Issue link: http://read.dmtmag.com/i/230154
MARKET WATCH TIM TEICHGRAEBER the 'new wave' of blended reds such as Menage a Trois, Cryptic or 14 Hands. These days, when the trade refers to them, they typically mean either successful proprietary blends like (Orin Swift) The Prisoner or (Duckhorn) Decoy, or off-dry to sweet red blends such as Apothic or Menage a Trois." PRICE IS IMPORTANT No doubt about it, "red blends" is a broad category with an average bottle sale price of around $6.75, according to Nielsen. To anyone who browses retail stores, it's easy to see that much of the growth has been in domestic blends in the $9.99 price range, as with Menage a Trois, Gallo's Apothic, Reata's Whiplash Red, Cryptic and Shannon Ridge Wrangler Red. With the exception of Menage a Trois, which really blossomed after its acquisition by Trinchero Family Estates, they're all relatively new brands. And the people buying them are likely cash-strapped Millennials, while old-schoolers buy jugs of Carlo Rossi, and better-heeled connoisseurs purchase The Prisoner, Ridge Geyserville and Flowers Perennial. Miller said the draw for the socalled new-wave blends is "Fun and flavor. They (buyers) typically cite the wine's full body, smoothness and fruit character when asked about the flavor. They also like the element of discovery, with new blends coming out all the time and finding different flavors from the established varieties or even other red blends." He added that many of the people who frequent red blends in this category will also switch back and forth between single-variety red wines and red blends. Jason Kugel, a veteran wine retailer in a relatively upscale part of Detroit, Mich., also notes that Fog makes Barrel Rooms more Productive. Fogmaster's barrel room humidification systems will help you… Reduce topping losses Improve wine quality Keep barrels in better condition Save money For more information on the Sentinel 5850 fogging system… Call or write for your copy of our Winery Humidification Handbook. It's FREE. See us at the Unified, booth 729 22 V I N E YA R D & WINE RY MANAGEM ENT | Jan - Feb 2014 there are many micro-trends within the red-blend category, but that there are particular quirks in that Apothic and Menage a Trois seem to keep consumers coming back: price and sweetness. Fruit-forward, ripe red wines, such as The Prisoner, are driving red-blend sales. He said that in his market, blends are generally doing well, but that "Meritage blends seem to have flatlined. Rhone-style blends are doing moderately well, and zinfandel-based blends, kitchen-sink blends, and sweeter red blends have definitely grown as a category. The popularity of wines like The Prisoner has spiked blend sales, especially since The Prisoner is virtually impossible to get now. "Sweeter, affordable reds have definitely picked up as they have nationally, but not as well as in other neighborhoods. Many of our customers are seasoned and welltraveled wine drinkers already. Some will buy value blends such as Apothic or Menage a Trois (both $7.97) or now the new Conundrum Red ($18.97), but will never admit that the wines are sweet and will reject the notion that they are." Kugel said that different types of red blends have different consumers. "The fruit-forward, ripe reds (such as The Prisoner) generally w w w. v wm m e d i a . c o m