Rioja aims to recruit UK retailers and somms

Rioja Wine UK has outlined its 2024 marketing strategy, with the Spanish region hoping to raise the profile of its wines in both the on- and off-trade.

Rioja has had something of a tricky relationship with the UK market in recent years. In 2022, DOCa Rioja exports to the UK dipped 11.45% below the level of 2021, according to the appellation’s regulatory board, with a combination of factors including Brexit and the war in Ukraine cited. Given the UK represents about a third of the region’s export volume, it is not a market that Rioja wants to lose ground in.

Among the initiatives being launched this year is a Rioja Wine Club, which is exclusively open to independent retailers.

“Members of the Rioja Wine Club will essentially become ambassadors for the region for the whole year, helping to educate and enthuse consumers up and down the country on the fine wine credentials of Rioja,” a spokesperson for Rioja Wine UK told the drinks business.

“The 25 selected retailers will receive a generous support package to assist with this including digital assets to help them put together an engaging online campaign, a bespoke education session hosted by a Certified Rioja Educator, as well as the opportunity to visit the region to learn more about recent developments, sample a broad range of styles and source new wines,” they continued. “Retailers will be required to list at least two new Rioja wines in store, offering consumers new options from the region as well as increasing Rioja’s exposure in loyal consumer markets.”

On-trade opportunity

As far as its UK on-premise presence is concerned, Rioja has somewhat lagged behind other classic wine regions, with its various expressions not being as prolific on restaurant lists as the wines of Chianti or Bordeaux, for example.

However, according to Rioja Wine UK, the potential in the channel is very much there.

“Rioja wines have long been tied to food,” the spokesperson explained, “especially when it comes to pairings between rich red Riojas and a variety of meat dishes or tapas but Rioja has a huge range of wine styles: there is a Rioja pairing to be found for most dishes. From unoaked Rioja Blancos paired with fresh salads, Espumosos paired with cheeseboards, to rosados paired with fragrant Asian food, the diversity of the region’s wines means there is something for every gastronomic occasion.”

As part of the push to get more Rioja on wine lists, eight sommeliers will have the opportunity to participate in the Rioja Somm’er Camp – an educational programme based in the city of Logroño.

“Visiting the region of Rioja, engaging with producers and, most importantly, sampling the wines, is the best way for the on-trade to truly understand everything the region has to offer,” shared the spokesperson.

“Through gaining a more in-depth knowledge of the region, sommeliers and buyers will be able to better understand where Rioja could fit into their wine lists, hopefully resulting in new listings which will resonate with consumers,” they continued. “Sommeliers will also become Rioja-accredited ambassadors, a qualification which can be publicised in their professional networks, raising the profile of the region further.”

Rioja’s wines might begin to make headway in hospitality. Last year saw the launch of one of London’s first wine bars dedicated exclusively to Rioja, with Camino Group converting the Sherry-focused Bar Pepito into Bar Rioja.

Consumer awareness

In November, Feliz Rioja, the consumer facing element of Rioja Wine UK’s promotional activities, will return. New for this year will be a radio campaign. Asked why a more traditional form of marketing was being opted for, the spokesperson said: “We believe adding a radio campaign to our activities this year, which we have not done before, will allow us engage with a truly national audience who are more likely to visit independent wine retailers in person for their purchases, therefore increasing awareness amongst a variety of consumers.”

They also clarified that there would still be a “strong” social media aspect to the campaign “as retailers will be encouraged to share their activities on social media, and we will also be partnering with a number of influencers to promote the month on social media and raise awareness amongst a wide range of consumers”.

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