Rioja Lux Mark Training
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Transcript of Rioja Lux Mark Training
Luxury Marketing Plan1
Rioja Spain
1
October 2014Bob Trimble, Chief
- Luxury Product Management
Fine Wine Discovery Series1
Featured at Select Premium Collection Stores
2
October 2014
Rioja
One of the World’s Greatest Wine Regions!
RiojaA Blend of Modern & Traditional
What is Rioja Rioja is one of the world’s greatest wine regions! Rioja has an ancient lineage dating to Roman times Production thrived between 200 B.C. & the 6th
century A.D Today it’s Spain’s most famous & recognizable
wine region!
What is Rioja 75 miles NW – SE 25 miles N – S Vineyards are planted 975 ft. – 2,600 ft. The first of only 2 DOCa regions in Spain.
Where is RiojaRioja Lies in
North-Central
Spain just South of the
Sierra de Cantabria
Mountains
ClimateA continental climate,
ideal for fine wine production
Sierra de Cantabria MountainsRioja is perched high on a 1,500 ft. plateau
Sierra de la Demanda
Climate Moderators
Climate ModeratorsAtlantic Ocean
Mediterranean Sea
Rioja Sub-Regions
Rioja’s 3 sub-regions
Rioja Alavesa
1,300 - 2,600 ft.
Atlantic – Cool
Clay & Limestone
Elegant StructureFresher Taste
Rioja Alta
1,235 - 2,275 ft.
Atlantic - Cool
Clay, Limestone& Iron
Slightly Firmerin the Southeast
Rioja Baja
975 ft.
Mediterranean Hotter & Drier
Alluvial Clay & Sandstone
Chunky & FatterHigher Alcohol
Rioja Sub-Regions
Grapes
5 Red Grapes of Rioja 1. Tempranillo
2. Garnacha
3. Graciano
4. Mazuelo
5. Maturana Tinta
Tempranillo Rioja’s 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)
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)
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)
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)
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)
Classifications
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
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!
Classical ClassificationsRioja red wines under the DOCa regulations are classified by the
length of time they are aged both in oak and bottle.
Aging Requirements
Quality Level PronunciationRequired Overall Aging
Minimum Required Oak
AgingCosecha (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
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
Food Pairings Voluptuous, soft, round &
rich
Soft tannins, cleans palate
Rich fruit, calms high spice levels
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
Focus Wines43330 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
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
Famous Rioja Labels
Point of Sale
Shelf Talker
Point of Sale
Display Sign
Point of Sale
Take One
Store Prep list1. 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 program………for the future.
“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 12Region 2 5Region 3 8
Good Luck!
Gracias
Focus Wineries43330 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