8
BEVERAGE MEDIA
September 2013
Rueda
Gears Up
Officials in Spain’s Rueda region have
announced a multi-year program in the
U.S. that will include PR, social media,
event marketing, advertising and web
marketing. The “Are You Ready for
Rueda?” campaign challenges America’s
wine drinkers to experience Rueda,
Spain’s favorite white wine. Here are
a few Rueda basics:
n
White varieties represented
98%
of total Rueda production last year.
n
Verdejo, the primary grape in Rueda
wines, accounted for over
85%
of the
total crop in 2012; Sauvignon Blanc,
Viura and Palomino Fino are sometimes
blended with the Verdejo.
n
Currently
40
producers export their
wines to the U.S.
Rhône
on the Run
As fall hovers ahead on the calendar,
wine drinkers naturally begin trading in
dry pinks for heftier reds. While Provence
rosé is arguably the fastest-growing
French wine category right now, the
nearby Rhône Valley is also ramping
up—and working from a broader
foothold. Here are some facts about the
region, the wines and their momentum
here in the U.S.:
n
Côtes-du-Rhône was the first legally
recognized
appellation d’origine
contrôlée
(AOC), back in 1937;
88%
of CDR production is red;
21
grapes
are permitted, with Grenache, Syrah,
Mourvèdre, Cinsault and Carignan the
most prominent.
n
Last year, Rhône Valley wines
registered a
5%
rise in volume and a
9%
rise in value across all markets; export
sales surpassed
30%
of total production.
n
The U.S. continues to drive the
growth of Rhône Valley wines: we are
the
2
nd
largest market in terms of volume
and
1
st
in value.
n
The Rhône Valley is the second largest
official appellation in France with more
than
6,000
grape growers, covering
188,700
acres and delivering more than
390 million
bottles of wine per year.
n
Playing off their tag line “always right,”
Rhône Valley Wines recently hosted a
trade tasting in New York City—Moods of
Rhône—in a spacious loft, showcasing
Rhône wines in various contexts and
entertaining activities;
44
wines were
served to more than
130
buyers,
merchants, writers, sommeliers and
other influencers.
n
A study by Inter-Rhône of 2011’s
harvest revealed that
8%
of the grape
production area had already converted,
or was in conversion, to organic
methods; the figure was
expected to rise to
10%
in the 2012 harvest.
Talkin’
Tequila
Over the last
10
years, tequila
volume in the U.S.
has grown by
more than
70%
;
now America drinks
almost twice as much
tequila as Mexico
does. In 2012,
40
new
tequilas were brought
to market, plus
the very first RTD
sparkling tequila,
made by Sauza in
three flavors (Original
Lime, Wild Berry and
Mango Peach).
BY THE
NUMBERS
Industry
Facts
&
Stats
The
“Tax"
Tab
Ever wonder exactly how much tax revenue a bottle of whiskey
generates? According to the Distilled Spirits Council of the U.S.
(DISCUS), for a 750ml bottle of whiskey with retail price $19.99
sold off-premise in New York City, federal, state and local
excise tax would be $3.62. Combined sales tax (8.875%)
would come out as $1.77. So, for every Andrew Jackson
spent on a bottle of whiskey in NYC, Uncle Sam gets
$5.39
.
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