We seem to be in the midst of a white wine resurgence. There has been a shift to white from red in many markets around the world. Certainly, it is happening here in the U.S. The French market has seen sales momentum move from red to pink to white. Even in Asia, I am told, the old orthodoxy that wine’s first duty is to be red is changing. Aromatic white wines (which seem so well suited to some of the cuisines) are getting attention.

There are certainly many reasons for the “red shift” to white. Affordability is probably part of the answer, since white wines are often cheaper than reds. Recent NIQ data published in Wine Business Monthly, for example, puts the average price of white wines sold through U.S. market channels at $8.48 per bottle. The average price for red wine is almost 25 percent more at $10.54.

Case Study: Vinho Verde

Recently Sue and I have been taking a closer look at Vinho Verde, the popular Portuguese white wine, and we think it might provide some insights into the white wine situation. Vinho Verde isn’t a grape variety (although a lot of people probably think that); it is a region in northern Portugal that has produced crisp white wine for hundreds of years.

Vinho Verde is a wine with many faces, which is part of its appeal. It can be an inexpensive daily drink. The Broadbent NV Vinho Verde, for example, has been a popular brand in the U.S. for nearly 20  years. It is both good (Decanter 91 points) and, with a retail price hovering around $10 per bottle, a very good value. No wonder it shows up frequently on both “best” and “best buy” lists. You can usually find a bottle in The Wine Economist wine fridge, especially in the warmer months.

But there is more to Vinho Verde than good value, as we learned a few years ago on a trip to Lisbon. A friend guided us to Cervejaria Ramiro, the popular seafood restaurant, and recommended a particular Vinho Verde made from the Alvarinho grape variety. It might have been the grape or the maker or the ridiculously delicious Ramiro food, but the result was an elevated experience that told us there was more to learn about “green wine.”

Take the Next Step

Now some producers are taking the next step by focusing on single-variety Vinho Verde wines from native grapes. The idea is to show another face of Vinho Verde, with distinct characteristics and greater complexity.

We recently tried two wines that convinced us that this is a promising path to follow. The first was the Casa da Tojeira – Tojeira Arinto 2023, which is made entirely from the native Arinto grape variety (it is more common to find blends of Loureiro, Avesso, Azal, Arinto, and other grapes). The wine was well balanced and developed nicely in the glass as it warmed up. An excellent introduction to this style. Casa da Tojeira makes a full line of white wines that explore every aspect of Vinho Verde. I hope we have an opportunity to explore more of their wines in the future.

Next came a bottle of Márcio Lopes – Pequenos Rebentos Vinhas Velhas Loureiro 2022, made from the Loureiro grape variety. The wine was intense  with complex aromas and flavors. I am not sure I would have guessed Vinho Verde if I didn’t already know it. It was completely different from anything I can remember tasting before. Now I want to taste more wines like this.

Loureiro is Portuguese for “laurel” according to my reference materials, and if you think of the aroma of a laurel hedge and then add in orange and acacia blossoms and maybe some peach or pear, you begin to sense the nature of this wine. It can be so intense, in fact, that it is often blended with other grapes to tone it down a bit. Quite an experience.

The thing about these next level wines is that the price premium to move up is relatively small. High-end Vinho Verde like these sell in the $20 to $25 range. This fact is perhaps another reason for the shift to white wines. Red wines in this price range often don’t deliver the complexity and distinctiveness that these white wines provide.

I don’t know if the “red shift” to white wines will last, but it seems like a good idea to take advantage of the opportunities to try new wines.

The Greatest Wine in the World?

We cannot write a column featuring Vinho Verde without telling a story about the “greatest wine in the world.” Sue and I were in Evora, Portugal, for a conference presentation and we were having dinner with a group that included many producers. We were enjoying some Vinho Verde and I congratulated the winemaker on his delicious wine.

He shook my hand enthusiastically and proclaimed that Vinho Verde was the greatest wine in the world. It was good to drink, he told me, and good to grow and make because vineyard yields were relatively high, which generated profitable margins, too. It was green wine in the economic sense. He loved it.

Who am I to disagree? Maybe Vinho Verde really is the greatest wine in the world!