My advise to the Spanish government especially the departments in charge of tourism and commerce is to get the word out! Spend some bucks on ads and commericals out here in America. You ask a typical American about Spanish wines and they'll probably think of sherry...maybe!
I only discover Spanish wines by traveling to Spain. I no expert in wines but I enjoy good wines with good food. I came back on my last trip to Spain with five bottles of Rioja wine. Never heard of Rioja until I saw it mention on Rick Steves travel program when he visited Spain.
Spain is becoming as popular travel destination for Americans, just look at the New York Times travel section, almost every month they have an article on Spain. Some of the regions of Spain can become well know for wine, like Tuscany in Italy if the Spanish government advertise it.
Bill