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VOL 3 ISSUE 5 JULY 2011 | |||||
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Industry News | Vibrant Rioja is a partnership between the governing body for wines from Rioja, Spain – called the Consejo Regulador de la Denominación de Origen Calificada Rioja – and Wines from Spain, under the auspices of the Spanish Institute for Foreign Trade (ICEX). Our goal is to raise awareness and educate consumers and trade professionals on wines from the Rioja region. Email us your questions or comments at: newsletter@vibrantrioja.com
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Importance of Technology in Wine World Our Thoughts Off-Premise Wine Sales up 3.1% Through May Our Thoughts U.S. Retail Sales Drop for First Time in 11 Months Our Thoughts |
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Rioja in the News | ||||
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Laurie Daniel from the San Jose Mercury News wrote an article last month on summer rosés with special mention of Riojas. She writes, “I've traveled to Spain a few times in recent years, and pink wines — called rosados — are proliferating there …. Rosados from the Rioja region can be tremendous bargains. The 2010 CVNE Rioja Rosado ($9), made from tempranillo, is persistent and refreshing, with racy cherry and cranberry flavors.” |
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Rioja Information | ||||
Rioja: Best-Known Spanish Wine Region Among U.S. Wine Drinkers In the U.S., 48% of regular wine drinkers rate the country of origin as very important when making a purchase decision, and 46% consider the region of origin a significant buying factor. Overall, Rioja ranked 6th in the U.S. awareness chart of domestic and international wine regions, following Napa Valley, Sonoma, Burgundy, Bordeaux and Washington State. “The study proves that consumers notice and become fans of wine regions offering consistent quality at any given price point,” says Pablo Olay, the U.S. Vibrant Rioja campaign director. “Rioja has been delivering top quality at a great value for years, and U.S. consumers are aware of this.” Among both mainstream (8 to $9.99) and high price points ($15 and more), Rioja was featured in the top five regions from which consumers said they were likely to buy wine. |
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Vibrant Rioja Celebrates the World’s Best Culinary Events “Our trade campaign has a very strong presence in Colorado, and we are fortunate to count our main partner in Aspen as Applejack Wine & Spirits, who caters to Colorado’s world class ski resorts,” said Pablo Olay, the U.S. Vibrant Rioja campaign director. Earlier this season, Rioja co-sponsored the 2011 James Beard Foundation Awards, the most prestigious international culinary awards ceremony (commonly known as “The Oscars of the Food World”). Vibrant Rioja poured wines for over 2,000 guests during the reception at the Avery Fisher Hall at Lincoln Center in New York City. This year’s event celebrated the rich, diverse cultures currently inspiring American cuisine. |
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Vibrant Rioja Tours the U.S. This Summer |
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Trade Special Events | ||||
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Rioja Press Trip Vibrant Rioja had the pleasure of hosting five California-based wine and food writers in Rioja in May, visiting a wide range of wineries, from historic to modern to boutique. A trip to Rioja would not have been complete, of course, without a lively visit to the famous tapas street on Calle Laurel, in the old section of Logrono. Somehow, the wines always taste best with a bite of delicious Iberico ham or Manchego cheese, enjoyed over good conversation! |
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Gary Vaynerchuk Likes “Real-World” Riojas Gary Vaynerchuk, wine social media guru, recently opened as keynote speaker for New York’s Blog World Expo. At a book signing on opening night for his newest book release, “The Thank You Economy,” he toasted with a glass of Cortijo Blanco 2010, and gave the Spanish wine region a major shout-out. “Rioja is one of the few regions that have stayed true to their style and make real-world wines,” said Vaynerchuk. Watch what Vaynerchuk had to say about Rioja back in 2007 on one of his “Wine Library TV” episodes. |
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Gary Vaynerchuk and the Vibrant Rioja Team at The Blog World Expo’s Opening Night |
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Wine Bloggers’ Conference Rioja Crawl |
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Other Information | ||||
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Vibrant Rioja Campaign Receives National Award “The Award of Excellence recognizes top public relations programs in our industry,” said James J. Roop, APR, Fellow PRSA, 2011 Awards and Honors Committee chair and president of Roop & Co., Cleveland, Ohio. “To receive an Award of Excellence, programs must be of Silver Anvil caliber and represent some of the finest strategic and creative thinking in our profession.” This year, the Silver Anvils had more than 800 entries across 16 categories. The Vibrant Rioja Trade Campaign is a comprehensive marketing campaign led by Ana Fabiano that targets the U.S. wine market. She conceptualized the program to increase sales by establishing and reinforcing alliances with key distributors and retailers, educating them about Rioja wines and developing as well as implementing retail promotions. As a result of the 2010 Vibrant Rioja Trade Program, DOCa Rioja wine exports increased 33% in 2010 from the previous year. Additional results of the 2010 Vibrant Rioja Trade Program include: the development and implementation of 1,002 Rioja wine promotions in 21 states and more than 110 cities; the completion of 200 trade events and 800 consumer events; and 90 new Rioja wine placements with over 150 Rioja wineries represented. |
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Rioja Supports Retail Interested in creating a rich Rioja program to offer the clientele at your store, restaurant or bar? Vibrant Rioja resources are vast and attractive and can generate a dynamic and prosperous program for your establishment with a wine category on the rise. Please contact vpinzon@crt-tanaka.com for further information. |
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