GARNACHA: PERCEPTIONS AND CONSUMPTION TRENDS IN THE US

GARNACHA: PERCEPTIONS AND CONSUMPTION TRENDS IN THE US Wine trade and media survey

[Garnacha] is an unlikely hero of a grape… its time seems to have come.

- Jancis Robinson MW Sponsored by:

60%

Increase in the the consumption of Garnacha/Grenache* in the U.S. from 2014 to 2017.

10%

of U.S. wine drinkers report drinking Garnacha in the past 6 months.

– Wine Intelligence

*For the purpose of our survey Garnacha and Grenache refer to the same grape variety. We will use the Spanish translation (Garnacha) in this white paper.

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

The results are based on 130 surveys completed from April 24, 2018 to March 5, 2019 at the following U.S. 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 encompassed questions about personal consumption; current inventory of Garnacha wines at the respondents’ places of work; perceptions of the variety and range of wine styles; and Garnacha’s potential in the U.S. market.

The survey was sponsored by D.O.P Cariñena, the historic birthplace of Garnacha in Aragón and home to the highest concentration of old-vine Garnacha in Spain.

[Source: Gregory + Vine/ D.O.P. Cariñena survey 2018-2019]

“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!”

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KEY FINDINGS Garnacha wines are well-represented in top U.S. wine portfolios. Wine professionals consider them an excellent alternative to Pinot Noir and other sought-after wine profiles. Garnacha wines also appeal to adventurous consumers looking to discover new wines.

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

80% report that Garnacha wines fit in the discovery wine category.

85% of respondents would recommend

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

“It’s fun and affordable.”

“It comes in many styles.”

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

Garnacha wines as an alternative to Pinot Noir.

[Source: Gregory + Vine/ D.O.P. Cariñena survey 2018-2019]

Garnacha is one of the great wine experiences!

-Oz Clarke

85%

of respondents would recommend Garnacha as an alternative to Pinot Noir.

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A WIDE APPEAL Garnacha 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 to be competitive with?

Syrah

Pinot Noir

32%

23%

Tempranillo

61%

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

[Source: Gregory + Vine/ D.O.P. Cariñena survey 2018-2019]

A DISCOVERY WINE Garnacha is considered a “DISCOVERY” wine among wine trade professionals who feel it is important to have in their portfolios to offer their guests/customers exciting options.

80% of respondents agree

that Garnacha 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 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.” “[Garnacha] 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 has 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.”

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

early drinking but age-worthy

food-friendly tannic

approachable varietal

versatile

perfect alternative to Pinot Noir smooth wines

over-delivers for price

lots of bright fruit

generosity of flavor

great with meats

value

finesse and elegance world-class varietal

ripe fruit flavors

accessibility

fruit forward

Old World

crowd pleaser

richness and balance

versatility

more interesting and reliable than Pinot Noir

pairs with assortment of meats and spices

great alternative to Syrah [Source: Gregory + Vine/ D.O.P. CariĂąena survey 2018-2019]

87%

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

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SELLING GARNACHA How to promote and sell Garnacha wines was a key focus at the Global Garnacha Summit held on April 24, 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 subsequent surveys.

“This variety needs to be recommended to customers. Most consumers don't know about Garnacha and need to be educated or recommended it at restaurants or retail to begin the new revolution of drinking more of this great grape.”

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

[Source: Gregory + Vine/ D.O.P. Cariñena survey 2018-2019]

81%

of wine professionals surveyed say they drink Garnacha at least every month.

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RESPONDENTS

% 0 2

12%

r ye Bu

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

% 17

86%

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% have influence over the wine selection at their business, and 86% currently carry Garnacha-based wines. 81% consume these wines at least once a month, primarily from France and Spain.

dia Me

[Source: Gregory + Vine/ D.O.P. CariĂąena survey 2018-2019]

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HIGHLIGHTS FROM THE 2018 GLOBAL GARNACHA SUMMIT Hear what the Global Garnacha Summit panelists and Garnacha experts have to say about this variety.

[Source: Gregory + Vine/ D.O.P. Cariñena survey 2018-2019]