MADRID, 21 Apr. (EUROPE PRESS) –
The Cabildo de Tenerife will promote wines from 14 wineries in Madrid for a month through the company Lavinia, one of the largest wine distributors in the country.
Thus, the campaign, which began this Monday and will run until May 15, is expected to have a potential reach of more than 300,000 people.
The objective of this project, launched by the Agriculture, Livestock and Fisheries area and Tenerife Tourism, is to publicize the wide range of wine and wine tourism offered by the island and to facilitate access to and sale of Tenerife wines in all of Spain.
The official presentation of the campaign, held in Madrid, was attended by the island councilor for Agriculture, Livestock and Fisheries, Javier Parrilla; the director of Lavinia Spain, Juan Manuel Bellver, and the head of the Cabildo’s Agro-Food Quality and Valorization Service, Antonio Bentabol.
During the event, the island councilor explained that this agreement, which is part of the island corporation’s strategy to promote the sale and dissemination of local products “represents a great opportunity for the marketing of our extraordinary and little-known wines in the Peninsula”.
Parrilla also emphasized that “next month, Madrid will be the center of Europe in gastronomic activity, parties and events, so there is a fantastic opportunity to place Tenerife wines on the main wine lists throughout Spain” .
Juan Manuel Bellver, for his part, highlighted the diversity of soils, microclimates and grape varieties that the island possesses, “a wine paradise”, and assured that with this initiative they hope that Lavinia will become the embassy of Tenerife wines in Madrid and in Spain, collects a note from the Cabildo.
“We have enriched our range of wines in an extraordinary way and we want these wines to be known at the best tables in the country,” he said.
Antonio Bentabol stated that Lavinia is “a spectacular showcase” for the island’s wines.
“In Tenerife we enjoy an exceptional landscape, unique grape varieties, centuries-old vines, that is, with a lot of personality, which, together with the large number of microclimates that the island offers, result in the enormous diversity of our productions” , abounded.
CAMPAIGN UNTIL MAY 15
The campaign, which began on April 18 and will run until May 15, will run in the Lavinia Ortega y Gasset and Lavinia Moraleja Green stores, as well as in the virtual store www.lavinia.es
In the same way, the company will promote the wines of Tenerife through its social networks and will send 35,000 newsletters to clients and members of the Lavinia Club.
A total of 14 wineries participate in this project, which were selected by the distributor itself after a tasting of 200 wines carried out in Tenerife.
Specifically, Lavinia will promote the wines Altos de Tr3vejos, Suertes del Marqués, Borja Pérez, Bodegas Cráter, Bodega El Sitio, Bodega La Araucaria, Bodegas Domínguez, Bodega Arautava (Dolores Cabrera), Bodegas Insulares Tenerife (Humboldt), Los Loros, Monje , Viñátigo, Tajinaste and Bodega Viña Gómez (1400m).
Lavinia, founded in 1999, is directed by Charlotte Servant and Matthieu Le Priol, and is present in Spain, France and Switzerland.
The presentation of Tenerife wines in Madrid was attended by more than thirty specialists linked to communication, gastronomy or viticulture, such as Roberto Rábano, from the Madrid Academy of Gastronomy; the president of the Regulatory Council of the Jerez-Xérès-Sherry Denominations of Origin, César Saldaña or Harold Heckle, from the European Pressphoto Agency.
After the presentation, a cocktail harmonized with wines from Tenerife and a lunch were held.
Throughout the campaign month, there will also be a tasting with winemakers, a showroom and a dinner with members of the Royal Academy of Gastronomy.
WINE SECTOR IN TENERIFE
Currently, the vineyard represents the second most important crop in the Canary Islands in terms of surface area, with 6,816 hectares, only behind the banana plantation.
Tenerife, which has six Denominations of Origin (Abona, Valle de la Orotava, Valle de Güímar, Tacoronte-Acentejo, Ycoden-Daute-Isora and Las Islas Canarias), accounts for almost 47 percent of this area, with 2,977 hectares.
There are more than 100 wineries registered in the Management Bodies of the Denominations of Origin of the island, and each year around 5,000,000 kilograms of grapes are harvested and controlled, which represent around 60 percent of the total produced on the island. island.
Of these, some 3.5 million bottles with a back label are finally offered to the market.