Issue link: http://digital.copcomm.com/i/148134
In May 2012, Chocolate Shop took the chocolate lifestyle experience from the bottle to its own Walla Walla, Washington tasting room, replete with glossy chocolate brown walls, crystal chandeliers, gold leaf mirrors, tufted settees, local confections, novelties and chocolate wine. COURTESY OF PRECEPT BRANDS Nielsen data categorizes as "flavored refreshments." Precept Wine, now in its tenth year, is no stranger to innovation; the company stealthily creates exclusive brands for large retailers, dialing a wine down to hit an exact demographic and taste profile, owning the process from vine to shelf. In 2010, when Hal Landvoigt, Chocolate Shop winemaker and Precept Wine's Director of Winemaking, originally sat down in the lab in with Precept Wine CEO and founder Andrew Browne and Chief Marketing Officer Alexandra Evans, they knew the product had to be created with a consumer perspective. "We recognized the universal appeal of chocolate far outweighed the limited segment of traditional wine drinkers out there, and we ran with it." Browne says. "In the big picture, we're still very much a producer of conventional wine, but we're never afraid to challenge ourselves with out-of-the-box innovation; in Chocolate Shop's case, we found a thirsty niche." Precept Wine's goal was to create an everyday luxury for the everyday consumer, one Evans likens to "the emotional experience of indulging in one's morning café mocha." Chocolateinfused wine draws upon themes of indulgence, luxury and escape. The team fashioned a beautiful label reminiscent of premium chocolatiers, with "lickable" browns and gold foiling. "Chocolate Shop was really designed to be chocolate flavor–forward; we spent a lot of time developing a natural, proprietary flavor," says Landvoigt. "We created a balanced wine that delivers the chocolate without competing with the wine itself; the sweetness comes through but it's not at all cloying [only 7% residual sugar]." When the wine was quickly embraced by the masses, Precept was validated by that palpable connection. With two stints on NBC's The Today Show, hundreds of print and broadcast features and a tenacious chocolate- and female-focused event schedule, clearly Chocolate Shop hit a sweet spot. Social media outlets furthered that groundswell and the confection affection perpetuates. Building on that sweet trajectory, Landvoigt perfected a silky, creambased dessert wine for global confectioner Brown & Haley on the dawn of its centennial celebration. Precept and Brown & Haley co-launched ALMOND ROCA Cream in last fall, the confectioner's first wine and spirits line extension, capturing the essence of Brown & Haley's trademarked ALMOND ROCA Buttercrunch toffee. Even in two of Precept's wine tasting rooms, Chocolate Shop and ALMOND ROCA Cream have outpaced sales of its traditional, drier wines. That eyeopener proved its on-premise potential, underscoring the moves of such restaurants as Kayo's in Bend, Oregon, to the Cultured Pearl in Rehoboth Beach, Delaware, that feature Chocolate Shop as a by-the-glass or bottle offering right alongside ports and late-harvest whites on dessert wine lists. Chocolate Shop first excelled off-premise at Albertsons, Kroger and Safeway stores as well as Cost Plus World Market, where Chocolate Shop has enjoyed a robust national partnership—especially during the holidays. As with confections, there is a noticeable rise in sales for these wines during the "chocolate holidays:" Valentine's Day, Easter, Mother's Day, Halloween and Christmas/New Year. As Precept Wine innovators reflect on the impact of its flavorful spinoffs—both on the company and the category—Landvoigt remarks, "Now comes the encore." And retailers take note: This winter holiday Chocolate Shop and ALMOND ROCA Cream offer 375ml line extensions, ideal for gift-giving. ChoColate Shop: available in Red, Strawberry and Crème de Cocoa ($15/750ml); Red, Strawberry ($8/375ml); and Sparkling Chocolate ($20/750ml) www.chocolateshopwine.com alMoND RoCa CReaM: ($15/750 ml); ($8/375ml) www.almondrocacream.com august 2013 / the tasting panel / 7 TP0813_001-33.indd 7 7/24/13 9:46 PM