This sounds like a terrific idea. Vibrant Rioja and Wines of Spain, which promote Spanish wines, are giving away restaurant dinners. Send them a recipe that pairs with Rioja -- the Spanish red wine made with tempranillo -- and they'll pick the best recipes and send the winners to one of "the top restaurants in your area" that serve Rioja.
Which is the catch, of course. How many restaurants in your area, unless you live on the East Coast, do Rioja? In Dallas, I can think of only three or four places that fit the contest's requirements, and Dallas is the ninth-largest city in the country and is supposed to be a great restaurant town.
This is not a dig at Rioja or Spanish wine, which are among the Wine Curmudgeon's favorites (right, Maria Martinez and Patrick Mata?) Rather, it's another example of how the wine business doesn't understand its customers. You're preaching to the choir here. If I know enough to enter a Rioja wine and food pairing contest, I'm already drinking Rioja. This won't do much to spread the word.
A much better idea? Give away bottles of Rioja, working with local retailers. Invite people who don't know Rioja, or who claim not to like it, to taste the wine. Dare them to try something different, and trust your wine to impress the doubters with its quality and consistency. You might even convince the retailers to carry your wine when they see how well it does.
Comments