Issue link: https://digital.copcomm.com/i/306378
42 / the tasting panel / may 2014 WWW.TEELINGWHISKEY.COM facebook.com/TEELINGWHISKEYCOMPANY has Arrived! SOUTHERN EUROPEAN WINES ARE MAKING NEW INROADS IN THE AMERICAN MARKET CAMPAIGN FINANCED WITH AID FROM THE EUROPEAN UNION, GREECE AND THE REPUBLIC OF BULGARIA W hile some wine producers and importers rely on trends or novelties to get people's attention, members of the National Vine and Wine Chamber (NVWC), a partner in the E.U.'s "European Wine Treasures" program, have faith in the historic resiliency of Bulgarian winemaking. To keep the Old World traditions relevant and fresh, individual winemakers integrate New World marketing approaches to bring their wines a larger place on the world stage. "We organize on- and off-premise tastings, as this is simply the best way to show the quality of our wines," says Radoslav Radev on behalf of the NVWC. "In addition to events in major cities, we are participating in exhibitions in small towns to familiarize consumers with our products. To reach the connois- seurs, we participate in wine tasting events in conjunction with media, ranging from industry trade publications to social media to consumer magazines." In the past few years, within the E.U.'s "European Wine Treasures" program, successful promotional events for PDO and PGI wines were organized in New York and Washington, D.C., and at last month's WSWA show in Las Vegas. Off-premise, 2013 was a fantastic year, with 1,500 wine tasting events in the U.S. All winemakers are looking forward to more on-premise events through 2014. Radev observes that although winemakers ultimately want to succeed on their own merits, comparisons to recognizable varietals encourage trials. "If you say, 'This is a Bordeaux blend-type wine,' a wine connoisseur will recognize you're talking about a blend from Cabernet Sauvignon and Merlot," he assesses. "When you say, 'This wine has a New World charac- ter,' it suggests that the wine is fruity, with high alcohol and intense flavor." While Bulgarian wines are steadily winning fans of all ages, Radev notes that the more enthusiastic consumers play a big role in advancing their individual and collective marketing objectives. "They are more willing to experiment," he affirms. "Some may not know where our country is exactly on the world map— yet—but are interested in learning more. Travel, wine blogs and social networking are ways wine drinkers share information and gain new experiences. This helps us open the door in the American market." by Elyse Glickman A Change in Direction, a Shift in Perception Southern European wine has a long Old World tradition, but today its wineries practice modern, state-of-the-art winemaking techniques. TP0514_034-71.indd 42 4/24/14 11:02 PM