SOURCE: Cornerstone Communications Ltd.

Cornerstone Communications Ltd.

Cornerstone Communications Ltd.

Cornerstone Communications Ltd.

November 02, 2011 09:00 ET

Rias Baixas Albarino Campaign Announces New US Marketing Initiative

Cornerstone Communications Named Agency of Record for Spain's Leading White Wine Region

NEW YORK, NY--(Marketwire - Nov 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.

Contact Information

  • Contact:
    Lisa Mendelson
    Cornerstone Communications, Ltd.
    Tel: 212-605-0370
    Email Contact