O’Neill Vintners & Distillers has invested about $140 million in its Parlier, California-based winery over the past eight years, and currently produces approximately 7 million cases annually. While the company remains a large bulk wine producer, it’s sharpened its focus on the branded portfolio in recent years. Overall, O’Neill’s brand stable is projected to near 1 million cases this year, led by Impact “Hot Brand” Line 39. “We’ve been able to grow at about 30% annually the last few years,” says founder and CEO Jeff O’Neill. “We’re trying to stay laser-focused on what’s important to the consumer.” In 2018, Line 39—a brand that includes a variety of wines retailing at around $10 a 750-ml.—jumped 20% to 487,000 cases, according to Impact Databank. Last year, Line 39 was projected to approach 600,000 cases. Christine Moll, who joined O’Neill as vice president of marketing last year, says the launch of an augmented reality app has helped contribute to the brand’s momentum. “Line 39 is inspired by the 39th parallel, so our whole platform is around exploration and travel,” Moll explains. “Last year we launched an AR app that takes consumers to different destinations along that parallel. It’s allowed us to continue connecting with the audience over time and provide them with special offers.” O’Neill acquired Line 39 in 2013; initially, the company struggled to grow the brand, but it has since learned from the process and is now eager to replicate its success with more wines aimed at the national market.