The program 'Discover Rioja' is an annual collaboration agreement with the OMNI chain in the US and Canada. It started last March in Dallas and with a great Rioja tasting in the United States. The journey to The Rioja is the next step, which will be followed by different actions of Rioja & Tapas at 52 of its locations.
Also recommendations in letter, educational activities with guests and employees of the chain. It will culminate with a great event in NYC Berkshire the next September 28.
A great initiative to promote Rioja in the United States
The visit to the DO Rioja of a group of forty hotel chain beverage buyers offers Americans the opportunity to discover the Rioja authenticity getting to know the vineyards and wineries of the region up close. Discovering new wines and exchanging experiences with winemakers. The program has included visits to wineries, as well as holding a 'session' at the headquarters of the Regulatory Council.
Also another in the Basque Culinary Center pairing Rioja and tapas. As you pointed out David Morgan, vice president of the company, “Rioja offers a unique range of experiences. This to learn the values of the wine culture. There is no better way than to do it through its people ”. Of the one that highlights "its closeness." That is the idea of the project Rioja in the United States.
A digital platform is created to provide information to all parties involved
Jose Maria Daroca, Chairman of the Regulatory Council, stressed the importance of promotional investment in USA. A solid market that occupies the third position in the ranking from importing countries Rioja wine.
Within the framework of these investments aimed at trade in wine Rioja in the United States, the Council just created the digital portal. His direction is www.riojatrade.com. Its objective is to become a meeting point between the Rioja wineries and the distribution professionals of the US market.
Ana Fabiano, Brand Manager of Rioja in the United States, affirms that the creation of this digital portal is “a pioneering initiative. At least in the development of such a platform. It serves to put in contact the different parts that make up the sector, producers and marketers".
