Entrants were challenged to display creativity and innovation in tasting events and shop displays, generating excitement amongst UK wine drinkers and driving sales. The winner received £1000 towards new Rioja listings while the runner up received £500.
The winning retailer, awarded the title Rioja Retailer of the Year 2012 was Cambridge Wines whose comprehensive campaign ranged from striking visual displays to tutored in-store tastings, with a stimulating Rioja vs. Bordeaux tasting as well as a winemaker dinner at local Michelin starred restaurant, Alimentum. They also offered Spanish gourmet products such as charcuterie and olives to accompany in-store tastings, posting impressive uplift in sales of their entire Rioja range.
The Longship in Orkney was commended for its impressive array of events. Hosting sell-out wine matching dinners at a local hotel, they also offered a series of themed tastings in-store. In-store activities included tutored pairing of wines with Spanish charcuterie, while eye-catching displays were combined with demonstration of long term dedication to Rioja, as they committed to several new listings.
The promotion was a great success, with impressive promotions held in nearly 70 merchants across the UK - head down to your nearest independent retailer to find your favourite Rioja.
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