Livingston, NJ, May 3, 2022 – New from Portugal’s Esporão Group, the debut 2021 vintage Monte Velho Rosé becomes available stateside effective this month. Monte Velho Rosé joins the existing Monte Velho Red and White. All three are available nationally and line-priced at $12 SRP.
Monte Velho Red, White and the new Rosé are made at the Herdade do Esporão estate by Sandra Alves, lead winemaker at Esporão Group’s flagship property in Portugal’s Alentejo region. Each is a blend of native grapes from Herdade do Esporão, rounded out by fruit from neighboring growers. Monte Velho Rosé is a combination of red (Touriga Nacional, Aragonez, Syrah, Trincadeira, Tinta Caiada) and white (Arinto) grapes.
Since launching in the U.S. in 1992, Monte Velho Red and White have attracted a passionate following among savvy consumers for whom the wines offer a combination of interest (native grape varieties), complexity and, at $12 apiece, incredible value.
“With Monte Velho Red and White sales exceeding 36,000 cases per year, and growing 12% annually, this line extension is a natural move. Esporão also took time to fine tune the new Rosé to ensure the quality measures up to the standards buyers have come to expect from this producer,” said Frank Paredes, president of New Jersey-based NOW Wines, Esporão’ Group’s U.S. importer.
The Monte Velho line outperformed the $8-$12 imported wine category in general, which otherwise experienced a decline of 8.6% in 2021 versus 2020, according to SipSource data. Monte Velho Red is one of the top three best-selling Portuguese reds in that price range. The brand benefited from an increase in key retailers seeking Portuguese wine. Markets including Texas, Florida, California, Michigan, and Ohio experienced double-digit growth. Currently 30% of Monte Velho sales are on premise, 70% off premise. With more restaurants set to reopen in 2022, further growth is likely.
These wines are certified vegan by the European Vegetarian Union. In the spirit of delivering more eco-friendly packaging, the wines come in lighter weight bottles (certified ISO 9001), shipped in cartons made from 100% varnish-free (certified ISO 14001) and recycled cardboard. Monte Velho (pronounced MON-teh VELL-yo), meaning “old mound,” references a high point on the Herdade do Esporão estate, capped by the ancient square fortress depicted on the labels.
Imported by NOW Wine Imports, Livingston, NJ
Monte Velho Rosé SRP: $12.00 (750 ml)
Monte Velho White SRPs: $7.00 (375 ml) / $12.00 (750 ml)
Monte Velho Red SRPs: $7.00 (375 ml) / $12.00 (750 ml) / $20.00 (1.5 L)
NOW Wine Imports
NOW Wine Imports in Livingston, NJ, is the U.S. import arm established by Portuguese powerhouse Esporão in June 2017. Led by industry veteran Frank Paredes, NOW Wine oversees U.S. distribution and marketing for the entire Esporão portfolio, Herdade do Esporão in Portugal’s Alentejo region, Quinta dos Murças in the Douro, and Quinta do Ameal in northern Portugal’s Vinho Verde DOC.
Esporão Group
One of Portugal’s premier wine companies, with wines sold in 50 countries, Esporão is also an eco-wine tourism pioneer, starting with its namesake Herdade do Esporão property in Alentejo. In 2008, Esporão acquired Quinta dos Murças in the Douro, followed by Quinta do Ameal in Vinho Verde in 2019. Tourism opportunities exist at all three. The portfolio also includes estate-produced olive oils and Sovina Craft Beer. https://www.esporao.com/en/
