Millennials Increasing Wine Consumption

Hands with Glasses

More Millennials than ever are drinking wine at least once a month, according to new research presented by interactive marketing agency, Invictus Marketing. Research shows an astounding 35% of older Millennials between the ages of 25-34 drink wine at least once a month, representing the second largest age group of wine drinkers. This young group of wine drinkers is only 0.2% behind their boomer counterparts (55-64), yet many wineries and wine regions have yet to truly engage and embrace this powerful demographic.

Our thoughts: As Millennial wine drinkers are an emerging market, this is a prime opportunity to promote educational opportunities, engaging wine specials, tastings and events. Given that social media and mobile technology are ever-important in the lives of Millennials, engagement via these marketing channels can be more efficient and cost-effective.

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20 WinesRioja in The New York Times
We are excited about The New York Times' July 24th Dining & Wining Section, featuring a wonderful Rioja in "Wine's Sweet Spot is a $20 Bill". Eric Asimov, The Times' wine critic, touts quality wine at a reasonable price, taking readers on his journey in search of the top 20 wines under $20.

In the article, Eric states "I want wine that excites me, that feels so good to drink that one sip urges on the next and the next after that." Among the top 20 that fit this bill, Eric featured La Rioja Alta Rioja Reserva Viña Alberdi Selección Especial 2005.

Highlights include:
"The Viña Alberdi Reserva is aged before its release, as was once traditional with Rioja Reservas. The result is a seven-year-old wine, delicious now but capable of further aging. Unlike La Rioja Alta's other cuvées, the Alberdi is 100 percent tempranillo and offers a classic profile of mellow fruit framed by vanilla from American oak. Beautifully integrated, lively and lovely."

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Press Trip to SpainPress Travel to Spain
From the wonderful wineries to the savory Spanish cuisine, the beautiful landscapes to the perfectly-aged wine – Rioja is a truly magical wine region. This year, we invited five influential wine writers from media outlets, such as Snooth, Wine Enthusiast and The Huffington Post to join us on our journey through Rioja to enjoy the finest wineries, restaurants and outings the region has to offer.

During the trip, we explored some of the region's beautiful bodegas, including Valdemar, Ysios, Izadi, Fernandez de Piérola, Valdelana, Señorío de San Vicente, Sonsierra, Martínez Corta, Hermanos Peciña, Miguel Merino, LAN, and Vinos de Benjamin Romeo. These visits brought to life the strong tradition and modernism that lives in Rioja. In addition to tasting buckets of wine, the group also threw buckets of wine, as they participated in the notorious Haro Wine Battle. Drenched to the bone and stained purple – truly a wine writer's rite of passage!

 

Ana FabianoRioja in Williamsburg
The Colonial Williamsburg resort's popular monthly series, Wine Wit & Wisdom, featured Rioja Brand Ambassador Ana Fabiano, on June 30. Ana and Chef Rhys Lewis of the Williamsburg Lodge led the sold-out room through a spectrum or Riojas which included whites, rosados, centenary wineries and gran reservas. The education-focused tasting kicked off a month of Rioja specials at Williamsburg Lodge and Williamsburg Inn.

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Pouring WineFirst Ever Rioja Caterer's Lounge
Are you a catering or hospitality professional? Will you be in the Los Angeles area on August 13 or attending the Western Hospitality Expo? If so, please join Vibrant Rioja for the first ever "Caterer's Lounge," a one-on-one wine education concept that will showcase a spectrum of delicious Riojas. Selected for their food friendliness, the Vibrant Rioja team will be on hand to personally guide you through crisp whites, refreshing rosados and smooth tintos ideal for diverse pairings and large scale events. The event will be held 4-7pm at the Hilton Anaheim, and is open to Western Hospitality Expo attendees and other Trade. RSVP required: bonnie@girlmeetsgrape.com.

To view all our upcoming event across the country, visit our online calendar.

header Rioja Supports Retail

Shopping for wineInterested in creating a rich Rioja program to offer the clientele at your store, restaurant or bar? Vibrant Rioja can generate a customized, results-driven package for your business.

Please contact vpinzon@crt-tanaka.com for further information.

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