often sweet wines are ideal for introducing new consumers to other fizzy wines.
Of course, champagne is the most iconic of the
sparkling wines – and Krug is one of champagne's
most iconic brands. It doesn't experience the market's
seasonal volatility as other bubblies do, according to
Krug business director Carl Heline. But even Krug
may benefit from consumers embracing fizzy wine as
an everyday indulgence.
"At the end of the day, it will benefit all of us," says
Heline. "When I see people in a restaurant ordering
prosecco, I hope they will discover it to be entry level to
a whole new style of wine."
Like so many drinking trends, the surge of sparkling
can be traced to on-premise behavior. As restaurateurs
are increasingly willing to open full-size – and better –
bottles of bubbly to serve by the glass, consumers have a
greater exposure to these wines. Eventually, they seek
them out on their own.
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Sparkle and Shine
f Melanie Pyre, Spanish brands marketing director at Aveníu, had her way, the cavas would be
kept with the still whites from Spain. She
believes integrating the sparkling wines with the still
increases their visibility.
"Consumers have wines they are comfortable with,"
she explains. "People love sparkling wine. But they forget
it when they go to the store. It's out of sight, out of mind."
Luckily, a number of producers are making sure
their wines are not so easy to overlook, regardless of
placement in the store, by overhauling their packaging. It's a healthy sign that they don't see the trend fading, says Pyre. Anna de Cordoníu will launch its new
bottle in the fall, featuring a fresh and playful design.
Ferrari also recently traded a subdued, formal label for
a brighter, more contemporary look.
For Atwater Vineyards, in the Finger Lakes, an eyecatching packaging was part of its sparkling wine strategy from the beginning. Its Riesling Bubble and Pinot
Noir Bubble feature minimalist colored dots on the
label, evoking effervescence. Both wines have been wellreceived, with production doubling annually for the past
three years, according to winemaker Vinny Aliperti. He
believes the bottle, clear and sealed with a crown cap
closure like a beer bottle, has a lot to do with it.
"We try not to pigeonhole our wines," says Aliperti.
"We want people to understand that they're fun, they're
food-friendly. You can take them anywhere."
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