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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Sparkling Wine www.beveragedynamics.com November/December 2016• Beverage Dynamics 25 wine is one reason for Prosecco's success, but there's another ele- ment that makes Prosecco attrac- tive: "While trends come and go, America has a long-lasting love affair with all things Italian, and Prosecco is perceived, rightly, by many as the quintessential Italian sparkler." He adds that Pro- secco is also the go-to sparkling wine for cocktails, a hot trend, and "younger consumers, especially the critical Millennial crowd, absolutely adore it." Tardi says one of the advantages Prosecco has over Champagne is that "people don't feel they need a spe- cial occasion to enjoy a bottle. Many Americans have no qualms about pop- ping open a bottle for a simple evening at home during the week." He also says that, in contrast to Champagne, which is fuller-bodied and higher in acidity, "Pro- secco is lighter, simpler, fresher and very us- er-friendly." Tardi speaks for producers of the more limited Conegliano Valdobbiadene growing region. Most of the Pro- secco sold in the U.S. comes from the broader Prosecco DOC, which produces four times as much wine. But Tardi says the trends he describes apply to all Prosecco. Brager notes that several of the big Prosecco brands are im- ported by large companies with good distribution. A good exam- ple is La Marca, imported by E&J Gallo, which is the best-selling Prosecco brand in the U.S. and is up 24 percent from 2014 to 2015, according to the Beverage Information and Insights Group. Rich Kranzmann, vice president and general manager, premium, for Gallo, says one reason for the growth is that La Marca "has the look and taste of a luxury-priced wine while still being approach- able enough for everyday enjoyment." The wine is also available in a 187-ml "mini," which encourages new consumers to try it. FUTURE TRENDS Is the growth in sparkling wine sales sustainable? Most people interviewed believe that it is, at least in the near term. Take Champagne. Heitner notes that the United Kingdom imports more than 2.9 million cases a year, while the U.S. imports only 1.6 million. "We see lots of room for growth in the U.S.," he says. For European imports, the strength of the dollar against the Euro has been im- portant. "Foreign exchange is very much in our favor right now," Freixenet USA's Scott says. Most industry people don't fore- see that changing soon. And as more Americans view sparkling wine as an everyday treat, the growth should continue. "The trajectory of the category is going to continue," Mumm Napa's Lockwood predicts. BD A Northern California resident, LAURIE DANIEL has written about wine for more than 20 years. Her wine column appears in several California newspapers, and her articles have appeared in magazines such as Wines & Vines, Food & Wine, Wine Country Living, Drinks and the Wine Enthusiast. Cava is made in the traditional method – yet the average retail price is about $9 a bottle. many as the quintessential Italian sparkler." He adds that Pro- secco is also the go-to