Bronco Wine Co has inherited responsibility in the US for a raft of wine brands through the purchase this week of “sales and marketing organisation” Resurrection Brands.
The transaction, for an undisclosed sum, will see privately-owned Bronco take on the nationwide representation of Resurrection’s portfolio, including LangeTwins Family Winery & Vineyards, McManis Family Vineyards and Provenance Brands. Other wine brands on Resurrection’s roster include Slow Press, Stave & Steel and Budhagirl sparkling wines.
All of the brands will “remain independently owned and operated [but] will now benefit from Bronco’s national sales, marketing and distribution network to further grow their presence in the marketplace”.
Resurrection Brands was founded in late 2022 by Matt Henderson, who left The Wine Group after 31 years to set up the Modesto, California-based business.
“The portfolio of new brands Bronco will now represent is a natural fit for our organisation,” said CCO Casey Tedd. “The wineries represented by Resurrection have built strong reputations through quality, authenticity and long-term stewardship.
“By combining their portfolio with Bronco’s national sales and distribution capabilities, we see tremendous opportunity to accelerate growth and expand market presence.”
The announcement comes almost exactly a month after Bronco updated the packaging and “brand identities” of its Rosenblum and Cycles Gladiator marks.
Twelve months ago, CEO Dominic Engels argued that “the value segment is very important for creating lifelong loyalists” in the wine category. Engels conceded that Bronco was “probably over-indexed in value”, expressing interest in growing the company’s presence in the US$15-to-$20 price bracket.
