The Vibrant Rioja marketing campaign announced today a 33 percent overall increase in Rioja wine export volume to the U.S. 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 percent 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 percent growth, while the younger Crianza category (aged for a minimum of two years) grew over 21 percent. Rioja Reservas, aged for at least three years, were also up nearly 12 percent from the previous year.
“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 Vibrant Rioja 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.
During 2010, Vibrant Rioja’s 400 trade and consumer programs grew to 1,000 in more than 27 states and 70 cities across the United States. The multi-million dollar integrated campaign includes educational activities for consumers, trade and media, as well as an extensive advertising program. The trade initiatives focus on point of purchase, virtual retail and independent account support activities. Campaign partners include the Pennsylvania Liquor Control Board, Crown Wine Merchants, Binny’s Beverage Depot, Applejack Wine and Spirits, Canyon Ranch Hotel, and Landry’s, among many others. To learn more about Rioja’s trade program, please visit www.vibrantrioja.com/trade.
Located in north central Spain, Rioja is considered one of the greatest red wine regions of the world. Rioja reds are blended predominantly with the indigenous tempranillo grape from one of the region’s three subzones— Rioja Alta, Rioja Baja, and Rioja Alavesa. The DOCa of Rioja administers highly sophisticated and stringent quality control in the winemaking process, from viniculture to bottling. More than 200 brands from Rioja are available for purchase in the U.S