion­ate con­sumers through­out the coun­try”.

He added: “We are incred­i­bly proud of the well­ness brand we have built in part­ner­ship with Tom and Mark and are con­fi­dent FitVine wines will con­tin­ue to deliv­er excep­tion­al qual­i­ty and trans­paren­cy to con­sumers under the lead­er­ship of the tal­ent­ed team at O’Neill.”

In other news, low-calorie alcohol retailer Drinkwell received a £1m investment from a private investor earlier this year, helping to fuel its ambitious expansion plans.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No