Stel+Mar, a new wine brand, is targeting the Under-40 crowd with “a combination of unique positioning, good price and highly rated taste.”
After a limited release in 2021, the brand is poised to make a big push in 2022 with distribution quickly lining up throughout the U.S. in both retail and online (wine.com and drizly.com) distribution.
“Similar to other industries, many younger consumers aren’t looking to the same brands as their parents. They care less about status and more about shared experiences with friends as well as finding great value at every level in their lives. That’s what Stel+Mar embodies in every bottle,” said co-founder Justin Dumitrescu. “Stel+Mar hits the trifecta of great tasting wine that is affordable and speaks to a new psychographic of wine drinker,” continued Dumitrescu.
Stel+Mar uses light glass bottles in order to lessen the carbon footprint created during the shipping process and sources the majority of its grapes from vineyards certified by the California Sustainable Winegrowing Alliance.
“The art on our labels is as unique to the industry as it is appealing. The majority of the wine labels in the $10-$20 category don’t speak to the younger generation, and if they do, the product inside is often of suspect quality,” Dumitrescu added. “We wanted labels featuring artwork you would want to hang on your walls, and not think at first that it’s a wine label.”
To ensure distribution success Nationally, Stel+Mar partnered with Integrity Wellness Brands, a leading management services company of adult beverage brands in North America, that represents such innovative brands as Bomani Coffee and Bravus non-alcoholic beer. Integrity Wellness Brands was founded by Nick Gagliardi, former COO of Monster Energy, who previously held the role of president of Artisan Beverage Brands, which managed some of the largest wine brands in the U.S., including E. & J. Gallo, J. Lohr, and 19 Crimes, among many others. Through Integrity Wellness Brands, Stel+Mar is poised to begin widespread distribution to major wine retailers throughout the U.S.
According to the 2022 State Of The Wine Industry Report, the under 40 demographic comprises approximately 72 million people in the U.S. As this demographic matures in age, palate and consumption tendencies, they are actively searching for brands that are aligned with their personal tastes and values.
To appeal to this overlooked and underserved segment of potential wine drinkers, Stel+Mar’s current selection of low-sugar wines are priced at $13.99 per bottle, and feature label artwork designed to resonate with its intended audience. While approachable in flavor and affordable in price, Stel+Mar’s collection has received high marks from the likes of Wine Enthusiast and Vivino.
