The Next Hot Varietals
Three varietals which are now on the "mainstream varietal"
radar screen and should make significant sales inroads in
1996, and beyond, are Syrah/Shiraz, Sangiovese, and Pinot
Gris/Grigio.
Syrah/Shiraz: The Next Hot Varietal
Syrah (also called Shiraz) has been around for years, primarily
as a small niche player and/or alternative varietal which
consumers turned to when prices or selections of Cabernet
Sauvignon and Merlot were unattractive.
But with the convergence of several critical factors--the
popularity of moderately priced Australian Shiraz, consumers
seeking out red varietals other than the "big four"
(CS, M, PN, Z) and the red wine boom--Syrah suddenly has
been catapulted into the varietal limelight.
As a result, we predict that Syrah/Shiraz--produced primarily
in Australia, France, South Africa and the USA--will hit
critical mass in 1996, becoming, in the process, the "next
hot" red varietal. As such, it will carve out a slice
of the varietal pie and begin to be appreciated for its
unique, appealing character.
Sangiovese: From Hot to Hotter
Sangiovese has been a "hot" red varietal for
years. But it only gained critical mass in the USA market
in 1993, after:
- several key Italian producers introduced and actively
marketed varietally-designated, moderately priced, (primarily)
non-DOC versions to the market; and,
- California vintners began planting--and producing--Sangiovese
in earnest.
Until 1993, nearly all Italian Sangiovese-based wines
sold in the USA went by their appellation names (Chianti,
Brunello di Montalcino, Vino Nobile di Montepulciano) or
proprietary names (with Vino da Tavola status). Yes, the
wines were popular--total sales were in the hundreds of
thousands of cases--but few wine drinkers were aware of
their varietal base.
But once producers like Antinori, Bolla, Brolio and Cecchi
began vigorously marketing varietal Sangioveses, consumer
awareness of the varietal expanded and the number of available
brands proliferated. (There are now dozens.)
Sangiovese's fortunes were improved, too, by the gusto
with which leading California vintners produced and marketed
the varietal. It may seem rather commonplace that California
vintners should try their hand at Sangiovese. But, outside
Italy, no other leading wine region on earth had ever before
attempted to produce top quality varietal Sangiovese--and
to sell it at top shelf prices.
In 1996, as more outstanding Sangioveses (and Sangiovese-based
wines) from Italy and California are released, Sangiovese
will further consolidate its position as a mainstream varietal.
The party may be only just beginning.
Pinot Gris/Grigio: About to Gain Long-Overdue
Respect
Meanwhile, despite its absolute scarcity in California
vineyards, Pinot Gris, largely in the form of Italian Pinot
Grigio, has already arrived (it became the "next hot
white varietal" in 1994, by our reckoning). Pinot Gris/Grigio
sales are zooming, aided by the explosion of Italian/Mediterranean
restaurants in the USA and consumer appreciation for the
varietal's full body and direct flavor.
Pinot Gris/Grigio will make further inroads in 1996, as
new versions are offered from California, Oregon and Washington.
Watch, too, for Alsace's versions to gain notoriety, and
for more quality versions to begin surfacing from Germany
and Austria--and countries further east.
All told, 1996 should be a watershed year for Pinot Gris/Grigio:
the year that consumer and trade awareness of the varietal
as a serious player actually catches up to its sales accomplishments.
In short, the year that Pinot Gris/Grigio earns long-overdue
"respect".