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Rioja exports rise and rise
Last year was a record one for exports of Rioja, with strong growth in numerous markets driven by demand for reservas and gran reservas.
Rioja imports to the UK grew by 23% in 2010 with imports of reserva and gran reserva wines rising 56% and 29% respectively. Globally, 267 million litres of Rioja were sold last year, representing a 13.5% increase on 2009.
Speaking to the drinks business, Victor Pascual, chairman of the Consejo Regulador DOCa Rioja, said that he did not believe that the “ceiling had yet been reached in terms of UK sales but even we have been surprised by our success during the recession.”
Rioja’s brand awareness is high among UK consumers, according to recent research by Wine Intelligence. Four out of every 10 Spanish wines sold in the UK comes from Rioja and it is the region’s largest export market.
However, while the UK remains strong as a market, Germany, the US, Scandinavia, Switzerland, Mexico, Ireland and Canada all saw average growth of 30% in 2010.
Furthermore, as in the UK market, it is aged wines that are key to Rioja’s sales in those regions.
Pascual added that continued promotions and maintaining marketing spend had been instrumental in the region’s overall success.
Interestingly, in a country where wine consumption is in decline particularly among the young, Rioja’s share of the market in Spain itself is on the rise.
The Consejo reported that last year Rioja sales grew to 181.2m litres – a 68% market share, up 10% on 2009.
Among wines with a DO status, Rioja holds a 44% market share across the on- and off-trades.
Pascual explained that Spanish consumers “see Rioja has guaranteed quality, which is what they want these days.”
The Consejo’s marketing manager, Ricardo Aguiriano, added that, as in the UK, there has been “a trend moving from on-trade buying to off-trade as people drink more at home due to the recession.
“Rioja wines have improved their position in the off-trade over the past few years and as consumer buying habits change Rioja has been there to meet that demand.”
Rupert Millar, 10.03.2011
Exellant example how Rioja turned the ecconomic crises conditions in their own benefit, a proove that crises is a chance, not a hadicap, if you see it as a chance.
Congratulations and keep up the good work.