Word: sauvignon
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Clos du Val, a Napa winery set up by Frenchman Bernard Portet in 1972 and best known for its Cabernet Sauvignon, hired a new executive team last year to reposition its brand further upmarket. It will soon sell its top Cabernet at $62 a bottle, up from $55. Several of its other wines will also have price increases. The wine labels will be redesigned, but the wine inside will remain the same. "By not raising our prices in the 1990s, we fell behind in positioning and recognition," says David Campbell...
...easier to understand. Total wine exports from Australia jumped from $98.7 million in 1990 to $1.01 billion in 2001, powered by favorable exchange rates and strong brand marketing. Like U.S. winemakers, the Australians sell wines that are easily identifiable by the grape they are made from--Shiraz, Sauvignon Blanc--as opposed to the confusing geographical classifications of French wines. "Brands are the key," says David Scotland, president of Allied Domecq's wine division. "New technologies have improved winemaking...the consistency of style builds trust and thus brand equity." Consider Orlando Wyndham's Jacob's Creek brands, which include Chardonnay...
...points to Marchesi de Frescobaldi--best known for its Tuscan red wines, such as Nipozzano Chianti Rufina--which has acquired property in Friuli to make Sauvignon, Pinot Grigio and Ribolla Gialla white wines. "The Italians have figured it out--how to create tastes that suit the American palate," says John Fredrickson of Gomberg, Fredrickson & Associates, a wine-industry consultancy in San Francisco. In the U.S. market, Italian Pinot Grigios represent the largest import category. At the higher end of the market, the new category of Super Tuscans--such as Tignanello and Sassicaia--are commanding prices of $80 a bottle...
Alcohol, however, will be another matter. With a President in the White House who has forsworn the demon drink, even a sip of sauvignon blanc is going to seem somewhat rude in Washington circles...
Then there are the wines. The Cape's staple white is Chenin Blanc, but the Sauvignon Blancs--sometimes oak matured--are achieving high points in world ratings. Locals will say that if you haven't tasted South Africa's distinctive national red, known as Pinotage, a grape cross of Pinot Noir and Cinsaut, then you haven't yet lived...