Look Through the Rainbow: Cyprus Wine’s History of Boom and Bust

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We were sitting in the sleek, modern Vlassides Winery tasting the wonderful wines of Sophocles Vlassides and hearing his strong views on wine, Cypriot wine, and his own ambitious winery project, when it started to rain.

Weather can be complicated in these mountains and soon the sun began to shine through the showers creating first a simple rainbow, then a richer multicolored arc, and finally a pair of rainbows nestled together. From our winery perch we could see both ends of the rainbow (where pots of gold are said to rest) firmly rooted in the vineyards below.

Rainbow, vineyard, pot of gold — what a perfect metaphor for Cyprus wines, I thought. But the sharply analytical Sophocles Vlassides (who studied winemaking at UC Davis as a Fulbright Scholar) popped my mental bubble. Rainbows are pretty, but we were really looking at the wrong thing. If you want to understand Cyprus wine today, don’t look at the rainbows, look through them to the mountain across the valley.

If you look through the rainbows on Sue’s photo above you will see the remnants of dozens  of terraces that once were planted to vines that, along with hundreds of similar vineyard areas, formed the basis of the great Cyprus wine boom.

The Surprising History of Cypriot Wine

I had never tasted a Cypriot wine before we arrived in Pafos for the Cyprus Wine Competition. You might not have tasted one either because most of the wines are consumed in Cyprus these days and only a trickle enters export market pipelines. But this wasn’t always the case.

Cypriot wines were once well known and some even famous in European wine circles according to the Oxford Companion to Wine‘s history. Pliny the Elder, the Roman “Robert Parker,” praised them, for example. Cyprus fell under Venetian influence for a time and its  wines circulated widely. I have a reproduction of a book called Wines of Cyprus by Giovanni Mariti that was written to explain Cypriot wine to international consumers. It is dated 1772. and was first published in Florence.wines-of-cyprus

Commandaria, Cyprus’s signature sweet wine, commands an important role in the country’s wine history. Indeed, Wines of Cyprus talks of little else. Along with Tokaj, Vin de Constance and a few other treasured sweet wines, Commandaria was a “King of Wines and Wine of Kings.” Ironically, my book was written during the period of Ottoman rule when the Cypriot wine trade and the industry itself slowly declined in importance.

Cyprus came under British administration between 1878 and 1960 (so UK electrical plugs are needed and autos drive on the left side of the road). Cyprus “sherry” became an important export during this period — we saw a few old bottles at the Cyprus Wine Museum in Erimi Village — but this trade has faded away, too.

Look Through the Rainbow

A variety of circumstances led to a boom in production and export of cheap basic wines and grape must concentrate (some of which was reconstituted and fermented as British wine) in the years after the British exit.  The grapes to make these wines (international and indigenous varieties) came from the vineyards we saw (and many others like them) when we looked through the rainbow at Vlassides.  Yields might have been high in those days, but it is pretty clear that production costs were high, too. No machine harvesting on steep terraced slopes.

The Cyprus export boom collapsed in two stages according to the industry people we talked with.  Competition from cheaper New World producers such as Chile and Australia crowded Cypriot wine out of some markets. The collapse of the Soviet Union drained dry previously reliable Eastern European markets for basic wine. The Cypriot bulk wine boom went to bust.

A Quality Revolution

The movement from unmarketable quantity to desirable quality began in the 1980s, according to the Oxford Companion, led by the “Big 4” producers: KEO, SODAP (a cooperative), ETKO and Loel. Change accelerated after 2004 when Cyprus joined the European Union. Subsidies to cheap wine exports ended and uneconomic vineyards like the one we saw were grubbed up.

The contrast between past and future was clear to see as we talked wine with Sophocles  Vlassides at his modern facility tasting the tense, structured wines that he makes from international varieties (perhaps reflecting his UC Davis training) and indigenous varieties, too.  Sue and I took home a bottle of his excellent Syrah and Panos Kakaviatos, who was in our media group, opted for an unexpected Sauvignon Blanc.

What is the state of the Cyprus wine industry today? Are there pots of gold at the vineyard rainbow ends ? Or have I stretched this metaphor a bit too far? Come back in two weeks (after Independence Day) for observations and analysis.

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In the meantime, here are some rainbows for you to ponder.

 

Back to the Future? First Impressions of Wine and Wine Tourism in Cyprus

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Cyprus is known for many things: culture (fantastic archaeological sites), cuisine (haloumi, the wonderful grilling cheese), international politics (the ongoing dispute with Turkey over the island itself), and tourism (beautiful beach resorts).

Cypriot wine? Probably not on your radar for reasons I will explain in next week’s column. But that wasn’t always the case. Commandaria, a wonderful sweet wine, was once treasured throughout Europe along with Tokaj, Sauternes, and Vin de Constance. Cyprus Sherry was popular, too, and bulk wine exports once found their way to Russia, the UK, and elsewhere.

Cyprus wine today? Not much seen outside of Cyprus. But that might be changing. Stay tuned.

Pafos: Cultural Capital of Europe

Sue and I came to Cyprus as guests of the Cyprus Tourist Organization to attend the 10th Cyprus Wine Competition in Pafos and spend several days exploring wineries and wine tourism opportunities. This is the first of several columns that report what we learned from this fascinating experience.

Our first day in Pafos was spent recovering from jet lag and taking in a few sights. It was a short walk from the luxurious Almyra Hotel  where we stayed to the archaeological park (a Unesco World Heritage site!) where we saw beautiful mosaics featuring wine-swilling Dionysus (how appropriate) and saw the Berlin Philharmonic Orchestra was setting up for a lunch concert.

Wait! The Berlin Philharmonic? Yes. Pafos is a European Capital of Culture for 2017 and there is a fantastic line-up of events planned for the year. The concert was sold out, so we couldn’t stay, but we could hear the music quite clearly from the balcony of our hotel room. A sweet introduction to Cyprus!

Cyprus Wine Industry Symposium

It was back to business the next day. I gave a keynote speech to a Cypriot wine industry symposium that also included speakers from OIV, local university research projects, and the head of the wine competition.  Panos Kakaviatos, who was part of our group of international visitors, has written about this event and the Cyprus wine industry more generally on his blog Wine-Chronicles.com — you should check it out.

I spoke about the lessons that can be learned, both positive and negative, from successful wine regions and several of the points I made seemed to strike a chord with the Cypriot winemakers. Here’s a quick summary of the key take-aways.

Competition versus Cooperationc1

Wine is a very competitive business, but one lesson I have learned is that successful wine regions find ways to set aside retail competition to a certain degree in order to cooperate to build reputation and the regional “brand.” Cooperation is the key, both among wineries and also with local and regional tourist and government authorities.  There really is strength in numbers.

This simple point seemed to resonate with many people in the room who commented about it later that day and when I talked with them later in the week, too. Everyone seemed to believe that Cyprus wine players need to learn to work together more effectively and to build the public-private partnerships that are so useful in other wine regions.

I sensed that there was pent-up frustration about the lack of teamwork. My goal in giving talks like this one isn’t so much to tell people what to do as to give them something to think about and if my remarks stimulate some thought and eventual action in this regard I will be very satisfied.

Wine Tourism Leverage

Since we were visiting as guests of the tourist authority, I spent a little time talking about how important wine tourism can be, not just to sell wine, but to create brand ambassadors who will carry the story of your winery and region with them when they go home. Cyprus has the raw materials — excellent wineries and world-class tourism infrastructure. Leveraging these resources through wine tourism seems like the logical next step.

But it will take work (and teamwork) to accomplish this. One winemakers told me frankly that no wine tourists came to his winery. Plenty of tourists visited — they stopped by, tasted wines, and made purchases. Indeed, his winery could not survive without the tourist trade.

But they are not wine tourists, he said. The haven’t come to this part of Cyprus because of the wine.  Creating real wine tourism, where wine drives the agenda, that’s a challenge.

One Wine to Rule Them All?

Readers of this column already know the I am skeptical of the idea that every region needs to have a “signature variety” of wine. Napa has Cab, Argentina has Malbec, New Zealand has Sauvignon Blanc. We need to put all our chips on one grape variety to power our wine industry, too. That’s the conventional logic and I have my doubts.53994_lg

As it happens, Cyprus is having its own “signature” wine discussion just now and so my comments got some attention. Commandaria (a.k.a. “the world’s oldest wine”), we were told, was the key to raising the international profile of Cypriot wine.  The Cyprus wine people we talked with were convinced about this. Commandaria will lead the charge and the other wines will gallop behind to victory.

The “internationals” in our little group were unconvinced by this strategy and hopefully our comments were helpful even if we really didn’t change anyone’s mind. Commandaria is a sweet wine, we said, and sweet wines are a small category and a tough sell around the world today. Port struggles to get traction. Commandaria faces a steep climb.

The thing about Commandaria is that it is unique to Cyprus and has a distinguished history. But I am not sure that the wine is well known outside of traditional markets and so selling it requires expensive consumer education resources, which might more effectively deployed elsewhere.

It might be better to have another wine lead the way, one that fits into a more popular market segment. Xinistera, for example, a delightful dry white wine with instant appeal.  More about this is future columns.

Everyone Loves a Winner

Finally, I noted that many wine regions use wine rankings and competition results to promote their wines. Consumers are drawn to lists and ratings like the Classification of 1855, for example, or the Wine Spectator Top 100. I suggested that Cyprus had some work to do to get the word out about its finest wines in this way.

The wine competition we came to Pafos to attend, for example, seemed to be a Cypriot secret. It was difficult to find any mention of it on the internet. And the results from previous  years were nearly impossible to find. A missed opportunity to cultivate interest by promoting the best that Cyprus has to offer.

It didn’t take long for this message to sink in and for action to be taken, which is great. I am hoping that the 2018 wine competition will more thoroughly publicized and that the wineries will be able to leverage the results more forcefully, both in domestic and export markets.

In the meantime, the 2017 Decanter World Wine Awards results have been released and 78 Cypriot wines received recognition. That’s a great opportunity for the Cyprus wine industry to blow its own horn and for consumers to begin to learn about the excellent wines made on this beautiful island.

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Greetings and thanks to everyone we met on our brief visit to Cyprus. Special thanks to Maria, Panos, Per, Jean-Claude, Dimetri, Georgios, Patrick, Pambos, Mary, and Nektarios. (More thanks to come in future columns.) Come back next week for an analysis of the state of the Cypriot wine industry today and the unexpected history behind it.

Goodbye Columbus? Three Variations on a Barcelona-Based Wine Tourism Theme

kvesp1089pThe monument to Christopher Columbus at the foot of the Las Ramblas promenade must be one of the most-viewed sights in very scenic Barcelona. Standing atop his tall column, Columbus points to the sea, an act that makes sense both for Columbus himself and for Barcelona, a city that has long turned its face to the sea and to the international influences that it provides.

Columbus points to the sea — that’s what people think he is doing. But I have another, somewhat less literal theory. I think that he is really pointing, in a vague and perhaps somewhat misguided fashion, away from Barcelona’s bright city lights and toward the not-too-distant vineyards — to the Penedés and Priorat wine regions. Tourists, he is saying, you need to visit wineries and learn about Spanish wine!

My evidence? Wishful thinking, of course (reinforced by a poor sense of direction),  but more significantly this fact: if you walk down the stairs in the base of the Columbus’s column you will find not a maritime museum as you might expect but a wine tourism center, there established to help you enjoy winery visits in this region.

Visitors to Barcelona really should make time to visit wineries — and many thousands of them do. Columbus was busy during our visit, so we relied upon FEV, the Spanish Wine Federation, to organize our itinerary. Here are three case studies that show different sides of wine tourism in this part of Spain.

Arte Nouveau Cava at Codorníucodorniu

History is an important part of any visit to Codorníu-Raventos. Josep Ravenos was the first to make a Spanish sparkling wine using the traditional method and it is a leading producer of Cava wine today.

Codorní receives about 80,000 guests each year and most of them begin their visit in the extravagant arte nouveau hall that you see here (the exterior architecture is just as fascinating and unique). The tour makes good use of the beautiful gardens, which hold many delights including a fascinating wine museum in another striking arte nouveau building.

We met with the  head winemaker, who was excited help us understand Cava today and to show us the lab where he experiments with micro-fermentations in a constant effort to raise quality and draw out new expressions of Cava. It was an intense and fascinating visit.

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Take the Frexinet Cava Train

The architecture is distinctive and historic at Freixenet, but what’s inside the building (and underground, too) was more the point here. We walked down, down, down — deep underground — to the miles of tunnels where Cava was stored for second-fermentation in the bottle for many years.

Like most of the 90,000 visitors who come here each year, Sue and I boarded a small train to tour the tunnels — if you have visited Champagne you may have taken a similar ride there. One of our stops was at the yeast lab — Freixenet believes that their distinctive yeast variety is one key to the unique quality of their wines and so they put much effort into yeast research. Fascinating.

A special tasting was set for us with Pedro Bonet, head of the Freixenet winery family and President of the Cava DO. The goal of the exercise was to show us the enormous diversity of Cava and it was an eye-opening experience. Cava isn’t one thing or two, but a whole spectrum of tastes and aromas. Delicious!

Both Cava winery visits impressed us with the fact that while Cava is a product that uses traditional winemaking techniques, it is also constantly changing both to improve quality, develop new expressions of the wine, and to achieve more efficient production. The market for sparkling wines is very competitive — both among Spanish producers and between them and international rivals. Robots and machines now replace workers where possible for routine jobs, freeing human creativity for higher tasks.

There was much more to see and do at Freixenet, but we had to move on. Lunch was waiting at our next stop!

The Torres Experience

winedayOne of the brochures we found at the wine tourist center at the base of the Columbus monument was for Miguel Torres. “Wine Day at Torres Winery” presents a number of options for Barcelona tourists including a seven hour guided bus tour with stops at Torres, Jean Leon and Saint Sadurni d’Anoia wineries for €71 (children under 8 ride free) or an 8 hour guided bus tour with stops at Torres, Montserrat (with tastings of traditional liqueurs), and a tour of scenic Stiges for €63.

Not everyone likes a bus tour so train and auto options are also on offer. Take the train from Barcelona to Vilfranca del Penendés, for example, then a shuttle to the nearby Torres winery for a visit, tasting, and return trip with a tour of the scenic village.  The trip lasts about 5 hours and costs just €15. I think it would be very pleasant way to spend a day riding the train, seeing the countryside and enjoying the wine experience, too.

There are many options for Torres wine tourists with their own transportation, which you can view at the Club Torres website.   Our tour of Torres began with lunch at the winery’s Restaurant Mas Rabell, which features a daily set menu of traditional cuisine paired with Torres wines, of course. What a great way to taste the wines! We enjoyed chatting with Miguel Torres, who had attended my FEV talk in Valladolid and asked the toughest questions.

Then we toured the Mas La Plana vineyard and winery with a winemaker. The vineyard, planted to Cabernet Sauvignon vines, redefined the idea of wine in this region and the Mas La Plana wine, which has its own winery, raised the bar, too. The tour stressed quality, innovation, and sustainability.

Torres, Freixenet and Codorníu are three case studies of wineries that have invested in wine tourism and are gaining the benefits, both for themselves and their communities. They are great role models for other ventures around the world.

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Goodbye Columbus and Barcelona, too. Sue and I loved visiting the city and learned a lot at our winery visits. Thanks to everyone we met for their kindness and hospitality.

Sketches of Spain: State-of-the-Art Wine Tourism Does More than Sell Wine

pagosWine tourism is no longer about just selling wine. Wineries understand that it is a way to build or strengthen a brand and to create brand ambassadors. The United Nations World Tourism Organization Wine Tourism initiative goes further . The UNWTO  proposes that wine tourism is or can be a set of rich experiences that use wine to connect history, culture, tradition, and cuisine in a way that links the global tourism market to distinctive local environments.

The best wine tourism experiences, like the best tourism experiences generally,  surprise, delight, inform and sometimes inspire and transform. That’s a powerful force. I guess that’s why wine tourism is one of the fastest growing segments of the wine industry.

Sue and I encountered several state-of-the-art wine tourism programs during our recent FEV-sponsored visit to Spain. Here are sketches of three of the most memorable to give you a sense of what’s on offer in this dynamic wine nation. Come back next week for three more case studies.

More than a Museum

You travel to Morales de Toro by passing through acre after acre of century-old goblet-trained Tinto de Toro (the local variety of Tempranillo) vines. What a sight! When you get there you are drawn to the Pagos Del Rey Wine Museum, which is located in the building that once housed the local cooperative winery and radiates the sense of its utilitarian origins.

Most of the wine museums I have experienced are built around collections of old equipment, and this is true here as well. Both the garden and the museum itself have these displays. What gets your attention, however, is the main hall, which features the double row of concrete tanks (see photo above) that was the hard-working part of the winery. Interactive exhibits stand between the rows, but the real fun begins when you round the corner and enter the first tank.

A video kicks on a you quickly realize that you are actually in the tank as the grapes are loaded in and fermentation takes place over and around you (interrupted by periodic pump-overs). Each of the other tanks presents its own video that explains the vineyard and winery process until you reach the end, which immerses you in the local harvest festival.

This might be the most interesting wine museum we’ve ever visited in the way that all the senses are engaged and linked to both the wines but also local culture and tradition. No wonder so many wine tourists make there way here each year (click here to take a virtual tour right now). Congratulations to the Felix Solis group, one of Spain’s most important wine companies, for creating this small treasure, which seems to tick all the UNWTO boxes so well.

A Monastery with a Michelin Starabadia

A completely different experience at Abadia Retuerta  and its associated hotel LeDomaine, which are located just outside the Ribera del Duero zone (Vega Sicilia is just down the road, so it is a good neighborhood). This is a very ambitious luxury wine tourism project of Swiss pharmaceutical group Novartis. The hotel, with its Michelin-rated Refectorio restaurant, is housed in a restored 12th century monastery, which Spanish friends tell me was in ruins before the project began.

The careful restoration preserved a sense of the place while upgrading amenities (including a spa) to appeal to luxury wine tourists. The chapel feels like what it once was and the cloisters have that quiet sensibility that makes them special. The restaurant is in the old refectory and makes dining there an experience that is about more than food.

Sue and I enjoyed one of the set dinner menus that sought inspiration in local ingredients and traditions. We got very lucky on the wine as the Novartis board had met there the day before and we helped finish off some of the magnums that they had enjoyed with their meal.

It is hard to stop thinking about the hotel and restaurant, but the wine side is special too. The wine tourism experiences are mainly organized around the various old vineyards with e-bike, horseback and 4×4 transportation modes all available.

The total package — vineyards, winery, hotel, restaurant, and spa — is quite spectacular.  A tip of the hat to Novartis for seeing the potential of this place making such an important investment in the wine tourism future of this region.

Compare and Contrast
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We left Abadia del Retuerta and set our gps for Elciego in the Rioja region, stopping along the way in Burgos for lunch and a tour of the famous cathedral. Our destination was Marqués de Riscal, the oldest wine producer in Rioja, and its famous hotel, which rises above the winery at the top of the hill.

The main hotel structure was designed by architect Frank Gehry, all bright colors and unexpected angles. Most of the hotel rooms and the spa are found in a more conventional building adjacent to the Ghery structure and over-looking a vineyard block. It is quite a place and, in a funny way, its sharp contrast with Spanish tradition serves to bring out some of the features of the small village on the other side of the road (especially the church, I think).

Down the hill from the hotel  you find the historic winery, which produces 10 million bottles of wine a year (65% for export) and receives about 80,000 visitors. Wine tourism is well organized here with a large public relations staff and an excellent program that takes visitors from the original 1858 building on through the winery ending at bright and colorful tasting room and gift shop area. The brief video that summarizes the main messages of the winery and tour was one of the best of its type we have seen.

We got a real sense of Rioja wine history at Marqués de Riscal, a winery that lives up very well to the goals of the UNWTO wine tourism initiative. It promotes wine, but does much more, creating jobs in the hospitality industry, drawing attention to the region, its culture and history. That’s what wine tourism today is all about.

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Thanks to Susana and FEV for inviting us to Spain and to everyone who welcomed us to Pago del Rey, Abadia del Retuerta, and Marqués de Riscal. Come back next week for three more case studies of wine tourism in Spain.