6 minute read
Last Call
Alexandra Martin and Kevin Armata
developers of ‘2020 Sucks’ wine
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When Alexandra Martin first met Kevin Armata at Piccolo’s on Shrewsbury Street, they struck up a conversation about their mutual love of wine. Both came from sales and marketing backgrounds and the pandemic had left their careers on pause. Armata told Martin about a friend who had recently founded his own wine and olive oil label, Manny Rovithis. That’s when Martin proposed a commemorative bottle for 2020, a year in which alcohol consumption has reached record highs. At home, she scoured the internet for a producer with the same idea but found that what she had in mind did not yet exist. They workshopped ideas that would toe the line of respect and satire before settling on the name: 2020 Sucks But at Least I Found a Great Wine. Mediterranean Wine Company launched the new brand in October, and consumers have embraced their apropos bottles by posting countless photos across social media.
Kevin Armata and Alexandra Martin
DYLAN AZARI
What are your connections to Worcester?
AM: I live in North Oxford, actually, but I volunteer for Veterans Inc. in Worcester and I’m also on the Canal District Alliance Board.
AM: It’s an organization that I joined five years ago, through people I met doing charity work. It’s obviously been a great success with the ballpark coming.
And, Kevin, what is your connection to Central Mass?
KA: I eat dinner there a lot! I really enjoy the community.
How did the idea come about to develop your own wine label?
KA: I was helping a gentleman named Manny Rovithis who has an award-winning olive oil imported from a village in Crete. He recently introduced wine from the same village. Like Alex, during COVID, I was looking for something to do until the world goes back to normal. That’s how I got involved. I’ve been working to promote Manny’s wine.
What is it called?
KA: There are three distinct labels — Manny’s Three Faces, Arhorn, and 2020 Sucks But at Least I Found a Great Wine.
Can you tell me about the profiles of your 2020 Sucks offerings?
KA: We have a chardonnay, a cabernet and a merlot. And this week, we introduced a red blend.
If you’re not from the world of wine, how did you manage to launch your own brand?
KA: I’m a marketing guy and I’ve known Manny for 45 years. When he asked for my help, I proceeded to learn the wine and olive oil business very quickly.
Where did you first meet Manny?
KA: Selling appliances.
And he’s from Crete in Greece?
KA: Yup.
Have you ever visited?
KA: Nope.
What about you, Alexandra? How did you become involved in the wine business?
AM: I lost my job due to COVID. I sold lighting for 17 years. I happened to meet Kevin at Piccolo’s and I told him, “I’ve been bored out of my mind, being locked up and unemployed.” Once we got talking, I thought, “I’d really like to help this guy out.” That’s how I began hanging out with these guys. It’s been a great ride. KA: We sell and market the wine to restaurants and package stores.
Where can we find it?
AM: The idea for a fun label only came about a couple of weeks ago. I was thinking that there was no commemorative bottle for 2020. I looked online and I thought, “This will be fun.” I mean, everybody at this point really needs a good laugh. Austin Liquors brought it in right away. Colony Liquors has also brought it in along with DiVine Wine & Spirits in Westborough. It has already been really successful and people are contacting me from all over.
I have a feeling the legacy of 2020 will live on after the new year, but can your wine label? I mean, will it still be available in 2021?
AM: The wine itself will certainly be available. KA: As for the label, most likely, yes. Understand, this wine is all of a week old.
Have you found any silver linings to 2020?
AM: I would say it has definitely made me look at my life and it has brought me closer to a lot of people. Just realizing, what’s most important is family and friends. I hope the wine will bring everyone a good laugh and help them remember what we’ve all been through this year. KA: I second that. It has been a terrible year and we’ve all had to reshuffle our priorities, but a lot of good can come out of it too. We’ve all had a chance to spend more time with our families. Businesses have learned to reinvent themselves. We’ll take all of these lessons with us for the rest of our lives. – Sarah Connell Sanders
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