From 2014 to 2016, Garnacha/Grenache’s market share increased by 34% in terms of value, rising to $15.1 million in 2016 from $12.2 million in 2014. But it has yet to become a staple in both wine stores and restaurants.
Garnacha Origen Association and Wines of Roussillon (Conseil Interprofessionnel des Vins du Roussillon) hope to change that, launching “Garnacha/Grenache: The New Hit Grape from the Old World.”
The campaign is funded in part by the European Union. “Our objective is to increase the competitiveness of EU quality wines, specifically those produced with the Garnacha/Grenache grape, by increasing its awareness as an EU agricultural product and raising the grape’s profile in high growth third countries, including the USA and Canada,” said Sofia Gonzalez, Manager of European Garnacha/Grenache Quality Wines Program.
The campaign will peak on September 15th 2017 (Garnacha/Grenache Day), during which consumers will be able to discover more about the grape through tastings in stores and restaurants, virtual tastings on Twitter, social media activations and the walk-around Wine Fest tastings.
With red and white, rosé, and even sweet and sparkling wines, Garnacha/Grenache is capable of great diversity. Characterized by excellent balance and an expressive nature, Garnacha/Grenache is sometimes dubbed the most food-friendly grape in the world, and is widely available at less than $25 a bottle, making it ideal to please Americans’ growing curiosity and appreciation for high-quality wines.