Tawny rising

[Roy Hersh]

Over the past four years, (2010-2014) the global sales of Tawny Ports have increased by just under 20%, according to the IVDP.

Impressive and this will certainly help the Port trade to realize an increase in the value/liter that is critical to the future success and overall health of the industry.

Is this due to major improvement in sales of Tawnies with-an-indication-of-age (or TWAIOA, for those of us who like Port acronyms); or the slew of Single Harvest Tawny releases in the past half decade and/or several extraordinarily high end cask-aged "Old Tawny" releases? Your guess is as good as mine. However, it is likely a combination of all of the above.













Actually, I believe this is Glenn Elliott's fault.

[Jasper A.]

As a shop owner, i can say the market for the high end tawny is pretty slim. But there is a high demand for tawny reserve and 10 year old tawny. Why? I am not sure, maybe marketing. Creating nice bottles, gift packages etc.

Over the past four years, (2010-2014) the global sales of Tawny Ports have increased by just under 20%, according to the IVDP.

Impressive and this will certainly help the Port trade to realize an increase in the value/liter that is critical to the future success and overall health of the industry.

Is this due to major improvement in sales of Tawnies with-an-indication-of-age (or TWAIOA, for those of us who like Port acronyms); or the slew of Single Harvest Tawny releases in the past half decade and/or several extraordinarily high end cask-aged "Old Tawny" releases? Your guess is as good as mine. However, it is likely a combination of all of the above.













Actually, I believe this is Glenn Elliott's fault.

[Paul Fountain]

I think that the hype around the 2011 Vintage Port was beneficial for all categories. Everybody knew 2011 was good straight away so there was press for port right from the end of vintage which helped get people interested in the other categories while waiting for the VPs to be released. That's my theory anyway. I'm sure Glenn's contribution was significant as well

[Glenn E.]

Over the past four years, (2010-2014) the global sales of Tawny Ports have increased by just under 20%, according to the IVDP.
Actually, I believe this is Glenn Elliott's fault.

LOL... sorry, my bad! I'll try to reign it in a bit.

[Allan Engelsted Laurents]

TWAIOA they are one of my favorite type of ports....
So dont give Glenn All the credit

This Year I had (and bottled in the span of time from 1970-1991)
Niepoort 10 YO, 20 YO and 30 YO
Taylor 20 YO (for opcomming Christmas 40 YO)
Calém 30 YO
Ramos Pinto 20 YO
Pocas Junior 40 YO

Beautiful bottles everyone...
I have opend more than 70 bottles of Port this year, 2 VPs and the rest Nice and smoooooth Tawnies.

[Eric Menchen]

Is that 20% by cost or volume?

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[Scheiny S]

As a shop owner, i can say the market for the high end tawny is pretty slim. But there is a high demand for tawny reserve and 10 year old tawny. Why? I am not sure, maybe marketing. Creating nice bottles, gift packages etc.

is tawny reserve common? i've only seen one [here in PA], Dow's Boardroom, which i didn't like. i like ruby reserves so i'm curious about tawny reserves.

[John Danza]

As a shop owner, i can say the market for the high end tawny is pretty slim. But there is a high demand for tawny reserve and 10 year old tawny. Why? I am not sure, maybe marketing. Creating nice bottles, gift packages etc.

I would think it to be an issue of price. Here in northern Illinois, tawnies up to 10-years retail at roughly $20-$35 a bottle, depending on producer. I think that's about as much as a non-Port aficionado would be willing to spend on a bottle. After that, the 20-year tawnies run between $40-$75 per bottle, the 30-year wines go for $100-$125 a bottle, and the 40-year wines for $165-$210.

[Bradley Bogdan]

I agree with John, if we're talking about volume here, clearly the increase has to lie mostly with basic Tawnies and 10y bottlings, as the higher end stuff isn't really going to move the needle on the overall total as its a fairly small fraction. Similar to if you tried to tie VP success in a year to the overall amount of ruby sold.

If we're talking about revenue, then I would suspect the series of higher end bottling probably are having an effect. Even though there's so little released, the level of rarity and the corresponding premium in price probably make those ports uber profitable. I would only wonder at that point, with the restricted volume, how much of an effect say 50 cases of an old release would have compared to moving an additional 1% of your 10y tawny.


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[Jasper A.]

As a shop owner, i can say the market for the high end tawny is pretty slim. But there is a high demand for tawny reserve and 10 year old tawny. Why? I am not sure, maybe marketing. Creating nice bottles, gift packages etc.

is tawny reserve common? i've only seen one [here in PA], Dow's Boardroom, which i didn't like. i like ruby reserves so i'm curious about tawny reserves.

There are plenty of tawny reserve. Most commen sold is the Graham's The Tawny