2008 will be dedicated to marketing, with special emphasis on the Chinese market.
DO Bierzo experienced an increase of 14.04 percent in the number of back labels issued in 2007 by selling, at 31st December, 7,812,829 bottles, in comparison to the 6,850,927 sold in 2006. This is the most important increase since the year 2000.
The chairman of DO Bierzo’s Regulating Council, Alfonso Arias, rated the RECENT fiscal year as very positive and starts the new period with a view to strengthening the wine’s marketing campaigns. The first novelty of 2008 will be the update to the Regulating Council’s website, although the logo will remain the same. The change involves a new focus on the presentation of the region’s wines, with a more modern outlook and more pictures yet maintaining the appellations’ serious character.
Furthermore, 2008 will be the year the Regulating Council concentrates on marketing, according to the statement from the regulating body’s chairman, who presented the guidelines that will mark its international marketing strategy for the current economic period. A plan of continuity that insists on the profiles followed up until now but with an added novelty: China as a target country, owing to the economic growth that this market is experiencing, helping the emergence of an urban social class with more and more western-like consumer habits.
The positive impact of the marketing campaign is an objective that DO Bierzo shares with EXCAL, the Castilla y León Regional Government’s Foreign Trade Agency, that has already confirmed its presence at trade fairs such as ProWine, in Germany, or the London Wine Fair, in the United Kingdom, the two most important trade events in Europe. Furthermore, it will continue to promote and strengthen the wine’s reputation on the Chinese and US markets.
In reference to this, experts from EXCAL have pointed out that the region counts on another added value, the Mencía grape, that is helping the region’s name to gain a stronger hold on international markets.
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