Napa-based wine company C Mondavi & Family has agreed what it has called a “strategic partnership” with the owners of non-alcoholic wine brand Missing Thorn.
The tie-up, announced this week, will see Missing Thorn, which is also based in California’s Napa Valley, leverage C Mondavi’s national distribution network to “accelerate” growth in the off- and on-premise channels in unspecified “key” markets. C Mondavi said the collaboration marks its first entry into the “premium non-alcoholic segment”.
Financial details of the arrangement were not disclosed.
“We believe premium non-alcoholic wine has reached a true inflection point,” said C Mondavi’s CEO, David Brown. “Advancements in winemaking, combined with shifting consumer expectations, are reshaping what defines a great wine experience … .
“This is an investment in the future of premium beverage experiences …. The next generation of great wine companies will be defined by their ability to serve consumers across more occasions without ever compromising on quality.”
Missing Thorn’s co-founder, Stephanie Honig, added: “Partnering with C Mondavi & Family allows us to scale [our] vision with a team that shares our commitment to craftsmanship and long-term category development.”
Last month, Bronco Wine Co agreed a deal with California peer Wente Family Estates to provide support for the latter’s portfolio of brands in the US. The pair said the “strategic national partnership” will see Wente leverage Bronco’s sales team to “support” its existing distributors and customers.
