Bronco Wine Co has formed a “strategic alliance” in the US with “boutique” brands Brilliant Mistake and When She Was King, to help scale the pair in their home market.
The partnership will see Bronco provide national and international sales, marketing and distribution services for ‘select’ wines from the duo, “supporting expanded market access in targeted channels and allowing for increased production”. The deal will initially focus on three varietals, one from Napa Valley’s Brilliant Mistake and two from Paso Robles-based When She Was King.
The duration and financial details of the deal were not disclosed.
The privately-owned US wine group said the partnership offers “an unprecedented opportunity [for founders John and Stacy Reinert] to scale the brands without losing their creative vision”.
“Our partnership approach is intentional, focusing on producers whose visions align with our long-term goals,” said Bronco CEO Dom Engels. “From the moment we were introduced to the wines, the team was struck by their packaging and narrative as much as the quality of what’s inside, and it became clear there was an opportunity to help amplify what John and Stacy had already built.”
Maayan Koschitzky, will remain as “primary winemaker” across both brands, Bronco said.
Last year, the group appointed Gallo veteran Deb Juergenson as its chief winemaking officer.
