Bronco Wine has entered a sales and distribution tie-up with US brands Brilliant Mistake and When She Was King.
In a statement yesterday (11 March), Bronco said it is “steadily broadening” its focus across different wine price points, adding the partnership marks the company’s “most significant move into the premium wine space to date”.
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Under the agreement, Bronco will handle national and international sales, marketing and distribution for selected wines from the two brands.
The company said the tie-up is intended to widen access in specific channels and support higher production volumes.
Casey Tedd, chief commercial officer of Bronco Wine, said Napa Valley’s Brilliant Mistake and Paso Robles’ When She Was King “embody the kind of disruptive energy and bold storytelling we believe defines the next chapter of premium wine”.
Bronco told Just Drinks sales of the wines have so far been mainly made directly to consumers.
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By GlobalDataThe company said the labels have a small number of listings in fine-dining on-trade accounts and high-end wine shops in Napa and elsewhere in California, along with a handful of placements in several other states.
The wines are not sold outside the US. At the outset, Bronco plans to take three wines to market: Brilliant Mistake Napa Valley Cabernet Sauvignon, When She Was King Smoke and When She Was King Mask.
All three are made by winemaker Maayan Koschitzky, who will continue as the primary winemaker.
The initial emphasis on three key wines is intended to maintain availability for existing customers as distribution is broadened across the US, Bronco said in its statement.
Other brands in Bronco’s portfolio include Clair de Lune, Rosenblum Cellars and Brady Vineyards.
Bronco noted that expansion will be pursued through its national wholesale network, while the ownership of the brands remains with the founding couple John and Stacy Reinert.
“Stacy and I weren’t actively seeking out a partner, but in the end, everything aligned,” John Reinert said.
“Partnering with a team that not only believes in our brand as deeply as we do, but also shares our willingness to take risks and push boundaries is what ultimately made Bronco the perfect fit.”
