Madeira struggles to simplify message

18th July, 2013 by Gabriel Stone

Madeira must find a simpler, more unified message if it is to emulate the recent surge of interest in Sherry and Port, according to Henriques & Henriques CEO Humberto Jardim.

Henriques & Henriques vineyards in Madeira

Henriques & Henriques vineyards in Madeira

Noting the resurgence of interest in Sherry, driven by special editions such as en rama, and Port, thanks to the success of its 2011 vintage campaign, Jardim acknowledged the need for Madeira “to bring to market something that will catch the attention of someone.”

At Henriques & Henriques this involves new initiatives such as the introduction of six-year-old barrels from Kentucky. Describing this as a move which “brings something new to Madeira,” Jardim suggested that he might use the barrels to create a special three-year-old style for the US market.

Although pointing to the similarly fresh outlook and dynamism now in evidence from other Madeira houses – “we are all a new generation” – Jardim noted a weakness in marketing the ever-improving quality of their wines.

In particular, he acknowledged the lack of a unified release strategy from the island’s eight producers, which might help to focus the world’s attention in a similar way to the Port industry’s “very smart” shared springtime declaration.

However, Jardim also noted the far more limited promotional capacity of Madeira’s industry. “Port produces 80-90 million litres in one year; in Madeira it’s 4m – the cost per litre is incredibly high compared to Port or Sherry”, he explained.

Above all though, Jardim argued that the complexity of Madeira’s presentation was the most pressing issue to tackle, conceding: “The message of simplicity never came from Madeira.”

At the large volume end of its youngest 3-year-old expressions, Madeira produces six different styles: dry, medium dry, medium sweet, medium rich, rich and Rainwater, which is most commonly found in the US market.

Just above this comes the 5-year-old expressions, which feature four different sweetness levels and, in common with the three-year-old category tend to be based on the high yielding Tinta Negra grape variety, which accounts for around 85% of the island’s total vineyard plantings.

Suggesting that so many different styles at this entry level could be over-complicating the category, Jardim remarked: “For example, medium-dry and Rainwater – either one would be ok so why do we produce two different wines at very similar levels of sugar?”

Above this come the 5 (Reserve), 10 (Special Reserve), 15 (Extra Reserve) and 20-year-old expressions. Each of these can be made from any one of the four “noble” Sercial, Verdelho, Bual and Malmsey – or Malvasia – grape varieties.

The 20-year-old category may also feature the rare Terrantez variety, which Jardim described as “somewhere between Verdelho and Bual with a very nice aroma, but its skin is very thin so it’s a very sensitive grape.”

As part of a wider move supported by European Union funding to decrease the proportion of Tinta Negra plantings in favour of Madeira’s noble varieties, Henriques & Henriques planted a small amount of additional Terrantez in 2011. However, Jardim noted that Madeira’s total production of this variety is no more than around 3,700 kilograms.

Next come a variety of colheitas, wines from a single vintage, which must mature for a minimum of five years before bottling, although Jardim noted that 10 years is more usual.

Finally comes the vintage expression, which must be matured for at least 20 years old, although again this can vary considerably between houses.

Although banned when Portugal joined the EU, examples of Madeira’s rare, often very old solera expressions still remain available on the market.

To complicate this message still further, Jardim remarked: “I have different styles of Malvasia and my style is different to, say, Blandy’s or Justino’s.”

Despite stressing the need for Madeira to present itself in a less complicated fashion, Jardim warned against abandoning the current classification system entirely, arguing: “If we simplify, we get simple.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more