Chianti producers are tinkering with 800 years of success to chase consumers who don’t exist
Chianti, perhaps the quintessential red wine – earthy, tart and oh so dry – is going to become more sweet. Why? Because Italy’s Chianti producers want “to sweeten its appeal to attract more women and a new generation of young consumers. …”
Is it any wonder the Wine Curmudgeon worries about the future of the wine business?
This approach is so pathetic on so many levels that I don’t even know where to begin to criticize it. Chianti is wine, not Hawaiian Punch or a rum and Coke. Why make it taste like something it isn’t?
More importantly, it works from a false premise: That women and younger consumers don’t like dry wines, don’t buy dry wines, and only want to drink sweet wines. Where do otherwise intelligent people (yes, this includes you, Bogle) get these ideas?
The world wine market is worth more than $300 billion, and almost all of that is dry wine. Why, suddenly, are those sales figures irrelevant?
Well, says the president of the group that represents Chianti makers, “When we participate in wine fairs in Brazil, America or in Asia, people often tell us Chianti is a great wine but too hard, with too much tannin.”
Ah, that’s it – anecdotes from other people who work in the wine business. Chianti producers are going to tinker with an eight-century success story because someone who sells wine told them what they heard from someone else who sells wine, who heard it from someone else who sells wine. Talk about hearing what you want to hear and disregarding the rest.
That’s an even worse reason to do something than a focus group.
The only good news in this is that the current legal residual sugar levels in Chianti are so low that the new, higher level is still less sweet than many California dry red wines. But that’s troubling, too, since the Chianti group president made the same point: ““It will still be a dry wine. The limit we have will be the same as other famous Italian wines like the Brunello and the Barolo. It won’t taste any sweeter.”
I wrote a guest piece for an Italian wine magazine in the blog’s early days; I was asked to offer my insight into the U.S. market and how Italian companies could continue to sell lots of wine here. Because, as the Italians never seem to remember, they sell more wine in the U.S. than any other foreign country.
I wrote: “Make Italian wines in Italy. Don’t make Italian wines that taste like they were made in France or California. What’s the point of that when people can buy French wines and California wines?”
I guess I need to find that piece and send it to the Chianti producers group.