Garnacha Trends in the US

GARNACHA: PERCEPTIONS AND CONSUMPTION TRENDS IN THE US Results from a survey with wine industry professionals.

Grenache is an unlikely hero of a grape and its time seems to have come.

- Jancis Robinson MW Sponsored by:

There was a 60% increase in consumption of Garnacha/Grenache wine in the U.S. from 2014 to 2017.

10% of U.S. wine drinkers state they’ve had Garnacha/Grenache in the last 6 months.

Wine Intelligence

METHODOLOGY This report provides key findings from a survey of wine industry professionals on the perceptions and consumption trends of Garnacha/Grenache-based wines.

The survey results are based on 130 surveys completed between April 24, 2018 and March 5, 2019 at US wine industry events: The Global Garnacha Summit at the CIA at COPIA in Napa, (sponsored by D.O.P. Cariñena) SommCon Washington, DC, SommCon San Diego, and Vinexpo New York.

The survey asked questions about personal consumption, current inventory of Garnacha wines at the respondents’ places of work, perceptions of the variety and the wines it produces, and how Garnacha wines fit within the US market today.

The survey development and collection was sponsored by D.O.P Cariñena, located in Aragón, which is believed to be the birthplace of Garnacha and currently the home to the highest concentration of oldvine Garnacha in Spain.

Sponsored by:

Garnacha is the Goldilocks of wine, it meets most of what my consumers want.

It's so friendly and fun but also complex, so it's great for newbies and old hats!

KEY FINDINGS Garnacha/Grenache wines are a part of top wine portfolios across the U.S. Wine professionals consider them an excellent alternative to Pinot Noir and other sought-after wine profiles. Garnacha/Grenache wines also appeal to adventurous consumers looking to discover new wines.

86% of on- and off-premise professionals surveyed currently carry Garnacha/Grenache wines in their establishments.

“Grenache pairs with so many different types of cuisine, everyone should carry an example or two.”

“It’s fun and affordable.”

80% say that Garnacha/Grenache wines fit in

“It comes in many styles.”

85% of respondents say they would

“Some people ask for Pinot Noir but complain that it’s not intense enough. This [Garnacha/Grenache] may be the solution.”

the discovery wine category.

recommend Garnacha/Grenache wines as an alternative to Pinot Noir.

Garnacha is one of the great wine experiences!

-OZ Clark

85%

of respondents say they would recommend a Garnacha/Grenache wine as an alternative to Pinot Noir.

KEY SELLING CHARACTERISTICS Garnacha/Grenache wines appeal to a wide range of taste preferences. They are considered to be most similar to Pinot Noir, followed by Syrah and Tempranillo.

What other varietal wine(s) do you consider Garnacha/Grenache to be competitive with?

Syrah

Pinot Noir

32%

“Garnacha/Grenache can have Pinot-like character: soft tannin, red fruit, floral aromatics, soft plush texture.”

“Delivers the fruit that pinot lovers like, but without sharp acidity.“

23%

“It has a similar weight and flavor profile to Pinot Noir in that its bright + light yet it’s different, new and exciting for those unfamiliar.”

Tempranillo

61%

“It [Garnacha/Grenache] is just perfect for all occasions. You want red, but cabernet is too heavy and tannic and Syrah too heavy, Merlot, etc. All become indistinguishable after a while. Grenache is different.”

KEY SELLING CHARACTERISTICS Garnacha/Grenache is considered a “DISCOVERY” wine among the trade professionals who feel it is important to have among their portfolios in order to offer to their guests/consumers exciting options.

80% of respondents agree that Garnacha/Grenache is a “discovery wine” defined as wines that they have never tasted or heard of before.

89% say that it is

very/extremely important to include “discovery wines” in their inventory.

What makes Garnacha/Grenache a DISCOVERY wine?

“Most consumers don't know about Grenache and need to be educated or recommended it at restaurants or retail to begin the new revolution of drinking more Grenache.”

“It [Garnacha/Grenache] definitely falls into the ‘unfamiliar’ category with most consumers. Discovery wines are a great way to build trust and confidence with your guests.”

“This grape is not always been known to people in the U.S. It can compete with the best varietals out there.”

“It is our job to introduce our guests to the varietal. Guests feel that they are discovering a new wine varietal.”

KEY SELLING CHARACTERISTICS Garnacha/Grenache wines offer wine lovers great depth of character at an affordable price. When asked how they would describe wines produced from Garnacha/Grenache to their customers, here is what they said...

food friendly tannic

versatile

early drinking but age-worthy

perfect alternative to Pinot Noir smooth wines

ripe fruit flavors

accessibility

fruit forward

world-class varietal

lots of bright fruit

generosity of flavor

great with meats

finesse and elegance overdelivers for price

Old World

approachable varietal

value

richness and balance

crowd pleaser

versatility

more interesting and reliable than Pinot Noir

pairs with assortment of meats and spices

great alternative to Syrah

87%

of respondents are very or extremely likely to continue to offer and to add to their current offerings of Garnacha/Grenache wines.

SELLING GARNACHA How to promote and sell Garnacha wines was a key focus at the Global Garnacha Summit held on April 24th, 2018 at CIA at Copia in Napa. There was a clear consensus among the 100+ wine professionals in attendance that the grape remains unknown to the majority of U.S. consumers and that it is up to the trade to hand-sell these wines to their customers. This sentiment carried through in the subsequent surveys.

“This variety needs to be recommended to customers. Most consumers don't know about Garnacha/Grenache and need to be educated or recommended it at restaurants or retail to begin the new revolution of drinking more of this great grape.” “[Customers] have never heard of it. It isn’t marketed much here.” “[Garnacha/Grenache] is not a wine that tends to be featured in stores or restaurants.”

“Spain is producing beautiful Garnacha at great price points and we need to introduce more people to the varietal.”

81% of wine professionals surveyed say they drink Garnacha/Grenache at least every month.

RESPONDENTS

% 0 2

12%

r ye Bu

of on- and off-premise professionals surveyed currently carry Garnacha wines in their establishments.

% 17

86%

dia Me

Producer

28 %

il ta Re

From which countries do the Garnacha/Grenache wines you drink come from?

have influence over the wine selection in their respective establishments.

Ed uc at or

24 %

France

Spain

60% 64%

88%

Re sta Bu ura ye nt r

Survey respondents are all wine trade professionals and include wine directors, sommeliers, retail buyers, distributors, educators, and media. 88% of influence over their wine selection at their place of work and 86% currently carry Garnacha/Grenache-based wines. 81% consume these wines at least once a month, primarily from France and Spain.

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