NAPA, Calif.--(BUSINESS WIRE)--Garnacha, one of the world’s most widely-planted grape varieties, will get its own sales and marketing campaign in the United States and Canada starting this spring 2014.
The goal of the initiative is to raise consumer awareness and sales of Garnacha wines. “Garnacha was born in our region, in the area comprising the five designations of origin that participate in the campaign: Calatayud, Campo de Borja, Cariñena, Somontano and Terra Alta,” said Antonio Ubide, president of the Designation of Origin Cariñena. “So we have the most suitable environmental conditions to produce the best and most diverse types of Garnacha wines.”
The three-year Wines of Garnacha campaign is jointly funded by the individual D.O.s, the Spanish Ministry of Agriculture, Food and Environment and the European Union. The campaign focuses on Garnacha/Grenache composed of 85% or more of the varietal.
It is an exciting campaign that will integrate trade sales support and programming, digital promotions and social media, as well as PR and consumer events. Among other actions, the campaign includes a September consumer promotion in Miami, New York and San Francisco; support for #Garnacha/Grenache day on September 19; Second Glass “Wine Riot” consumer tasting events and in-store tastings. All actions will highlight and raise awareness of Garnacha, focusing on what makes wines from these 5 D.O.s so special for consumers.
About Wines of Garnacha
Garnacha has become an accessible varietal wine that offers tremendous value for the U.S. consumer. With great attention to terroir, modern winemaking techniques, and century old vineyards, Garnacha from the D.O.s of Calatayud, Campo de Borja, Cariñena, Somontano and Terra Alta represents the purest expression of Garnacha as a varietal wine. Benson Marketing Group has been named agency of record for the three-year campaign aimed at raising awareness for the category.