With so many wine regions and countries to choose from it can be hard to specialise in any one area, but for the ETM Group’s Guillaume Mahaut Rioja offers so much diversity, and most of all consistency that it has become one of its most important areas of business.
ETM Group’s Guillaume Mahaut is keen to make the most of Rioja across its pubs as it is a region its customers know and like
What is your reaction to winning this Rioja Recognises accolade from Wines of Rioja?
It is a great honour and complete surprise. It feels wonderful to receive an award for doing what you love, which, for me, is sharing my passion for wine.
Why are Rioja wines an important part of your business?
A wine list is not complete without Rioja. People recognise and ask for it. From crisp white, to juicy, oaky and more mature reds, Rioja can be the perfect wine for any food, cuisine or event.
What particular styles and advances in winemaking in Rioja wines do you think have been the most important in recent years?
Rioja has moved from a traditional style of winemaking to a more modern style with riper fruits and balanced French oak, which is more customer-friendly. Rioja is also now rediscovering its indigenous grapes, in addition to the classic Tempranillo, resulting in nice and different styles of wine.
Guillaume Mahaut receives the Rioja Recognises award from Jose Luis Lapuente, general manager of the Denominación de Origen Calificada Rioja, and wine writer, Sarah Jane Evans MW
Can you describe your Rioja portfolio and why you have chosen the selection you have?
ETM has 14 unique venues across London, all of which have a different personality and clientele. Therefore, Rioja works very well for us; the wide range of wines and prices make it possible to meet the needs of our customers and sommeliers. We currently have a Crianza and a crisp white by the glass in most sites, but for venues with more of a food focus we also list Grand Reserva and Reserva.
Which styles and price points are selling the most?
Crianza is the most popular wine and bottles are sold at £30. On hot summer days, a crisp white is a great upsell to Pinot Grigio.
How do you see yourselves developing your Rioja range in the year ahead?
Now that there is a new classification of single vineyard that is being introduced, I will definitely look into listing it at our finer dining venues.
What specific activities have you done with Rioja wine over the last year that you think might have helped you win this award?
We ran an incentive for two weeks in June where we offered an extra two whites and four reds to our current Rioja listing, also with a selection of more mature, premium reds by the glass. We focused heavily on staff training and customer awareness with social media and table leaflets. Without these initiatives, I would not have won the award.
How do you see Rioja wine in context with the rest of the Spanish wine category? Does it help the overall image and awareness of Spain?
Absolutely. Spain is already the third largest producer of wine in the world, yet its wines are perhaps lesser-known than smaller wine producing countries. Developing the Rioja region as a brand and label of quality helps the overall Spanish wine category’s image and awareness.
How do you think you are going to use this award in your business?
We will proudly share the news and continue to be enthusiastic about Rioja. This experience made us aware of what we can accomplish with the right tools and motivation.
- You can catch up on all the Rioja Recognises award winners, that were celebrated at a special ceremony last week at London’s Hispania restaurant, in this specially produced mailer produced by The Buyer and Wines of Rioja.
