Issue link: http://digital.copcomm.com/i/288975
april 2014 / the tasting panel / 99 producers was Angel Rodriquez of Martinsancho wines (imported by Classical Wines), widely praised for his strong advocacy of Verdejo and preservation of its old-vine vineyards. Today, Riscal, represented in the U.S. by Shaw-Ross International Importers, is one of the largest producers in Rueda, with more than 500 acres of Verdejo and Sauvignon Blanc vines. Riscal also was instrumental in help- ing establish the Rueda D.O. in 1980, which today has grown to 63 wineries. In addition to the small artisan winer- ies, large producers such as François Lurton from France and Domecq, Torres, Freixenet, Marqués de Cáceres and Codorníu from Spain either have wineries in Rueda or are having private-label Rueda made for them. To promote its wines even further, Rueda has been running a U.S. market- ing campaign with the New York public relations agency Colangelo & Partners, and Muñoz says that shortly, "D.O. Rueda and Ribera del Duero will join forces to promote their quality wines in the USA. This integrated com- munications program will extend for five years," he says, "including public relations, social media, event market- ing, advertising and web marketing." "D.O. Rueda's campaign has already brought in a lot of interest to their wines," says Josh Hackler, whose Spanish Vines imports Rueda wine from Mantel Blanco. All importers we talked with agree there is room for U.S. expansion of Verdejo and other Rueda wines, although Steve Metzler of Classical Wines worries that Rueda is in danger of becoming a "commercial commodity." A Go-To White With Verdejo's success as a fresh, lively wine, some producers have shown interest in making a more-com- plex Verdejo that might also develop in the bottle. For example, François Lurton produces barrel-fermented Cuesta de Oro, and Emina's barrel- fermented Carlos Moro Selección Personal Verdejo adds six months of barrel aging. Both sell for just over $20. But, Despaña's Moss warns, "There's a big challenge between selling a Verdejo that's under $20 and selling a Verdejo that's over $20." Generally, however, it is the fresh- ness and vibrancy of Verdejo that attracts most admirers. "Verdejo is a great wine with fish and tapas," Barteca's Thomas says, "and its high acidity will even allow it to go with chorizo-laced stews and paella." Casa Mono sommelier Perez agrees. "Its acidity and minerality allow Verdejo to go with richer, more-heavily seasoned dishes, and its herbal characteristics and salinity allow it to pair with fish as well." Or, as Moss observes, "People seem to enjoy it as their 'go to' wine. Verdejo is more of a beverage wine than a wine geek's wine." Master Sommelier and Master of Wine Doug Frost, who selects wines for United Airlines, is a long-time admirer of Verdejo. He says that Rueda and Verdejo have for several years "been on a roll," steadily building a base in urban areas. But, he says, "There are still some markets for which it's a new and delicious thing." As Frost sums up, "For most wine buyers, Rueda is Verdejo." PHOTO: ICEX/WINES FROM SPAIN PHOTO: ERICA GANNETT International Exports Director Mario Muñoz at Spain's Great Match event. "D.O. Rueda and Ribera del Duero will join forces to promote their quality wines in the USA. This integrated communications program will include public relations, social media, event marketing, advertising and web marketing." Sommelier Hector Perez of Casa Mono in New York emphasizes that Verdejo has its own flavor profile. TP0414_072-101.indd 99 3/21/14 2:54 PM