SER Navarra Gastronomy Award

The Control Board of the D.O. Navarra received the SER Navarra Gastronomy Award for reinventing the promotion of Navarra wine at a time of crisis in the on-trade through various campaigns.

Cadena SER has presented the Navarra D.O. Regulatory Council with the Navarra D.O. Award. SER Navarra of Gastronomy at a gala held at the Palacio de Congresos y Auditorio Baluarte in Pamplona. According to the broadcaster: "the reinvention of the promotion of Navarra wine at a time of crisis in the on-trade has been the element that has led the jury to award the SER Navarra Gastronomy Award, sponsored by Eroski, to the D.O. Navarra Regulatory Council. Through different campaigns, since the March confinement, they have promoted the enjoyment of wines with innovative and imaginative initiatives that have achieved great results.".

The Navarra D.O. began the year 2020 by encouraging consumers to order Navarra in bars and restaurants with the slogan: "Navarra is the best wine in the world.At the table and at the bar, ask for a Navarra". A message that became obsolete at the beginning of the pandemic caused by covid-19, which forced the confinement of the population and the closure of the hotel and catering industry. Thus, the Regulatory Council promoted the campaign ".#YoBrinDOatHome".The label was disseminated through social networks, videos and advertising to support the consumption of wine at home, thus calling for citizen responsibility, in anticipation of the critical situation that was looming for the wineries and winegrowers of the Designation of Origin. With the start of the different phases that were providing greater mobility for people and the opening of terraces with limited seating, the label shifted to "Wine and Wine".#YoBrinDONavarra". to communicate with the consumer the choice of its wines, of local consumption. Through toast proposals, with a discreet touch of humor and always launching a positive and motivating message, the campaign was developed until the months of July and August, when the Control Board proposed, in collaboration with INTIA-Reyno Gourmet, the promotion "Summer Frescos". With the participation of more than 40 establishments, the presence of the most refreshing white, rosé and red wines of the D.O. Navarra on the menus of the terraces was highlighted.

With the start of the school year, two ambitious campaigns were carried out. On the one hand, "Better with a Navarre"which rewarded the purchase of Navarre in establishments belonging to the main chains in Madrid and the Basque Country, and "Choose Navarra, choose D.O. NavarraThe "Navarros" program is aimed at Navarrese people within the borders of the Comunidad Foral, with an inclusive spirit. "Last year we worked in a difficult and changing context due to the pace of the pandemic and the sanitary measures taken, in order to continue promoting our D.O. Navarra and supporting our wineries and winegrowers."said the president of the D.O. Navarra, David Palacios.