California’s O’Neill Vintners & Distillers has added a well-being-focused wine brand to its portfolio.
The company, which claims to be the tenth-largest winery in the US, has confirmed its acquisition of Fitvine, a brand founded seven years ago, from co-founders Tom Beaton and Mark Warren and majority owner Berks Group. Fitvine, which comprises Cabernet Sauvignon, Chardonnay, Pinot Noir, Sauvignon Blanc and Syrah varietals from California as well as an Italian Prosecco, has been designed to “disrupt perceptions of wine not fitting into active consumer lifestyles”.
Financial details behind the purchase were not disclosed.
The FitVine stable retails for between US$16 to $20 per bottle and boasts low sugar, tannins and sulfites. The brand has ‘national sponsor’ status with the Pro Pickleball Association in the US and “partners with fitness studios, cross fit events and other lifestyle sports where active consumers are finding community”.
The purchase is not the only one in California’s wine industry this week: E&J Gallo Winery increased its vineyard footprint in California yet further yesterday, acquiring Paso Robles-based Denner Vineyards.
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