Dive Brief:
- Amber wine, a centuries-old varietal made by fermenting white grapes with their skin intact, is generating interest from sophisticated drinkers looking for something new, according to The Associated Press.
- Sources described amber wine’s flavor as “outgoing” and “very spicy, peppery.” A winery manager in Brooklyn said the varietal hit its peak of popularity a couple years ago but is still popular with customers.
- Despite its unique profile, amber wine remains a niche category that sources say appeals mainly to connoisseurs willing to pay up to $200 per bottle. One distributor told AP the wine makes up “far less than 1%” of sales, and noted it likely won’t appeal to novice drinkers.
Dive Insight:
Sophistication and a connection to winemaking practices of old are the main selling points of amber wine. Although it has gained buzz in just the past few years, the peppery varietal dates back centuries to the Caucuses region, where winemakers would ferment grapes in clay jars before pressing them. According to Food & Wine, amber wine’s popularity reflects surging interest in ancient, all-natural winemaking techniques.
It also connects to consumers’ growing interest in wines that go beyond white and red. Gik, an all-natural blue wine from Spain, received 30,000 pre-orders before it came to the U.S. market last month. Rosé, the pink wine that has become a summer staple with urban millennials, represents just 1.5% of the overall market but saw volume sales surge 53% to $238 million over the past year, according to Nielsen.
Wine sales, on a whole, are on the rise. Millennials in particular are swapping out craft beer for wine when out with friends or entertaining at home. Sparkling wines are growing at double-digit rates, and the U.S. wine industry noted a 1.9% CAGR from 2011 to 2016. Wine experts say this upswing can be attributed to an elevated interest in fine wine and increased product launches.
Could amber wine become the next rosé? It seems doubtful, given limited production, hefty price and a flavor that appeals mainly to connoisseurs.
However, wine retailers and distributors shouldn’t discount amber wine’s niche appeal. Sophisticated wine consumers tend to buy in large volumes, and could add credibility to support a wider rollout. For now, any grocer or wine store that counts moneyed sommeliers among their clientele should at least be dabbling in amber this fall and winter.