The Council of Tenerife promotes the wines of fourteen wineries on the Island in Madrid for a month. It does so through the company Lavinia, one of the largest specialized distributors in the country, in a campaign that started last Monday and will run until May 15, with 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 toTo publicize the wide oenological and wine tourism offer and facilitate the access and sale of Tenerife wines in all Spain.
The official presentation of the initiative, held in Madrid, was attended by the island councilor for the primary sector, Javier Parrilla; the director of Lavinia Spain, Juan Manuel Bellver, and the head of the Cabildo’s Agrifood Quality and Valorization Service, Antonio Bentabol.
During the event, the island councilor explained that this agreement, which is part of the global strategy to promote the sale and dissemination of local products, “represents a great opportunity for the marketing of our extraordinary and little-known wines on the Peninsula ». He also emphasized that “next month, Madrid will be the center of Europe in gastronomic activity, festivals and events.” From there, he asserted that “we have a fantastic opportunity to place Tenerife wines on the main menus throughout Spain.”
Juan Manuel Bellver, for his part, highlighted the diversity of soils, microclimates and grape varieties that the Island possesses, “a wine paradise.” He assured that with this project they aspire for Lavinia to become the embassy of Tenerife wines in Madrid and in Spain. “We have enriched our range in an extraordinary way and we want these wines to be known at the best tables in the country,” he pointed out.
“We have the opportunity to place the product on the main wine lists throughout Spain”
Antonio Bentabol, for his part, 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… A lot of personality that, together with a large quantity of microclimates, result in the enormous productive diversity”, he added.
The campaign will run in the Lavinia Ortega y Gasset and Lavinia Moraleja Green stores, as well as in the virtual www.lavinia.eswhich offers a range of 4,500 wines, cavas, spirits and accessories, from more than 30 countries. 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 previous tasting on the Island
14 wineries participate, which were selected by the distributor after a tasting of 200 wines carried out on the Island. Lavinia will promote the wines Altos de Trevejos, 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. After the event, a cocktail harmonized with wines from Tenerife and lunch was held. During the campaign month there will be a tasting with winemakers, a showroom and a dinner with members of the Royal Academy of Gastronomy.
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 registered wineries and each year around 5,000,000 kilograms of grapes are harvested and controlled, which represents around 60 percent of the total produced on the island. Finally, some 3.5 million bottles with a back label are offered to the market.
