Tenute Rubino > Press Area > Announced > Düsseldorf: Tenute Rubino at Prowein 2010

Prowein 2010: Tenute Rubino presents its novelties

The new Tenute del Sole product line and a renewed communication strategy for German-speaking markets characterize Tenute Rubino’s presence at Prowein 2010.

Tenute Rubino flies to Germany to participate in Düsseldorf’s Prowein, scheduled from the 21st to the 23rd of March, one of the most important events for Germany’s wine market and the trade fair of reference for all other north-European countries. The most important novelty is embodied by the preview presentation of the new Tenute del Sole product line, with Negroamaro 2008 and Primitivo 2008 offered for tasting. These two wines will be complemented in a few weeks by a Negroamaro Rosato and a Malvasia Bianca, which will complete the width of this new product line dedicated to the grape varieties indigenous to the Salento peninsula.

These four single-variety wines, characterized by a competitive price/quality ratio, have been tailored to offer new choices to the consumer in accordance with the demand for quality wine at a fair price: a proposal that follows market trends, in a difficult phase due to stagnant consumption. Tenute del Sole is thus palatable for all markets, from those like Germany which already know and appreciate Salento’s wines, to those which are still developing a wine culture.

Seven of Tenute Rubino’s labels will be available for tasting in Italy’s pavilion, n.3, at the K140 stand, in the area occupied by StopperVini S.a.g.l. – a Swiss distribution channel which supplies high-end restaurants in central Europe in cooperation with Tenute Rubino.

All the other historical Tenute Rubino labels – which have already garnered substantial success in the German market – will naturally be in attendance, like the momentous Marmorelle Rosso which has quickly made itself known and appreciated by those who have discovered Puglia’s oenological value. Tenute Rubino’s firm foothold on this market has shined light on its high-end wines, generating unprecedented responses. The wines introduced at Prowein 2010 will be: Marmorelle rosso 2009 (Negroamaro 85%, Malvasia Nera 15%), Marmorelle bianco 2009 (Chardonnay 80%, Malvasia Bianca 20%), Punta Aquila 2008 (Primitivo 100%), Visellio 2007 (Primitivo 100%) and Vermentino 2009 (Vermentino 100%).

As usual, Tenute Rubino will have the opportunity to convene with some of its most important clients, among which figure several buyers from already consolidated markets with a well-built distribution – such as Germany, Switzerland, Austria, Sweden, Belgium and The Netherlands – as well as buyers from the emerging markets of eastern Europe.

The communication strategy

Another important novelty is represented by the communication strategy with which Tenute Rubino intends to efficiently intercept the most selective German-speaking consumers. This strategy begins with an informational website, in German and continuously updated, designed for those enonauts who wish to learn more about Salento’s oenological tradition and production, about its culture, its gastronomy and its impressive landscapes. This first step represents an important economic and professional investment, with the objective of strengthening Tenute Rubino’s foothold on German-speaking markets, where Italian wines in general – and Salento’s wines in particular – reap great success.

Another component of Tenute Rubino’s communication strategy is represented by the new brochure: completely renewed in its contents and appearance, the brochure is designed to provide the reader with an innovative and well-presented wealth of information. This marketing strategy reflects Tenute Rubino’s business maturity, which the firm will continue to augment through the crucial dialog with the generalist press, specialized publications, distinguished journalists and renowned wine-makers in target markets.

'The first objective of our investment, in terms of new labels and strategic communications, is to demonstrate effectively Salento’s capacity for offering high-quality territorial wines' says Luigi Rubino, 'Through this investment we intend to widen and consolidate the presence of our wines on the German and European market. Our dynamism is a proof of our knowledge of the market, and of our ability to profitably interact with the demands of Italian and foreign consumers. In 2010, too' concludes Rubino 'we are certain to confirm those positive signals that had already emerged at Prowein 2009, for those – like us – whom have been able to work well even in these years of crisis.'