Issue link: http://digital.copcomm.com/i/133302
"We see sangria as the next big thing in wine." — Tom Steffanci , President of Deutsch Family Wine & Spirits Eppa's organic, antioxidant-rich fruit appeals to today's high-quality consumer. Britt West, Raul Marmol and Gonzalo de la Pezuela, Eppa was originally launched in September 2011. Within a year, Eppa was able to establish a leadership position within the sangria category and become one of the most exciting entries in the wine category. Now 100% owned by Deutsch since April of this year, Eppa has become a hit, with distribution nationally in Whole Foods Market stores springing Eppa—and the premium sangria category—into the spotlight. But Eppa also satisfies another consumer desire—natural ingredients. Eppa contains antioxidant-rich real fruit juices: "Eppa is made with organically-grown grapes and exotic superfruits like mangosteen, pomegranate and blood orange— it was a lightbulb moment for me when I realized that consumers would pay more for a great tasting premium sangria made with high quality ingredients. There's a consumer need that Eppa fulfills perfectly." A Premium Demand Finding a Foothold While sweet sippers are on the up-and-up, there's more to the launch of the premium sangria category than simple sugars. "The expansion of the ready-to-drink sangria category into the premium realm is right on-trend," comments Steffanci. "From the interest in sweet wine to the obsession with variety in more flavors of spirits, we wondered: Where is the consumer going next? In varietal wine, there are limits; there's only so much you can do to mix it up, so we see high quality sangria really satisfying the consumer interest in exploring new flavors in wine." While [ yellow tail ] is a household name known for giving consumers bright approachable flavors at a value price, Eppa is a newcomer whose success came as somewhat of a surprise for Steffanci. "Eppa is jarringly good," he admits, recalling how he discovered the brand while on vacation in Florida. "I saw Eppa in a store—and I was shocked at how the shelf was just blown out. I bought a bottle, tasted it and immediately called Southern Wine & Spirits of Florida." Founded by former Bacardi USA friends and colleagues John Gomez, While Eppa and [ yellow tail ] are working to meet consumer demands for premium, quality ready-to-drink sangria, the category is also a boon for retailers and on-premise accounts. "Eppa and [ yellow tail ] sangria are natural fits for the retail space," comments Steffanci, who calls Eppa's rapid national expansion on the Whole Foods shelves nothing short of "unprecedented." But while imaging a ready-to-drink sangria on a retail shelf is a no-brainer, Steffanci is quick to point out that these products are also handy in bars and restaurants. "It can be a challenge for a brand with as much retail success as [ yellow tail ] to also serve on-premise, but there is an opportunity for [ yellow tail ] in quick serve restaurants and casual dining. What's been surprising is Eppa, which is selling in very large quantities on-premise with Disney properties. I think we'll continue to see more opportunity on-premise. In addition to being served over ice, I think we'll see it getting used in cocktails a lot—it has so much flavor, and I've seen mixologists and distributors having a field day with it!" (See the sidebar for an Eppa cocktail recipe). The Summer of Sangria "[ yellow tail ] was key in the democratization of wine," says Steffanci, "because the packaging made the brand so approachable and the wine is delicious. In this industry, we're geeks—we talk about things in terms of categories, but the consumer thinks about it in terms of what's right for the occasion. Is it the one with the blue label, or the purple? Consumers want wine that will satisfy an occasion, and premium ready-to-drink sangria does just that. It delivers on the occasion." With two products to make this season The Summer of Sangria, the Deutsch family is once again giving consumers exactly what they want, which is of the utmost importance to Bill Deutsch: "No matter what, if they're picking up a bottle with the Deutsch name on it, we want them to feel good about the quality. As we develop these brands, we work very hard to stay true to the value—and in developing [ yellow tail ], we believed we had the right wine, at the right price. We believe that's what will happen with sangria and with Eppa. We will over-deliver on value, as we always have." Eppatini 43 ◗ 3 oz. Eppa SupraFruta Sangria ◗ 2 oz. apple juice ◗ 1 oz. LICOR 43 ◗ Shake with ice, strain into Martini glass and garnish with an apple slice. june 2013 / the tasting panel / 59 TP0613_042-79.indd 59 5/23/13 4:33 PM