ISSUE #9, NOVEMBER 2009
SAVE THE DATE! UPCOMING EVENTS
RETAIL PROMOTION PROGRAMS
October 1 – November 15, Florida
October 15 – December 31, Texas
CIA WORLDS OF FLAVOR CONFERENCE
November 12-14, Napa Valley
RIOJA IN THE NEWS!
NBC Miami, Blame It On Rioja, October 12, 2009
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:
WELCOME TO RIOJA BUILDS RETAIL, A NEWSLETTER FOR THE OFF-PREMISE TRADE BROUGHT TO YOU BY VIBRANT RIOJA. We will be presenting news, trends and ideas to help you build your business. We will cover anything in relation to the wine industry and the beverage retail 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 email@example.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 retailers, the key pricing points have remained steady – around $9.99. Though it seems consumers are making a slow, but gradual shift towards the $10.00 - $14.99 price range. (PressDemocrat.com, September 14, 2009)
So, what can we do?
As customers continue to realize that value comes at all price-points, retailers should make note and be proactive. Offering and showcasing more wines at the $9.99 - $14.99 price-point will not only increase foot-traffic and volume, but also give your customers more choices. And try adding more Rioja wines to your selection. 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 and more complex reservas around $20. 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 store!
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.
Walgreens will sell beer and wine
After ten years, Walgreens will once again offer beer and wine in its stores. After their fiscal fourth-quarter net income fell 1.5%, Walgreens is looking to drive traffic and boost sales. Within the next 12-18 months, expect all the Walgreens nationwide to start selling alcohol. (Latimes.com, October 1, 2009)
So, what can we do?
Everyone loves a good story. Sharing wine stories with customers is a great way to recommend wines and make sure they keep coming back to your store. Did you know that at the turn of the 20th century, Rioja wines were sold as Bordeaux due to a phylloxera epidemic that wiped out the French crop? That’s a great story to tell your customers and there are many more that can be found at VibrantRioja.com.
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!
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.