News & Press
Oct 31, 2019
O’Neill Vintners & Distillers’ Branded Business On A Rapid Rise To 1 Million Cases
O’Neill Vintners & Distillers has invested about $140 million in its Parlier, California-based winery over the past eight years, and currently produces approximately 7 million cases annually. While the company continues to be a large bulk wine producer, it has sharpened its focus on its branded portfolio in recent years. Overall, O’Neill’s brand stable is projected to near 1 million cases this year, led by Impact “Hot Brand” Line 39. “We’ve been able to grow at about 30% annually the last few years,” founder and CEO Jeff O’Neill tells SND. “We’re trying to stay laser-focused on what’s important to the consumer.”
Last year, Line 39, which includes a number of varietals retailing at around $10 a 750-ml., jumped 20% to 487,000 cases, according to Impact Databank. This year, the brand is projected to approach 600,000 cases.
Christine Moll, who joined O’Neill as vice president of marketing about a year ago after previously serving with Campari and Bacardi, says the launch of an augmented reality app has helped contribute to Line 39’s momentum. “Line 39 is inspired by the 39th parallel, so our whole platform is around exploration and travel,” Moll explains. “This year we launched an AR app that takes consumers to different destinations along that parallel. It also allows us to continue connecting with the audience over time and provide them special offers.”