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: https://read.dmtmag.com/i/346136
www.beveragedynamics.com July/August 2014 • Beverage Dynamics 31 launched. "We're still in the Anderra launch 'honeymoon' stage, so it's a very exciting time for the brand. The portfolio's three varietal offerings — Sauvignon Blanc, Carmenère and Cabernet Sauvignon — are still new to market and generating great buzz and trial with both trade and consumers," says Laëtitia March Nulton, BPHR U.S. export director and brand ambassador. CONSUMER DISCOVERY "Today's consumers, especially those of the Millennial generation, are open to discovering new wine regions. They're embracing imported wines at a rate faster than we've ever seen," says March-Nulton. What's interesting, she notes, is that while Carmenère is the number eight Chilean varietal, "it's growing faster than both Cabernet Sauvi- gnon and Sauvignon Blanc. It's an appealing varietal in that it offers a combination of nice fruit with a hint of smoke, and it pairs beautifully with food. It's a lovely, and intriguing wine." Excelsior Wines' Goodrich agrees this grape has potential. "Carmenère is an intriguing grape and continues to do well. It has opportunity for continued upside potential, particularly among curi- ous Millennial wine consumers, who are interested in learning, try- ing and experimenting with different wines and grape varieties from around the world. With this group of consumers, education is key. " Further, Excelsior's new Decopas Sauvignon Blanc and Malbec, from Mendoza, also have the Millennials in mind with their breezy car- toon-style labels and the tagline "Life is Full of Flavor." Chilean brand EPICA attracts Millennials through its four vari- eties: Red Blend, Cabernet Sauvignon, Sauvignon Blanc and Char- donnay. "In our fi rst two years we depleted over 40,000 cases, which is a 53% sales increase from last year," says brand director Sebastian Reitze. "The biggest milestone for Chilean wine is that it has brought to the U.S. a more drinkable and approachable wine while keep- ing true to Chile's origins" — an ideal combination for Millennials. Now, EPICA is hoping to lure in this demo- graphic once more this fall with the debut of its Malbec from Argentina. Emiliana's Natura line appeals to a grow- ing segment of consumers who are inspired by natural, green and organic products. "We feel this is a niche that is still in its infancy, and will increase exponentially due to the entrance into the market of wine-drinking Millennials who share the ethos of Natu- ra's current consumer: aware and engaged, looking for strong quality:price ratio, but take it a step further in terms of social and environmental responsibility," says Marano. A partnership with Keep America Beautiful, during September's National Organic Food Celebration Month, further solidifi es the brand's environmental stance. "This pro- gram leverages Natura's brand essence of pure, natural, responsible and sustainable, and it speaks to our target consumer who embraces the outdoor lifestyle, appreciates their beautiful outdoor spaces and values all things natural," she notes. IN THE NEW WORLD Larry Challacombe, general manager of Global Vineyard Importers, says that although Argentina's Malbec remains strong with dou- ble-digit growth, other grapes are making the scene competitive. "Carmenère looks like it won't be the next Malbec — at least not yet — but continues to give Chile a unique selling proposition," he says. "Most sales are still Cabernet Sauvignon and Chardonnay, but now that more Pinot Noir is planted, and planted in the cooler areas, it is doing well, as are red blends and dry rosés. Look for interesting va- rieties, often from old vines, such as Carignan, Cabernet Franc, even dry Riesling starting to make some noise." In his portfolio, Challa- combe is most amped for his Apaltagua "Costero" sparkling wine and an impressive Cabernet Franc from Maquis winery "that is complex, delicious and more accessible than most Chinons costing twice as much." He's also tackling on-the-rise Uruguay, working with Mari- chal Wines. "It clearly is still an emerging category with little demand, but the quality is quite good and they have a unique grape in Tannat. It is a long-term project, but it is an exciting country that is making great strides with each successive vintage," he says. Chilean wines are in the spotlight at sleek, niche New York re- tailer Puro Wine. "Interest in New World wines is increasing—not as fast as we like, but it's growing. This market is very hard since the U.S. is a wine producer and we have to compete with California, Oregon and Washington," says general manager Franco Dagnino Macari. "The good thing about our store is that the market share here is upside-down compared to the actual market. In Puro Wine small producers sometimes sell more than the typical large wineries. It all depends on how much they use this platform to promote their wines in the U.S." Partnerships with retailers have proven boons to brands like Trivento. Its Amado Sur Malbec blend, up 23% from last year, fea- tures grilling themed tie-ins and collaborations with grill guru Steven Raichlen and his BBQ University. Addition- ally, Santa Rita's global marketing initiative, "The Moment is Yours," is bolstered by the brand's second annual "Elevate the Tailgate" activation, highlighting Santa Rita's role at stadium parties around the country. Vine Connections' Ramkowsky says one of his company's main objectives is to ensure that retailers have dedicated sec- tions for each country. "While this is less of a problem today than ten years ago, it is still very common for there to only be a South America section. One program we have is to offer retailers to reprint a Chile and Argentine sign for their stores. Another program is creating a 'New Chile' section in their set. This is to help early adopter retailers a chance to be ahead of their competition, those who are only of- fering Concha y Toro, San Pedro or Mon- tes," he says. "Most of our initiatives focus on the category, not just the producers. The idea is to continue growing the size of the pie." BD THE LANDS OF MALBEC AND CARMENERE Concha y Toro's Carmin de Peumo Carmenere, renowned as an ultra-premium offering from Chile. Casillero del Diablo Devil's Collection from Concha y Toro is another well- known, high-end wine from Chile.