Duckhorn aligns itself with country music in major move
California's The Duckhorn Portfolio, acquired by Butterfly Equity last year, has signed a deal to be the official wine partner of the Academy of Country Music Awards. db investigates why this step hits every jackpot going. The post Duckhorn aligns itself with country music in major move appeared first on The Drinks Business.
California's The Duckhorn Portfolio, acquired by Butterfly Equity last year, has signed a deal to be the official wine partner of the Academy of Country Music Awards. db investigates why this step hits every jackpot going.
In October 2024 the drinks business reported that The Duckhorn Portfolio, one of the biggest players in premium Californian wine, was being acquired by Butterfly Equity in a move that would see the company become privately owned and no longer listed on the New York Stock Exchange.
The US$1.95 billion deal completed on 24 December 2024 and new CEO Robert Hanson was appointed in February 2025.
Just one month into the role, Hanson has made a chess move that hints at the direction he intends to take the business. By signing a three-year partnership with the Academy of Country Music (ACM) Awards, he has ensured that Duckhorn's wines will be front and centre of a growing consumer demographic with cash to spend, not to mention being associated with some of the biggest musical artists of the day.
Teaming up with ACM is just the start, with Hanson, formerly head of Constellation Brands’ global wine and spirits portfolio (2019 to 2024) telling db that such partnerships will play a fundamental part in Duckhorn's future marketing strategy.
"We are exploring a number of potential partnerships with organisations that will allow us to interact with wine consumers in new and engaging ways," he reveals.
In October 2024 the drinks business reported that The Duckhorn Portfolio, one of the biggest players in premium Californian wine, was being acquired by Butterfly Equity in a move that would see the company become privately owned and no longer listed on the New York Stock Exchange.
The US$1.95 billion deal completed on 24 December 2024 and new CEO Robert Hanson was appointed in February 2025.
Just one month into the role, Hanson has made a chess move that hints at the direction he intends to take the business. By signing a three-year partnership with the Academy of Country Music (ACM) Awards, he has ensured that Duckhorn's wines will be front and centre of a growing consumer demographic with cash to spend, not to mention being associated with some of the biggest musical artists of the day.
Teaming up with ACM is just the start, with Hanson, formerly head of Constellation Brands’ global wine and spirits portfolio (2019 to 2024) telling db that such partnerships will play a fundamental part in Duckhorn's future marketing strategy.
"We are exploring a number of potential partnerships with organisations that will allow us to interact with wine consumers in new and engaging ways," he reveals.
Boom time
According to Hanson, country music is currently experiencing "its biggest boom for 30 years". It is certainly the fastest-growing music genre in the US with 23.5% growth in streaming (source: data-tracker Luminate) last year. "Country music holds an important place in the hearts of many of our customers, and just like great wine, it has a powerful way of bringing people together," says Hanson. "We are proud to begin this three-year partnership to help celebrate the best in country music with the finest American wines." Hanson tells db he's a big fan of Dolly Parton "and I also enjoy up-and-coming artist Orville Peck." The ACM deal will see three Duckhorn wine brands - Decoy, Duckhorn Vineyards and the recently acquired Sonoma-Cutrer - poured for more than 8,000 guests at this year’s event, due to take place on 8 May at the Ford Center in Texas, home to NFL team the Dallas Cowboys. The awards show will also be streamed live to a global TV audience of more than 7.7 million via Prime Video. The Academy is expected to pull out all the stops this year as the event coincides with its landmark 60th anniversary, meaning Duckhorn may enjoy more exposure than previous wine partners.Red carpet
Duckhorn's wines will be poured at the Anniversary Gala, the VIP pre-show reception and on the red carpet, as well as during the awards themselves, and at the official after party studded with celebrities."This is a group of wines already enjoyed by so many in the country music industry and fans of the genre," says Damon Whiteside, CEO of the Academy of Country Music, headquartered in Nashville.
"We’re honoured to have them on board for our 60th anniversary, and we look forward to celebrating Duckhorn's 50th with them next year!"
Positioning itself at the luxury end of the market, Duckhorn's wines range from US$20 to US$230 per bottle. The wine group comprises eleven wineries and more than 2,200 acres (890ha) of vineyards in Napa Valley, Sonoma County, Anderson Valley and California's north and central coasts. As well as the three brands being poured at the country music awards, Duckhorn also owns Kosta Browne, Goldeneye, Paraduxx, Calera, Migration, Postmark, Canvasback and Greenwing.
Sliding sales
It's not all been sunshine and roses for the Californian group however, with the years preceding its acquisition by Butterfly seeing revenues slide. Duckhorn missed Wall Street's estimates for the first quarter of 2024, with revenue down 5.2% year-on-year. Sales volumes were down 4.6% year-on-year, marking a steep reversal from the 9.2% increase it had posted 12 months earlier. Hanson's strategy to put Duckhorn's wines in front of a nation-wide demographic of country music fans could send sales through the roof. And time will tell whether the future partnerships he has alluded to will bolster the coffers further.
