Issue link: http://digital.copcomm.com/i/10329
MARKETING Greece Is the Word G reeks wines have been around for about 4,000 years, but it’s only lately that consumers have taken note. Industry experts have long praised the wines—the whites for their crispness and structure, and the reds for their power and complexity—but it’s been an Olympic-sized task bringing that enthusi- asm to the consumer market. Why? For one thing, the names are dif- ficult to pronounce and remember. And it’s also a case of the olive not falling far from the tree: They’ve have had a hard time shedding their reputation as ethnic wines. But, Sophia Perpera, director of the Giota (left) and Andrea Englisis of Athenee Importers, one of the first champions for Greek wines in the U.S. promotion organization All About Greek Wine (www.allaboutgreekwine.com), says that’s about to change. And a large part of that is due to a new age of winemaking with better technology and a progressive outlook. “The new generation of winemakers Greece at a Glance • Seven major wine regions • More than 300 indigenous grape varieties • 11 native white varieties • 4 native red varieties • 65% white, 35% red • Leading red: Agiorgitiko (St. George) • Leading white: Assyrtiko • Production: approximately 4,000,000 hl. • Export volume: 17 percent • No. 1 country of export by volume: Germany are classically trained in places such as Bordeaux and U.C. Davis, and are bringing that back to their countries and improving what’s already unique there,” says Perpera, herself a Bordeaux-trained oenologist. The result? Says Perpera: “More and more Greek wines finding their way to the shelves in retail and on the wine list in restaurants that have a forward-looking view of consumer tastes.” Marketing efforts in the United States have been stepped up, helped by an infusion of European Union funding. The recently established Wines of Santorini, for example, will introduce itself, along with ten producers, at a tasting in New York this month. For longtime importers such as Giota and Andrea Englisis, the new focus on Greece is welcome. The mother-daughter team runs Athenee Importers, established in Long Island in 1975 and, for most of the time, the only champion for Greek wine in the United States. “In the beginning, no one would see us, and they told us no one would buy Greek wines,” said Andrea. “In the beginning, they were bulk and mediocre, but now the quality stands for itself.” Athenee’s East Coast road show this spring showcased ten producers. Their goal: show off wines that represent three T’s—tradition, technology and terroir—at friendly price points. The top-selling wines in their portfolio retail between $12 and $17. “We still have to pick our battles, but every day we’re making progress,” Andrea says. A MARKETING MARATHON HELPS GREEK WINES THRIVE IN THE U.S. story and photos by Lana Bortolot Greek wines at a recent Athenee Imports New York tasting. 2 / the tasting panel / may 2010