Tio Pepe En Rama doubles production for second launch

Tio Pepe Fino En Rama launched for a second year running at the London International Wine Fair at ExCel yesterday, with makers Gonzalez Byass almost doubling the production to keep up with demand.

tiopepe_done.jpgDescribed as “turbo-charged Tio Pepe” by Gonzalez Byass’ marketing manager Jeremy Rockett, En Rama, loosely meaning “in its raw state”, is made from unfiltered, unclarified Tio Pepe taken from the middle of the cask during spring when the flor is at its thickest.

Without stabilisation, En Rama has a lifespan of just three months, and a mere three days after opening, though this doesn’t seem to have put consumers off scrambling to get hold of a bottle.

“The buzz around En Rama is even bigger this year,” Rockett told the drinks business.  

“We’ve produced twice as much – 300 cases, and several merchants have already sold out, while others have nearly sold out, and they don’t even have the stock yet.

“The wine is a little different this year, as it’s a natural product. Because of the Easter break it was left in the tank a week longer than last year, and so clarified naturally, leading to a cleaner, clearer, brighter expression of En Rama."

Having sold the 175 cases produced almost solely through The Wine Society last year, Gonzalez Byass has given allocations to a number of merchants this year, including Majestic, Berry Bros, The Sampler and Lea & Sandeman.

The wine will also be available by the glass at Spanish restaurant Camino in King’s Cross, and its adjoining Sherry bar, Bar Pepito.

Gonzalez Byass plans to launch En Rama again next spring, with a different label from the archives chosen for each new En Rama release, “to keep things fresh”.

En Rama launched for the first time at the London International Wine Fair last year to mark Gonzalez Byass’ 175th anniversary.

To see the full video interview with Jeremy Rockett, click here

Lucy Shaw, 18.05.2011

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