Stateways Sept-Oct 2014

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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Page 41 of 51

StateWays Q Q September/October 2014 42 Trapiche wines from Argentina are making a comeback in the U.S. Doña Paula 2012 Black Edition Red Blend, which was launched in the U.S. earlier this year by Trinchero Family Estates. Alamos is the best-selling Argentine wine in the U.S., with sales of 915,000 9-liter cases in 2013. ticular, says brand manager Lauren Marano, Emiliana's Natura line "is enjoying triple-digit growth, outpac- ing the category in terms of case vol- ume and value dollar growth. Natura has one of the top-performing SKUs in Chile's hottest varietal categories: Cabernet Sauvignon, Sauvignon Blanc and Malbec." The recently launched Natura Pinot Noir, carrying a Casablanca Valley designation, is also garnering attention. Additionally, Banfi began a soft rollout in limited markets of Emiliana's Novas terroir- driven line featuring Sauvignon Blanc from San Antonio Valley, Pinot Noir from Casablanca Valley and Cabernet Sauvignon from Maipo Valley. Though Baron Philippe Roths- child is known for its French wine- making roots, the group also has long-term experience growing and producing wines in Chile and already had the infrastructure in place, in- cluding a production facility, grower partnerships and winemaking team. So, in collaboration with Constella- tion Brands, Anderra was 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 con- sumers," says Laëtitia March Nul- ton, BPHR U.S. export director and brand ambassador. Consumer Discovery "T oday's consumers, especially those of the Millennial gen- eration, 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 Sauvignon and Sauvignon Blanc. It's an appealing varietal in that it offers a combina- tion 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 con- tinued upside potential, particularly among curious Millennial wine con- sumers, who are interested in learning, trying and experimenting with differ- ent 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 cartoon-style labels and the tagline "Life is Full of Flavor." Chilean brand EPICA attracts Millennials through its four variet- ies: Red Blend, Cabernet Sauvignon, Sauvignon Blanc and Chardonnay. "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 keeping true to Chile's origins" — an ideal combination for Millennials. Now, EPICA is hop- ing to lure in this demographic once more this fall with the debut of its Malbec from Argentina. Emiliana's Natura line appeals to a growing 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 Natura's current consumer: aware and engaged, looking for strong quality:price ratio, but take it a step further in terms of social and environ- mental responsibility," says Marano. A partnership with Keep America Beau- tiful, during September's National Organic Food Celebration Month, further solidifi es the brand's environ- mental stance. "This program lever- ages 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 L arry Challacombe, general man- ager of Global Vineyard Import- ers, says that although Argentina's Malbec remains strong with double- 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

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