Vintage Wine Estates buys Layer Cake, Cherry Pie and If You See Kay brands from One True Vine; Deutsch will handle marketing.
California-based Vintage Wine Estates has acquired the Layer Cake, Cherry Pie and If You See Kay brands from One True Vine for an undisclosed sum. As part of the deal, Vintage Wine Estates partner Deutsch Family Wine & Spirits will now handle sales and marketing for the Layer Cake brand nationally—by far the biggest brand in the deal. The sale is set to close Jan. 2.
While Deutsch will handle sales and marketing for Layer Cake, Vintage Wine Estates will take on responsibility for Cherry Pie and If You See Kay. "We're very excited to soon be leading the sales and marketing of Layer Cake," said Peter Deutsch, CEO of Deutsch Family. "In partnership with [Vintage Wine Estates president and founding partner] Pat Roney and his team, we'll drive existing and new items as part of our mission to grow the brand."
Layer Cake was created in 2004. The brand's current lineup includes nine varietals, including Malbec from Argentina, Primitivo from Italy, Shiraz from Australia and Cabernet Sauvignon from California. In 2016, Impact Databank estimated that Layer Cake sold 516,000 cases, but Nielsen data shows those figures have declined in 2017.
For more on how this deal will help both Vintage Wine Estates and Deutsch, visit Shanken News Daily.
By Shane English
December 12, 2017
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