A Dandy Idea
This is just a dandy idea, don’t you think?
Outside of Port (which seems more associated with the Brits), the Portuguese really haven’t put their flag in the ground around any particular style of wine or varietal. Their Vinho Verde, a superb summer wine when dry and cold, but which doesn’t show up much in the states, is about all they’ve really got in terms of recognition.
The idea of converting over to making more Rose is a splendid idea because it allows them to market to a specific product, something that is much easier to do than marketing to a region. Add to this Rose’s rising visibility and all we need now is some killer examples of Portuguese Dry Rose to hit our shores and a small but focused marketing campaign.
I’d target it at the restaurants first in the West and Southwest and Texas, rolling out some killer labels with a price point of $6.99 around May.
The fact that Portugal and very quickly get their production of Rose up to 5% from nothing in just 5 years demonstrates the kind of advantages that secondary wine regions have in today’s market where consumers appear more than ever willing to experiment. It also doesn’t hurt that Portugal appears to have some new, young, progressive winemakers taking the helm:
"The growing interest in making rosé confirms how this region is
changing. We have increasing numbers of younger winemakers approaching
viticulture in a different way, eager to respond to trends and try new
things,’ Antonio Cerdeira, spokesman for the Vinho Verde commission in
If you look around, around the globe, it’s hard not to notice that it’s a pretty exciting time for new products in the wine business.