Stateways

StateWays - November/December 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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StateWays | www.stateways.com | November/December 2016 41 motional efforts. For example, it has partnered with vocalist and DJ Anna Lunoe on a video titled "Sip It." Because of similar pricing, most Cava goes head-to-head in the market with Prosecco. So part of the Freixenet message is what sets Cava apart – traditional method vs. Prosec- co's charmat method – without being "too wine-speaky," Scott says. The Cava Regulatory Board is working to promote a new, high-end category - Cava de Paraje Califi cado – which was cre- ated in 2016. Pedro Bonet, chairman of the regulatory board, says such Cavas must be produced from a single vineyard and conform to other production requirements. "This new category," he says, "is placed defi nitely at the tip of the qualitative pyramid of wine and gives visibility to the excellence of Cava." PROSECCO Prosecco accounts for 15 percent of U.S. sparkling wine sales, according to Nielsen. "I think it's got more growth," Brager says, although he adds: "Nothing can grow at those rates forever." Alan Tardi, U.S. ambassador for Conegliano Valdobbiadene Prosecco DOCG, thinks the overall popularity of sparklingwine is one reason for Prosecco's success, but there's another ele- ment that makes Prosecco attractive: "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 Prosecco is also the go-to spar- kling 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 Cham- pagne is that "people don't feel they need a special occasion to enjoy a bottle. Many Americans have no qualms about popping 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, "Prosecco is lighter, simpler, fresher and very user-friendly." Tardi speaks for producers of the more limited Conegliano Valdobbiadene growing region. Most of the Prosecco 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 Bever- age 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 approachable enough for everyday en- joyment." 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. im- ports 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 important. "Foreign exchange is very much in our favor right now," Freixenet USA's Scott says. Most industry peo- ple don't foresee 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. • 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. Sparkling Wine approachable enough for everyday en-

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