As we say in Chile, ¿A ver? It’s the kind of expression that just slides off the tongue whenever some bit of particularly interesting information catches us by surprise. We even say it twice if it’s really interesting. A kind of “Come again?” if you will that is certainly warranted at the A ver, A ver-worthy news—that 5 New World Wine producers (Chile, Argentina, New Zealand, California, and South Africa) have banded together as the New World Wine Alliance and will present a united front at the 2010 ProWein trade fair in Dusseldorf next March. (Take a look at the July 15 press release).
We all know that selling wine is a rough business—especially in today’s times and even more so when you’re a New World David up against some pretty hefty Old World Goliaths. Today’s bottle-battle takes some real head-scratching, brain-storming creativity to cut through the tradition and get your wine into as many glasses as possible. So here’s a thought… What if you got a bunch of Davids to buddy up in the face of the not-so-united Goliaths?
Sounds like the New World is not only thinking outside the box, but coloring outside the lines as well. We seem to be entering “Wine World 2.0” Interesting times are certainly ahead.
There’s still not a lot of information out yet-the tight-lipped group just spilled the news a few days ago—and there are still more questions than answers at this point. Wine writer Simon Woods asks how “lumping five rather large and quite disparate countries/states together under one banner accentuate the regional strengths?” And Australia’s absence is rather elephant-in-the-roomish-their “focusing on the east” justification is not thoroughly convincing—but we do know that the bright-and-shiny NWWA will get “Down to Earth” in Dusseldorf and that the wine world as we know it is moving is about to take a new direction.