Wines from Rioja unveils exciting marketing plans for 2015
2015 will see Wines from Rioja consolidate its trade and consumer outreach via two high impact programmes of activity aimed at reinforcing Rioja’s position as Spain’s flagship wine region.
The past 12 months saw Rioja go from strength to strength, despite challenges facing the Spanish category. The region grew its value by 10% over 2014 (Nielsen MAT to 6.12.14), and is now worth £220m – around 4% of the total UK market. 2015’s campaign will seek to capitalise on the region’s premium positioning, via targeted campaigns in the on-trade and independent sectors.
This year’s campaign will centre on two key points in the calendar – targeting consumers in the summer with the ‘Summer of Tapas Fantasticas’ and trade in the autumn with ‘Rioja Month’, alongside a busy year-round programme of social media, trade sponsorships, and media relations.
After welcoming over 80,000 consumers to its London event in the last six years, Wines from Rioja will be taking its Tapas Fantasticas concept on the road, extending its reach beyond the bounds of London and touring food festivals around the UK, with Tapas Fantasticas on Tour. The summer will also see the return of the popular 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 go live over the summer, bringing the Rioja and tapas concept to a wider audience than ever.
The autumn will see focus turn to the trade with Rioja Month. At the heart of this activity will be a new addition for this year – Rioja Recognises – celebrating some of Rioja’s leading industry supporters and their contributions to Rioja in the UK. This exciting new event will coincide with the annual Wines from Rioja Trade Tasting which brings together around 100 Rioja wineries. The autumn will also see the culmination of Rioja’s on-trade focus, following on from last year’s successful Rediscover Rioja campaign aimed at engaging sommeliers and key HoReCa staff with Rioja wines, and how to use them in their establishments.
After a successful autumn promotion in 2014, which saw 100 participatingretailers add around 247% to Rioja value sales throughout the month of October, Wines from Rioja will be boosting its work with independent merchants via an educational trip to the region, a series of in-store events, and at the heart of Rioja Month, the return of the Shop Rioja promotion, comprising a whole month of activity encouraging retailers to promote Rioja wines.
Ricardo Aguiriano, marketing director at the Consejo Regulador DOCa Rioja commented, “As the largest importer of Rioja wines, the UK is extremely important to the Rioja region and the strong UK marketing campaign led by Phipps reflects this importance. 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.”
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.”
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