SONOMA, CALIFORNIA, 9. March 2021 – Beginning in April 2021, the Consejo Regulador de la Denominación de Origen Protegida Cava (D.O. Cava) will launch a nine-month marketing offensive consisting of marketing and education programs aimed at distributors and consumers throughout the United States to increase awareness and understanding of Cava as an enjoyable, high-quality sparkling wine suitable for all occasions.
The regulator will achieve these goals through the implementation and execution of Kava’s new 360-degree approach, led by new U.S. partner O’Donnell Lane, LLC (ODL), which will manage First Pour’s in-market public relations and commerce, media and consumer engagement, and social media strategies, implementing an influential marketing partnership. The United States is one of the top five export markets for kava.
360 Degrees of Cava will include a complementary program of public relations efforts, strategic partnerships, and events and initiatives specifically designed to draw attention to cava’s unique attributes: the traditional sparkling wine method, local grape varieties, exceptional versatility in pairing with dishes, bottle aging, and the distinctive terroir and culture of its Spanish-Mediterranean origins. Planned events include: a series of educational seminars for professionals, tastings for consumers, wine and food pairings, partnerships with retailers and media, and promotional campaigns.
The U.S. market has always been an important part of our advertising programs, an investment that will continue today and in the future. Our alliance with O’Donnell Lane will allow us to position Cava in the U.S. market as a sparkling wine for all occasions and a perfect match for the wide range of world cuisines enjoyed in the U.S., able to elevate any culinary experience, said Patricia Correia, D.O. Cava’s director of public relations. The rich food culture of Spain and the Mediterranean is justifiably popular in the United States, and cava is a central part of this vibrant scene. It is encouraging to note the huge increase in interest in Cava wines in this market.
D.O.. Cava is Spain’s most important export product: two-thirds of production goes to international markets – the United States is in the top five. In 2019, the regulator launched a strategic plan based on segmentation and zoning of kava to protect the uniqueness and authenticity of the product by highlighting its origin. In addition to the quality assurance provided by the traditional method, a more refined classification has been introduced with the creation of the Cava de Guarda and Guarda Superior categories to help consumers choose the category of Cava that meets their preferences.
Cathy Canfield, partner at O’Donnell Lane, explains: We are delighted to be working with a company that is equally committed to history, regional identity and consistent quality. We look forward to bringing Cava to the minds and glasses of retailers, media and consumers across the United States to increase recognition and awareness of these distinctive and individual sparkling wines.
For more information, contact Cathy Canfield of O’Donnell Lane at 530-720-1138 or by email at [email protected].
ABOUT D.O. Cava
With over 60% of international sales, Cava is the most exported D.O.C. in Spain, with 370 member wineries in over 100 countries. Min.O. includes more than 38,000 acres of vineyards and more than 6,800 grape growers. Cava is a sparkling quality wine that goes well with all kinds of dishes. It is made using a traditional method, with a strict commitment to origin, country and sustainability. For more information, visit cava.wine and follow their social media channels: Facebook, Instagram and Twitter.
About O’Donnell Lane LLC.
O’Donnell Lane LLC (ODL) is a full-service strategic planning, marketing and public relations firm based in California’s wine country. ODL’s four owners have long-standing relationships with local and international clients due to their expertise in marketing and branding, media communications, business relations, strategic planning and innovative event production. Current and past clients are primarily wine producers and regional wine trade organizations in the United States (California and Washington), New Zealand, Chile, Australia, Canada and France, as well as travel, food, tourism and non-profit organizations. For more information, visit odonnell-lane.com.