California offering a success for Armit

A pre-Christmas offering of top Californian wines by Armit Wines was hailed a success by the merchant as buyers swooped on labels such as Diamond Creek and Bien Nacido.

In the run-up to last Christmas Armit offered fine wines from across the US state and the upbeat reaction to the sale is an example of the increasingly positive and inquisitive attitude towards US wines among UK buyers.

Interestingly, Pinot Noir and Chardonnay were among the most popular wines in the offering. Armit’s California buyer, Edwina Watson, told the drinks business: “Customers have reacted well to the offer we sent before Christmas, with a tendency towards Pinot Noir and Chardonnay which I think reflects the change in attitudes towards California, and in California generally, as well as our Burgundy-focused customers’ tastes.

“Having said that, Diamond Creek was a real feature of the offer – a prestigious Cabernet Sauvignon from Napa Valley which sold out within minutes of release.

“Well-known vineyards, such as Bien Nacido, have understandably done well.  And Santa Barbara seems to have been a popular choice; a region that is really exciting right now, whose reputation has been built on this one vineyard alone but newer vineyard sites and up-and-coming producers are helping to enhance its identity.”

Interest in California would appear to be gathering pace, though Watson added that, “while there is definitely some important momentum behind the ‘New California’/Jon Bonné/In Pursuit Of Balance (IPOB) way of thinking, I believe this is still somewhat in its infancy over here.”

She acknowledged that the wines still require a “hand-sell” and are, very often “expensive” but that nonetheless, “there is a huge opportunity for growth.”

She continued: “Customers need to recalibrate their expectations of new world wines and merchants have a responsibility to communicate and sell the whole California ‘story’, including understanding the key winemaking areas of California.  It is important that, as merchants, we bridge the gap between what the trade are talking about and what customers are actually buying.  I certainly think if there are more opportunities for customers to try Californian wines by the glass in a restaurant or bar, then they are more likely to have the confidence to convert that to a personal purchase from a retailer to drink at home or store for the future.”

The growth of Californian fine wine was listed in our predictions for 2016 here.