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Navarra wines to get consumer boost

Published:  13 January, 2010

A new initiative to promote the Navarra wine region is being launched by The Consejo Regulador in Navarra.

It has introduced a "strategic plan" to reposition Navarra wine in the minds of consumers. It is being led by Pilar García Granero, who joined the Consejo in mid-2008, and who has introduced radical new regulation to help the bodegas and promote the region.

The most high profile change so far has been the creation of three 'DO Pago' estates - Señorío de Arínzano, Prado Irache and Otazu - and there will be a Vino de La Tierra Tres Riberas, allowing producers to "declassify" wines which don't make the cut for DO Navarra.

Once this is in place the tasting régime is being doubled (ie all wines will be tasted twice by two different panels), to ensure, "we don't see anything with the name 'Navarra' on a supermarket shelf at €1.50" says Garcia Granero. A new 'super-classification' will be introduced which may be called Navarra Gold or Navarra Superior, for wines which perform best at the Consejo tastings.

The strategic plan is backed by an advertising campaign, tastings and awareness events, and will be overseen by ICAN - the Instituto de Calidad Agroalimentaria de Navarra. It is hoped that the first 'superior' and Vino de la Tierra wines will be produced from the 2010 vintage.