Uncorkings 5.24.11

News and notes from the world of wine.

What drives wine sales? The simplicity of a label, the wine’s color and price are factors which most sway people to buy certain a bottle, according to a consumer panel conducted at the London International Wine Fair.

BusinessWeek reports that Constellation Brands, the world’s second largest wine seller, has raised its digital marketing budget by 150%, in a bid to target Millennial drinkers through online pitches. The company also is using "sensory analytics" to help it better understand consumer preferences (a fancy term for getting expert tasters to classify wines according to precise flavor/texture/aroma descriptions).

Off-premise wine sales data increased 10.4% from the same period of the previous year in the four weeks ending April 30, 2011, according to The Nielsen Company-tracked data.

On May 13, the Manhattan Cocktail Classic gala was attended by 3,000 guests at the New York Public Library, where more than 130 liquor vendors cranked out a grand total of 40,000 cocktails. That’s an average of 13.3 cocktails per guest, if you’re keeping track.

Reuters reports that in China, affluent drinkers are increasingly embracing Scotch whisky as a status symbol, even at the expense of local tipples like baiju, a rice-based spirit. Whisky exports to China spiked 24% in 2010.

Freixenet USA appointed Eva Bertran to the position of Vice President, Marketing. In this new position, Bertran will assume the overall management of all marketing efforts for the company’s entire portfolio of imported and domestic wines.

Published on May 24, 2011