Blending for Success: The US Red Blend is Poised to Capture Consumers of Today and Tomorrow - Beverage Testing Institute

Blending for Success: The US Red Blend is Poised to Capture Consumers of Today and Tomorrow

 

“The ideal blend has nuance and complexity that can sometimes elude a straight varietal.” – Don Lorenzi, Winemaker, Lorenzi Estate

In 2020, consumers have more options than ever before when it comes to wine selection. While Nielsen reports that classic single varietals are currently in first and second place in terms of demand (18.6% for Chardonnay and 15.1% for Cabernet Sauvignon), the Red Blend category is right behind them at 10.7%, and has been experiencing “double-digit growth,” rapidly becoming a consumer favorite. BTI spoke with California wine producers as well as the Wine Institute to understand the Red Blend’s current popularity and to gauge its success in the future. 

 

Reynolds Family Winery

It is a common practice in France for a winemaker to create their blends with the best combination of grapes for what that vintage has produced. Steve Reynolds, winemaker at Reynolds Family Winery, makes sure to include that history when explaining his signature blend –Cabernet Sauvignon, Merlot, Cabernet Franc, Syrah, and Petit Verdot–but also emphasizes that “we are our own region and should not be compared all the time.” Reynolds respects and considers the “wisdom of the blending arts” hailing from Europe, but encourages US producers to “embrace their own style” based on their strengths. He also notes that the classic “noble” Bordeaux blend isn’t possible considering the growing conditions of all 50 states, and that this opens the door for a new category, the US Red Blend, driven by “popularity in the market.”

Don Lorenzi, winemaker at Lorenzi Estate, saw the Red Blend category begin to grow exponentially about ten years ago and explains that “consumers get it.” “It” being the multi-faceted intricacy of a blend, and that, for example, “a Zinfandel varietal has different pleasures than a Zinfandel blend.” Lorenzi finds that “the ideal blend has nuance and complexity that can sometimes elude a straight varietal” and that a winemaker determines this combination to “express their own personal tastes and concepts” to develop a unique experience within each glass. For consumers new to wine, Lorenzi believes that a US Red Blend is a great way to get to know wines in general, encouraging them to “sample blends” to “learn more about wines faster.” 

Lorenzi Estate

A winemaker may assemble the blend considering their understanding of what combination will create perfect harmony, but ultimately it is up to consumers to decide what is going to sell. Considering COVID19-related closures of wineries’ tasting rooms and restaurants, wine producers are under even greater pressure to keep up with changing demand. In a July interview with the Wine Institute, Jon Moramarco, wine industry expert for the advisory and data firm bw166, explains that wineries need to simultaneously “protect their base with Baby Boomers and hold wine’s place as the mealtime beverage” while also attracting “younger generations” with “new products and tasting experiences.” The “mealtime beverage” slot is secured by Red Blends, as Steve Reynolds states that “blends do oftentimes pair better with food due to layering,” and “blending wine stimulates multiple taste buds,” but keeping current customers happy in tandem with attracting new ones can be a little trickier.

While winemakers have sharpened their blending techniques on hundreds of years of history, and have been successful in developing loyal followings with their creations, impending climate changes magnify the importance of keeping up with both consistency and trends in order to evolve with consumers. During the 2019 Tasting Climate Change conference, a lot of attention was given to the pressing need for winemakers to consider both sustainable production and innovation in order to work with the planet’s changing weather patterns. Dr. José Villamouz, a grape variety geneticist expert, spoke to the shift in growing seasons in Old World production areas, providing the example that a much relied-upon grape like Pinot Noir, under unfavorable ripening conditions, can result in unbalanced flavors. One of his recommended solutions was to consider different varietals, selected for success in each specific region, that have the biodiversity to withstand whatever lies ahead. This could present challenges in Old World production, as he himself had a hard time imagining time-tested producers with long histories releasing vintages of as-yet unfamiliar grapes, but it’s something that US producers are equipped to navigate. 

 

Allison Jordan speaking at Tasting Climate Change 2019

“Winegrowers are farmers and they’re always used to adapting to what Mother Nature hands them,” explains Allison Jordan, Vice President of Environmental Affairs at the Wine Institute. While Jordan agrees that climate change seems to be “more impactful” in, for example, “various European regions,” the climate is “so dramatically different” in the US, “even just within Napa,” making it “hard to say that you can’t grow a certain varietal in a certain region in the future.” That said, Jordan is confident that the US Red Blend is a “perfect example” of the “innovation and willingness to try different things” in contrast to Old World adherence to historic varietals. The Red Blend gives a winery “a lot more flexibility” in cases of potential weather impact. Reynolds agrees, stating that “we are used to having to react in our winemaking each year to make consistent wines” and refers to blending as “one of our most powerful tools.” In addition to using masterful blending to keep loyal customers, Jordan emphasizes that spread of sustainable winegrowing practices will capture younger consumers. “We are the fourth largest winegrowing region in the world, and we now have 92% of all California wine being made in a certified sustainable winery,” which creates a significant positive impact on “natural resources and our communities.” Though these wines cost more to make and therefore to sell, Jordan sees that “there does appear to be a willingness to pay more,” especially in “younger generations and Gen Z,” creating a sense that future sales are secure.  

In trying to maintain established well-loved flavor profiles and continue to innovate to attract newer palates, and under pressures of shifts in climate, winemakers’ blending skills will be increasingly valuable, putting the US Red Blend in the perfect position to flourish, rain or shine.   

Sherry, Sherry in the Cask. Who is the Fairest You Might Ask?

A tippling tour through the wonderland of Sherry-finished whiskies For many lovers of fine Whiskies or luxury spirits of any type, there are few things better than a well-aged Scotch matured in Sherr...

Corks Versus Screw Caps: Which Is Better?

A recent report from Wine.com that correlated high-quality wines with cork closures got me thinking about corks and screw caps. Since April is Earth Month, it’s a good time to explore natural co...

Celebrating Lagers for King Gambrinus Day

Today is King Gambrinus’ birthday – and rather than drink an entire cask of beer, as he so cleverly once did to more easily win a barrel lifting contest, let us celebrate this mythological personi...

BTI Partners with Michigan Wine Collaborative for 2023 Governor’s Cup

The Beverage Testing Institute is working with the Michigan Wine Collaborative to evaluate several hundred samples with results to be announced in person this summer. Check out this article for mor...

Tasting Rum is More Than Fun

For many of us Rum is a drink first associated with fun; beach vacations with a Pina Colada or Daiquiri, a Hurricane at Mardi Gras, rum and cokes at a college party, or Mai Tais and Painkillers keepin...

"The consistency and broad consumer reach of BTI ratings and reviews really solidified the quality message of our artisan brand and helped us build a well-distributed and highly regarded specialty portfolio of beers."
Laurent-Xavier Gilbert,
VP Development at La Brasserie Unibroue
"The BTI rankings have an effect on what restaurants put on their wine lists, and ultimately on what you might be drinking."
Joe Gray,
Editor, Chicago Tribune
"BTI is still the outstanding tasting organization, uniquely independent. Keep up the good work!"
Jan Wells,
VP of Marketing, Cannon Wines
"Beverage Testing Institute is a professional operation with a professional approach. I like that they are committed to truly blind tastings and that their reviews are comprehensive and informative. We highlight the reviews in our tasting room and post them on social media; the consumer response is very positive. "
Edwin Richards,
Winemaker/Owner, Adastra
“Our BTI awards have helped us with our US distribution. Sales have increased form 0 cases to 250 cases in just a couple of months. We opened two new accounts in Seattle and New York.”
Eduardo Aguirre Victoria,
Terre de Vignerons
“[BTI's] Tastings.com is well known as a main reference for connoisseurs, experts and followers of spirits.”
Otto Flores,
Ron Barcelo
"We have used Tastings.com (BTI) for the last 5 years and couldn’t be happier. They always have great customer service and support! Not only do they have detailed professional reviews and tasting notes, the addition of the metallic stickers and shelf-talkers help us capture customers, and drive bottle sales. The trophies, medals, and printed awards are displayed as center pieces in our tasting room. Their website is easy to navigate and has great product information."
Mike Huffman,
Whidbey Island Distillery
“Our winery has had BTI rate our wines for a number of years. We use the bottle stickers and shelf talkers for both education and to enhance our marketing. We have had distributors request bottle stickers, and during wine pourings, we use the shelf talkers as a customer take away. We appreciate the information written by BTI since we find it to be concise, descriptive, informational, and a well rounded review of our wines.“
Janet Soderberg,
Alamira Wines, Vistaflores Estate
When we found out that our 20 year Pappy Van Winkle had been entered in BTI's 1997 World Spirits Championships and received their 99-point rating, that’s when we started getting calls from distributors around the country looking for our whiskey.

That was a benchmark moment for our business. Every time we received a high rating from BTI over the years, interest increased for our brand.

We owe a lot to the Beverage Testing Institute for our success.
Julian P. Van Winkle, III,
President, Old Rip Van Winkle Distillery
BTI has been our go-to partner for our alcohol awards program for years now, providing quality reviews of our wide selection of wines, beers and hard seltzers. The unique quarterly submission process allows our team to highlight new, trending and seasonal offerings and the staff at BTI is always responsive, collaborative and supportive to help us reach our goals.
Carrie Reitz,
Corporate Buying US, ALDI Inc.
The trust that consumers, major retailers, distributors and suppliers have for BTI makes their reviews and recommendations an invaluable complement and a huge asset to the success of Atlas’ bespoke label brands. I enthusiastically recommend their tools and services to anyone in the control or private label beverage program spaces.
Jim Cosma,
Atlas Imports

Brand Partners

Translate »