NEW YORK, NY, Nov 02, 2011 (MARKETWIRE via COMTEX) -- Cornerstone Communications Ltd. is pleased to announce the launch of a new Rias Baixas Albarino wine marketing campaign in the US, effective immediately. Rias Baixas (ree-ahs-buy-shuss), the cool coastal home of the Albarino grape, in the Galicia region of northwest Spain, produces some of Spain's finest white wines. Cornerstone Communications originally launched the Rias Baixas Exceptional Albarino from Spain program in 2005, at which time the wines were almost entirely under the radar, known to only a handful of sommeliers.
The latest Rias Baixas Albarino initiative will continue through 2013 with a budget of approximately $2M, and will showcase Albarino as a versatile, food-friendly wine through an integrated program including media relations, sampling programs, advertising and education targeting media, the wine trade and consumers. At the forefront of the new Rias Baixas campaign is a creative marketing concept: the Albarino Explorers Club (AEC). The Albarino Explorers Club creates a community for current and future Rias Baixas Albarino fans, encouraging them to explore all the wines have to offer such as undiscovered Albarino producers, exotic pairings, and diverse restaurants or wine bars which feature these wines. Wine lovers can join the Albarino Explorers Club at major food and wine festivals across the US, with membership granting access to the club's microsite and blog (launching soon). The Albarino Explorers Club will be supported with a robust social media campaign including consumer contests sweepstakes and giveaways.
"Albarino fans are adventurous, curious and seek new explorations every day. The Albarino Explorer's Club encourages this particular lifestyle," says Katrin Naelapaa, Director of Wines from Spain. "This lively, interactive campaign is designed to create excitement and curiosity around Albarino and help bolster US sales. Today consumers are smart about what they purchase. The Albarinos from Rias Baixas offer wine lovers both exceptional quality and pricing as many fall within that sweet spot of under $15.00."
Cornerstone Communications was selected from among 10 agencies by Wines from Spain and the Consejo Regulador DO of Rias Baixas to continue serving as the campaign's AOR. The agency is credited with creating awareness of Albarino and greatly increasing the wine's popularity in this country. Last year, 1.9 million liters were exported to the US (a 259% increase from 2004) making it the number one international market for Albarino. With the launch of the 2011-2013 campaign, exports are expected to grow exponentially.
About Rias Baixas Albarino Formed in 1988, the Rias Baixas DO is the leading Denomination of Origin in the Galician region of northwestern Spain. The DO owes much of its acclaim to the white Albarino grape, elevated by many in Spain to cult status, a trend that has spread to US shores. www.riasbaixaswines.com .
About Cornerstone Communications Cornerstone Communications, Ltd. is a full-service public relations, marketing and event management agency specializing in wine, food, travel, and other lifestyle clients. With over 25 years of experience, Cornerstone Communications has built a reputation in expanding brand awareness with fresh approaches and providing effective marketing solutions for luxury products. For more information, visit www.cornerstonepr.com .
About Wines from Spain Wines from Spain, a promotional division of the Trade Commission of Spain in New York City, under the auspices of the Spanish Institute for Foreign Trade (ICEX), is committed to promoting the awareness of Spanish wines and spirits throughout the United States, through education, informational materials, special events and promotions. For further information on specific wine regions and producers, please visit www.winesfromspainusa.com .
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