“TOMORROW’S GRUENER TODAY”



  • Gruener is being sold to the tune of 90 % only the German speaking world – beyond it is known by connoisseurs, yet does not reach any significance

  • Gruener in most cases has a bit of an extreme taste profile

  • Gruener comes in many different styles and might be confusing the consumer what to expect

These are the reasons why Markus and Lenz did intensive research around the world, tasted  hundreds of Grueners form all corners of the country and, tasted Gruener blind against top international whites such as Cloudy Bay, Chateau Carbonnieux Blanc, Pouilly Fume Ladoucette, yet also famous rosés such as Desclans and Domaine Ott.

The verdict was crystal clear :

Under the name of NEW CHAPTER, Markus and Lenz will redefine the style of their new Gruener Veltliner. They have newly interpreted the grape, using their vast experience in international fine wine in developing a new, very Austrian and modern style of their favorite wine – resulting in a winning formula. ALL THIS MEANS YOU WILL HAVE “TOMORROW’S WINE TODAY” already. ( based on Steven Job’s idea that everything is about tomorrow and its products – consumer excitement comes from innovation today for tomorrow ).  

 

And as Markus hit the nail at the head with “not opulent, yet powerful”. Lenz’ mantra is “the next sip please” with perfectly embedded zippiness, elegant primary fruit and complex -  with no rough edges, rather going for a very harmonious and friendly wine. Both envisage a sensational new style of wine which is an automatic pleaser – yes, we love our wine to be enjoyed without too much ado and “preconditions”. The high quality and features make NEW CHAPTER the avantgarde. It need not to be emphasized that of course this Gruener will also carry the typical elements of the grape, however in a much more pleasant, modern and certainly appealing form. The proof is in the pudding this is why only tasting NEW CHAPTER will satisfy your curiosity.

 

How exactly we have done it remains a bit of our secret – all we will say though it is a true Gruener with the “spice” of other varieties in tiny little doses. The main credential is to select and blend some of our best vineyards in a new way – always bearing in mind that a great wine always starts in the head of its creators, who will go out and find the right vineyards and make the according blends of the wine. Aren’t all icons blends ?

 

NEW CHAPTER is expensive, yet it will overdeliver under any circumstances. Markus and Lenz believe in “Value”. This defines their entire pursuit to surprise and ultimately excite our consumers. Hence, they did not allow any, let me repeat, any compromises in terms of the entire product, be it the “what’s inside the bottle” in first place, yet also the package – which entails also its own bottle – which we love. Bold labeling is an expression of willingness to document a truly new chapter in making Gruener Veltliner from their home country Austria.