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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DOCG and Sparkling MO Cuvée Rosé 1887; Il Lambrusco; Il Moscato, and Mionetto Moscato Dolce. Il Prosecco, a DOC that has just 10.5% alcohol, is per- fect for today's younger buyers who are seeking a lower-alco- hol wine. Some of the more premium items are primarily sold on-premise and in finer wine stores. "They are doing very well with sommeliers," said Ceola, who added that the company's growth over the last year has been up 28%. Steve Howard, marketing manager for Zonin USA, has been ecstatic over the last year by his brand's sales increases. Zonin's Prosecco sales have increased by about 60% recently; the success of the 187 ml package has helped drive the growth. Between 2010 and 2011, the company's Prosecco enjoyed 60% growth, "and year-to-date, though June 1, we have already passed last year's total sales," he said. Part of this increase in sales has been a result of pro- active advertising campaigns that Zonin has undertaken, which includes TV advertising (on food channels), and the work his sales team has done to establish chain part- ners as well as addressing the needs of the on-premise market. "We have opened a ton of businesses; it's been amaz- ing," said Howard. "What's really encouraging is that the on-premise market for Prosecco has really taken off. The growth is three times what the on-premise was a couple of years ago." Among the chain operations Zonin has a presence in are three huge internationals, TGI Fridays, Olive Garden, and Claim Jumper. "A lot of it has to do with the price point," he said, "but also it's hot. And we are seeing a lot of reaction from social media, which has gotten younger people involved. They are saying, 'Why spend $48 on a French wine when you can spend $15 on a Prosecco?'" The Prosecco phenomenon predates the more recent excitement in some wine circles by Moscato, which three years ago was a virtual blip in the radar screen. Prosecco has been around long before Giuseppe Ciopriani, at Harry's Bar in Venice, developed the drink decades ago. "Moscato has been hot for the last three years and now outsells Processo," said Howard, "but Prosecco has a lot going for it," and he expects Prosecco to again out- sell Moscato soon. He's proud of the fact that "Prosecco used to be an StateWays s www.stateways.com s September/October 2012 IGT [Indicazione Geofgrafica Tipica] wine until Mr. [Gianni] Zonin made it a DOC." Diligent campaigning by Zonin with the Italian gov- ernment helped create Prosecco as a DOC. Starting in 2009, the wines Prosecco di Conegliano and Prosecco di Valdobbiadene were elevated to DOCG status, carrying with it far more prestige. Wong of BevMo! pointed out that Prosecco's growth in his stores has been steady and, at times, surprisingly volatile. "I'm not saying it will replace Chardonnay [as the consumer's favorite white wine], but it's a great alternative, restaurants like it, and retailers like it. Champagne has this crème brulee sort of character, but Prosecco is simpler and easier to sip." He said marketing companies have noted a large portion of the wine that's consumed at home is "while you're cooking, especially if they are into food and wine. Usually it's about five ounces of something light, usually white, and for some people Prosecco is that perfect wine to sip while you're cooking." Martini's increasingly popular frizzante Prosecco, with hints of peach and apple and crisp acidity, appeals as an aperitif as well as a complement to various foods. He recalled that some 25 years ago, the late Julia Child, on her televised cooking shows, always sipped a wine while cooking, considering it a manda- tory adjunct to the show. Wong said it's affordable, serves as a cocktail substi- tute, and is elegant. BevMo! has an extensive collection of Proseccos (inventories vary by region and store location) and include both Prosecco di Conegliano and Prosecco di Valdobbiadene as well as more modest versions. Among the brands are Zardetto di Conegliano; Cinzano; Zefiro (with a little Chardonnay added); Nino Franco; Mionetto; LaMarca; Lunetta; Santa Margherita, and Maschio. "The range has grown over the years, and we try to offer a broad range because the consumer is get- ting more knowledgeable about the different brands," said Wong. SW 39