Wines from Rioja’s 2012 trade and consumer marketing campaign gets in full swing this week with an increased presence at the London International Wine Fair kicking off a series of activities including the fifth year of Rioja Tapas Fantasticas, the multi award-winning two-day consumer event on London’s Southbank.
New activity for 2012 includes a promotional initiative to support independent retailers as well as engagement with sommeliers through a Rioja and food challenge championing creativity. These activities will form part of a focus on premiumisation, educating consumers on the wide range of quality wines produced in the Rioja DOCa region, under the banner of “Rioja: Spanish for great taste”. Rioja is leading the way for a trend for premiumisation across the Spanish category, with 97% of Rioja wines now selling at over £5, compared to 29% across the UK still light wine market as a whole (Nielsen MAT to w.e. 24.12.11).
Marketing Director, Ricardo Aguiriano comments, “The Wines from Rioja campaign in the UK has undoubtedly helped Rioja to sustain growth throughout the last five years in one of our most important export markets. In order to sustain that growth for the future, we must keep focused on engaging with the UK consumer in an ever more competitive market. With Spanish gastronomy at the forefront of the London restaurant scene, there exists a great opportunity for Rioja to reach consumers through its natural affiliation with tapas, and by engaging with the on-trade, we can continue to encourage consumers to trade up within the Rioja category. Events such as Rioja Tapas Fantasticas allow us to attract younger consumers to try Rioja for the first time as well as broadening the horizons of the existing Rioja consumer.”
Against a backdrop of continuing economic uncertainty, Rioja continued to see impressive growth throughout the 2011 campaign. Rioja has once again outperformed the UK still light wines market as a whole, growing by 13% in volume and 14% in value, against a market which declined by -2% in volume, and grew by just 3% in value (Nielsen MAT to w.e. 24.12.11). Rioja has regained its position as Spain’s highest value region with an average price of £5.72 per 75cl, a considerable way ahead of the rest of Spain (average of £4.59 per 75cl) and the total UK market (£4.78 per 75cl) - just 3% of Rioja wines sold in the UK are under £5.
Note to Editors:
Rioja Tapas Fantasticas is a free weekend festival dedicated to celebrating tapas and the Spanish lifestyle. Established in 2008, the event has become a fixture on Londoners’ schedules as the place for a slice of food, wine and culture of the Rioja region. The award-winning festival takes place at Potters Field Park on 14/15 July 2012.
Wines from Rioja is the UK marketing arm of The Rioja Regulatory Council or Consejo Regulador de Rioja DOCa, the body responsible for the application and monitoring of legislation relating to the quality and standards of wines produced in the region, promotion of the image of Rioja wines and defence of interests of the sector.
17 Exeter Street Covent Garden, London, WC2E 7DU
Tel.020 7759 7400 / firstname.lastname@example.org / email@example.com