Constellation sells Mega Purple to Vie-Del

Drinks giant Constellation Brands has sold its grape juice concentrate business, including the Mega Purple brand, to bulk grape juice supplier Vie-Del Company.

Based in Fresno, California, Vie-Del is a family-owned grape processor and supplier of bulk juices, grape concentrate, brandy, wine and spirits. This acquisition positions Vie-Del as a leader in the high-colour concentrate business.

The agreement that Vie-Del would acquire Constellation’s grape concentrate and high-colour concentrate business was signed on 24 June. The terms of the deal have not been disclosed.

The deal includes Constellation’s Mega Purple, Mega Red, MegaNatural and Canandaigua Concentrate brands, along with inventory and interests in certain contracts and assets.

Vie-Del plans to incorporate the MegaNatural product lines under the Vie-Del Company brand name.

“This acquisition provides a seamless complement to our existing lines of grape juice concentrates, allowing our operation to further build upon the success we’ve created for more than 70 years,” said Vie-Del Company president, Dianne Nury.

“We look forward to continuing to serve the needs and help fuel growth for our industry partners with the same personalised business approach our family-owned company has become known for,” she added.

Founded in 1946, Vie-Del is a family-owned fruit processor, winery and distillery, and one of California’s oldest suppliers of bulk juices. Grape juice concentrate is widely used in California to add colour to red wines.

Just last week Constellation announced that it has acquired Gary Vaynerchuk’s direct to consumer company, Empathy Wines, in a bid to grow its digital footprint. As part of the deal, the Empathy Wines brand will be integrated into Constellation’s wine and spirits portfolio.