New Age is the 'Cool' Top-Selling White Wine in 'Hot' Argentine Category

October 28, 2009

NAPA, Calif., Oct. 28 /PRNewswire/ -- The continued growth of Argentine wine imports to the US (more than 40% annually over three years) has made it the most important "import to watch" in the wine industry.

That New Age White is the largest-selling Argentine white wine in just-released Nielsen Research data on Argentine wines sales in the US makes it a "hot brand" in a hot category. This does not surprise Argentines, who say that Americans have finally discovered what bar patrons and club-goers in Buenos Aires and the rest of the country have long-known - New Age is the most unique, flavorful, and versatile Argentine white wine on the market.

New Age White ranks twelfth among all Argentine wines in total dollar sales from September 2008 to September 2009 - the eleven wines ahead of it are reds and it leads other well-known Argentine producers such as Los Alamos and Marcus James. This refreshing wine has shown an 89.1% increase in sales over the past year.

The success of New Age in the US is not through advertising but via a persistent and creative grass-roots marketing campaign that focuses on a heavy schedule of tasting opportunities and the creation of drink recipes that helped the brand straddle the line between traditional wines and cocktails.

According to Stephen D. Kreps, president and co-owner of Quintessential, the fine wine company that is importing New Age, the wine's popularity in the US didn't happen overnight. "Back in 2003, my son and I were in Argentina visiting the Valentin Bianchi winery, where New Age is made. We noticed everyone enjoying this 'fizzy' white wine on-the-rocks, with a twist of lime. We were just starting to introduce New Age to the US and cocktails were experiencing a resurgence, especially with younger drinkers. While New Age is refreshing and delicious served chilled by itself, we thought we might have a viable 'point of difference' in showing how versatile it is. In addition to adding lime, it's great mixed with almost any fruit juice."

Quintessential's co-owner and national sales manager, Dennis Kreps, picks up the story. "Once our sales force understood that New Age's unique versatility distinguished it from other white wines, they started creating their own cocktails with New Age as the base - sharing those cocktails with the rest of the company, as well as buyers, bartenders and waitstaff. It works as an aperitif or dessert wine...and is excellent with spicy food."

Quintessential has made New Age White a 'focus' wine for almost every on- and off-premise tasting their salespeople conduct. "It doesn't matter if it's an in-store tasting or expensive wine gala," Dennis explains, "the New Age table is always among the most crowded and always the wine our pourers run out of first."

In 2004, Quintessential brought New Age Rose to the US. A blend of Malbec and Merlot, with the same "fizz" as its white sibling and refreshing flavors of fresh red berries, it has steadily climbed up the sales charts and is especially enjoyable as the main ingredient of the South American Sangria. Both New Age White and Rose are exclusively imported by Quintessential, www.quintessentialwines.com.

SOURCE Quintessential