Rebranding the wine with the worst reputation in the world

first_imgEmail AdvertisementIn the mid-nineties Lambrusco had become synonymous with Riunite, a cheap, low alcohol sweet wine that sommeliers wouldn’t allow anywhere near their wine lists, but one wine importer, James Koch of JKI, decided to start a campaign to realign Lambrusco with its authentic expression, a fizzy, dry red wine with 11% or more alcohol from Emilia, Italy.In 1994 Koch imported his first 50 cases of Medici Ermete ‘Concerto 1993’, the only dry Lambrusco shipped outside of Emilia. “The response from my private clients was unbelievable,” says Koch, “yet, not one restaurant or retailer would allow me to taste them on my Lambrusco discovery. Even Medici Ermete didn’t believe that there would ever be a market for real Lambrusco outside of Emilia and Mantova in Northern Italy.”Koch decided to prove a point, and launched his campaign to raise awareness about authentic Lambrusco focusing on New York and San Francisco restaurants. Two years later Lambrusco was featured by Felidia, one of New York’s trend setting restaurants of the time, and in the following years many more top restaurants stocked true Lambrusco.Many more US wine importers joined Koch’s campaign for authentic Lambrusco, and in 2010 Banfi, importer of Riunite, stocked two dry Lambruscos. However, while Lambrusco was having a reemergence in restaurants, retailers were still not stocking it. “Wine retailers carry new items only if consumers start looking for it,” says Koch, “hence, my efforts changed in 2011 to create a demand and an awareness of real Lambruscos among wine drinkers.”Pronto Secco. Italy’s coolest red wine. JKI’s latest small producer portfolio addition.The website was launched along with two twitter accounts, @LambruscoDay & @ilLambrusco where Koch could interact with consumers, writers, and retailers, and spread his gospel about authentic Lambrusco.On June 21st , 2014, Lambrusco Day, over ten restaurants are participating with Lambrusco themed events, and more than a hundred different authentic Lambrusco brands are available in New York alone. An example is City Winery in New York, which celebrates Lambrusco Day on Monday June 23 with Alicia Lini, a fourth generation winemaker from Emilia, and a lineup of dry Lambruscos.“The campaign had perfect timing,” Koch reflects, “without the internet and social media none of this could have happened.”Though the Lambrusco Consorzios didn’t show any interest in Koch’s campaign until US importers started showing up in Emilia asking for authentic Lambrusco, they benefited from the rebranding not only in America, but in London (Lambrusco Day moments in London 2014) and even Italy where authentic Lambrusco had been as unknown outside of Emilia as it was in the rest of the world.Update – Lambrusco Day MomentsUnited States – United Kingdom – AustraliaBy Kim JohannsenAdvertisement Share Previous articleAfternoon Brief, June 20Next articleAfternoon Brief, June 23 Editor Facebook ReddIt TAGSItalyJames KochJKIKim BadenfortLambruscoLambrusco Day Twitter Linkedin Pinterest Home Video Rebranding the wine with the worst reputation in the worldVideoWine Business EditorialRebranding the wine with the worst reputation in the worldBy Editor – June 23, 2014 193 0 last_img read more

Montana Twisters are More Frequent, Powerful in 2010

first_imgHELENA – Tornadoes in Montana this year have been more frequent and more powerful than at any point over the past decade, as evidenced by twisters that destroyed an arena in Billings and killed two people in the state’s northeastern corner.While an unusually wet spring and early summer helped extend this year’s storm season, meteorologists can’t pinpoint just what’s caused the spike.Montana averages seven tornadoes a year, which ties it with New York for the nation’s 19th-lowest average. But over the first seven months of 2010, there were 24 tornadoes recorded in the state, according to data provided by the National Weather Service.The weather service has been unable to find another year with as many tornadoes reported, said Dan Borsum, senior meteorologist in Billings. The year that comes closest over the last decade is 2002, when 11 twisters were recorded.A contributing factor may be the unusually high amount of rainfall that has saturated the ground this year.“The amount of moisture that we’ve had is allowing us to stay in a thunderstorm pattern much later in the year, and that’s allowing us to have more intense storms,” Borsum said.Emergency officials also say there has been a comparative increase in the number of disaster assistance requests because of flooding this spring and summer. Notably, flooding on the Rocky Boy’s Indian Reservation in June led to evacuations, the closure of the reservation’s health clinic and left hundreds without drinking water. The damage was so great it resulted in a presidential disaster declaration, a relative rarity for Montana.There also have been disaster assistance requests for flooding in Dawson, Custer, Roosevelt and Petroleum counties, said Montana Disaster and Emergency Services spokesman Tim Thennis.“We’ve been so dry for so long, that we’ve had unseasonably heavy rainfalls that we haven’t seen for 10 years or so in some areas,” Thennis said.But even with the increased rainfall, it’s hard to know exactly why there are so many more twisters this year. It may have something to do with the transformation from an El Nino to a La Nina weather pattern. Or it could just be bad luck.But don’t blame global warming, at least not until more data is available from over a longer period that would suggest this year is something other than an aberration, weather service meteorologist Tanja Fransen in Glasgow said.“You can’t say that this is attributable to climate change,” Fransen said.In addition to more twisters touching down, the tornadoes hitting Montana this year have been more powerful.The number of strong tornadoes — those rated between EF2 and EF5 on the Enhanced Fujita scale — hitting Montana averages one each year. That number has more than tripled this year with storms reported in just in June and July.The tornado that killed two people and injured a third in northeastern Montana’s Sheridan County last Monday night was one of the most powerful the state has ever seen and the deadliest since 1923, when a tornado killed two people in Mineral County.With 150 mile-per-hour winds, Monday’s tornado was only the fourth in the state’s recorded history to rate an EF3 on the Enhanced Fujita scale, and the first since 1988.That tornado traveled overland for 18 miles at about 30 mph, demolishing phone lines, a bridge and an abandoned farmhouse that lay in its path. Then it hit the Smith ranch, an isolated house and buildings where Barbara Smith, 71, lived with her 10-year-old grandson, Robert “Robby” Richardson, and her nephew, 46-year-old Steven Smith.The twister ripped the house from its foundation and demolished everything on the property, obliterating a mobile home, blowing away grain bins and tossing vehicles more than a quarter of a mile. Cattle were found more than a mile away.Smith’s grandson and nephew were killed in the storm. Neighbors and authorities dug Smith from her basement and transported her to a hospital in Billings, where she was listed in fair condition, a hospital spokeswoman said.That tornado came just a month after a tornado with an EF2 rating — with winds up to 120 mph — touched down on top of the Rimrock Auto Arena in Billings, the state’s largest indoor arena.It was the first large tornado to hit Billings in more than a half-century, and it tore off the arena’s roof, damaged hundreds of homes and businesses and scattered debris across the city.The next day, a series of tornadoes were reported in southwestern Powder River County, and several of those were rated EF2, Borsum said.Not two weeks after that, another EF2-rated twister struck in the Gallatin National Forest southwest of Billings. Tornadoes in mountains are rare, particularly those that powerful, and this one left swath of downed trees 150 yards wide and a couple of miles long, Borsum said.Borsun said substantial amounts of low-level moisture is needed for a rotating storm’s funnel to connect to the ground and form a tornado. Once the state stops seeing so many rainstorms, and the ground starts drying out, the chances of a tornado forming will lessen, he said.But that also means the start of fire season, which could pose a new challenge for emergency officials. Authorities have worried that millions of acres of trees killed by mountain pine beetles could present an increased fire risk this year.“We’re prepared for it if we have to deal with the fire season,” Thennis said. “Overall, I think there are a lot of resources across the northwest to help with the fire season.” Stay Connected with the Daily Roundup. Sign up for our newsletter and get the best of the Beacon delivered every day to your inbox. 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Local Resources Aid Sandy Recovery

first_imgResources from the Flathead Valley and across the state are helping with disaster relief in the aftermath of Superstorm Sandy, which killed more than 100 people in 10 states and took out power to roughly 8.5 million homes and businesses last week. Cities across the East Coast are trying to recover from the devastation, which is estimated to cost $50 billion, the second highest natural disaster total in U.S. history behind only Hurricane Katrina. States are struggling with severe infrastructure damage and fuel shortages, among other challenges.Power restoration has been a top priority, according to the Pentagon, and a local company is playing a pivotal role in that regard.Kalispell’s Nomad Global Communication Solutions provided 11 of its mobile command vehicles to the U.S Army Corps of Engineers. The vehicles were delivered primarily to New Jersey and New York where they are being used as on-site communication command stations.The 45-foot-long “Command and Control” vehicles have telecommunication capabilities and can operate for up to 72 hours without refueling.With the help of Nomad’s vehicles, the Corps has already responded to 25 mission assignments in areas heavily impacted by Sandy, primarily in New York City where the Corps is focused on flooded tunnels.The vehicles recently appeared in a segment on the TODAY Show. The Corps teams assigned to “unwatering” the tunnels gave a tour of Nomad’s vehicles and explained the sizable challenges to arise in the wake of Sandy.Montana Gov. Brian Schweitzer announced that roughly 100 firefighters would deploy from Missoula and assist in recovery efforts. The group includes members of the U.S. Forest Service, Montana Department of Natural Resources and Conservation, Blackfeet Agency and Confederated Salish and Kootenai Tribes.“This is not unusual or surprising that we’re heading to help and we are honored to provide assistance in this time of need,” Schweitzer said in a statement.“While we think of our incident management firefighters as responding primarily to wildfires, they are often called upon for non-fire assignments.”Crews have previously assisted with recovery efforts for Hurricane Katrina in 2005 and following the 9/11 terrorist attacks. “They are trained to respond to all-hazard incidents, and we are ready to help with whatever’s needed in the aftermath of this historic storm,” Schweitzer said.The Montana Conservation Corps sent nearly 40 service members from the state for a 30-day response effort. The crews will coordinate with the Corporation for National and Community Service and the Federal Emergency Management Agency. Their efforts will include removing debris, distributing food and organizing other volunteer efforts.“This is an all hands on deck scenario and AmeriCorps members are uniquely suited to provide immediate assistance,” Mario Colucci, the MCC regional program coordinator in Missoula, said in a statement. “They have a level of efficiency and skills that make them a great resource to bring stability and aid to the beleaguered people affected by Hurricane Sandy.”American Red Cross has been holding several blood drives locally and across the nation as well as organizing personnel who could deploy to areas that were ravaged. More than 5,300 Red Cross workers are helping in communities affected by Sandy, according to the organization. Stay Connected with the Daily Roundup. Sign up for our newsletter and get the best of the Beacon delivered every day to your inbox. Emaillast_img read more