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May 30, 2022 View:

Constellation USA sells Mega Purple brand to Vie-Del

Global wine giant Constellation USA has sold its grape juice concentrate business, including the Mega Purple brand, to bulk grape juice supplier Vie-Del Inc.

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Vie-Del, headquartered in Fresno, California, is a family-owned and managed grape processing business specializing in a large selection of juices, grape concentrates, brandies, wines and spirits. The acquisition propelled Vie-Del to become a leader in the grape juice concentrate industry.

On June 24, Vie-Del signed an agreement to acquire the grape juice concentrate business of the Constellation Group in a deal whose terms have not been disclosed.

The deal includes Constellation"s Mega Purple, Mega Red, MegaNatural and Canandaigua Concentrate brands, as well as inventory and interests in certain contracts and assets.

Vie-Del plans to merge the grape seed extract product line into the Vie-Del brand.

Dianne Nury, President of Vie-Del, said:This acquisition is a seamless addition to our existing line of grape juice concentrates and allows us to build on the success of our operations over 70 years.

She added: We look forward to continuing to meet the needs of our industry partners and help them grow with the personalized approach to business that our family-owned company is known for.

Founded in 1946, Vie-Del is a family-owned and managed fruit processing, winery and brewery, and one of the oldest suppliers of bulk juice in California.

Just last week, Constellation Group announced the acquisition of Gary Vaynerchuk's direct-to-consumer company, Empathy Wines, to expand its digital footprint. As part of the deal, the Empathy Wines brand will be integrated into Constellation Group's wine and spirits portfolio.