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ISSUE #9, NOVEMBER 2009

SAVE THE DATE! UPCOMING EVENTS

RETAIL PROMOTION PROGRAMS

Crown
October 1 – November 15, Florida


Specs
October 15 – December 31, Texas


CIA WORLDS OF FLAVOR CONFERENCE
November 12-14, Napa Valley

RIOJA IN THE NEWS!

To view:

NBC Miami, Blame It On Rioja, October 12, 2009

To download:

Bon Appétit, Give Thanks, Drink Spanish, November 1, 2009

The Nest, Wine Trend: Rioja, October 1, 2009

Wine & Spirits, Rioja Red, October 1, 2009

ABOUT VIBRANT RIOJA
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

WELCOME TO RIOJA BUILDS RESTAURANTS, A NEWSLETTER FOR THE ON-PREMISE AND FOOD SERVICE TRADE BROUGHT TO YOU BY VIBRANT RIOJA. We will be presenting news, trends and ideas to help you build your on-premise business. We will cover anything in relation to the wine industry and the food-service business as a whole. Then, we’ll bring it straight to you in short, concise bites that are aimed to help.

Rioja Restaurant Week Aftermath
Thank you to the one-hundred restaurants that participated in Rioja Restaurant Week in New York and Chicago, and to the retailers who leveraged the promotion by showcasing Rioja wines and holding tastings. Below, see a picture of our friends at Sushi Samba in Chicago! If you have any stories about Rioja Restaurant Week that you’d like to share with us and the rest of the Rioja Wine Community, send them to newsletter@vibrantrioja.com.



Fall Wine Sales Picking Up

The outlook for wine sales during autumn is very optimistic. Not surprisingly, according to a Nielsen Report, seventeen percent of annual table wine sales happen in the fourth quarter. Though there has been a trading-down trend, consumers are also realizing that “value” does not necessarily mean “cheap.” For the on-premise, the category where restaurants do the most volume is by glass, as the price range generally remains within the $6-$10 a glass. (Winebusiness.com, September 24, 2009)

So, what can we do?
As customers continue to realize that value comes at all price-points, restaurants should make note and be proactive. Offering more wines by the glass at different price-points will not only increase foot-traffic and volume, but also give your customers more choices. And try adding more Rioja wines to your by the glass and regular wine list. With so many great wines at every price-point, Rioja is sure to be a hit! Rioja offers many bold, fruity crianzas around the $10 price point (retail) and more complex reservas around $20(retail). These wines are equivalent to Burgundies or Bordeaux that are two to three times the price.

In Brands We Trust

A lot has been said about the economy and consumers spending pattern, from wine consumption still growing (though at a slower pace) to consumers trading down to less expensive wines. The annual U.S. Wine Market report found that last year, the 28 brands that sold at least two million cases in the United States, grew by a combined 1.1% (that’s double the consumption growth rate of 0.6%). (Wine Spectator, October 13, 2009)

So, what can we do?
With the current economic situation, most consumers are very careful about what they spend. It’s no surprise that we see consumers buying brands they know and trust. Rioja has been producing some of the world’s best wines for over a hundred and fifty years – providing incomparable value at every price point. Needless to say, Rioja wines are always a good buy, so add some more to your wine list!

Rioja wines also are made to go with an incredible diversity of foods. Ask your customers what they’re pairing their wine with and chances are that a Rioja wine will be at the top of their list. You can also check out the food pairing suggestions in the Vibrant Rioja website, under Fun and Food & Wine Pairings.

Recommend a Rioja for Thanksgiving

With Thanksgiving just around the corner, it’s time to start thinking about which wines to pair with all that holiday goodness. Heather John explains why Rioja wines are fantastic pairing wines for Thanksgiving in her article Give Thanks, Drink Spanish on the November issue of Bon Appetit. The mix of the Old World wine (characterized by earth) and New World (characterized by fruit) is what makes Rioja wines such an appetizing selection for the holiday meals. (Bon Appétit, Give Thanks, Drink Spanish, November 1, 2009)

So, what can we do?

Tell your customers about Rioja wines! The blend of the old world with the new is sure to make your customers happy. Explain to them how the complex, balanced, fruity and acidic wines of Rioja match perfectly with dinners, especially rich ones like the Thanksgiving feast!

Robert Parker to Lead WineFuture in Rioja
The day has come! In 2004, Robert Parker predicted that Spain would emerge “as a leader in wine quality and creativity, combining the finest characteristics of tradition with a modern and progressive wine making philosophy.” (Food & Wine Magazine, 2004) Parker, along with some of the world’s most influential wine writers and educators, will be coming to Rioja this fall for WineFuture – Rioja 2009. The conference, created by The Wine Academy of Spain and supported by the CRCD Rioja (Consejo Regulador), will be held in the city of Logroño on November 12th and 13th of this year. Discussing the global financial crisis, the environment, sales, consumptions trends, on and off-trade challenges, brands, strategies and emerging markets will be Robert Parker along with Jancis Robinson, Oz Clarke, Steven Spurrier, Kevin Zraly, Robert Joseph, Mel Dick, Dan Jago and Troy Christense.

Social Media and Rioja
Can’t get enough Rioja? Now you can get more Rioja than ever by following us on Facebook, Twitter, LinkedIn and checking out our blog!

Check out www.BlameItOnRioja.com for Adrian’s latest blog posts on Rioja.

Become a fan of Rioja Wine on Facebook and follow us on twitter @RiojaWine!

GET INVOLVED... HERE'S HOW
If there is anything that you'd like to see in the upcoming newsletters that you feel will help other businesses, write a column and submit it to us! We would like to share best practices with all of you, so if you're doing something different to grow your business or would simply like to share your knowledge, please let us know.

Those interested should email Vibrant Rioja (newsletter@vibrantrioja.com) for more information and guidelines. We look forward to hearing from you!

 

WHAT CAN VIBRANT RIOJA OFER?
• Wine Sourcing -- we can put you in touch with importers and distributors to help you develop a wine program customized to your needs
• Education -- we partner with the Culinary Institute of America to offer seminars and tasting programs that can teach your staff about the Rioja region, characteristics of the wine, and appropriate food pairings
• Food & Wine Pairing -- we can draw on our many relationships with leading chefs and food-and-wine educators to develop an outstanding set of wine pairings for your menu
• Promotional Programs -- we can design and help execute different promotional programs to help you introduce your staff and customers to the wines of Rioja. Some sample programs are: Vibrant Rioja VIP Club – special tastings, food pairings, seminars and guided trips to the region; Vibrant Rioja Winedays – Build traffic on off nights; Vibrant Match – Try a tasting and pairing event customized to your offerings.

That's great, but… what else?

Vibrant Rioja Materials – we can provide you with a wide range of educational and promotional tools --many customized to your needs. They include bottle-neckers, informational notebooks, maps, gift bags, tasting notes, food-pairing notes and much, much more. If you have an idea, we will try to work with you to produce it.