There are few brands that manage to break out and become one of the largest wineries in the U.S. Stella Rosa is one of them, specifically their flavored Pineapple Chili White Wine.
My curiosity of this wine was sparked by an insightful article by Liz Tach for Forbes who interviewed Steve Riboli, CEO & President of Riboli Family Wines.
You may recognize the Stella Rosa brand name, known for being one of the only wineries running billboards across California and other key areas of the country.
The company still uses large billboards in California and around the country. Rather than relying on market research for its innovation, the company has listened to consumers by being observant. The CEO recounts being out at a restaurant where a table ordered a round of spicy margaritas, inspiring the creation of the spicy wine.
Today, Riboli Family Wines, who owns the Stella Rosa brand, sells an impressive 700k cases domestically. In addition to its billboards, they have double down on traditional marketing tactics with event sponsorships and supporting tours of country artists like Lainey Wilson.
This is a success story and exemplifies how investment in innovation and marketing, coupled with Riboli’s efficient operations, can lead to success by actively engaging and responding to broader consumer trends.
Strategic Sips 
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