QDO Rioja launches US campaign to boost sales in supermarkets

The appellation’s Regulating Council joins forces with major US retail chain stores

09/03/2010

Encouraging sales via increased visibility in points of sale is one of the campaign’s main objectives

On 1st September, QDO Rioja launched a new initiative aimed at encouraging wine sales via strategic alliances with major US retail chain stores. The aim of the campaign, which has been designed medium-term, is to take advantage of the country’s growing wine consumption figures by increasing awareness and knowledge about wines from Rioja in US establishments.

As a result, the campaign will be launched on two fronts. On the one hand, to encourage supermarket sales via different special offers and promotions, and on the other, via an educational program targeted not only at end consumers, but also at supermarket wine section managers. This latest project from the appellation also anticipates a series of tasting events and seminars in the States of New York, Florida, Chicago, California and Texas, with the collaboration of 200 establishments which hope to attract a public of more than 20,000 consumers.

According to a study from the consulting firm, Wine Intelligence carried out in 2009, wines from Rioja tops the world ranking in brand awareness sales conversion rates in the US for imported wine, and the US is fourth on the list of Rioja wine importers. As a result, in 2009 a total of 7.5 million bottles were sold on the US market, a figure which is expected to increase via this type of campaign, and which, according to Ana Fabiano, head of the marketing program, is a direct consequence of Rioja brand recognition in the US, as well as the wide range of wines on offer and their excellent value for money.

The many interesting events planned for this marketing campaign include the education and training program targeted at store wine section managers, incentive schemes with trips to Rioja for the sales staff, prize-draws for consumers with prizes such as a trip to Rioja, wining and dining with the winemakers, and food and wine tasting in the establishments taking part.