Rioja marketing campaign paying off

The "Vibrant Rioja" marketing campaign created to push that particular Spanish wine, appears to be paying off.

The organization announced today a 33% overall increase in Rioja wine export volume to the United States market in 2010, compared to the same period in 2009.  Total shipments from January to December 2010 reached 857,000 cases.

"Export increases ranged across the four DOCa classifications, with the youngest Cosecha wines performing the highest with a 50% growth. Aged less than one year in barrel and bottle, Cosecha wines are often fresh, fruity and intended for everyday enjoyment. Aged for at least five years, the classically elegant Gran Reserva category showed 34% growth, while the younger Crianza category (aged for a minimum of two years) grew over 21%.  Rioja Reservas, aged for at least three years, were also up nearly 12% from the previous year, Vibrant Rioja said.

"We anticipate another record-breaking year as we continue to expand existing markets, establish new markets, and formulate sound alliances," said Ana Fabiano, trade director of the campaign. "In 2010, we experienced tremendous growth through our campaign and branding activities, including carefully formed strategic partnerships across all restaurant and wine industry levels.  Over 61% of the total Rioja wine shipments to the U.S. were aged, demonstrating the rising demand for matured, ready-to-drink wines."

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