TRADE TALK: Making his mark!

Steve Kriaris
  • Verfasser: admin

Toronto based importer and president of The Kolonaki Group, Steve Kriaris, has been working with the liquor monopolies of Canada for over a decade to raise awareness and sales of Greek wines. And we’re excited to see Greek wine gaining acceptance in the Canadian market. When he couldn’t find a decent glass of Greek wine to drink, Steve was determined to change that. He started his business and has been working tirelessly to educate trade and consumers about Greek varieties and break into one of the most difficult markets in the world.

We’re happy to say that he is one of the new breed of progressive young Greek wine importers with wineries in his portfolio that include Antonopoulos, Boutari, Kechri, Kir Yianni, Limnos, Mediterra, Papaioannou, Pavlidis, Sigalas and Tsolis.

What do you see as the biggest challenge Greek wines are facing in the Canadian market. Is there a real future for Greek wine in Canada?
Greek wines’ biggest challenges are keeping our message consistent, and simplifying the message to consumers. I know everyone keeps complaining about difficult names to pronounce, but I can name many other varieties that are equally difficult to pronounce that have had success. The North American wine consumer is not as simple as we make them out to be.

You work in both the Ontario and Quebec markets. Can you give us an idea of the differences in the two markets and what you see as the potential for each one?
In Ontario we have more of a British influence, therefore the red and white wine sales are almost at par. In Quebec there is a French influence, therefore you will see many more red wine sales. The Quebec consumers are also willing to pay more for a daily bottle of wine. They also consume more wine per capita than any other province in Canada. But, both markets have great potential for Greek wine if the right wines are presented properly.

How do you present Greek wine to your customers and are Canadian consumers taking notice?
When I present Greek wines to customers I always make sure to bring a variety. If I only have one example of a Xinomavro, Moschofilero, Assyrtiko or Agiorgitiko and the consumer does not like my one example then I just closed the door on that variety. Therefore, I always provide options to the consumer since it allows them to make a choice based on the wine they like and for their own reasons versus the ones I give them. Canadian consumers are definitely taking notice. In the last 2 years we are opening 2 non-Greek accounts for every 1 Greek account. Just 5 years ago it was 5 Greek accounts for every 1 non-Greek.

Which native Greek varieties do you see people starting to take an interest in and which ones do you think will be established first?
I am a big believer that Greek wines’ future will not just be in varieties, but also in regions. For example, I believe that the following names will continue and grow in popularity - the regions of Naoussa, Nemea, Santorini and Crete, as well as the varieties, Moschofilero, Malagousia, Agiorgitiko and Xinomavro.

What is your prediction for the future of Greek wine in North America?
Greek wines will continue to increase in awareness and sales, but I honestly believe that there are too many labels on the market at the moment and it dilutes the message to the consumer. In the next 10 years there will clearly be leaders that will separate themselves from the pack as certain brands excel in North America.

How would you describe the presence of Greek wine in Greek restaurants vs. mainstream restaurants in Canada?
It is actually only in the last 3 years that Greek restaurants are moving towards having more and more Greek wines on their lists. Mainstream (non-Greek) establishments buy medium to high-end wines for various reasons, but the main one is quality. If a sommelier is going to put a Greek wine on the list it needs to be a quality wine and must be able to over achieve versus other international wines.

What is your favorite wine of the moment and what dish do you enjoy it with?
I can’t pick one, but if I could have a perfect 4-course meal it would look something like this: 1) Karydas Naoussa with Beef Tartar at the Trump Hotel; 2) Boutari Moschofilero with Crispy Buttermilk Chicken Tenders at Real Sports; 3) Sigalas Assyrtiko/Athiri with ginger scallion noodles at Momofuku Asian noodle bar, and; 4) Malagousia Matsa with grilled Moroccan Octopus at Volos Estiatorio.