Rioja ready for a ‘Summer of Tapas Fantasticas’
Wines from Rioja has announced a busy programme of activity under the umbrella ‘Summer of Tapas Fantasticas.’ The campaign will see Wines from Rioja extend the award-winning Tapas Fantasticas concept with a series of events and activities across the UK designed to engage consumers with Rioja wines, and strengthen the association between Spain’s flagship wine region and gastronomy.
After eight successful years, with over 80,000 attendees, Wines from Rioja’s much-lauded London event Rioja Tapas Fantasticas will be taking a year off to make away for a summer-long campaign, involving a series of high-impact consumer-facing activities centred around Rioja and tapas. Comprising four main threads focusing on retailer events, restaurant promotions, experiential, and digital, the Summer of Tapas Fantasticas will retain a strong focus on educating consumers in a fun, engaging, and informal way, bringing the region and its wines to life.
The campaign will kick off with the Tapas Fantasticas Sessions – a series of masterclasses in conjunction with Prohibition Wines and Laithwaite’s – both winners of their category in Rioja’s Retailer of the Year awards following a successful promotion in October 2014. Over the course of the summer, Muswell Hill-based independent merchant Prohibition Wines, along with a selection of Laithwaite’s retail outlets across the country, will play host to a series of evenings of Rioja and tapas, hosted by leading experts and TV personalities. The first Tapas Fantasticas Session takes place at Prohibition Wines on 11th May, with a Rioja masterclass hosted by expert Jane Parkinson, with leading ham carver Chuse Valero on hand to talk attendees through the jamón ibérico paired with the wines.
June sees the Summer of Tapas Fantasticas really come to life as Tapas Fantasticas on Tour begins its journey across the UK and Ireland. This micro version of the live Tapas Fantasticas event will pop up in food festivals - including Taste of Dublin, as well as Foodies Festivals in Bristol, Edinburgh and Oxford. The Wines from Rioja stand will serve a broad selection of Rioja wines alongside classic and contemporary tapas dishes provided by London based Spanish caterers and jamón specialists Bar Tozino. Educating consumers about the quality and diversity of the Rioja offering remains a central tenet of the Tapas Fantasticas concept and as such wine experts Susy Atkins and Jane Parkinson will offer informal masterclasses to provide consumers with an introduction to the region and how to make the most of Rioja with food.
London based consumers will also have the opportunity to experience Rioja and food as the Taste Tapas Fantasticas restaurant promotion returns to leading restaurants for the month of June. The concept, now in its third year, will see top London restaurants promoting Rioja wines with a series of promotions, tastings and events, designed to highlight Rioja’s suitability for pairing with food.
To round off the campaign, Wines from Rioja will be allowing consumers to experience Tapas Fantasticas in their own homes through a series of online videos working with Olly Smith and José Pizarro – long-standing ambassadors for the London festival. The lively duo will set about dispelling food and wine myths such as “red wine doesn’t go with fish” through a series of videos which explore different styles of Rioja hand-selected by Olly Smith, paired with delicious and authentic tapas prepared by José Pizarro.
More information about all activities can be found at www.riojatapasfantasticas.co.uk.
Ricardo Aguiriano, Marketing Director for the Consejo Regulador, commented that ‘After eight successful years of the Tapas Fantasticas live event in London, we are excited to take the concept on the road, and introduce the spirit and essence of the festival to a wider audience, with a campaign which allows us to broaden the reach and impact of the Tapas Fantasticas brand. As the leading Spanish wine on the UK market, and Spain’s gastronomic heartland, Rioja is the region best placed to bring wine and tapas alive in the UK.’
For more information on the event, exhibiting wineries and restaurants and images, please contact the Wines from Rioja team at Phipps on 0207 759 7400 / firstname.lastname@example.org
NOTES TO EDITORS:
Further information, including dates, timings and details of how to register for of all the ‘Summer of Tapas Fantasticas’ events can be found at www.riojatapasfantasticas.co.uk
17 Exeter Street Covent Garden, London, WC2E 7DU
Tel.020 7759 7400 / email@example.com / firstname.lastname@example.org