On Wednesday, May 4, 2011 the Virginia Wine Board met in Charlottesville, Virginia. The primary purpose of the meeting was a working session to review industry comments on the Strategic Plan and to approve the document. As part of the discussion, a decision was made to pursue a marketing plan that will include the designation of Viognier as Virginia’s signature grape for national branding purposes. Here are some of the reasons that Viognier was selected:
- In recent years, new wine regions have focused their national marketing on one grape variety as a way to increase attention and eventually drive tourism and sales on all wines for that region. Some examples of this strategy include:
- New Zealand Sauvignon Blanc
- South African Pinotage
- Oregon Pinot Noir
- Argentina Malbec
- New York Riesling
- Napa Valley Cabernet Sauvignon
- Viognier can be a major point of differentiation for Virginia.
- Several industry consultants, including a group from The University of Virginia, Darden School of Business, as well as, industry opinion leaders (wine writers, judges, experienced consumers and connoisseurs) have raised questions asking why Virginia has not put more of a focus on Viognier.
- Numerous Virginia wineries and several independent growers already produce Viognier (74 Virginia wineries list it on virginiawine.org)
- Viognier has a proven track record of growing well in most areas of Virginia.
- Since 1992, Viognier has consistently produced good quality and flavorful wines. Almost a twenty year track record!
- Viognier can be produced as a dry, slightly sweet, late harvest or sparkling wine.
- Wineries already want more Viognier than is available in Virginia. Designating Viognier as Virginia’s Signature wine will drive more independent growers to establish more acreage.
- Viognier has received numerous “Best of Show”, “Best in Class”, double gold and gold medals in regional, national and international competitions.
- Viognier has consistently received positive reviews from wine critics both in state, nationally, and internationally. It is already perceived by wine buyers, critics, and consumers as one of the great wines from Virginia.
- Is Viognier the only variety that will benefit from being chosen as Virginia’s signature wine? Absolutely not. It will be a springboard to start a conversation about all Virginia wines.
Virginia Viognier seems to have more character than California-grown Viognier, where it appears to be grown with less distinction or pride. I’ve tasted a range of quality VA Viogniers, however, so it seems that growing Viognier may be tricky. I’m not sure the marketing designation is on firm ground, but I trust the Wine Board knows better than me.
Meanwhile, I’ve noticed lots of very good Cabernet Franc in Virginia, and I’m not fond of red wines. Can I nominate Cab Franc be designated the “signature red?”
Disclosure: I grow neither Viognier nor Cab Franc.
There are many in the Virginia wine industry that would agree that Cab Franc be designated the “signature red”. It is certainly grown successfully by most vineyards in Virginia. Time will tell!
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