First programs include a VinExpo virtual Masterclass with Spain’s Pedro Ballesteros, Master of Wine, and a Wine Spectator editorial video of the historic Cariñena region
NEW YORK, NY (January 19, 2021) – The Spanish wine region of Cariñena, known as the birthplace of Garnacha, has launched Alegría Cariñena, a new marketing campaign designed to appeal to trade and consumers with a strong interest in Spanish food, wine and culture. Inspired by the Spanish term for “joyful living,” Alegría Cariñena introduces colorful, modern design elements to match the exuberance and personality of the wines. A celebration of the style, flavors and unique origins of the Cariñena region, Alegría Cariñena will showcase the wines of Bodegas San Valero and Grandes Vinos.
Partners for the Alegría Cariñena campaign are already getting the message out and span renowned trade and lifestyle outlets, including VinExpo, Wine Enthusiast, SevenFifty, Food & Wine and more. Influencers immersed in Spain’s rich wine and culinary realm will participate in a dynamic virtual education and direct-to-consumer retail campaign. Coming soon, Wine Spectator will release a highly anticipated video profile of the region including tasting notes of top wines presented in a documentary style with cultural and historic anecdotes.
Qualified media and trade are invited to join renowned Spanish wine expert, Pedro Ballesteros, Master of Wine, for a VinExpo Master Class on February 12. A long-time advocate for Cariñena, Ballesteros has travelled extensively throughout Cariñena and will share insights on trends to watch from sustainability to approachable value-to-quality releases that exemplify the spirit of the Alegría program.
VinExpo Masterclass with Pedro Ballesteros, MW
The first stop in this celebration is a sponsored VinExpo masterclass on February 12, 2020 at 11 AM ET. D.O.P. Cariñena has enlisted renowned Spanish wine expert, Pedro Ballesteros, Master of Wine, to lead this class on Trends from the Heart of Spain and present the wines of Bodegas San Valero and Grandes Vinos.
About Cariñena, Wine Region to Watch
The Spanish wine region of Cariñena is the historic birthplace of Garnacha, a grape variety that enjoys worldwide popularity. The second oldest wine region in Spain, Cariñena is home to more old vine Garnacha than any other region in Spain. With vines that average 30 years of age – and often up to a century-old – the wines of Cariñena are well-balanced and full of character. For more information about D.O.P. Cariñena, visit www.wineregiontowatch.com.