Issue link: http://digital.copcomm.com/i/288975
april 2014 / the tasting panel / 97 Rueda already dominates the Spanish white wine market, where it sells more than 51 million bottles annually. Jens Riis, who heads Spanish operations for Kysela Père et Fils, importer of the Palacio de Bornos brand, says, "It's clear that Rueda pretty much owns the Spanish white wine market, especially in bars and restaurants. It's almost the only white wine they have to offer." "Almost 85 percent of the vineyards in the D.O. are planted with Verdejo grapes," says Ramón Bocos, Secretary of the Regulatory Council of D.O. Rueda. "This predominance of the indigenous variety can also be seen in wines bottled in the D.O. Rueda, being a vast majority of the monovarietal wines produced from Verdejo," he says. "There are also some Sauvignon Blanc monovarietal wines and some blends of Verdejo and Sauvignon Blanc or Viura." Once-popular Palomino is being phased out. Verdejo has certainly resonated among American importers, retailers, restaurateurs and customers. Mar Esteban is Mid-Atlantic Manager for the Spanish producer/importer Matarromera and its Emina brand. She says, "Restaurants and bars love Verdejo by the glass, and retailers love the price point." Verdejos generally sell in the $10- to $20-per-bottle range. "More people relate to grapes than to wine regions," adds Gretchen Thomas, Wine and Spirits Director for New York-based Barteca restaurants, "so we find more consumer interest in Verdejo as a variety than in the region of Rueda itself. And it's very easy to sell, because anyone who likes Sauvignon Blanc will like Verdejo." Zach Moss, Wine Store Manager and Purchasing Director for Despaña Vinos y Mas in New York, agrees. "It's easy to transform someone who is on the New Zealand Sauvignon Blanc bandwagon to the Verdejo bandwagon," he says. "And they have the same demographics—mid- 30s and under, the Millennials." A view of the town of Rueda from Verdejo vineyards. Harvesting Verdejo grapes. PHOTO: ROBERT CURTIS Gretchen Thomas, Wine and Spirits Director for New York-based Barteca restaurants, sees high consumer interest in Verdejo and finds Rueda Verdejos "very easy to sell." TP0414_072-101.indd 97 3/24/14 3:32 PM