US Rioja Marketing campaign 2015 1

RIOJA MARKETING CAMPAIGN IN USA 2015

Dear Rioja Bodegas & Importers,

This document is intended to summarize the Rioja marketing

campaign that we will be carrying out in 2015. We have put together the

requirements for you to be involved in the different events and activities: a

calendar with some important dates, and the contact details of the staff

managing the campaigns in the US.

For further questions please contact our agency, PadillaCRT (see contact

details at the end of this document) or your bodegas.

The main objective of the campaign is for the brand Rioja to have the

greatest market recognition by professionals and by consumers. In recent

years, the team has implemented an integrated marketing plan across the

three main pillars of the campaign: media relations, advertising/social

media and an action plan at point of sale for the trade and consumers.

One of the keys to the success of our efforts is your participation in the

maximum number of activities and events throughout the year. Also, we

will appreciate your donations to our wine bank for specific tastings and

events. Our team will be sending you communications about those specific

opportunities during the year. We hope the information below will serve

yourplansfor2015.

Ways to contribute and participate in the campaign

In 2015 we will be launching Rioja Wine Cloud, a secure and easy

to use platform in which bodegas and

importers will be able to get the latest

news about the campaign as well as

register for some of the activities we

will be carrying out during 2015. It is

mandatory that both bodegas and

importers subscribe to this platform.

More information about this system

will be distributed under separate

cover.

US Rioja Marketing campaign 2015 2

Activities are mainly focus for wineries with importer in this market,

however we could eventually carry out some specific activities for

wineries searching for an importer, and these would be announced ad

hoc.

The agency and the Consejo Regulador Marketing department are

sending announcements to importers and wineries in a regular basis.

Please make sure that your contact details are included in the agency

database.

There are several ways in which you can take part in the activities

and events:

Contributing with wine to our events

Contributing to the wine bank - as this is the source from which we

supply wines for tastings, seminars, educational programs and media

contacts throughout the year.

With the presence of a winery representative or someone from your

team at some specific events.( Previously announce by the agency)

Providing the agency with information material that we can use in

our communications : New releases, awards or new exciting projects

The campaign activities expand throughout the year, and they intensified

during April to June and October to December.

After the success of last year’s inaugural Rioja Week, we are excited to

announce that in 2015, Rioja Week (May 2nd

to May 9th) will take place in

Chicago.

US Rioja Marketing campaign 2015 3

RIOJA WEEK:

After a successful inaugural Rioja week

during 2014, our strategy behind this

initiative is to maximize the Rioja wines

awareness and exposure in other major

cities across the US. The city of

Chicago, another primary market for

Rioja, has been chosen for the 2015

edition. We will continue to focus our

strategy in establishing Rioja Week, and

specifically the Rioja Wine and Tapas

Festival, among the top food and wine

consumer events in the country. The

week will start on Saturday, May 2 with the Rioja Wine and Tapas Festival.

Following the festival, and in partnership with James Beard, we are

planning some Rioja special programming during the JBF Awards

weekend. The rest of that week, we will plan events around the city for

consumers as well as a DOCa Rioja dinner for those winemakers, trade and

journalists in attendance.

Saturday-Friday, May 2 – May 9

Accounts activation

The campaign will work with

existing on and off premise

partners in Chicago to create

numerous consumer promotional

activities throughout the week.

US Rioja Marketing campaign 2015 4

Saturday, May 2

Rioja Wine & Tapas Festival

Walk-around VIP/trade

tasting from 11:30 AM to 1:00

PM

A day-long (1:00PM to

6:00PM) Rioja and food

ticketed festival for 1,500-2,000 wine-savvy high end

consumers and select trade celebrating the region of Rioja, to

be held at a landmark building/location in Chicago. The Rioja

Wine & Tapas Festival will be like no other wine and food

festival in Chicago, with some of the top chefs from across the

U.S., showcasing their interpretation of tapas. The festival

content will create a

dynamic national

conversation fomented

by chefs, consumer,

trade and media. The

goal is to create an

event that leads the US

market in guest

experience, seminar

talent, programming, overall branding and digital presence for

years to come. In 2014, the

festival was sold out 3 weeks

prior to the event.

HOW TO PARTICIPATE:

We will be sending additional information regarding registration for Rioja

Week 2015 in shortly.

US Rioja Marketing campaign 2015 5

TRADE PROGRAM

During 2015, we remain committed to an aggressive, effective and efficient

action plan at the point of sale in our priority markets: Northeast,

Southeast, Midwest and California, with an extension to other secondary

markets adjacent to these regions. There are five major programs under the

trade campaign:

Point of Sale (POS) through

our four Regional Rioja

Specialists (RRS): their work

incorporates a number of on /

off accounts in the priority

markets. They also function as

the "local" support to other

campaign programs in order to

achieve greater success.

Integrated Retailed Programs (IRPS): These programs, about 10-12, are custom

made programs with large wine and spirits

chains with a presence across the country or

in priority markets. Some retailers and

conglomerates we work with in this

program are: Total Wine & More, Binnys,

RNDC, Specs, ABC wines, Crown,

Wine.com, etc. The content of these

programs include staff education,

promotion, sales, in-store tastings,

advertising, etc. We will circulate more

detailed information on how to participate

in these activities during the year.

US Rioja Marketing campaign 2015 6

National Accounts (NAs): On premise

partnerships with large restaurant and hotel chains

across the country including: McCormick &

Smiths, American Airlines Admirals Club,

DelFrisco’s steak house, Landry’s and others. On

main focus is to implement Riojas by the glass

promotions as well as the growth of Riojas in wine

lists.

Facilitator Feed Program (FFP): New for 2015, the goal of this

program is to stimulate greater results and driven activity by brand

representatives and/or importers for potential opportunities that the

team and campaign both identify and encounter.

Lifestyle Trade and Consumer series: Drive Rioja awareness and

knowledge via sponsorship of large audience-specific events with an

educational and an active buying component. The campaign will

align with a Rioja account during the event to support their efforts.

US Rioja Marketing campaign 2015 7

HOW TO PARTICIPATE

For more information on how to participate in these trade programs please

contact Lauren Ray (lauren.ray@padillacrt.com) in our agency in New

York.

We also recommend you to visit the complete list of events on our website

(http://us.riojawine.com/en/88-events.html)

MEDIA RELATIONS

Our Media team maintains close

relationships with target media

throughout the year, resulting in

strong coverage with

publications, such as wine and

food, travel, lifestyle, industry

and regional. To see the list of

some of the coverage we got

during 2014 you can visit:

http://us.riojawine.com/en/351-

news/calendar/00/00/2014

During 2014, several prominent wine critics visit the region and as a result

some in-depth reviews were published during the year including the latest

from i-Wine

Review:http://us.riojawine.com/multimedia/files/i%20Wine%20Review%2

0Final%2043%202014.pdf . These ratings and reviews remain one of the

strongest factors to influence consumers in wine buying decisions.

In 2015, the Media Team will continue to hone these relationships while

placing stronger focus on (1) regional publications to support the Trade

Program; (2) broadcast media to reach a larger audience; and (3)

publications reaching new and untapped key audiences, such as Mom

Bloggers, travel/tourism and outdoor adventure.

US Rioja Marketing campaign 2015 8

During 2015 we will be announcing several

themed mailings, and we kindly ask you to send

samples of your wines if you want your brand

included in our outreach efforts.

HOW TO PARTICIPATE

For all other wines, we ask you to submit your

samples to our New York office by March 1,

2015.

Please consider the following:

Submit six bottles of each wine for our sampling program and

include:

- Tech sheet

- Suggested retail price

You can select up to five different SKUs total that you would like us

to showcase.

Ship wines to:

Daniel Fermin

New York Fine Wine Storage, Inc.

39 Westmoreland Ave.

White Plains, NY 10606

Phone: (914) 723-5798 (Customer Service) OR

(914) 874-8068 (Direct Line)

ATTN: Rioja Media Samples/ Acct # 10191855

In addition, we will be announcing the submission calendars for top

industry pubs when they become available.

Please feel free to contact us at any time (Rebekah Polster:

Rebekah.polster@padillacrt.com) if you would like advice on what wines

to send to specific publications. Food & Wine Magazine and Beverage

Media, for example, tend to request certain wines for specific features. We

will update you on current media opportunities throughout the year.

US Rioja Marketing campaign 2015 9

TRIPS TO RIOJA

Our annual trade and press trips to Rioja are still one of the best ways to

captivate buyers, sommeliers, and journalists’ attention about the region.

This year we have planned the following professional visits to Rioja:

Press Trips (2):

- Individual trip (World Wine

Guys) : May 10th to 17

th

- Group trip: September 13th to

19th

Buyers/trade trips (2): - May 31

st to June 6

th

- September 6th

to 13th

The guest profiles and final travel schedules will be communicated once

they are finalized.

US Rioja Marketing campaign 2015 10

ADVERTISING

The main goal of our advertising campaign is to increase the size of our

database in 2015 to support all campaign

initiatives. The secondary goal of the

campaign is branding and awareness, as we

want to continue to introduce consumers/trade

to Rioja and educate them about the wine and

region. We will continue to run ads on some

of the top online wine and food publications

and networks as well as on some lifestyle

channels in order to keep growing our

consumer and trade databases and expand our

campaign awareness.

CONSUMERS: Specifically Millenials,

GenX/Y and Baby Boomers (wine

enthusiasts). These consumers are educated,

trendy people interested in wine, food,

restaurants, fashion, travel, dining,

entertaining, and home & garden.

TRADE: A portion of our ad campaign

funds will be used for our trade audience.

Audience members include wine buyers (retailer and on-premise: hotels,

restaurants, golf/country clubs, etc.), wine educators, sommeliers and chefs.

While a majority of our advertising will be national

placements, we will focus some of the advertising on

our target cities: New York, Chicago, San Francisco,

Los Angeles, Miami, Houston, Boston, Philadelphia,

Dallas, Houston, Austin and

Orlando/Jacksonville/Tampa, FL are secondary

markets.

US Rioja Marketing campaign 2015 11

Also through this program we have developed a strategic plan across the

major social networks. This

communication, advertising and social

media engagement plan aims to showcase

Rioja as one of the most innovative regions

in the industry.

We invited you to follow us in Facebook

at: https://www.facebook.com/RiojaWines

and in Twitter:

https://twitter.com/RiojaWine

Under this program, we also send newsletters, and information on events

and activities to our consumers (+150,000

names) and professionals (+6,500 names)

in our databases. Our open and click thru

rates are above industry standards which

help us to bring another layer of

engagement and reach to our integrated

campaign.

We invite you to join for free our

community in order to stay current with

our latest campaign news and events:

http://www.joinriojawine.com/join/555

HOW TO PARTICIPATE

You can send us information (photos,

trivia, news, etc.) that you find relevant about your wines in order for us to

share across our social networks and newsletters. Contact Julie Stas

(Julie.stas@padillacrt.com)

US Rioja Marketing campaign 2015 12

CAMPAIGN CONTACTS

Should you have any questions about the 2015 campaign, please do not

hesitate to contact one of the team members below:

Padilla CRT

U.S. Campaign Director, Pablo Olay:

pablo.olay@padilacrt.com; 646-218-6027

Media Relations Manager, Rebekah Polster:

rebekah.polster@padillacrt.com; 646-218-6039

Trade Director,Rioja Brand Ambassador, Ana Fabiano:

anafabiano@vibrantrioja.com; 845-255-2040

DOCa Rioja

Marketing & Communications Director, Ricardo Aguiriano :

market@riojawine.com ; 941-500-400

Internacional Marketing Manager, Rebeca Gómez:

promoint@riojawine.com ; 941-500-400

Thank you very much for your support and participation in the campaign.

Departamento de Marketing

Consejo Regulador DOCa Rioja