(Forbes) - Today (Friday) is National #GarnachaDay.

But don’t worry if you haven’t heard of it because you actually have.

I know it sounds like a trendy new brand of granola but it’s actually the Spanish name for a grape varietal known in the rest of the world by its French nom de vin , Grenache, the grape of the increasingly fashionable Châteauneuf-du-Pape.

But as Garnacha, despite garnering high praise from wine professionals, when it comes to name recognition, it ranks right down there with those Republican Presidential aspirants whose pole numbers are recorded as an asterisk.

This irked the biz development folks of Aragón, the region in north-east Spain where it originated, and from whence most of it still comes. So, according to  Ignacio Martínez de Albornoz, Managing Director of Aragón Exterior: “In late 2013, after many meetings and negotiations” – this is Spain, remember, and one can only imagine the wrangling that took place over innumerable three hour lunches – “four Aragonese PDOs (Calatayud, Campo de Borja, Cariñena and Somontano) and one Catalan PDO (Terra Alta) together with 30 individual wineries created Garnacha Origen, a not-for-profit association for the promotion of Garnacha wines.”

Their aim was to raise awareness of Garnacha in North America and to that end they are in New York this week showing off their wines under the banner of Wines of Garnacha.