Rethinking Wine: A Fresh Perspective on Winemaking and Enjoyment

Bronco Wine Co., renowned for its value-driven "Two Buck Chuck" wine sold at Trader Joe’s, is undergoing significant transformation under its new CEO, Dominic “Dom” Engels. Following the acquisition of Wine Hooligans, a group based in Santa Rosa, Engels aims to attract younger consumers and dive into the premium wine segment.

The February acquisition adds not just new brands but enhances Bronco’s approach to connecting with younger generations. Engels emphasizes the need to rethink traditional wine marketing strategies, especially as wine sales decline, particularly in the lower-priced segment, which has seen a 20% drop since 2019.

Engels notes the challenges faced by the industry, indicating that wine companies have been quiet in the face of aggressive marketing from alternative beverages. In response to financial challenges, Bronco has also cut over 100 jobs and closed some facilities.

With his prior experience at Stone Brewing and POM Wonderful, Engels sees potential in Wine Hooligans’ Santa Rosa winery for producing premium wines and creating engaging consumer experiences. His vision includes simplifying brand identities to resonate with consumers, potentially isolating varietals like Chardonnay or Sauvignon Blanc instead of a broad range.

To attract younger drinkers, Bronco is exploring innovative packaging like box and canned wines, which cater to convenience and help mitigate oxidation issues. Engels believes that fostering direct-to-consumer experiences through additional tasting rooms will engender brand loyalty among millennials and Gen Z.

Furthermore, the company is strategically sourcing grapes and reducing vineyard acreage due to surplus inventory in the market. They are now targeting the $15 to $20 price point, moving away from the historically core value segment, to create meaningful connections and experiences for a younger demographic.

Engels is excited about the future of Bronco, emphasizing their commitment to enhance the wine business by creating memorable, shareable experiences that keep the company relevant in an evolving market landscape.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!