2011 Vibrant Rioja Point of Purchase Program Kick

RIOJA IS PURE GENIUS
RIOJA POP
KICK-OFF
TASTINGS
VIBRANT RIOJA POINT OF PURCHASE KICK OFF TASTINGS
We wish to inform you that we are completing our initial launch
phase for the 2011 Vibrant Rioja Point of Purchase (POP) program.
The POP program concentrates on third-tier trade and is a key
component in our Vibrant Rioja Trade Plan. We will continue with
our previously appointed Rioja Regional Specialists (RRSs) for the
Northeast, Southeast and Midwest markets. We are pleased to
announce that for 2011, the program will expand into the Southern
California market and will also be strengthened in the Northeast
region. Vibrant Rioja’s five regional specialists (Jill, Aaron, Dhane,
Julie and Saurabh) will conduct campaign “Kick-off” celebrations
in their primary markets. The purpose of the Kick-off tastings is to
present a collection of the participating distributors and wineries
and build a local “Rioja Community” while forging key trade
alliances. During these events guests will have the opportunity to
sample a variety of wines from the Rioja region and learn more
about the 2011 trade program from a Regional Rioja Specialist, as
well as a representative of the New York Vibrant Rioja Trade Team.
Importers, Distributors, and Bodega representatives in the U.S.,
as well as Rioja, are strongly encouraged to attend and participate.
Please rsvp to the Rioja Regional Specialist whose event you wish
to attend.
Northeast Vibrant Rioja Kick-off Event
Tuesday, April 5th 10pm-Midnight at
Bar Basque
839 6th Avenue, New York, NY 10001
To rsvp please email: [email protected]
Jill Paradiso, Northeast Rioja Regional
Specialist, is a native New Yorker who lived for many years in
Europe and is especially well-suited to translate the culture,
history and passion that are intrinsic to wine making in the Rioja
region to the Northeast market. Jill is a classically trained chef
who has worked in the kitchens of Mario Batali and Jean Georges
Vongerichten. She has also done recipe development for Martha
Stewart, David Rosengarten, Whole Foods Markets, and Dean and
Deluca. In addition to her time in the kitchen, Jill has almost a
decade of front of the house experience in NY restaurants. During
her work with the Vibrant Rioja campaign over the last four years
she has been exposed to nearly every Rioja available in the U.S.,
has traveled the country providing Rioja education to both trade
professionals and consumers, has helped to launch large-scale
integrated retail programs in various U.S. markets, and has drawn
on her passion for both food and wine to create a Rioja food
pairing guide for consumers.
In 2011 Jill will continue to work with and maintain successful
partnerships with many of her 2010 accounts and is excited to
add to her Northeast account list: 3 Harris Teeter locations
in Northern Virginia/Washington, DC; Calvert Woodley of
Washington, DC; and Bar Basque, the Brooklyn Wine Exchange,
and the David Burke Group of New York.
Account Highlights 2010:
Sherry-Lehmann - Comprehensive program including, staff
education; Walk-around tasting featuring over 30 Rioja; 8 Riojas
added to Sherry-Lehmann inventory; 3 Riojas featured in
Sherry-Lehmann Wine of the Month Club
Ruth’s Chris Steak House (Connecticut Ave, Washington, DC) 5 Riojas added to the Ruth’s Chris wine by-the-glass program
La Fonda Del Sol - Rioja seminars for staff and consumers;
6 Riojas featured during a month-long incentivized Rioja
by-the-glass promotion
Tria Wine Bar (2 locations) and Tria Wine School in Philadelphia
- Over 10 Riojas featured by-the-glass over a 2 month period;
Comprehensive education for staff; Cheese/Rioja pairing
seminar for consumers
Barcelona Restaurant (6 locations throughout CT) - Comprehensive
staff education; Consumer “Calle Laurel”-style Tapas and Rioja
tasting event at Barcelona (New Haven)
Staff education and in-store tastings at over 20 retailers including:
Acker Merrall and Condit, Morell Wine in Rockefeller Center, Union
Square Wine, 67 Wine, Harlem Vintage, Dandelion Wine, Whole
Foods (P St. Washington, DC), Chelsea Wine Vault, Uva Wine,
Cleveland Park Wine (Washington, DC), Harry’s Wine (CT)
Suburban Wine (Yorktown)
Midwest Vibrant Rioja Kick-off Event
Monday, March 14th 7pm-10pm at
Nacional 27
325 W. Huron, Chicago IL 60610
To rsvp please email:
[email protected]
Saurabh Kathuria, Midwest Rioja Regional Specialist, has over
five years of experience in the wine industry as an export and
sales manager, marketer and educator. In 2005 Saurabh started
his wine career in Bordeaux, where he finished the Master of
Wine Marketing and Management program from INSEEC. In 2006
Domaines Lapalu in Bordeaux appointed him as an Export Manager
(India) where he was responsible for establishing Domaines Lapalu
brands on a national level.
Saurabh joined the Vibrant Rioja team in January 2010. Through
his passion for and knowledge of Rioja wines, he has established
himself as a Rioja expert in his region. For 2011 he has strategically
planned for Rioja promotions in the Midwest including: Whole
foods - Rioja wine flights, Rioja wine & food pairing at Kenmore
Live Studios, sit-down consumer tasting at Haskell’s (Minnesota)
and many more.
2010 was a successful year and 2011 will be even better with
Saurabh leading the charge. The Midwest can expect strategic
programming for 2011 with greater visibility and more fun and
creative programs.
Account Highlights 2010:
Haskell’s (Minnesota) - Staff education and in-store tastings at
all 13 stores; 6 new Rioja placements; Vibrant Rioja was part of
Haskell’s fall sales featuring 8 Rioja wines; Exclusive sit-down
tasting for consumers featuring 15 Rioja wines
Whole foods - Rioja wine by-the-glass promotion at Whole Foods
wine bar; In-store tasting and staff education; 10 Rioja wines
were featured
Peterson Wine Cellar (Naperville) - In-store tastings; Staff education
in all 3 stores of Peterson Wine Cellar; 13 Rioja wines were featured;
7 new Rioja placements
Aaron Gordon, Northeast Rioja Regional
Representative, is a bartender by trade and
a graduate of Florida International University
where he double majored in Photography and
Hospitality Management. He has won numerous
mixology competitions around the United
States and currently does beverage program
design, cocktail catering, brand development and bar design in
Pennsylvania, New Jersey and New York.
Aaron will be working with exciting new wine bars in Philadelphia
and specialty wine shoppes in New Jersey, New York City
and The Hamptons. Philadelphia has a strong food and beer
following, meanwhile wine bars are appearing in new young hip
neighborhoods. In New York Aaron will be working alongside
some of the finest boutique wine shoppes, which have loyal
neighborhood clients. This summer he will be working with
off-premise accounts near The Hamptons and New Jersey
beaches to promote Riojas, particularly Blancos and Rosados.
Potash Bros. Market - In-store tastings; Staff education; Rioja wine
and cheese pairing at Potash Bros. Market; Over 10 Rioja wines
were featured during these promotions
2010 Rioja Celebration - 8 restaurants participated in Chicago and
2 restaurants in Wisconsin
Restaurant Offer: $20 - 4 Rioja flight (Combination of Reserva /
Gran Reserva) Or $10 - 4 Rioja flight (Combination of Rosado/
Blanco / Crianza) Or Both
On-premise Chicago Accounts: Province, Nacional 27, Meson
Sabika (Naperville), Tapas Valencia, MK Restaurant, 1492 Tapas,
Side Bar Grill (2 locations)
On-premise Wisconsin Accounts: Samba Brazilian Grill (Madison)
and La Merenda (Milwaukee)
Over 24 Rioja wines were featured during these on-premise
promotions.
Rioja live telecast featuring 4 Rioja wines at Kenmore Live Studio:
http://www.youtube.com/watch?v=oowxODQRQ2g
Southeast Vibrant Rioja Kick-off Event
Monday, April 4th 6:00pm-9:00pm at The
Imperial Wine Bar at Washburn Imports
1800 N. Orange Avenue, Orlando FL 32804
To rsvp please email: [email protected]
Dhane Chesson, Southeast Rioja Regional
Specialist, has over ten years of ever-expanding
experience in the wine industry as a retailer, marketer, writer,
judge, and consultant. Her career in the wine industry began with
successful launches of two acclaimed Florida retail projects. Shifting
her focus more to marketing and education, she has consulted for
Bordeaux L’Ecole du Vin, importers, various Spanish wine regions
and numerous Fortune 500 companies. With Dhane’s in-depth
knowledge of Spanish wine and her Southern heritage, promoting
Rioja in the Southeast is a natural fit.
Last year was a successful start of Vibrant Rioja’s campaign in the
Southeast. Dhane spearheaded powerful programs with large
independent retailers such as Florida’s B-21 Fine Wine & Spirits
and Chan’s Wine World. 2010 also marked the beginning of a
successful and growing relationship with large chain accounts
such as ABC Fine Wine & Spirits. In secondary markets, such
as Georgia, she expanded Rioja’s reach by promoting wine
by-the-glass programs through regional restaurant groups such
as Concentrics Restaurant Group.
Southern California Vibrant Rioja
Kick-off Event
Monday, April 11th 1pm-4pm at Hatfield’s
6703 Melrose Ave, Los Angeles, CA 90038
To rsvp please email: [email protected]
Julie Brosterman, Southern California Rioja
Regional Specialist, is the founder of Women &
Wine and an experienced consultant and social media strategist for
the wine industry. Julie’s addition to the Vibrant Rioja team marks
the first time the program has formally expanded into the
Los Angeles area. She has traveled twice to Rioja and has
experienced the history, the authenticity and quality of the wines
firsthand. She is dedicated to making an impact in this diverse
market. The opportunity is ripe, as the core wine drinkers in the
area are curious about wines to match with the broad range of
cuisine available in the market. Through her Vibrant Rioja
programs, Julie seeks to offer unusual pairings and exciting
events with retailers and on-premise outlets to attract a
discerning wine consumer.
Account Highlights 2010:
ABC Fine Wine & Spirits - Comprehensive program including staff
education and consumer tastings featuring over 15 Riojas
B-21 Fine Wine & Spirits - June RIOJA Month program including
staff education; Sales incentives and tastings featuring over 30
Riojas; Over 10 new Riojas have been added to their inventory
for 2011
Ruth’s Chris Steak House (Flagship restaurant Lake Mary, FL) Rioja featured for one month; Large chef inspired wine dinner;
5 Riojas added to the Ruth’s Chris wine program
Concentrics Restaurant Group - Staff education and over 25 Riojas
on their revolving menus; Host for many Rioja events in 2010
Julie’s company, Women & Wine, creates content, promotional
campaigns and events nationwide to make an online and offline
connection to people who are passionate about what’s in their
glass. She writes her own blog http://womenwine.com commenting
on trends in the industry. The Women & Wine Facebook page
has one of the most active communities with over 11,300 fans.
Julie is also a member of the prestigious panel of judges at the
International Wine & Spirits Competition in Los Angeles at the
LA County Fairgrounds.
For more information, please contact the Rioja Regional
Specialist in your region:
Jill Paradiso: [email protected]
Aaron Gordon: [email protected]
Saurabh Kathuria: [email protected]
Dhane Chesson: [email protected]
Julie Brosterman: [email protected]
Staff education and in-store tastings at over 15 retailers throughout
the Southeast including: ABC Fine Wine & Spirits, B-21, Tim’s Wine
Market, Chan’s Wine World, Vino!, Sanford Wine Company, A
Southern Season, Whole Foods, and Ormond Beach Wine Company