THE BOOZE BIN
By Cassandra Bianco (@cnbianco)
Champagne. Cava. Prosecco… these are the leading region sparkling wines from France, Spain and Italy. But for most, the bubbly sales just jingle this time of year.
Beverage Media’s current December issue features an excellent state of the market sparkling wine round-up. Key takeaways:
- Champagne remains classic, and in true fashion, classically high priced
- Cava slices its share as the value region
- Prosecco stands as the most innovative, quickly rising to the top in sales. (Also entertained by Lady Gaga, who recently paired Mionetto Prosecco with turkey and waffles for Thanksgiving.)
So I checked in with a couple of wine journalists on their industry thoughts. Kristen Bieler, Senior Editor at Beverage Media, noted Prosecco has managed to break the seasonal curve.
“One interesting thing to me is that while sparkling wines in the U.S. market still really struggle to break out of the October, November, December sales (OND confines,) Prosecco has managed to become a year-round beverage with heavy summer consumption.”
Specifically, the Mionetto brands have proven impressive, which this year alone enjoyed 33 percent rise in sales. Prosecco’s $10-$19 price point positions the region competitively with Champagne, which starts at $30. Women and Millennials are the audience who have most embraced Prosecco’s fruit-driven flavor profile.
I also asked Restaurant Business Magazine’s Tom Strenk, who noted the rise of the Italians, too. He said that virtually every wine region in the world produces a sparkler, and each has its fans. Tom said, “anecdotally, Spanish Cava and Prosecco from the Veneto are both enjoying increasing popularity these days, especially on-premise.” Both of these wines are a good price-value compared to other sparkling wines. He said, “they are perceived by consumers as less of a celebratory sipper and more of fun-occasion quaff.”
By quaffs, he was referring to how Cava and Prosecco are often featured in “Champagne” cocktails. Some restaurants are serving Prosecco on tap, like Graffiato, the Italian-inspired restaurant recently opened in Washington, DC.
When you think of sparkling wine, what comes to mind? For me, the Veuve Clicquot Polo Classic. Prince Harry played in the polo match in 2010. For a brand to align themselves with royalty downright rules.
And so Marketers, while planning your 2012 campaigns, keep in mind this very promising business opportunity. For inspiration, have a look HOLSTEE’S manifesto. Life should be celebrated often, and not just during special occasions. Cheers.
