DO Rías Baixas’ Regulating Council has decided to renew its annual endeavour on the US market in 2010, by investing $750,000 (around €532,000) in marketing activities. The appellation started its venture in the US over six years ago in collaboration with the Spanish Foreign Trade Agency (ICEX) and the Galicia Trade Development Agency (IGAPE); approximately fifteen bodegas will take part in the 2010 campaign.

In the meeting organised by the Regulating Council to explain the marketing action, Katrin Naelapaa, director of the Wines from Spain office in New York, intervened to describe the market situation. “We have to bear in mind that within a space of two years the US will become the world’s leading wine consumer, that’s why investment by ICEX in this market right now is so important”, she stated.

Currently, 26 percent of the wine consumed in the US comes from Spain which is why it is imperative for Rías Baixas to invest in wine marketing. Albariño “has become the new leading wine on the market when traditionally the most widely consumed wines were reds” added the Wines from Spain representative.

The investment is divided as follows: IGAPE is to contribute 40 percent, ICEX 26 percent, and the remaining 33 percent is to come from the Regulating Council.