Wines from Rioja’s flagship UK consumer experiential campaign Rioja Tapas Fantasticas proved that London’s appetite for all things Spanish is stronger than ever, drawing in the crowds over the weekend of 15th and 16th June. 12,459 Londoners joined this two-day celebration of Rioja wine, Spanish food, and lifestyle.
Developed in 2008 as a platform to engage with a large audience of younger (25-45) consumers, Rioja Tapas Fantasticas has firmly established itself as a must-visit event on the food and wine calendar. Each year, wineries from across the Rioja region are joined by some of London’s top Spanish restaurants, creating pop-up wine and tapas bars in Potters Fields Park, in the shadow of Tower Bridge. This year, a record 41 wineries showcased 178 wines to consumers, and were joined by 14 restaurants, including big names such as José, Ibérica, Camino, and Hispania, serving up authentic Spanish tapas.
Leading wine experts Olly Smith and Susy Atkins welcomed over 450 consumers to their wine walks and workshops, designed to educate consumers about Rioja wine in a fun and informal way. Olly was also joined on stage by top Spanish chef and restaurateur José Pizarro to host cookery demonstrations, creating tapas dishes paired with Rioja wines.
Ricardo Aguiriano, marketing director at the Consejo Regulador DOCa Rioja said, “Rioja Tapas Fantasticas is central to our UK campaign, and provides us with a great platform to engage with our target consumers, and capitalise on the trend for Spanish gastronomy in the UK, highlighting Rioja as Spain’s flagship wine region.”
Lottie West, account director at Phipps, the UK office for Wines from Rioja, added, “Rioja is the only wine region to create a consumer experience on this scale, and over the last six years, Rioja Tapas Fantasticas has proved an enormously successful platform to communicate the brand messages in a lasting and impactful way. This year for the first time, we extended the Rioja Tapas Fantasticas brand beyond the event itself with a very successful pre-event promotion with participating restaurants, reaching around 3000 consumers, and there are already plans to roll this out on a wider scale in 2014.”
- ends -
For more information please contact Lottie West or Lowri Robjohn at Phipps on 0207 749 7400 or email firstname.lastname@example.org
Notes for Editors:
For more information on Rioja Tapas Fantasticas, please see www.riojatapasfantasticas.co.uk
About Wines from Rioja:
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.
Phipps, one of the UK’s leading consumer agencies specialising in food and drink, created Rioja Tapas Fantasticas as a fresh summer festival for Wines from Rioja to reach a younger consumer market.
17 Exeter Street Covent Garden, London, WC2E 7DU
Tel.020 7759 7400 / email@example.com / firstname.lastname@example.org