Plays
Opportunity · May 7, 2026
Put a rare white in the flight and give every white a job
White and sparkling wines are holding up better than reds, and a rare white gives a tasting the surprise a lineup of reds can't. Sell each one by the occasion it fits, not its technical notes.
The shift: Consumers are drinking less wine, but when they do, more of them reach for fresher, lighter, more aromatic styles. A rare white also faces less comparison: nobody holds your Picpoul up against their favorite steakhouse Cabernet.
The play:
- Build a rare-white flight. Four small-production whites built around freshness, texture, and food. Sell it as an upsell, a member-only flight, or a seasonal campaign.
- Give every white a job. Albariño: oysters, ceviche, grilled shrimp. Picpoul: oysters, crudo, fried fish. Dry Riesling: spicy food, sushi, fried chicken. Chenin Blanc: roast chicken, Thai food, brunch.
- Rewrite the script. Not "This is our Albariño. It has citrus and minerality." Try: "If Sauvignon Blanc is your usual order, this gives you that same brightness with more sea-salt freshness. It's the bottle I'd open with fish tacos on the patio."
- Package for occasions. An Oyster Pack, a Sushi Night Pack, a "Chill These First" holiday pack, a rare white club add-on.
Why it pays: Many whites go from harvest to sale faster than reds, so cash comes back sooner, and a $32 white can be the first purchase from a guest who isn't ready for your $85 Cabernet.
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