Success story of the last couple of weeks must belong to supermarket Aldi´s wine-buyers and Coviñas , the Requena based co-op who have been working together since 2004/5.
`Toro Loco´, with its screw-top, a fruity red from Tempranillo from the DO Utiel-Requena ( and sold under the basic Enterizo brand here ) was entered in the recent IWSC ( International Wines and Spirits Competition ) where it picked up a silver medal. Not bad for a supermarket wine costing around 1.70€ here in Spain! All the better that it was competing against wines from around the world, some of which were also awarded a silver medal, but cost a stonking 30 pounds plus! In the UK the price of this little gem is a 3 pounds 59 pence!!!!!
Some clever marketing monkey at Aldi dropped this quickly into the press and guess what?…….Aldi sold all 20,000 bottles in about three minutes flat! In fact contacts in Ipswich tell me it was sold out before it was even in the shops!
There is a big message here for importers in the UK and bodegas here in the Valencia Region. The local wines are big, fruity, fresh and very much to the English taste in particular. Moreover with the state of the Spanish economy deals can be done to release wines to the UK which, despite austerity there as well, will fly off the shelf. Nor is there a need to match the 20k bottles which formed this particular deal. Lots of smaller quality bodegas with limited production can also meet competitive prices in the specialist market amongst small wine merchants. As we reported recently wines from Chozas Carrascal also picked up awards from Decanter and are available from Alizarin Wines and the Earlsfield Deli ( just to prove the point!)
Any UK importers looking for pointers only have to ask!
Word on the streets is that wines from local variety Bobal in particular have been a huge hit at the London Wine Fair with importers particularly impressed…now to get the public gagging for it too!
Well done Coviñas!