Rioja Wines Making Major Inroads in the U.S.

Developers of the “Vibrant Rioja” marketing campaign announced 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 DOC classifications, with the youngest Cosecha wines performing the best with 50 percent growth in the marketplace. 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 by more than 21 percent. Rioja Reservas, aged for at least three years, also were 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.”

More than 61% of the total Rioja shipments to the U.S. were aged wines, demonstrating the rising demand for matured, ready-to-drink wines.

During 2010,  the number of “Vibrant Rioja” programs grew from 400 to 1,000 in 27 states and 70 cities across the United States.

Posted in The Wine Business
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