The Valpolicella denomination is flying high in the United States.
Some 7% of high-range consumers drink it, a similar level to the brands of Alsace and Piedmont, above those of Châteauneuf du Pape and Languedoc, and very close to that of Braquet, according to a study by Wine Intelligence.
The survey was done for the Consorzio di Tutela dei Vini di Valpolicella (Consortium for the Protection of Valpolicella Wines) and analysed the position of Amarone in particular.
Although it is a niche, medium-high-priced wine, it is bought 4% more by those who are used to quality brands and spend over 26 dollars a bottle, although also by 1% of ordinary consumers.
The study outlines two profiles of consumers on the other side of the Atlantic - the 'Engaged Explorers', young people who enjoy discovering new varieties and less 'classical' regions of origin and account for 7% of regular wine drinkers in the USA; and the 'Social Newbies,' who have a less well developed knowledge but are dedicating more and more time to wine, consuming it primarily in social situations and at restaurants.
The USA, however, is made up of 50 States and the situation varies a great deal from area to area.
"The United States' coasts are mature, somewhat saturated markets," said Consorzio di Tutela dei Vini Valpolicella Director Olga Bussinello, referring to New York and California.
"Now it is necessary to invest in inland areas where GDP and life quality is growing. I'm thinking of Colorado and Michigan, for example".

In collaboration with:
Consorzio per la tutela dei vini Valpolicella