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