![]() It’s very likely that the market analysts at Gallo spotted early on the emerging cold brew trend that really took off in 2015 but has certainly been around longer as well as millennial wine drinkers openness to try new things and saw an opportunity.Į.J. There is no way that this (non-vintage BTW) Apothic Brew wasn’t being laboratory crafted, tested and developed for years. They also have one of the largest and most savvy marketing departments in the industry. Gallo is one of America’s most successful companies selling more than 80 million cases of wine a year with nearly $5 billion dollars in revenue. ![]() Lo and behold, only 5 to 6 short months later Apothic Brew was released on the market in time for April Fool’s Day.Ĭute story but I sincerely doubt it played out like that.įrom 2015 to 2017, sales of cold brew have grown by 430% Noticing the similarities between the flavors of red wine and cold brew, Juergenson decided to experiment with infusing the two. The BackgroundĪccording to Gallo’s marketing, the idea of Apothic Brew came to winemaker Deb Juergenson last year while working the long hours of harvest where she frequently enjoyed staying caffeinated with cold brew coffee. ![]() The results of the tasting are down below but first some geeking. While certainly not perfect (or academic), I figured my 27 friends from various backgrounds, age groups and wine experiences were good guinea pigs to give Apothic Brew a somewhat fair shake. You are either going to have a visceral nauseating reaction to the idea or squeal in delight at the possibilities. Let’s face it, it’s hard to approach something like cold-brew infused wine without any preconceptions. I didn’t tell them that I was going to subject them to Gallo’s latest limited release– Apothic Brew.īut as with my exploration of the trend of aging wine in whiskey barrels, I wanted to get as much objective feedback as I could. While I forewarned them that I was going to toss a few “ringers” into each group like another grape varietal and a cheap under $10 Cabernet Sauvignon, I didn’t warn them about this. I had several friends (wine industry folks, connoisseurs and newbie/casual wine drinkers) over for a blind tasting of Cabs and Cab-dominant blinds.
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