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/658171
68 Beverage Dynamics • March/April 2016 www.beveragedynamics.com and cost of living are sky high, but a young family like mine can still afford to enter the Washington wine game." Sparkman was a former sommelier when he and his wife founded Sparkman Cellars to focus on hand-crafted artisan wines in 2004, only to be named among Wine & Spirits' Top 100 Wineries in the World in 2011. Keeping production costs low keeps prices low whether you're aiming for quantity or quality, and Washington excels on both fronts. The House Wine brand founded by Charles Smith in 2004 was already successful when it was acquired by Precept Wine in 2010. But the label's growth since launching a $19.99 3L box format in 2013 has been explosive. The new package increased the brand's total sales by 123% in its fi rst full year, and represented 59% of total case depletions. Building on the 3L's popularity, the brand has cleverly lever- aged the brand's iconic label style. "Our CEO Andrew Browne retooled the House Box package in a variety of color sets," says Precept communications director Heidi Witherspoon, "with sea- sonality and hyper-locality in mind." These boxes have proven popular for holiday-themed end caps at Halloween and Christ- mas. And although all color schemes are available to any market for any occasion, with no athletic affi liations whatsoever, sports fans love them for tailgating. Wine shoppers have long known Washington over-deliv- ers in value tiers, but they're quickly realizing the same math benefi ts them in upper echelons as well. Many of Napa Valley's power players, like Cakebread, Duckhorn and Pine Ridge, have launched Washington ventures in recent years, undoubtedly no- ticing the one-two punch of top scores at fair prices to be had from the region. But there's more to Washington's steep trend line than number-crunching alone. "Washington is famously progressive," says John Sportelli, general manager at Columbia Winery. "Around the country, people associate Washington with creativity and innovation. Just look at what this state has done with coffee and craft beer! A key segment of wine consumers is always looking for something new, something different. Washington, with its diversity and its own unique style, has something very valuable for wine lovers to explore." Acquired by E&J Gallo in 2012, Columbia's wines were re- launched in a higher tier more in keeping with Washington's quality-focused growth, with frontline prices in the $15 to $18 range. "What we love about our new wines is that this is exactly where the market is going with all the right varietals," Sportelli says. "With Cabernet, Chardonnay, Merlot and a red blend in the lineup – we can offer what something like 78% of wine drink- ers are shopping for." OREGON Despite considerably smaller volume, Oregon is also smoking the fi ne wine competition. According to Oregon Wine Board communications manager Michelle Kaufmann, "New data from WASHINGTON GRAPES TO WATCH Malbec – It's increasingly apparent that Washington Malbec is a rising star. "Malbec is in many ways what Merlot was before the great Merlot crash - it has an ability to satisfy the con- sumer but also makes good business sense," says Chris Sparkman. "Malbec fermentations are like nothing I've seen. It's dark on day two." Initial plantings in the aughts have proven so successful that more vintners are making a serious commitment to Malbec, from single-vineyard specialists like Sparkman to larger brands like Waterbrook. Riesling – What's old is new again with a resurgence of Riesling in Washington. Popular with entry- level consumers and high-falutin' somms alike, Riesling's comeback dovetails with growing consumer enthusiasm for lighter, more refreshing wines. The Washington State Wine Commission reports a steep increase in plantings and production over the last five years. The growing number of ambitious cuvées from larger specialists like Pacific Rim and Chateau Ste. Michelle, as well as little independents like Dunham and Januik, are well worth exploring. successful that more vintners are making a serious commitment to Malbec, from single-vineyard Riesling – What's old is new again with a resurgence of Riesling in Washington. Popular with entry- level consumers and high-falutin' somms alike, Riesling's comeback dovetails with growing consumer Mt Adams from Pacifi c Rim's Selenium Vineyard