New York-based wine importer Cape Classics hosted the “Cool Whites, Hot Nights: Chenin Blanc” event at the chic Liberty Hotel in Boston. It was the first of a nationwide series targeted directly at consumers, which will be supported by a social media push and various trade and consumer initiatives to build awareness of the South African wine varietal throughout the United States.
The event targeted Millennial wine drinkers, ages 21-35, considered “tastemakers” for their influence on US buying behaviour. Cape Classics has witnessed a 60% increase in their Chenin Blanc sales since 2010, but within this demographic and across the generational board in the US, Chenin Blanc remains largely under-the-radar. With focused attention on Chenin and consumers, Cape Classics aims to drive sales of South Africa’s most widely planted grape.
The kick-off event received enthusiastic support from a sold out crowd which paid to taste through a lineup of six Chenin Blancs from South African producers including De Morgenzon, Indaba,
Ken Forrester and
Raats Family Wines.
Molly Choi, Executive Vice President of Sales & Marketing for Cape Classics, said the success of the first dedicated Chenin Blanc event, indicated it could challenge the popularity of established white wines in the US.
“Reactions to the wines were overwhelmingly positive across the board, which confirms what weve believed all along - that with a little focus and attention, Chenin Blanc can become as popular and recognized a varietal as Pinot Grigio or Chardonnay,” Choi said.
Chenin Blanc is crafted in myriad of styles, from unoaked to barrel-aged to noble late harvested, and the range of wines poured demonstrated to the crowd the grape’s versatility across styles as well as price points. A variety of small food dishes including oysters, sliders and cheeses, were paired to express Chenin’s “food-friendliness”.
Choi said: “We are the first to host an event all about South African Chenin for consumers - let alone one that carried an admission fee. We were sold out in less than a week after the event was announced, testament that the world is definitely ready for Chenin Blanc.”