Piwi grape varieties: a wine alternative for the trade?

Fungus-resistant grape varieties - also known as Piwis for short - have been the talk of the town for a few years now. But not yet on everyone's palate. There are many reasons for this. There is still a lack of acceptance among the general public. Or knowledge. So let's break down the topic. Piwis are deliberately bred new grape varieties that are generally more resistant to and less susceptible to diseases such as powdery or downy mildew. To name the two best-known disease plagues in the vineyard. If the vines are inherently more robust, then winegrowers have to spray them much less frequently. And that has several advantages.

It is obvious that reducing the use of sprays is good for the environment. Farms can save up to 80% of their fungicides. Exactly how much depends on the respective grape variety. First-generation Piwis, which came onto the market at the end of the 1960s, generally require more spraying than new-generation Piwis. This is because much has been done in the breeding laboratories in terms of the precision of crosses. Fungicides need to be applied much less frequently. This saves wine producers not only spraying agents, but also time, personnel costs and diesel. This can save up to 1,000 euros per hectare and year. For winegrowers, the advantages of Piwis are therefore obvious. But does this also apply to the trade?

Piwi taste comparison

Wine connoisseurs are quick to adopt a defensive stance when the subject of Piwi comes up. The wines are said to be too one-dimensional, too mainstream, not storable - and so on. Quite apart from the fact that more and more producers are now proving that Piwi wines are also complex and serious and that some of them can also age wonderfully, there is a grain of truth in these statements. Because yes, many Piwis imitate the taste of well-known grape varieties. And not without reason. Because these are usually a parent of the Piwi.

In most cases, the similarity in taste is even intentional. Cabernet Blanc and Sauvignac, for example, are very reminiscent of Sauvignon Blanc on the nose and palate. Muscaris, on the other hand, tastes almost like Muscatel. Solaris, meanwhile, is reminiscent of Chardonnay - and Johanniter is also more of a Burgundy type. There are also similarities among the red wines. Pinotin, for example, is quite close in taste to a Pinot Noir - only with much softer tannins and less acidity. Prior also has a similar taste to Pinot Noir. But with more tannin. Satin Noir, with its hints of blackcurrant, is more reminiscent of a Cabernet Sauvignon. The same applies to Cabertin.

For which target group are Piwi wines worthwhile?

A similar taste is good, but unfortunately not everything when it comes to wine. If you trade in premium wines and have a discerning and, above all, knowledgeable clientele, it may be difficult to establish Piwis here. Those who like to drink high-quality and perhaps even mature wines will not really be happy with Piwis. The situation is different if your customers attach great importance to sustainability and environmental friendliness and perhaps even like to experiment. Piwi wines are likely to provide many a positive surprise for this clientele.

The same also applies if your clientele is very diverse and perhaps knows little about wine. In other words, if they are looking for the next quaffable party wine rather than a serious and complex growth. Piwis are ideal as summer wines or food accompaniments of all kinds. The situation is even better for food retailers, who generally have very price-sensitive customers. Piwi wines can be sold wonderfully here with targeted advertising campaigns.

Themed promotions for supermarkets and discounters 

Supermarkets and discounters often have the advantage that consumers are perhaps not so familiar with established grape varieties such as Chardonnay, Riesling and the like, but rather remember the label of a wine they have bought in the past. In this case, there is little or no fear of contact with Piwi wines. This also makes it easier to give advice.

Here, the specialist departments can either offer Piwi wines on a specific theme such as barbecue wine, asparagus wine, party wine or autumn wine. Or you can offer specific advice. “If you like this wine, then try ...” would be a very effective approach here. Both online and in-store. And in times of climate change, Piwi wines are also an excellent way of focusing marketing on the environmentally friendly concept of sustainability.

Are Piwis on the rise?

Piwi grapes may only be suitable to a limited extent for people who know a lot about wine - but for the broad mass of consumers, they are a good alternative to conventional grape varieties. The wine industry is also slowly recognizing this. Piwis are being approved in more and more countries and wine-growing regions. For example, the white grape variety Vidal in Champagne. At the same time, the bottled qualities are getting better and better. And, above all, more independent. But they are also ideal for mass production.

With a little good will and a certain marketing commitment, it is therefore possible to sell Piwi wines without any problems. Nevertheless, there is still a certain amount of uncertainty on the market. Especially since we have heard time and again that Piwis seem to lose some of their resistance around five years after planting. Only the next few years will prove or disprove whether this is really the case. Until then: the proof of the pudding is in the eating. With Piwi wines, you can offer your customers wines with an interesting story that is not as complicated as it seems at first glance. This could fall on very fertile ground with the majority of customers.