A distinctive product deals with marketing challenges

Sparkling Wine in the US has grown twice as fast as the overall wine category over the past five years. Within sparkling wine, the non-champagne segment accounts for over 90% of sales (See earlier post on Booze Business) with prosecco leading the charge.

In fact, in a recent article in Shanken News Daily:

“The Prosecco DOC Consortium recorded a 34% increase in exports to the U.S. market in the first half of 2014, with volume reaching 1.27 million cases.”

In effect, prosecco has challenged champagne for the top of the sparkling wine domain. In so doing, prosecco has changed the occasions for drinking sparkling wine. While champagne is for celebrations and special occasions, prosecco is for everyday and any time. Further, at $12 to $15 per bottle, prosecco has an advantage for everyday use.

But, just as there are $12 bottles of wine as wells as $20, $30 even $40 still wines, can an upmarket prosecco capture a significant share of that market?

Enter David Noto with Altaneve Prosecco

It’s quite an interesting story. David’s family has been making wine for 10 generations in Italy and he grew up with a passion for prosecco, particularly the high quality end. So he changed his career from engineering and finance technology and brought this product to market a few years ago.

According to David, “The US market is not deeply familiar with the broad range of prosecco, so we felt it was time to introduce the best.”

In addition, the brand has an interesting story to tell. Altaneve means high snow in Italian and is a reference to the snow capped peaks of the Dolomite Mountains that can be seen from the vineyards in Valdobbiadene where the prosecco is produced. The production facility is the second oldest in the town where the production of prosecco dates back to 200 BC.

In short, Altaneve has it all, provenance, terroir, heritage and high quality. Taste? I’m a huge prosecco fan and, while I’m far from a connoisseur, I think it’s the best tasting prosecco I’ve ever had. It’s versatile (any occasion with or without food), and unlike other

prosecco I’ve had, it’s consistent from bottle to bottle.

Altaneve sells for roughly $29.99 a bottle and therein is the problem.

The marketing challenge

I suppose it’s because the prosecco category in the US market is still in its infancy. Or, maybe the current image for the category is that it is generally low in price. As a result, David faces an uphill battle getting the message across that high end prosecco is worth the price. After all, all wine categories segment by price, why not this one?

I can understand the consumer reluctance to trade up. The category is still evolving and they came to it originally for an inexpensive alternative to champagne, so why pay for top shelf. That perception will change gradually over time but for producers like David Noto, accelerating a change in perception will take marketing muscle and lots of money. Altaneve is a startup brand.

The hesitation by the trade (especially bars and restaurants) is baffling to me. The mark up and profitability from Altaneve would make the brand more than worthwhile. Yet, the reluctance to change, to accept a segmentation of the prosecco category, not to mention lack of knowledge, all make it an uphill battle. To me, it defies logic.

I guess the bright side is twofold. First, slowly but surely, better retailers like Sherry Lehmann and important chains like Capital Grille are stocking Altaneve. Then there is David Noto himself. If you’re a follower of this blog, you know I often write about startups and the entrepreneurs behind them. Add David Noto to the list of passionate, smart and committed.

As to the Altaneve product itself, try it and let me know what you think. Unfortunately, it currently is only available in NY, NJ and CT, but also online. I’m betting you’re going to love it.

While you’re at it, check out what Wine Spectator had to say about Altaneve, as well as other info from their Facebook page.

Distributor, Marketer, Philanthropist and an all around Mensch

Larry Ruvo, who runs Southern Wine and Spirits of Nevada, in my opinion, is the most extraordinary person in the booze business. He’s a distributor, an outstanding marketer and a philanthropist. If you Google Renaissance man, it might just as well show his picture – a person with many talents or areas of knowledge.

He started in his family owned restaurant in Las Vegas, worked as the GM of the LA Playboy Club, ran the Sahara and The Frontier, opened Caesar’s Palace and joined with Steve Wynn in starting a wine and spirits distribution company. That company became SWS of Nevada. So, most people think of him as Mr. Las Vegas.

But that doesn’t begin to describe the kind of man he is.

An intuitive marketer

The myth that suppliers (manufacturers) would have you believe is that distributors/wholesalers are a necessary burden. The law mandates them, they’ll tell you, but all they really do is move your box from their warehouse to the trade. Let me tell you, folks, in Larry’s case, nothing could be further from the truth.

When I was running US marketing at Seagram, the senior executives made biannual market visits. On the tour were the top brass, the sales guys, the finance folks and the marketing guy – me. Truth be told, I never really learned anything on these Tunnel of Love tours that I didn’t already know. That is, except for the visits to Las Vegas and the opportunity to talk with Larry about his brand building and marketing ideas. He was willing, no make that eager, to talk about what motivates consumers, bar owners and bartenders and the best ways to get a brand featured and showcased. I learned a ton from Larry Ruvo.

Did I mention gracious and warm?

I can’t remember how many Seagram sales incentive and achievement trips my wife and I took when I was with the company. But, whenever Larry and his wife Camille (whose birth date I share) were on it, we knew it would be special. Whether it was a dinner in the kitchen of an amazing restaurant in Bilbao, best places to shop in Hong Kong, lunch on the Amalfie coast – Larry knew the places to go, what to see, where to eat, how to make it more enjoyable. And, he delighted in sharing them.

Philanthropy

Larry Ruvo does things with passion and total commitment, so when he turned his attention to fighting brain-damaging illnesses, it’s not surprising that wonderful things began to happen.

He is the founder and chairman of Keep Memory Alive, a foundation that built and supports the Lou Ruvo Center for Brain Health in Las Vegas (also known as the Cleveland Clinic Lou Ruvo Center for Brain Health). Its mission is to treat patients with such brain disorders as Alzheimer’s, Huntington’s, Parkinson’s, ALS, and Multiple Sclerosis. Since its inception, the foundation has raised over $235 million and treated over 23,000 patients.

It all started in 1995 on the one-year anniversary of his father Lou’s death from Alzheimer’s. Larry gathered 35 friends for a private dinner at Spago to “laugh, reminisce and tell Lou Ruvo stories.” As the night wore on, it turned from an event to honor his father to a call for action to defeat the disease that took his father’s life. They raised $35,000 and the foundation was born.

The biggest challenge was being taken seriously since Las Vegas is not top of mind for world-class health and wellness facilities. But, in the last 10 years, thanks to Larry’s marketing, packaging and brand building skills, it has become just that.

Cleveland Clinic Lou Ruvo Center for Brain Health

To meet the challenge, he created the Power of Love Gala in Las Vegas and raised money to fund his plans. He convinced Frank Gehry to design the building and it is truly amazing. Next he signed a deal with Cleveland Clinic to operate it. But, he also needed a super star to run it. So he turned to Cleveland Clinic and said, “I’m giving you Yankee Stadium… I want Babe Ruth.” What he got was Dr. Jeffrey L. Cummings, a world-renowned leader in research and treatment of brain disorders.

That’s what happens, my friends, when you mix determination, passion and marketing skills.

His foundation, Keep Memory Alive and the Cleveland Clinic Lou Ruvo Center for Brain Health, holds an annual fundraising event in Las Vegas. It’s called The Power of Love and in the past has honored Mohammed Ali, Quincy Jones, Sir Michael Caine and many others.

This year’s event is on October 11 and is billed as an evening with Michael Bublé. You can find out more at here.

When Larry Ruvo sets his sights on something, great things happen.