Drink Ribera. Drink Spain., the U.S. marketing campaign of the Consejo Regulador of Ribera del Duero, kicks off the second year of its national Ribera Road Tour with a Grand Tasting in Miami on March 8, 2011, and a comprehensive schedule of workshops, marketing partnerships, and social media initiatives.
Building upon the unprecedented success of the campaign’s first year, new programs for 2011 include RiberaConnect, a trade sampling platform designed to facilitate business between U.S. importers and wineries seeking representation in Ribera del Duero.
The Drink Ribera Wine School offers members of the Ribera online community exclusive access to educational demonstrations and live chats with Spanish wine, food, travel and lifestyle experts.
The Drink Ribera Workshop program invites trade and media to attend educational seminars and participate in comprehensive walk-around tastings; 2011 workshops will debut in Boston, Washington, DC, Los Angeles, and Texas, and continue in New York, Chicago, Miami, and San Francisco. Many producers from Ribera del Duero will attend events in person, particularly the annual Drink Ribera Grand Tasting, scheduled for March 8, 2011 in Miami; with over 100 wineries registered, the Drink Ribera Grand Tasting includes a seminar program featuring the wines of Vega Sicilia and a walk-around tasting with Ribera del Duero producers.
Over 23% Growth in Consumer Awareness
A study conducted by UK consulting firm, Wine Intelligence, has revealed that Ribera del Duero brand awareness among US consumers has increased 23% since the campaign’s launch in September 2009, and has achieved measurable impact on the U.S. wine market. Over one million consumers tasted a Ribera wine for the first time in the campaign’s inaugural year, and those familiar with the brand name rate its wines very positively. The positive trends in the Ribera del Duero category are attributed to the region’s dynamic marketing campaign, Drink Ribera. Drink Spain., which among other accomplishments recruited over 8,000 new fans to the region’s online community.
Ribera del Duero launched their first U.S. promotional campaign – Drink Ribera. Drink Spain. – in August 2009 to broaden awareness among trade, media and consumers. For more information please contact Donna White, donna@gregorywhitepr.com, (203) 558-4262, or visit www.drinkriberawine.com.