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INTERVIEW WITH KEVIN ZRALY - TECHNICAL DIRECTOR OF WINEFUTURE-RIOJA ´09
2009-10-14 14:01:30
The founder of the Windows of the World Wine School, Kevin Zraly, was appointed last week by The Wine Academy as the new Technical Director of WineFuture-Rioja’09. This event will gather in Logroño, Rioja, on November 12th and 13th, the world´s leading wine experts. The goal is to study the challenges that the wine industry if facing today. During the conference, the speakers will also discuss opportunities for the industry.
Kevin Zraly is arguably the best known wine educator today. He was wine director for the Windows on the World restaurant on top of New York's World Trade Center from 1976 until its destruction on September 11th, 2001. He is the founder and instructor of the Windows on the World Wine School, now in its 30th year, where over 19,000 students have completed the course. He is also the author of the "Windows on the World Complete Wine Course" book which has sold over 3 million copies.
Kevin also collaborates with Robert Parker Jr. with whom he founded the "Parker & Zraly Wine Certification Program". Kevin has been a member of the Board of Trustees of the Culinary Institute of America since 1990. He is the recipient of the James Beard Award for Wine and Spirits Professional of the Year. He is also the recipient of the European Wine Council Lifetime Achievement Award. Kevin has been featured in The New York Times, People Magazine, The Wall Street Journal, USA Today, GQ Magazine, and Newsweek.
Kevin has a wide experience in event management since he was the director for the New York Wine Experience and the California Wine Experience, the largest wine events of the United States.
1. What is the importance of Winefuture-Rioja `09?
In a worldwide recession, it is extremely important for the wine industry to come together and share information on how to move forward with wine and wine sales.
2. Which is the importance of the event for Rioja and its wine industry?
As all eyes this week were on the choice for the Summer Olympics, so to will the top wine people in the world be focused on the region of Rioja on November 11-13, 2009. To have over 700 wine professionals visiting and staying in the beautiful Rioja landscape, they will all have a chance to experience both the historic and new bodegas. Bordeaux has its "VinExpo", Veneto has its "VinItaly", and Rioja will nowhave its "WineFuture."
3. Numerous world experts have considered the event as one of the most important ever organized in the industry, why?
There are very few wine events that focus on the worldwide sales and marketing of wine. WineFuture also brings together not just the trade but the top wine writers in the world.
4. Do you think the local industry has realized the level of the speakers and attendees, as well as the repercussions it will have for Spain and Rioja?
I think that any new venture is always open to discussion. If they haven't realized it by now they certainly will by the end of the event. This is a very important event for wine, Spain, and Rioja.
5. Which is the biggest challenge that you will be facing as the new Technical Director?
Keeping the event lively, interesting, entertaining, and educational. And of course, the logistics of moving 700 wine professionals from one seminar to another as well as a tasting of 20 wines by Robert M. Parker, Jr.
6. What do you see as the big global challenges facing the wine industry?
Last year I travelled to 15 countries and over 100 wine regions to update the Windows on the World Complete Wine Course. I firmly believe that after this trip, this is the "Golden Age" for wine and there are great wines being produced throughout the world which is all good news. But the bad news is that there are more choices than ever for the consumer and competition in all price categories exists.
7. Do you believe that there will be a before and an after for the wine industry once the World overcomes the current crisis?
Absolutely! Just as the United States is moving closer to becoming the #1 wine consumer in the world, other markets have also opened up to wine such as Asia (China and South Korea) and Russia, etc. We've all gone through recessions before and even though this one is longer than most, there are thousands of new wine drinkers every week.
8. Many experts believe that most wine writers will dissappear in a near future. Please comment.
I hope not otherwise I will be looking for another job! But seriously, there may be fewer wine writers than we have now but there will always be a need for wine information and evaluation.
9. Will wine brands become more and more important?
I think that most wine brands are produced for the beginner wine drinker so as we have more and more people drinking wine, it makes sense that wine brands will continue to thrive.
10. Why do you think wine consumption is decreasing drastically in European wine producing countries such as Spain and France?
Yes there is no doubt that they are decreasing however it is from a very high per capita level. I believe this will level off and that wine will continue to be enjoyed as it has historically been for thousands of years.
11. Which countries do you think will be the winners and losers going forward - and why?
I can only speak from the postive and not the negative. On the European front, I think Spain and Italy; they continue to produce very high quality wines but also have promoted them effectively throughout the world. In the New World, Chile, Argentina, United States (California), and South Africa.
12. In your opinion, why Spain has never managed to have a leading role in the most important markets? I think everything takes time. In my opinion, the "new" Spain and its wines have over the last 25 years grown with consistency, quality, and availability. So I see in the future a great international role for Spanish wines.
13. Will Winefuture offer some ideas and solutions in this area?
I think that the quality of the speakers and their knowledge of the marketplace both domestically and internationally will give a tremendous insight to all of the attendees. As I said earlier, it is a rare forum that has both wine trade professionals and the top wine writers together in one room.
14. Which is the outcome you expect from Winefuture-Rioja?
That there will be more WineFutures! Pancho Campo has done a tremendous job in bringing all segments of the market together to discuss how we can all move forward in the distribution of wines throughout the world. The logistics of putting a first time event like this together were enormous and I congratulate Pancho and his team for having the foresight and energy to organize this event.