All the Cool People Are Drinking Riesling
The whims of the wine market sure are hard to keep track of these days. According to , the newest trend is a rise in sales of Riesling. ACNielsen tracks the market and says that Riesling holds the fourth spot in sales and sales are booming. In fact, for the time period between November 2003 and August 2006, “sales of the varietal have grown by 72 percent while case volume has increased 58 percent. Of all top varietals, only Pinot Grigio/Gris and Pinot Noir have stronger growth rates.”
Market insiders are predicting that will overtake Sauvignon Blanc as the third-largest white varietal sold in food stores. sales are double that of Riesling, but the ”growth rate is only about two-thirds that of Riesling. If these growth rates were to continue, Riesling sales would, indeed, eventually surpass Sauvignon Blanc.”
Experts offer many factors that may contribute to the rise in sales of Riesling. Some say it’s because Americans are simply learning more about wine and are interested in trying new varietals. Others say that it’s the wine’s ability to pair well with many foods and that people are now interested in the relationship between food and wine.
One company Pacific Rim Wines decided that it would build its entire company around Riesling: ”That’s what we’re putting our chips on with the Pacific Rim company,” said Giordano. “This company is going to be a Riesling-focused brand.” But Andrew Browne, CEO of Precept Brands, advises caution:
“What scares me about when varietals get really hot is if the wine industry is properly managing that growth. You get trial with the name Pinot Noir or Riesling; but if what they drink turns them off, they will go elsewhere,” said Browne. “I think Riesling is the darling of white wine right now. The cool thing about it is that it’s not just getting on a trend, it’s legitimately a world-class wine. But it has to be planted in the right place, managed by the right people and made by winemakers who know what they are doing. If all that happens, the growth will continue. The quality quotient is critical.”
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