Rioja comes out fighting in 2015

This year will see Wines from Rioja introduce “two high-impact programmes of activity” that the region hopes will reinforce its position in the UK.

With the region growing in value by 10% over 2014 in the UK (Nielsen) to become worth £220 million – around 4% of the total UK market – Wines from Rioja is preparing campaigns focused on the on-trade and independent sectors.

Centring on two points in the year, targeting consumers in the summer with the “Summer of Tapas Fantasticas” and the trade in the autumn with “Rioja Month”, the events will take place alongside a year-long “programme of social media, trade sponsorships, and media relations.”

Ricardo Aguiriano, marketing director at the Consejo Regulador DOCa Rioja commented, “Our challenge is to maintain Rioja’s premium position, adding value to the Rioja brand with standout activity to engage consumers and continue the trend for growth, and we see the on-trade and independent retail sector as vital to achieving that goal.”

Wines from Rioja will be taking its Tapas Fantasticas concept outside of London for the first time this summer, touring food festivals around the UK, with “Tapas Fantasticas on Tour”.

The summer will also see the return of the Taste Tapas Fantasticas promotion to encourage sales by-the-glass in restaurants and The Tapas Fantasticas Sessions – masterclasses and tastings held in collaboration with retailers. A series of online cookery videos working “with known personalities” will also take place over the summer.

With the trade-focussed Rioja Month in autumn, a new addition called “Rioja Recognises” will celebrate some of Rioja’s leading industry supporters and their contributions to Rioja in the UK.

This new event will coincide with the annual Wines from Rioja Trade Tasting which brings together around 100 Rioja wineries, and the autumn will see a return of sommelier-centred engagements.

Wines from Rioja will also be turning to independent merchants in October with an educational trip to the region, a series of in-store events, and the return of the “Shop Rioja” promotion encouraging retailers to promote Rioja wines.

Lottie West, senior account director at Wines from Rioja’s UK office Phipps added, “2014 was another incredibly successful year for Rioja in the UK with much of the activity laying the groundwork for a large and cohesive trade and consumer push in 2015 and beyond.

“Rioja’s performance, particularly in value, in a challenging market underlines the success and popularity of the category in the UK, and we’re looking forward to a busy and exciting programme over the coming months.”