Exciting Growth for Alsace Wines in the U.S.
Wines of Alsace USA is celebrating significant momentum in the U.S. market as their wines capture the attention of a growing number of American consumers. The recent launch of their captivating new campaign, Alsace Rocks, marks an important milestone in promoting the allure of Alsace wines. As the annual grape harvest wraps up in Alsace, the latest export figures highlight the increasing popularity of these wines in the United States, reaffirming their strong position.
Understanding the Rise in Demand
U.S. wine enthusiasts are developing a profound appreciation for Alsace wines, as evidenced by French Customs data reporting remarkable growth in U.S. demand:
- In terms of value, the U.S. ranks as the second largest export market for Alsace wines with a 7.5% increase, while also being third in volume, with almost 2.9 million bottles or around 241,000 cases (240,000+ hectoliters), reflecting an 8.1% rise.
- Still wines are especially popular, achieving the second position in value with a 5.9% increase, and ranking third in volume with approximately 1.5 million bottles, totaling around 128,488 cases (11,564 hectoliters), which is an uptick of 2.8%.
- Crémant d'Alsace, a sparkling wine from the region made using traditional methods, is flourishing in the U.S. with a value increase of 10%, ranking second, and taking third place in terms of volume with 1.3 million bottles or 112,277 cases (10,105 hectoliters), showing a remarkable 14.8% growth.
*Data for the trailing 12 months.
The Refreshed Alsace Rocks Campaign
To harness this momentum, Wines of Alsace USA has introduced a revitalized Alsace Rocks campaign that emphasizes three core pillars inherent to this picturesque region in northeastern France:
- Friends & Family: These wines are perfect for sharing during moments both big and small, crafted by generations of winemaking families in Alsace.
- Flavors: Alsace wines offer a diverse array of styles, tastes, aromas, and fantastic food-pairing possibilities.
- Nature: The breathtaking landscapes highlight the region’s commitment to sustainable, organic, and biodynamic viticulture.
The campaign features new creative direction from leading design agency Marine Lane, showcasing a fresh visual identity and impactful outreach strategy. The bold slogan, "Embrace New Terrain," encourages consumers to explore the unique terroirs and tasting experiences of Alsace wines. Additionally, the playful tagline, "Feel a little French tonight," serves as a lighthearted reminder that every bottle of Alsace wine is authentically French. Collaboration with partners like Vox Media, VinePair, and Wine.com aims to enhance messaging, broaden reach, and deepen consumer engagement.
Looking to the Future
“Alsace wines exemplify versatility, heritage, and sustainability,” stated Beth Cotenoff, Senior Vice President at Teuwen Communications, the agency collaborator for Wines of Alsace USA since 2012. “As American consumers value these attributes more than ever, this is an ideal time to rejuvenate our presence and encourage wine lovers to discover Alsace in each glass.”
Foulques Aulagnon, Export Marketing Manager of the Alsace Wine Board/Comité Interprofessionnel des Vins d'Alsace (CIVA), remarked, “The refreshed Alsace Rocks campaign brings these exceptional wines to life through an approachable invitation to a wider audience. We aim for wine consumers to relish in Alsace wines across various occasions. The U.S. market has always held priority for Alsace wines, and we are thrilled to see this expanded market penetration.”
For those seeking to experience Alsace wines from afar, consider checking out @drinkalsace on Instagram for virtual connections and inspiration.
Frequently Asked Questions
What is the Alsace Rocks campaign?
The Alsace Rocks campaign aims to highlight the unique qualities of Alsace wines and promote them to a broader audience through engaging messaging and visuals.
How has the demand for Alsace wines changed in the U.S.?
Recent data indicates an increase in demand for Alsace wines in the U.S., with significant growth noted in both value and volume exports.
What unique qualities do Alsace wines offer?
Alsace wines are renowned for their delectable flavors, commitment to sustainable practices, and the rich heritage of the winemaking families in the region.
Who is behind the Alsace Rocks campaign?
The campaign is managed by Wines of Alsace USA, leveraging expertise from partners like Teuwen Communications and other strategic collaborations.
Where can I learn more about Alsace wines?
To discover more about Alsace wines, you can follow @drinkalsace on Instagram, where they provide virtual experiences and wine insights.
