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Delhi Wine Club

Posted: Friday, July 20 2007. 3:00 PM

Torres Adds another Tower to its Strength

When I met Mireia Torres, daughter of Miguel Torres Sr. for the second time at the FPV tasting at Vinoelite in Valencia a couple of months ago, I asked her an innocuous question, 'Why don't you let your wine producers to enter India? You are already big guns there! Give your countrymen a chance to expand the market for Spanish wines' I exhorted her.

She simply smiled and said, 'you want us to help the competition?!' Then with a glean in her eyes, she added, 'we are going to get tougher and do even better. We want to increase our market share in India and make it even more difficult for the competition.'

I make no bones out about it and am often quoted in Spain, telling all the potential producers that 'to enter India, you have to compete with France, Italy, Australia, Chile and …Torres!' The award winning winery produces wines with very good price-quality ratio and the competition feels the heat all over the globe.

Torres means towers in Spanish and its wines from Priorat, Penedes, Conca del Barbera, Ribera del Duoro and Toro are already their towers of strength. Now Torres is adding yet another tower of strength to its wine portfolio from the popular Rioja region.

After a lot of prospecting, Torres has decided to finally settle down in the town of Labastida in the Rioja Alvara territory, one of the three regions of La Rioja appellation, where thy have bought 12 acres of land. The company plans its first Riojan vintage in 2009.

Cashing on the popularity of Rioja as an international brand, the company had decided that it must make investments in this region to have a company representing full range of Spanish wines.

The company will soon start construction of the winery and the cellars. It will follow the model similar to Valladolid in another popular region, Ribera del Duero, where it makes Celeste label from grapes bought from the growers. It appears that initially grapes will be purchased in Rioja too.

Initial production of the new wine, as yet unnamed, will be about 20,000 cases.

The company is known to use innovative techniques to market its products.
For instance, it had launched a Da Vinci Code-style marketing campaign involving Carthusian monks and buried treasure, for Salmos, its new Priorat wine that had come in March under the supervision of Mireia.

The treasure hunt, accessed via a code hidden on the wine's back label, attracted over 200 people to the vineyard.

Only about 7,000 cases of Salmos, the Torres family's first wine from the Priorat region in Catalonia in north eastern Spain, were produced from the 2005 vintage. Production is already sold out.

Salmos, made in remembrance of the Carthusian monks who cultivated vines in Priorat from 1095 until 1835, when the region began to fall into decline, is made from a blend of local garnacha and cariñena grapes, blended with syrah and cabernet sauvignon. Torres had bought these vineyards too in 1996.

The game, which takes you on 'an adventure through Catalonia, discovering mysteries and tasting great wines, makes 'You go into a virtual 17th century monastery to get the clues you need to start a physical trip from Barcelona to the vineyards, a bit like the Da Vinci Code.' Torres said. 'And when you get here you go to a nearby town to have a glass of wine and get your certificate,' he said.

Source: http://www.secretsalmos.es/

 
 

 
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