<p>Wine may be under pressure — but some brands are still growing. The question is how.</p><p>In this episode of <em>Business of Drinks</em>, we sit down with Jeff Ngo, EVP, Chief Growth Officer at The Duckhorn Portfolio, to break down how Decoy has scaled into a multi-tier platform brand — and why it continues to gain share in a flat category.</p><p>The numbers tell the story. For the 52 weeks ending January 25, 2026 (Circana):</p><ul><li><p>Decoy Core: ~1M cases, +4.6% volume, +3.5% dollars</p></li><li><p>Decoy Limited: ~144K cases, +24% volume, +18.7% dollars</p></li><li><p>Decoy Featherweight: ~28.6K cases, +80% volume, +74.7% dollars</p></li></ul><p>Impressive results by any measure — but this isn’t incremental growth. It’s a case study in how to build a platform inside a mature category, with each tier playing a defined role:</p><ul><li><p>Core ($15–$20): Scale, consistency, and national distribution</p></li><li><p>Limited ($25–$30): Premium trade-up and margin expansion</p></li><li><p>Featherweight ($20–$25): Moderation and new consumer entry</p></li></ul><p>Jeff explains how this was built intentionally — not as SKU expansion, but as consumer-led architecture. Each line targets a distinct audience and occasion, from socially influential “tastemakers” to younger consumers seeking lower-calorie options that still deliver on taste.</p><p>Key takeaways for operators:</p><ul><li><p>Scaling requires saying no — to discounting, SKU sprawl, and short-term volume grabs that erode brand equity</p></li><li><p>At 1M+ cases, consistency becomes the brand; sourcing, production, and execution must align across every channel</p></li><li><p>Platform thinking beats product thinking; growth comes from structure, not just innovation</p></li><li><p>Premiumization still works, but only when brands clearly overdeliver on value</p></li><li><p>Distribution follows demand; brands that pull win more support than those that push</p></li></ul><p>Jeff also shares how private equity ownership has shifted the focus toward long-term value creation, and how cross-category learnings are shaping digital and growth strategy.</p><p>For founders, this is a clear look at what changes when you move from early traction to true scale — and why most brands struggle to make that leap.</p><p><strong>For the latest updates, follow us:</strong></p><p><strong>Business of Drinks:</strong></p><p><a href="https://www.youtube.com/@Businessofdrinkspodcast"><u>YouTube</u></a></p><p><a href="https://www.linkedin.com/company/business-of-drinks/"><u>LinkedIn</u></a></p><p><a href="https://www.instagram.com/bizofdrinks/"><u>Instagram @bizofdrinks</u></a></p><p><strong>Erica Duecy, co-host: </strong>Erica Duecy is founder and co-host of <em>Business of Drinks</em> and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of <em>Business of Drinks</em> and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.</p><p><a href="https://www.linkedin.com/in/erica-duecy-4a35844/"><u>LinkedIn</u></a></p><p><a href="https://www.instagram.com/ericaduecy/"><u>Instagram @ericaduecy</u></a></p><p><strong>Scott Rosenbaum, co-host: </strong>Scott Rosenbaum is co-host of <em>Business of Drinks</em> and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines &amp; Spirits, a New York-based importer and distributor.</p><p><a href="https://www.linkedin.com/in/scott-m-rosenbaum/"><u>LinkedIn</u></a></p><p><strong>Caroline Lamb, contributor: </strong>Caroline is a producer and on-air contributor at <em>Business of Drinks</em> and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.</p><p><a href="https://www.linkedin.com/in/caroline-bork-lamb/"><u>LinkedIn</u></a></p><p><a href="https://www.instagram.com/borkaline/"><u>Instagram @borkaline</u></a></p><p>If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!</p>