Rioja Lux Mark Training
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This document provides an overview of the Rioja wine region of Spain and marketing plans for promoting Rioja wines. It describes Rioja as one of the world's greatest wine regions, located in northern Spain. It outlines the climate and subregions of Rioja and the five main grape varieties used. It also summarizes the aging classification system for Rioja wines and pairs Rioja wines with certain foods. The marketing plan focuses on promoting select Rioja wines through in-store tastings, displays, and education for store employees.
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Rioja Lux Mark Training
- 1. Luxury Marketing Plan1 Rioja Spain 1 October 2014 Bob Trimble, Chief - Luxury Product Management
- 2. Fine Wine Discovery Series1 Featured at Select Premium Collection Stores 2 October 2014
- 3. Rioja One of the Worlds Greatest Wine Regions!
- 4. Rioja A Blend of Modern & Traditional
- 6. What is Rioja ? Rioja is one of the worlds greatest wine regions! ? Rioja has an ancient lineage dating to Roman times ? Production thrived between 200 B.C. & the 6th century A.D ? Today its Spains most famous & recognizable wine region!
- 7. What is Rioja ? 75 miles NW C SE 25 miles N C S ? Vineyards are planted 975 ft. C 2,600 ft. ? The first of only 2 DOCa regions in Spain.
- 8. Where is Rioja Rioja Lies in North-Central Spain just South of the Sierra de Cantabria Mountains
- 9. Climate A continental climate, ideal for fine wine production
- 10. Rioja is perched high on a 1,500 ft. plateau Climate Moderators
- 14. Rioja Alavesa 1,300 - 2,600 ft. Atlantic C Cool Clay & Limestone Elegant Structure Fresher Taste Rioja Alta 1,235 - 2,275 ft. Atlantic - Cool Clay, Limestone & Iron Slightly Firmer in the Southeast Rioja Baja 975 ft. Mediterranean Hotter & Drier Alluvial Clay & Sandstone Chunky & Fatter Higher Alcohol Rioja Sub-Regions
- 15. Grapes
- 16. 5 Red Grapes of Rioja 1. Tempranillo 2. Garnacha 3. Graciano 4. Mazuelo 5. Maturana Tinta
- 17. Tempranillo ? Riojas most important grape ? Tempranillo = Early ? 80% of grapes planted in Rioja ? Tremendously Versatile: young & old ? Elegance, great balance & finesse ? Med. Bodied, great red fruit aromatics (Tem-pra-knee-yoh)
- 18. Garnacha ? Garnacha = Grenache (French) ? 9% of grapes in Rioja ? Thrives in Rioja Baja, (weathers well) ? Floral & fresh fruit aromatics ? Enhances, color, body, & alcohol ? Small blending element (ghar-nah-sha)
- 19. Graciano ? Graciano = Morrastel (L-R France) ? Gracia = Grace (grace & style) ? 2% of the planting in Rioja ? Intense color, strong aromas, ages ? Aromatic, green pepper, spice, star fruit ? Finicky grape to grow, heat & humidity (grah-see-ah-noh)
- 20. Mazuelo ? Mazuelo = Carignan (SW France) ? 3% of Rioja grapes ? Great acidity, color, tannin for aging ? Black plum , vegetal overtones ? Used in Reserva & Gran Reserva (mah-zoo-eh-loh)
- 21. Maturana Tinta ? New 2009 Rioja - Rioja Control Board ? Only in Rioja, rescued from extinction ? Deep purple & opaque ? balsamic vinegar, green pepper mt. herbs ? Great acidity, soft tannins (mah-tur-ah-na teen-tah)
- 22. Classifications
- 23. Classification System 2 Major Levels of Wine Quality D O - 69 Quality Wines Table Wines Vino de la Tierra (VT) Vino Comarcal Vino de Mesa DOCa 2 Spanish Wines
- 24. 2 Styles of Modern Rioja 1. Classical: labeled Crianza, Reserva, & Gran Reserva, Oak aged to varying degrees, elegant, silky smooth, light in color and ready to drink! 2. New Wave: French oak, higher extraction, and riper, darker fruit. Released young & tannic, and will benefit from additional aging!
- 25. Classical Classifications Rioja red wines under the DOCa regulations are classified by the length of time they are aged both in oak and bottle.
- 27. Quality Level Pronunciation Required Overall Aging Minimum Required Oak Aging Cosecha (Joven) (Ko-Say-Sha) ( Ho Van) Less than 1 yr. Less than 1 yr. Crianza (Cree-Ahn-zah) 2 yr. 1 yr. Reserva (Ray-Zerv-ah) 3 yr. 1 yr. Gran Reserva (grahn ray-Zerv-ah) 5 yr. 2 yrs. Aging Requirements
- 28. Rioja - New use of Oak ? 60 gallon barrels, by law ? 1.2 million barrels of wine in Rioja ? 90 %American Oak, more flavorful, ? vanilla flavor ? Hand split, air dried, more in the French method ? French Oak, softer, more elegant ? Experimentation
- 29. Food Pairings ? Voluptuous, soft, round & rich ? Soft tannins, cleans palate ? Rich fruit, calms high spice levels
- 30. Food Pairings ? Spices & Peppers: red fruits soften spices ? Grilled Meats: fruit balances smoky nuances of the grill ? Tomato Sauces: Acid in tomatoes balance by the red soft fruit ? Cheese: Manchego, Parmesan, soft tannin highlight subtle flavors in cheese
- 31. Focus Wines 43330 Bodegas Ontanon Crianza 2010 $ 12.99 89 WA 89 WS 43502 Cune Crianza 2010 $ 13.99 90 WA 43595 Ondalan Crianza 2011 $ 15.99 87 IWC 46192 Vina Real Crianza 2009 $ 16.99 91 WA 43531 La Rioja Alta, Vina Alberdi Reserva 2007 $ 19.99 88 WS 43414 Bodegas Muga Reserva 2009 $ 27.99 91 WA 43794 R. Lopez de Heredia, VT Reserva 2002 $ 49.99 91 WA 43530 La Rioja Alta Gran Reserva 2001 $ 54.99 96 WA 93 IWC
- 32. In Store Tastings ? Please try your best to feature a couple of these wines in your weekly tastings ? These 6 all fit the pricing guide lines for tastings 43330 Bodegas Ontanon Crianza 2010 $ 12.99 89 WA 89 WS 43502 Cune Crianza 2010 $ 13.99 90 WA 43595 Ondalan Crianza 2011 $ 15.99 87 IWC 46192 Vina Real Crianza 2009 $ 16.99 91 WA 43531 La Rioja Alta, Vina Alberdi Reserva 2007 $ 19.99 88 WS 43414 Bodegas Muga Reserva 2009 $ 27.99 91 WA
- 34. Point of Sale Shelf Talker
- 37. Store Prep list 1. Make a list of all Rioja Wines you have in the store, an inventory for your store is attached to the email. 2. Designate an area to Stack out items you have 3 or more cases 3. Put up shelf talkers 4. Please utilize some wines from Rioja in your tastings for the month 5. Do some additional reading on the Rioja , Knowledge is Power 6. Create a display area for the featured wines 7. Send pictures of creative displays! 8. Think through a conversation with customers and how you will tell the story of Rioja and what you will recommend! 9. Make any suggestions to improve this programfor the future.
- 38. 25 Pilot Stores Ranking 7-14 Store# Region Location RWS 1 4602 Region 1 Ardmore Bob & Saly, Shane 2 247 Region 3 Shady Side Andrew & Matt 3 2102 Region 2 Lemoyne Kirt 4 214 Region 3 The Water Works Randy & Dave 5 4623 Region 1 Flowertown Marianne 6 9211 Region 3 Bethel Park Ritney & John 7 9109 Region 1 20st & Market Andrew 8 1527 Region 1 Devon Ethan 9 5144 Region 1 12th & Chestnut Max 10 266 Region 3 Sewickley Marcia 11 909 Region 1 Newtown Kim 12 1405 Region 2 State College Heath 13 3614 Region 2 Fruitville Pike Lon 14 4628 Region 1 Conchocken Bob 15 227 Region 3 Monroeville Megan 16 3901 Region 2 Cedar Crest Blvd Jeffrey 17 1501 Region 1 Exton Dustin 18 926 Region 1 Doyletown Bill 19 4620 Region 1 King of Prussia Raphael 20 4606 Region 1 Maple Glen Mark 21 1007 Region 3 Cranberry Jerry 22 231 Region 3 Robinson town Ct. joe 23 1516 Region 1 West Goshen Mo 24 277 Region 3 McKnight Road Brian 25 3918 Region 2 Center Valley Brock Region 1 12 Region 2 5 Region 3 8
- 39. Good Luck!
- 40. Focus Wineries 43330 Bodegas Ontanon Crianza 2010 $ 12.99 89 WA 89 WS 43502 Cune Crianza 2010 $ 13.99 90 WA 43595 Ondalan Crianza 2011 $ 15.99 87 IWC 46192 Vina Real Crianza 2009 $ 16.99 91 WA 43531 La Rioja Alta, Vina Alberdi Reserva 2007 $ 19.99 88 WS 43414 Bodegas Muga Reserva 2009 $ 27.99 91 WA 43794 R. Lopez de Heredia, VT Reserva 2002 $ 49.99 91 WA 43530 La Rioja Alta Gran Reserva 2001 $ 54.99 96 WA 93 IWC