The Minister of Agriculture, Livestock and Fisheries of the Council of TenerifeJavier Parrilla, presented this Friday the new promotional campaign for the ‘Vermut de Tenerife’ project with which it is intended to promote the diversification of the supply of the island’s wine sector.
The event was attended by the head of the Oenology Unit of the Cabildo de Tenerife, María Hontoria, and representatives of five of the six wineries that currently produce vermouth from Tenerife, as well as sommeliers, clients, hospitality professionals and the media gastronomic.
Javier Parrilla assures that the objective of this campaign “is help Tenerife wineries to open new lines of marketing and business in the wine sector” and defends that Tenerife “not only makes great wines, but also excellent vermouths, which represent an alternative to traditional products and have unique ingredients, such as artemisia or Tenerife incense”.
The campaign, entitled ‘It’s time for Tenerife Vermouth’, is aimed at young people who are just starting to drink it and will last for six months, according to a note from the Cabildo.
The island councilor recalls that This is the second promotional campaign that they carry out on Tenerife vermouth.
“We did the first one in 2020 with very positive results, which is why we have decided to launch this second campaign. We believe it is essential to continue promoting awareness of this product,” he declared.
The campaign will be carried out mainly on social networks, although promotional actions will also be carried out in restaurants and wine bars, and the use of billboards has been planned.
During the act, which took place in the La Orotava restaurant ‘God raises them and the wind piles them up’, the winemakers made a brief presentation of their vermouths.
Specifically, the white and red 18 from Bodega El Lomo; Humboldt, from Bodegas Insulares de Tenerife; Laurisilva, from Bodega Finca El Ancón; Malvillo, from Bodega Lacasmi; and Brumas de Ayosa, from the Bodega Comarcal del Valle de Güímar.
Later, a tasting was held, in which the attendees were able to try the different vermouths, meet the people in charge of the wineries and enjoy a cocktail show by Miguel Machado.
The ‘Vermut de Tenerife’ project originated in 2014, when the Oenology Unit of the Agriculture area of the Cabildo developed a project to produce Tenerife vermouths in its experimental winery in Araya (Candelaria).
As a result of these trials, in 2016 the Cuatro Fincas vermouth was produced, which was presented at the 2017 GastroCanarias Fair, with great acceptance and reception by the public.
From this moment on, the Oenology Unit began to provide support to wineries on the island interested in producing their own product.
