Outline 2

Heyo here is the second of my fabulous outlines. It is of spain an interesting market indeed. When marketing to Spaniards the key is to localize to their way of life and to make sure you don't ethnocentrise their market. Understanding their culture is key to understanding their market. Again sorry for the formatting.


Spain
I. Old Traditions integrated with modern winemaking
1. Move from aging wine up to twenty five years to an appreciation for younger wines with distinct fruit flavors.
2. Nation with most land used for growing grapes, yet does not produce the most wine.
3. Low-yielding, old vines planted on dry infertile land is prominent.
4. Over six hundred varieties of indigenous grapes grown. Twenty are used to produce 80% of the country’s total production.
5. Most widely planted grape is white airén. Yet country is typically associated with red wines.
6. Most prized grape is Tempranillo
7. Five most important wine regions include: Rioja, Ribera del Duero, Jerez, the Penedés, and the Rías Baixas.



II. Spanish Wine Laws- regulates amount of vines planted, types of grapes planted, the maximum yield, and the minimum amount of time wines have to be aged.
1. Decominacion de origen (DO)
• Enacted in 1932 they protect wines from specific regions.
• Total of fifty-four DO’s
2. Denominacion de Origen Calificada (DOC)
• Means qualified denomination of Origin
• Rioja is the only region with this classification

III. Major Grape Growing Regions and Varietals grown
1. Rioja - although white and rosé whites are produced, the region is known for their excellent red wines. Referred to as “Spain’s Bordeaux.” Made through a slow aging process in oak barrels.
• Soil/Climatic Conditions
-Cantabrian Mountains isolate the area from the ocean breeze and harsh winds of the north
-Rests on an elevation of 1500 feet
-Three types of soil present: clay loam mixed with limestone/sandstone, soils are rich in iron, and soils of loamy texture with alluvial silt present.
• The Grapes- grapes of highest quality come from the Rioja Alta and Rioja Alavesa region, which being farther North, benefit from a cooler climate. The drier region, Rioja Baja, produces wines higher in alcohol, lower in acidity and are considered more coarse than wines from the other two regions.
-Garnacha Blanca: Minor white used for blending.
-Malvasia: White usually added for its aromas.
-Viura: Major grape used in all Rioja whites. Contains good aromas, fruity flavors, and considered to have good acidity levels.
-Garnacha: Red grape used for seasoning. Adds alcohol and body. Known in France as Grenache.
-Mazuelo: full-bodied red grape used in other reds of the region. Known in France as Carignan.
-Tempranillo: Major red grape of the region. Made into wines that are considered elegant, earthy and delicate when aged. Tends to ripen early.
2. Ribera del Duero
- Until the 1980’s region known for cheap, gruff wines. Muscular vines prominent. Red wine region that, at their best, are considered deeply concentrated, well structured, fleshy and ripe. Major grape planted is Tinto Fino- a variation of Tempranillo. By the 1990’s some wines coming out of the region were so good that some Spaniards considered the area the finest in Spain.
• Soil/ Climatic Conditions
- Land of severe rough terrain and rocky plateaus.
-Land of extremes: 100 degree summers, 0 degree winters.
-Vines planted 2500 ft above sea level.
-Most vines are planted in the traditional manner, without posts, or wires.
-Best soil of sand, limestone, gravel and scattered with ancient riverbed stones.
-River protects spring and fall frost.
• The grapes: classified according the quality of the grape and time aged.
-Crianza: youngest, these wines are rarely ever exported. Considered good, early to drink wines prominent of earth, vanilla, cherry, and spice aromas and flavors. Aged no less than two years.
-Reserva: Made from superior grapes. Have heavier, fleshier textures, with good overall depth, concentration and strength. Aged no less than three years.
-Gran Reservas: Picked from the region’s best vineyards, they are the most polished and mature wines of all. Aged no less than five years which gives them harmony and a delicacy which only aged wines have.
-Tinto Fino: accounts for 85% of all vines in the region. Nearly all the top wines contain it.
3. Jerez
Spain’s southern most wine region which is synonymous with the varietal Sherry. Sherry is a wine classic that has seem to have lost its edge being underappreciated and thought to be drunk exclusively by old women. Carefully oxidized to preference, Sherry comes in styles which run from super dry to super sweet. Best vineyards in the heart of the region.
• Soil/ Climatic Conditions
-Small foothills present which arc north and west of the town of Jerez.
-Three soil types can be found: albariza, a bleak white mixture of clays, nutrient rich minerals, and sea fossils; barro, a clay which is more fertile and brown in color; and arena, where sand is the predominant soil type.
-Albariza soil is the most sought after since it actually reflects sunlight up to the vines which helps ripen the grapes.
• The grapes: made up solely of white varietals.
-Palomino: most planted grape that of which 95% of Sherry is made from. Tend to be resistant to diseases; however its aromas and flavors are nothing to ride home about as it is characteristically described as a bland grape.
-Moscatel: minor grape used to make sweet, blended wines and sometimes a well-appreciated dessert wine. Declining in production.
-Pedro Ximenéz: grape best known for making a dessert Sherry, used for blending. However the grape is prone to diseases and therefore gives low yields and is decreasing in use.