Beverage Dynamics

Beverage Dynamics Jan-Feb 2016

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.

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Page 22 of 71 January/February 2016• Beverage Dynamics 23 Rueda have tripled over the same period. Big players in the trade are also looking upmarket and beyond Spain's classic regions as they plan for the future. It's telling that in August, the Stoli Group chose Manuel Louzada, the former estate manager of Toro icon Bodega Nu- manthia, to serve as CEO of its new luxury wine group and that its fi rst Spanish acquisition was from well off the beaten track. Arinzano, located within the DO region of Navarra, is the fi rst single-estate Vino de Pago to be established in northern Spain. Another factor sustaining Spain's resilient market share is shifting American demographics. "Spain appeals to younger consumers seeking new wine regions to explore," explains Javier Pages, the global CEO of Codorníu-Raventos, "while continuing to satisfy more mature palates that have already been richly rewarded by Spanish wine trial and discovery." And, age is not the sole factor. Spanish is a fi rst or second language for a growing number of wine consumers in some of the largest wine markets – not just Miami and Los Angeles, but also in places like New York, Houston, Chicago and Boston. Some wine companies are responding by rethinking the tra- ditional Old World / New World division on which the trade has been organized. The Winebow Group formed Mundo- Vino in summer 2015, a separate import portfolio that groups its wines from Spain with those of Argentina, Chile, Portugal and Brazil. Why? "Spain's history and culture are more strongly linked to these nations than to Italy, France or Germany," says Frank Paredes, MundoVino's vice president for portfolio man- agement. "Marketing these wines collectively is the logical step to drive growth. Retailers across the United States would be wise to group these fi ve nations together." SPANISH WINE EXPORTS TO THE U.S. 57% Table Wine 22% Sparkling Wine 17% Fortified Wine 4% Flavored (i.e. Sangria) RED GRAPES BY VINEYARD AREA 37% Tempranillo 12% Bobal 11% Garnacha 10% French Grapes 30% Other BY THE NUMBERS A whopping 22% of Spain's total vineyard area, or half of all its white vineyards, is planted to a lowly white grape called Airén, often distilled into brandy. By comparison, Spain's most famous white grapes, Albariño and Verdejo, make up only 0.6% and 2% of total area, respectively. Spanish Wine

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