The Podcast is Stupid But the Title Has a Really Important Application to Texas Wine.

VinePair Podcast: Where is the Market for Domestic Sparkling Wine

Elisa Christopher is just one of a steadily lengthening list of Texas sparkling wine makers

by Andrew Chalk

Now that we are making creditworthy sparkling wines in Texas it is time to adopt a practice of nation states. At state dinners, they go through bottle after bottle of sparkling wine in the cause of celebratory toasts. Nations promote their national sparkling wine for this purpose. The state of Texas should promote its sparkling wines at State dinners to everybody from Chinces CEOs to foreign government officials. 

So the answer to the question “Where is the Market for Domestic Sparkling Wine…” when applied to Texas, part of the market is the official event market. 

To put this into effect, Kelly Olson, Executive Director of Texas Wine Growers (since she is only using 25 hours out of each 24-hour day), should propose to Governor Abbott that he appoint the non-compensated position of The Governor’s Texas Wine Ambassador. That person identifies Texas sparkling wines and integrates their purchase into all state wine supply lines. Essentially, the state would no longer buy any out-of-state sparkling wine where adequate quality Texas sparkling wine existed. 

At state dinners of sufficient import The Governor’s Texas Wine ambassador would attend in person to present the pouring of the Texas sparkling wines.

Who would be the Governor’s Texas Wine Ambassador for the first annually-renewable term?

There are lots of good candidates. Four that spring to mind (and without their permission) are Rae Wilson (Wine for the People), Andre Boada (Six Twists, and other wine promotion ventures), Jennifer McInnis (San Antonio Media), and Cecilia Barretto (wine educator).    

A Quick, but Special, Texas Wine Marketing Measure

Every year when TWGGA proposes its state wine budget, John Rivenberg, past President of Texas Wine Growers, wants to add an allocation for marketing to the research funds. I always oppose that on the basis that there isn’t a single taxpayer in Texas who wants to spend their taxes on a private industry’s marketing budget. However, spending the money currently spent on sparkling wine imports, on Texas wine is one that I expect they will happily accept.