Embark on a Wine Adventure with the Albariño Explorers Club
Rías Baixas Launches Virtual Community for Wine Lovers
Calling all adventure-seekers! A new wine exploration has been announced where “X” truly marks the spot. The Albariño Explorers Club (AEC) – an interactive, online community dedicated to educating wine consumers about Albariño wine from Rías BaiXas, Spain – announced today that they are accepting members. Novice and seasoned wine enthusiasts alike are encouraged to pack their compasses and wine glasses for a wine voyage like no other.
Albariño hails from Galicia, or “green Spain,” where a lush landscape and cool ocean breezes create crisp, dry white wines. Though traditionally paired with seafood, Albariño’s mouth-watering acidity also makes it an excellent pairing for spicy cuisine from around the world. Wine lovers no longer have to cross the Atlantic or travel to a Galician restaurant to discover Spain’s greatest white wine—the Albariño Explorers Club has brought it to U.S. shores.
“Rías Baixas Albariño is an adventurous wine, from a region that is still being discovered,” said Katrin Naelapaa, Director of Wines from Spain. “The AEC community enables Americans to embark on a voyage exploring the world of Albariño through interactive, educational initiatives that bring the wine and the Rías Baixas region to life.”
Becoming an AEC member is as easy as sipping a cool glass of Albariño on a warm, sunny day – and it’s free! Visit the club’s headquarters at www.albarinoexplorersclub.com and let Pablo Pulpo, the club’s mascot, guide the way. Sign up to receive an AEC welcome kit and discover the coolest spots to buy or try Albariño wines. Albariño Explorers will be the first to know about AEC events and tastings around the country and will enjoy other benefits including a subscription to the AEC newsletter and opportunities to win AEC giveaways.
Consumers interested in joining the club should visit AEC headquarters at www.albarinoexplorersclub.com/explorers-club to sign up and to be entered for a chance to win an AEC gift card.
Media can contact Courtney Schiessl at cschiessl@cornerstonepr.com or 212-605-0370 for more information on the Albariño Explorers Club or to request samples.
About Rías Baixas Albariño
Formed in 1988, the Rías 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 Albariño grape, elevated by many in Spain to cult status, a trend that has spread to the U.S. in recent years. For more information, please visit www.riasbaixaswines.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 http://www.winesfromspainusa.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.
Rías Baixas Albariño Campaign Announces New US Marketing Initiative
Rías Baixas Albariño Campaign Announces New US Marketing Initiative
Cornerstone Communications Named Agency of Record for Spain’s Leading White Wine Region
New York, NY, November 2, 2011 —Cornerstone Communications Ltd. is pleased to announce the launch of a new Rías Baixas Albariño wine marketing campaign in the US, effective immediately. Rías Baixas (ree-ahs-buy-shuss), the cool coastal home of the Albariño grape, in the Galicia region of northwest Spain, produces some of Spain’s finest white wines. Cornerstone Communications originally launched the Rías Baixas Exceptional Albariño 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 Rías Baixas Albariño initiative will continue through 2013 with a budget of approximately $2M, and will showcase Albariño 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 Rías Baixas campaign is a creative marketing concept: the Albariño Explorers Club (AEC). The Albariño Explorers Club creates a community for current and future Rías Baixas Albariño fans, encouraging them to explore all the wines have to offer such as undiscovered Albariño producers, exotic pairings, and diverse restaurants or wine bars which feature these wines. Wine lovers can join the Albariño 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 Albariño Explorers Club will be supported with a robust social media campaign including consumer contests sweepstakes and giveaways.
“Albariño fans are adventurous, curious and seek new explorations every day. The Albariño 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 Albariño and help bolster US sales. Today consumers are smart about what they purchase. The Albariños from Rías 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 Rías Baixas to continue serving as the campaign’s AOR. The agency is credited with creating awareness of Albariño 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 Albariño. With the launch of the 2011-2013 campaign, exports are expected to grow exponentially.
About Rías Baixas Albariño
Formed in 1988, the Rías 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 Albariño 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.