NEW YORK, NY--(Marketwire - Oct 8, 2012) - Italy's northernmost wine region, Alto Adige, is pleased to announce its 2013 U.S. marketing and communications initiatives. The "Provinus" campaign, co-financed by the Italian State and the European Union, aims to increase the awareness of the region's wines with programming targeting wine professionals, media, and consumers. Highlights include a three-city Tasting Tour with the first-ever Alto Adige grand tasting for consumers, a sommelier wine scholarship program and master classes, social media and advertising.
Located between Austria and Switzerland on Italian soil, Alto Adige is also known as Südtirol due to its deep-rooted bicultural Italian-Austrian heritage. Nestled on the south side of the Dolomites, Alto Adige benefits from a perfect balance of brisk Alpine air and Mediterranean sun. Vineyards with a backdrop of snow-covered mountains are synonymous with high-quality white and red wines of authentic varietal character. While it is one of Italy's smallest winegrowing regions (less than 1% of the country's total production), Alto Adige leads Italy in wine quality, meriting a DOC designation.
"The U.S. is a crucial export market for Alto Adige wines," said Anton Zublasing of the Alto Adige Wine Consortium. "The region is fully committed to supporting our U.S. partners in their efforts to showcase the high-quality, versatility, and food-friendliness of Alto Adige wines to American consumers. We are increasing trade educational programming in the fourth year of the Provinus campaign to boost knowledge and awareness."
Grand Tasting Tour
The wineries of Alto Adige will once again travel across the U.S. during their annual grand tasting tour, showcasing the diversity of the region's wines. The tour, slated for spring 2013 (dates to be announced), includes a long-anticipated return to New York City, as well as tastings in Washington, DC and Denver, CO, two first-time stops for Alto Adige. Each event will feature a guided technical seminar and walk-around tasting with approximately 20 Alto Adige producers pouring over 200 wines from 20 different varieties.
First-ever Alto Adige Wines Consumer Grand Tasting Event
Alto Adige is teaming up with Snooth.com in New York City for the first-ever consumer grand tasting of wines from the region. To bolster discussion and increase awareness of the wines on new media platforms, Snooth.com and Alto Adige Wines will create a social media initiative around the tasting.
Alto Adige Sommelier Education & Scholarship Program
Alto Adige Wines continues its education program in partnership with the Guild of Sommeliers hosting a new wave of master classes in U.S. target markets (exact cities and dates to be confirmed). The campaign is also launching an Alto Adige scholarship program open to sommeliers and wine trade across the country. Scholarship winners (based on an essay application) will receive a trip to Alto Adige and learn first-hand about this diverse region and its wines.
Advertising and Social Media
The campaign will continue its robust social media presence with Facebook (www.facebook.com/AAwines) and Twitter (@AltoAdigeWines), introducing initiatives such as #LagreinDay on Twitter. Print and digital advertising will focus on wine consumer and trade publications, such as Wine Spectator, Sommelier Journal and Beverage Media.
For more information about the wines of Alto Adige, please visit www.altoadigewinesusa.com.
Note: For further information, please contact Courtney Schiessl at (212) 605-0370 or via email at email@example.com. Images available on request.
ALTO ADIGE / SÜDTIROL WINE MARKETING BOARD
The Alto Adige Wine Board was formed in 1975 by a group of winemaking companies to promote and strengthen the image of the wines from Alto Adige. The promotional campaigns are implemented by the Export Organization South Tyrol (EOS) of the Chamber of Commerce Bolzano on behalf of the Consortium of Alto Adige Wines. The Alto Adige Wine Board is active in Italy, Germany, Austria, England, Benelux, Switzerland and in the United States.
ALTO ADIGE WINES PROVINUS U.S. MARKETING CAMPAIGN
The objectives of the PROVINUS campaign, co-financed by the Italian State and the European Union, are to increase overall awareness of the DOC wines from Alto Adige, demonstrate their versatility with a wide range of foods, and showcase the diverse palette of wines that emanate from such a unique winegrowing region.