Conquering the US, the world's leading consumer of quality wine with over 3.7 billion bottles sold, is the objective of Plan USA, to be rolled out by the Regulatory Councils of DOs Ribera-Rueda in 2014.
The promotional campaign will run until 2019 and has a budget of 18.1 million euros, to be covered by the DOs and with subsidies for wine promotion provided by the Wine OCM. Ribera del Duero and Rueda will each contribute 1.5 million euros during the first year of the plan (2014-2015).
Ribera-Rueda Plan USA phases
Plan USA has three phases:
- The presentation phase will be rolled out in 2014 and 2015. Several actions will be implemented in that period to create a joint image of both DOs and present themselves to opinion leaders, journalists, bloggers, buyers and distributors who directly influence US consumers.
- The implementation phase will be put in place in 2015 and 2016, the goal of which is for consumers to identify Ribera and Rueda wines as quality products.
- The joint promotional phase, from 2016 to 2019, will aim to strengthen Ribera and Rueda as leading wines among US consumers.
Compatible, complementary wines
Both producing regions have focused on the international market, and on the US in particular. Joint promotion makes sense: they do not compete directly with one another and they can be offered together. Ribera del Duero and Rueda DOs rank second and third, respectively, in terms of sales in Spain.