Andy’s update on the recent tour of the US.
Over the past 18 months Misha’s Vineyard has been working on securing market placements in the competitive and challenging US market. Part of our commitment to importers and distributors was in-market support from Misha and I, along with our winemaker Olly Masters. We planned visiting three key regions starting 26th February – Northern California where we have special friends – both inside and outside of the wine industry, Arizona, where our special “Fox Block Eight” blend of Pinot Noir for Fox Restaurants has been in the market for a year, and New York where our fabulous importer has been placing our range of wines in some amazing restaurants.
While in Tucson we stayed with Regan and his wife Megan – great friends, and incredibly generous and hospitable hosts. As this was Olly’s first trip to the US we fitted in quite a bit of sight-seeing into the timetable including a trail walk through a desert canyon with signs on the side of the trail warning us to be careful of mountain lions and bobcats! Regan calmly told us the rattlesnakes would not be a problem as it was still too cold for them!
The next stop was New York and we knew the temperatures would be a little cooler than Arizona. As we boarded the flight in Phoenix we were told a major snow storm was approaching the North East and that 1600 flights had already been cancelled. But we arrived okay and were surprised to be met off our late night flight by our New York importer Darren McMahon. Darren is about the most enthusiastic wine guy we know. He loves selling wine and has a passion for everything he does. After dropping us at our accommodation in Manhattan at 11pm, he was heading back to his office – 2 hours drive away – to do some more work then drive back to meet us the next morning. We woke the next day to find the city covered in a blanket of snow making the pavements slippery with ice and very wet where the snow had piled into slush. Travel by metro trains seemed the best way to get around and avoid the traffic so we arranged to meet Darren at the first appointment which thankfully was near a subway station.
In addition to NYC and the close surrounds, we also have quite a number of listings on Long Island. We visited some of these restaurants and again, we were just amazed at the scale. Even the smaller Italian restaurant we visited does 300 covers on weekend nights and some of the steak and seafood locations turn through 600 diners in an evening! Darren had organized a Sommeliers Dinner at Four Food Studio in Melville – a modern American restaurant that features a menu to match the season. Misha, Olly and I had the opportunity to tell the large group of sommeliers and restaurateurs about New Zealand wines and the Central Otago region. And of course the Misha’s Vineyard wines were served throughout the dinner with the appropriate course. It was a great way to get people excited about New Zealand wines and it resulted in some immediate listings and orders for Darren!
A delayed flight out of New York meant we missed our homeward connection in Los Angeles. However the unplanned 24hr stopover gave us a sightseeing opportunity so we rented a car and visited Venice Beach and Hollywood – with a brief shopping stop at the Harley Davidson store!
It was a busy 2 ½ weeks but very worthwhile to spend time with our importers and customers, and meet potential new ones! It’s tough to gain a foothold in the US wine market with its multi-tier import rules and low valued dollar. However it remains the world’s largest economy and is growing in per-capita wine consumption so it really is an essential part of any wine exporters market plan. We’re looking forward to the next trip.