Using the marketing slogan “The Hit New Grape From the Old World,” Garnacha Origen Association and Wines of Roussillon (Conseil Interprofessionnel des Vins du Roussillon) have formed an alliance to raise awareness of European quality garnacha/grenache wines in the United States and Canada. The highlight of the new promotion in North America will occur on September 15, which also happens to be Garnacha/Grenache Day.

The goal of the new marketing campaign is ambitious - to make the grape a staple in retail wines stores and on the menus of restaurants. The good news is that many Americans, even if they don’t immediately recognize the name, may nonetheless be familiar with the grape for other reasons. Garnacha, also known by its French nom de vin Grenache, is one of the world's oldest and most widely planted wine grapes.

Luscious, fruity and very diverse, garnacha/grenache has long been known as one of the most “food-friendly” wines. Moreover, bottles can usually be found for less than $25 on U.S. retail shelves, making it relatively affordably for many wine drinkers. It should be relatively easy to convince U.S. wine drinkers to rediscover this Old World grape.

European quality Garnacha/Grenache has been gaining momentum and appreciation amongst American wine trade professionals, who recognize Euro-Mediterranean wine producers' efforts in breaking new levels of quality. "Our Garnacha offerings have long been a favorite internally; it is great to see that consumers are recognizing the value of this varietal. Each year, our Vinas Viejas and joven Garnacha showcase the dynamic growing conditions of the region," according to Julia Nader, Director of Marketing with the E&J Gallo Winery.

In fact, this can be clearly seen by tracking export trends of Garnacha/Grenache-based wines from both Spain and France. From 2014 to 2016, Garnacha/Grenache's market share has extraordinarily increased by 34% in terms of value, going from $12.2 million in 2014 to $15.1 million in 2016.

However, Garnacha/Grenache has yet to become a mainstream variety in the minds of American consumers. The Garnacha/Grenache campaign will aim to change that.

"Our objective with this campaign is to increase the competitiveness of EU quality wines, specifically those produced with the Garnacha/Grenache grape, by increasing its awareness as an EU agricultural product and raising the grape's profile in high growth third countries, including the USA and Canada," said Sofia Gonzalez, Manager of European Garnacha/Grenache Quality Wines Program.

A big moment for the marketing campaign, which has received funding from the European Union for a three-year period,  will happen on September 15, 2017. During this year’s Garnacha/Grenache Day, consumers will be able to discover more about the grape through tastings in stores and restaurants, virtual tastings on Twitter, social media activations and the walk-around Wine Fest tastings.

So if you’re starting to see #garnacha or #grenache trending on social media in the days following Labor Day, you’ll know why. If all goes according to plan, garnacha/grenache could be the new hit grape of the season for U.S. wine drinkers.