HRM Rex Goliath Spreads Its Wings and Soars in Premium Wine Segment

Large Format Popularity, Hot Varietals and New Tetra Packaging Drive Brand to Outpace Domestic Premium Glass Wine Growth in both Sales and Volume

Based on the legend of a 47-pound rooster named HRM (His Royal Majesty) Rex Goliath, Rex is inspiring scores of wine consumers to join his flock through growing 1.5 liter format offerings, hot new pink varietals and newly released 500-milliliter Tetra Pak® cartonsthat feature the brand’s popular boldly flavored wines in smaller, portable packaging. 

Rex’s expanding portfolio in both varietal and size offerings have propelled it to outpace the premium glass ($5-7.99) domestic table wine segment in both sales (+18% vs. +3%) and volume (+21% vs. +4%).[1] While Rex Goliath continues to lead the premium wine segment as a top-five selling brand in its category, 14 of its wines rank in the top10 in their respective varietal categories based on dollar sales, including Chardonnay, Pinot Grigio, Sauvignon Blanc, White Moscato, Free Range Red, Pink Moscato, Red Moscato, Cabernet Sauvignon, Merlot, Pinot Noir, Shiraz, Malbec, Free Range Red and Zinfandel.[2]

A rooster serious about big wines and big times, Rex Goliath is taking consumers under his wing who enjoy the varietals in a larger 1.5 liter size. In fact, Rex is the fastest growing 1.5 liter brand within the top 10 brands (+43% dollar sales, +46% volume) in the premium glass wine segment.[3]

“One thing we always say about Rex is that size does in fact matter,” said Rex Goliath Director of Marketing Kim Moore about the large format appeal. “Our loyalists love the 1.5 liter format and have the highest repeat purchase rate of the competitive set.”[4]

For those who prefer bold flavor in a small package, Rex Goliath just launched four of its most popular offerings – Chardonnay, Pinot Grigio, Red Moscato and Cabernet Sauvignon – in Tetra Pak®   cartons, or the equivalent of threeservings per pack. The Rex Tetra Pak®wines are available to enjoy this summer for a suggested retail price of $4.99. 

“We’re eager to welcome newcomers to the roost who want to trial Rex in this smallerformat, and satisfy current Rex consumers who seek the same bold flavors coupled with convenience and portability,” added Moore.

Rex’s newest flavor offerings – Red Moscato, Pink Moscato and Pink Pinot Grigio – add a sweet packed punch to balance the already bold portfolio. Rex is proud to share these newcomers along with his classics as part of the “Wingman” program, which sampled Rex Goliath wine to nearly 300,000 U.S. consumers in 2012, 87% of who experienced it for the first time.[5] These special event and in-store samplings are planned across 25 states in 2013 with double the reach.

Rex Goliath wines have earned praise from both consumers and critics. Testament to this, IMPACT Magazine honored Rex Goliath with the 2012 “Hot Brand Award” for the fourth year, which recognizes a new or existing brand that exceeded specific criteria based on sales from the previous year. The brand was also recently ranked #8 on a list of the 2012 “Top 30 Momentum Table Wine Brands” by Symphony IRI Group and was named a 2013 Big Growth “Fast Track” brand by the Beverage Information Group. The wines have earned 39 medals this year at national wine competitions.

Rex Goliath wines are offered in 500 ml, 750ml and 1.5L sizes, with suggested retail pricing of $4.99, $7.49 and $13.99 respectively. Distributed by Constellation Brands, Rex Goliath wines are available nationally at independent and chain retail outlets. Join the flock by visiting www.facebook.com/rexgoliathwine.

About HRM Rex Goliath Wines
At the turn of the 20th century, HRM (His Royal Majesty) Rex Goliath was the treasured attraction of a Texas circus. People came from far and wide to behold the 47 lb. bird, billed as the “World’s Largest Rooster.” The Rex Goliath label replicates the one-of-a-kind vintage artwork from the circus banner that hung above Rex’s roost. Rex is proudly honored by these premium varietal wines.

About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B) is an S&P 500 Index and Fortune 1000® wine, beer and spirits company with more than 100 brands in its portfolio, sales in approximately 100 countries,  operations in about 40 facilities and 5,500 talented employees. Founded in 1945, Constellation has grown to become the world’s leader in premium wine, the number one beer importer, and the number three beer company in the U.S. with brands that people love, including: Arbor Mist, Black Box, Blackstone, Clos du Bois, Estancia, Franciscan Estate, Inniskillin, Kim Crawford, Mark West, Mount Veeder, Nobilo, Ravenswood, Rex Goliath, Robert Mondavi, Ruffino, SIMI, Toasted Head, Wild Horse, Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Tsingtao, Victoria, Black Velvet Canadian Whisky and SVEDKA Vodka. 

Based in Victor, N.Y., the company believes that industry leadership involves a commitment to its brands, to the trade, to the land, to investors and to people around the world who turn to our products when celebrating big moments or enjoying quiet ones.  This commitment is echoed through the company’s vision: to elevate life with every glass raised. To learn more, visit www.cbrands.com.

[1]- Source: Symphony IRI Group, Total U.S. Multioutlet + Convenience, 52 weeks, ending April 21, 2013
[2]- Source: Symphony IRI Group, Total U.S. Multioutlet + Convenience, 52 weeks, ending April 21, 2013
[3]Source: Symphony IRI Group, Total U.S. Multioutlet + Convenience, 52 weeks, ending April 21, 2013
[4]- Card data from a leading retailer, 52 weeks, ending January 5, 2013

[5]- Inspira Marketing Group, February, 2013