Rioja and Wine Future 09
The promise of a healthy debate about the future of wine drew more than 1000 members of the international wine trade and journalists to Logroño, Spain, on November 12 and 13 for Wine Future Rioja 09. The conference was organized by the Wine Academy of Spain, whose founder, Pancho Campo, is Spain’s first Master of Wine. The lead sponsor was the Rioja Regulatory Council. Speakers included Robert Parker, publisher of The Wine Advocate, Jancis Robinson MW, Gary Vaynerchuk of Wine Library TV and Miguel Torres. Topics ranged from the global economic crisis, strategies to improve sales in wine shops, supermarkets and restaurants, emerging markets, branding and the future of the industry, internet and wine, and the effects of climate change for the wine business. Gary Vaynerchuk, Ryan Opaz, co-founder of Catavino and Jeremy Benson, president of the Benson Marketing Group spoke about the increasing importance of the internet and social media, emphasizing that for the first time, wineries can and should carry on a conversation directly with consumers.

Robert Joseph, editor-at-large of Wine Business International, gave an engaging presentation about making wine more easily understood by new consumers, suggesting the possibility of branding and marketing entry level wine like fast moving consumer goods. Miguel Torres explained the effects of climate change on the wine industry and described the steps his winery is taking to counteract its effects, while Nicola Jenkin of WRAP (Waste and Resources Action Program) focused on initiatives the industry can take to be more environmentally conscious in its packaging and transportation. One of the highlights of the conference was the Robert Parker tasting, probably the biggest tutored tasting ever held, with 525 attending. Twenty wines, 18 of them garnachas, were tasted. Seven were from Châteauneuf-du-Pape in France, five from Spain (Atteca Armas 2007 from the D.O. Calatayud; Mancuso 2005, a Vino de la Tierra de Valdejalón; Espectacle 2006 from the D.O. Montsant; Clos Erasmus 2005 from the D.O. Ca. Priorat; and Aquilón from the D.O. Campo de Borja), four from Australia, and two from California, as well as two tempranillo-based wines from the D.O. Ca.Rioja – Marqués de Riscal 1945 and Contador 2007.

In the closing session, the speakers agreed that the most important short term challenges facing the industry were the current economic crisis and unfavorable exchange rates. Long term challenges include the effects of globalization, environmental and financial sustainability, better consumer understanding of wine and more effective communication using social media and the internet. The Wine Academy announced that the next Wine Future conference will take place in 2011.

Videos of some of the presentations can be seen at www.vinustv.es/category/video/wine-future. Robert Joseph’s presentation is available at www.slideshare.net/robertjoseph/the-futureof- wine. The Wine Academy of Spain already has its sights set on future events: the third edition of the Climate Change and Wine conference, featuring Kofi Annan, will take place in November 2010, with the next Winefuture coming in October 2011. For more information visit insiderioja.wordpress.com.
~By Tom Perry.

Tom Perry has been involved in the Spanish wine business since 1975. Formerly the managing director of the Rioja Wine Exporters Association, Tom is currently a wine marketing consultant and wine blogger in Spain.

Sherry Cocktail Competition Winner
The 4th Vinos de Jerez Cocktail Competition final was held in December, and Charles Joly, from Chicago’s The Drawing Room, won the prize for Best Sherry Cocktail with his cocktail, Bread & Wine! The Vinos de Jerez Cocktail Competition is a nationwide competition of bartenders/mixologists who are challenged to create the best Sherry Cocktail in America. It was created to showcase the incredible diversity of Sherry wine both in cocktails and with food. During the live demonstration and presentation at the final judging, ten finalists from around the country made their cocktail in front of the distinguished panel of judges, which included Dale DeGroff, King Cocktail, Author, and founding partner of BAR; Julie Reiner, Proprietor of Flatiron Lounge and Clover Club; Jacques Bezuidenhout, winner of the 2005 Vinos de Jerez Cocktail Competition; Andy Seymour, Sherry Ambassador, aka wine geek, and BAR partner; and Steven Olson, aka wine geek, and founding partner of BAR. The winner receives an all-expense paid trip to Jerez, cash prizes, and a full scholarship to the BAR school! For more information, visit www.secretsherrysociety.com or contact Sarah Tirone at 212.766.4335 or sarah@akawinegeek.com.

Vinos de Ribeiro Come to the US!
Seven bodegas, including Viña Mein, Bodegas Docampo, Maria Alvarez Serrano, San Clodio, Vitivinicola Ribeiro, Casal de Arman, and Bodegas Naroia, have come together to champion the aromatic, fruit-forward white wine styles from this corner of Galicia in north-west Spain. Deussen Global Communications is presenting the Passion of Ribeiro campaign in the first quarter of 2010, with special focus on the D.C. area. The campaign kicks off at the Washington DC Wine Festival in February. Contact Matt Arrowsmith marrowsmith@deussenglobal.com, Tel: 212-682-2293, with any questions.

Rías Baixas Contest
Entrants in the fourth annual Albariño Recipe Contest, for home cooks, vied for a chance to mingle with Hollywood's brightest stars at the 36th Annual People's Choice Awards. To further build excitement, a "People's Choice" category was added to the 2009 contest. Consumers logged onto www.riasbaixaswines. com and voted for the favorite recipe from previous Rías Baixas contests, which determined the "People's Choice" winner. The Grand Prize Winner with the best recipe from this year's contest, the winner from the People's Choice category, as well as a randomly selected online voter, each won a trip to Los Angeles and two tickets to the awards show on January 6, 2010. Elizbeth Walp of Chicago garnered the grand prize for her Shrimp in Spiced Broth. Visit www.riasbaixaswines.com for more information.

Shhh… Fashion Secret Sherry Society
In November, DO Jerez introduced its new promotional campaign in the US, the Sherry Secret Society. The event, entitled "Secret Fashion Show", was aimed at the general public and attracted many young consumers. Part of the earnings went to the Fashion Fights Poverty organization. César Saldaña, president of DO Jerez, explained the key to this original proposal. Next came a fashionshow by designer Stella Bonds, whose innovative collection was inspired by the eight types of wines from Jerez: Amontillado,Cream, Palo Cortado, Fino, Manzanilla, Moscatel, Oloroso and Pedro Ximénez. After the show, guests sampled Sherries accompanied by typical Spanish tapas. Visit www.secretsherrysociety.com and think of a good alias to register for the next event!