Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/143145
Sparklers From champagne to prosecco and moscato, retailers can benefit from highlighting their sparkling offerings for summer sipping. "T The Prosecco Effect introduce their customers to something new." he consumer is clearly warming up to Winebow's portfolio includes Zardetto, a top-selling sparkling wine in the summer," muses prosecco and one of the first to be imported to the U.S. Diego Avanzato, director of brand devel- The family-run brand has embraced the growing trend opment for Palm Bay International in Boca Raton. No for prosecco cocktails, especially popular in the warmer pun intended: he's noticed a slight spike in sparkling months. It runs a campaign promoting the bellini, a claswine sales already this summer. The uptick may be dri- sic aperitif made with with prosecco and peach puree, ven by prosecco, he says, but other value bubblies are pairing point-of-sale materials on how to make the drink reaping the benefits – especially those from Italy. Palm at home with coupons for fresh peaches. On the brand's well-trafficked Facebook page, it features a new cocktail Bay imports Ferrari, a metodo classico Trento D.O.C. "Many people don't know what Trento D.O.C. or recipe every week during the summer. It also teamed up with Martha Stewart Weddings to metodo classico means," admits develop a line of color-coded cocktails Avanzato. "But what we believe is that brides can match to their wedthat once you get wine into people's ding color scheme. mouths, you can make an incredible "The summer is popular time for connection." parties. A prosecco or cava doesn't The other effect of prosecco's just dress up a gathering, it also goes popularity is people warming to the really well with barbecue," claims idea that bubbly isn't just for special Mayer. "Those scrubbing bubbles occasions. Ferrari's approach is to cleanse the palate, which is great for showase itself as part of a stylish spicy or glazed foods. Sparklers are everyday lifestyle. The brand hosts a also a good match for grilled fish or series of rooftop parties at chic bouchilled seafood. And let's not forget tique hotels around the country, sparkling rosé. Consumers already including the Thompson LES in associate summer with rosé, so it's a New York and the Fountainbleau in Zardetto is one of the more great opportunity to push those Miami. Not that it's abandoned the popular proseccos in the U.S. wines, too." image of bubbly as a festive drink. It Among the several merchandising and marketing tools it Winebow also brings in Juvé y has a new retail gift box display that uses is this POS piece promotCamps, the official cava of Spain's is ideal for celebrations like wed- ing the Bellini with prosecco royal family, which includes a pinot dings and anniversaries, and part- and peaches. noir-based brut rosé in its lineup. nered with The Knot to help reach newlyweds planning their big toast. But the message is Mayer also points to the malbec-based Alma Negra Sparkling Misterio Rosé in the portfolio as a potential that any day can be celebrated in style with bubbles. match for grilled meats, given that malbec is already so widely enjoyed with such dishes. "It's a shame that sparkling wine is still seen as just a Dinner and Drinks he great thing about the rise of prosecco is celebratory drink in the U.S. But that's already changthat it's opened people's eyes to other ing," says Doug Jeffirs, director of wine sales at Binny's value sparkling wines," says Brad Mayer, Beverage Depot, a Chicago-area retail chain. "It's just marketing director at the Montvale, N.J.-based distrib- such a universal pairing. You can match according to utor Winebow. "It's a great oportunity for retailers to body and flavors with lighter fare, like poultry and "T Beverage Dynamics • www.beveragedynamics.com • July/August 2013 • 31