Issue link: http://digital.copcomm.com/i/237615
Casal Garcia's Vinho Verde Rosé is crisp and refreshing any time of year. PHOTO COURTESY OF AVELEDA the elder statesman whose name is almost as long as the family tree is high—curated the estate, bringing it back to its glory and, more important, building a wine cellar. It was work that would continue through the generations. Keeping Portugal on the Wine Map "We are responsible for taking new challenges as a way of paying a tribute to our ancestors and we desire to pass it on to our children," says Guedes. What his generation will pass on is the most popular Vinho Verde in the world, its iconic blue label not only echoing the tile work for which Portugal is renown but also invoking a "pride of place" stamp, as if to say this wine is Portuguese. "Apart from port, Portuguese wines didn't really have a reputation on the global market," Guedes says, noting that the demarcated Vinho Verde, with its unique terroir (granitic soils and high humidity), is now among one of the country's most-promising regions. In the spirit of "a rising tide sails all ships"—particularly apropos for a seafaring country—his family aims to keep Portugal on the wine map. He notes that now is a good time to ride the tide. "Indigenous varieties have been rediscovered such as Touriga Nacional and Alvarinho . . . today, Portugal offers a whole new variety of wines with the charming tipicity of the Old World." Staying Relevant Aveleda experienced its first growth spurt in the 1950s and '60s, and today is a shining example of how to stay relevant in a competitive wine landscape. The company has focused on improvements in viniculture, with the assistance of the renowned wine consultant Denis Dubourdieu. Its 160 hectares are sustainable and most The Quinta da Aveleda wine is made from estate grapes. The FOLLIES Touriga Nacional–Cabernet Sauvignon is a blend of Portugal's signature grape with international star Cabernet. grapes are harvested manually. Such improvements have paid off: In 2011 Aveleda was named "International Winery of the Year" by Wine & Spirits magazine for the eleventh time. It has also devoted significant resources to sustainability and social responsibility— touch points in any industry—incorporating green practices such as examining their carbon footprint, waste-water management and other energy audits. A polyagricultural estate, Aleveda has also certified its food security system and its dairy production, meeting European ISO standards. But back to wine. The company innovates, here, too. Two years ago it introduced the Aveleda brand, a line of white wines subdivided by region and variety. It recently launched Grinalda, the world's first kosher Vinho Verde (from Loureiro, Trajadura, Arinto and Azal grapes). Keeping Things Fresh And keeping things fresh, it's adding to the Casal Garcia line: To celebrate its 75th birthday, the venerable brand added white, red, rose and sparkling wines to its portfolio. They've already got winemaking down: Now what for the company? Seventy percent of the company's annual production—one million 9-liter cases—is exported to more than 70 countries (United States is the numbertwo export market after Germany). Some 170,000 cases are sold in here, with the majority of sales in the northeast. Guedes says the focus will be on management, strategy and branding for untapped foreign markets and, stateside, fast-growing markets such as Texas, California, Colorado and New York. "Since its creation, Aveleda has had a history of constant evolution. We believe that we cannot stay still, but, rather, have a critical view of our processes and goals, never losing the family tradition," he says. "In other words, Aveleda aims to change continuously to attain its goal of producing the best products to a broader and savvy market. "At last, creating strong brands is a key point for Aveleda." The Aveleda Dossier Estates: Quinta da Aveleda in Penafiel Quinta da Aguieira in Valongo do Vouga Varieties: Loureiro, Fernão Pires, Alvarinho, Arinto and Trajadura Brands: Aveleda Aveleda Vinho Verde Aveleda Alvarinho Aveleda Douro DOC Aveleda Reserva da Familia Quinta da Aveleda Vinho Verde Casal Garcia Casal Garcia Rosé Casal Garcia White Casal Garcia Sparkling Medium Dry FOLLIES FOLLIES Touriga Nacional / Cabernet Sauvignon FOLLIES Touriga Nacional Grande FOLLIES Charamba Douro Grinalda Kosher january 2014 / the tasting panel / 7 TP0114_001-33.indd 7 12/19/13 9:22 PM