Last updated on December 12th, 2024
Stel+Mar Wines has launched in the U.S. at H-E-B locations with a collection of wines.
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.
Stel+Mar’s selection of low-sugar wines are priced at $13.99 per bottle and will feature label artwork designed to resonate with its intended audience. Stel+Mar’s collection has received high marks from the likes of Wine Enthusiast and Vivino.
Founders and fellow Millennials Chris Noll and Justin Dumitrescu lived on the same street and met by chance through their children, Stella and Marcus, who attended the same preschool. Conversations about their shared love of wine and a common passion for entrepreneurship led the duo to discuss the lack of wine brands that appealed to their generation. With the goal of creating affordable, crowd-pleasing wines that spoke to their senses and values, the idea of Stel+Mar was born.
“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,” Dumitrescu said. “Stel+Mar hits the trifecta of great tasting wine that is affordable and speaks to a new psychographic of wine drinker.”
To bring their vision for Stel+Mar to bottle, Noll and Dumitrescu approached 40-year veteran winemaker Philip Zorn. Classically trained in the art of winemaking in Germany, Zorn moved to Napa, California, in the 1970s and has made wine for some of the most notable wineries up and down the California coast.
All of Stel+Mar’s wines use 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.
Stel+Mar has also collaborated with artist Stephanie Cheng to create a new packaging for the wine brand’s label. “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 said. “We wanted labels featuring artwork you would want to hang on your walls, and not think at first that it’s a wine label.”
Current Selection
Stel+Mar is launching in the U.S. with three wines:
- California Cabernet Sauvignon ($13.99): Made with grapes grown in select vineyards from Central and North Coast California. The palate contains with fresh blackberry, caramel and a hint of coffee. It has received a Best Buy award and an 88-point rating from Wine Enthusiast.
- California Chardonnay ($13.99): Green apple, baked pear and nutmeg aromas are the foundation of the California Chardonnay, which received an 87-point rating from Wine Enthusiast.
- California Rosé ($13.99): Stel+Mar’s first California Rose received a score of 91 from the Wine Writers’ Circle of Canada. This is a dry wine that features peach and apricot aromas, hints of strawberry with acidity and herbal undertones.
“With Stel+Mar, our goal is to create the best wines possible at an attractive price for the under-40 segment of wine drinkers. These consumers are often misguided into thinking that you have to pay up for great wine. They’re fearful that an under $15 dollar bottle may deliver a lackluster, or worse, an embarrassing experience when shared with friends. With Stel+Mar, we’re proving that you can have a great tasting wine, at a price that you’re willing to take a chance on,” Noll said.
For more information, visit stelandmar.com.
