Russians still stuck on sweet fizz (by Lucy Shaw)

Posted: May 28, 2013 by wynmaker in Cellars, MCC, Oenology, Research, Sparkling, Vinification, Wine, Winemaking, Wineries, World wine news
Tags: , , , , , , , , , , , , ,

 

Russian consumers have yet to embrace brut sparkling wine despite the efforts of one of the country’s top fizz producers to lure drinkers away from demi-doux.
Speaking at the London International Wine Fair at ExCel this week, Pavel Titov, director of historic Russian sparkling wine estate Abrau-Durso, explained:

“When I joined the company we had 34 different labels in our range. My first decision was to scale it right back and discontinue half of the wines.

“The aim was to get rid of all our demi-doux and demi-sec styles, as I believe brut is the way forward, but this didn’t make commercial sense as Russian consumers are still stuck on sweeter sparklers.

“I wanted to try and change the market trends, but the love of sweeter wines is so deeply ingrained in Russia that it’s hard to influence age-old drinking habits,” he said.

Titov did reveal however that mindsets were starting to change, and that sales of brut are currently the fastest growing within the company, while demi-doux (containing up to 45g of residual sugar) remains Abrau-Durso’s best seller.
“Half of our production is demi-doux at the moment in order to satisfy demand, while we make 35% brut and around 15% demi-sec – people tend to buy the extremes in Russia, either really dry or really sweet,” Titov told db.

 

Read on …

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s