Overview: Albuquerque-based VARA Winery & Distillery has finalized a distribution agreement with Wine Affairs, bringing its sparkling wine portfolio to retail shelves in New York and New Jersey. The deal expands the company’s footprint across thirteen states while establishing a significant presence in the Northeast market.
The Full Story
VARA Winery & Distillery operates facilities in Los Ranchos de Albuquerque and maintains tasting rooms in Albuquerque and Santa Fe. CEO Jon Murray noted that entering the Northeast is an exciting next step, specifically highlighting New York as a long-hoped-for market due to its appreciation for wine, food, and culture. Efforts are underway to extend distribution beyond retail to restaurants, bars, hotels, and any other licensed venue in the coming months.
The expansion brings VARA’s distribution footprint to 13 states, including New Mexico, California, Arizona, Colorado, Illinois, Ohio, Texas, Oklahoma, Minnesota, Missouri and Wisconsin. The company finalized the deals with wine importer and distributor Wine Affairs, bringing its VARA Brut and VARA Brut Rosé to dozens of retailers across the two states.
Brand & Industry History
New Mexico also has a long history in wine production. Unbeknownst to most, the Land of Enchantment is the nation’s oldest wine-producing region. Spanish missionaries planted grapes along the Rio Grande and began making wine in 1629 — predating the start of California’s wine production by 140 years. The Gruets, a well-known French winemaking family, also launched their first American operations in New Mexico in 1989. Laurent Gruet, a third-generation winemaker, joined VARA in 2020.
What This Means
Murray expressed excitement about the East Coast expansion and hopes it brings more exposure to New Mexico wine and the heritage and character that make the region unique. The company expects its distribution growth to continue in the coming year according to a news release.
Consumer Takeaway
VARA Brut and VARA Brut Rosé are now available at dozens of retailers across New York and New Jersey, offering consumers access to sparkling wines from one of the nation’s oldest wine-producing regions.
Source: Read the original article
