62
BEVERAGE MEDIA
May 2013
Hidden Ridge Vineyard in the Mayacamas Mountains, CA
Decoding Today’s Palate
Vintage Point’s David Biggar Knows
What Millennials Want to Drink
BY KRISTEN BIELER
SIP 2012 Moscato
The Stats:
100% Orange Muscat;
SRP
$14.99.
Point of Difference:
Unlike most Moscatos,
SIP has no added residual sugar—its sweet-
ness is all natural.
The Scoop:
“I learned at Beringer when
a big buyer asked us for a ‘reserve’
White Zinfandel that consumers
always trade up,” says Biggar. “We
didn’t want to get into the Moscato
business because the under-$10
is not our price range; with SIP we
are aiming for the on-premise and
the Moscato consumer who wants
something a little higher-quality.”
SIP’s vibrant floral and citrus
taste profile is underscored by a
balanced hint of sweetness.
if you see kay 2010
The Stats:
Italian IGT Cabernet-based red
from Lazio;
SRP
$19.99.
Point of Difference:
The striking tattooed
“kay” on the label makes this one of the
most eye-catching bottles in the business,
and the cheeky name gets lots of atten-
tion—good and bad.
The Scoop:
Because of this wine’s
irreverent name, one newspaper journalist
accused Vintage Point of not caring what its
customers think. “The name definitely starts
conversations,” Biggar shares. Though the
BRAND
PROFILE
Biggar launched Vintage Point in
2006 to develop wines for this group—
an underserved wine drinking popula-
tion, in his opinion, with real money to
spend: “The Millennial consumer isn’t
afraid to spend $15 or $20 on a bottle—
they spend that on a martini at a bar.”
After 20 years with Beringer, Biggar
was introduced to Jayson Woodbridge of
the famed (and famously expensive) Hun-
dred Acre wine label, and together they
launched the Layer Cake brand, Vintage
Point’s highest-volume wine. (Wood-
bridge and Biggar’s motto: Make a wine
that looks like it’s $50, tastes like it’s $30
and costs $15.)
Today with 20 brands and 20 sales
people, Vintage Point sells over 650,000
cases a year and is on the fast track to-
ward a million. In the last 12 months,
the company has rolled out a dozen new
wines. Here are some of the highlights:
VINTAGE POINT
HIGHLIGHTS
G
rowing up in households where parents drank wine, consumers in the
21- to 35-year old demographic are bred to be wine drinkers, believes
David Biggar, co-founder of Vintage Point, the California-based luxury
wine marketing company. “But they don’t want to drink the wine their
parents did,” he says. “Traditional flavors and old-fashioned labels don’t speak
to them.”
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