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News & Press Releases

Rioja wine terrace to target millennials at UK festivals

 

25 July 2017

PRESS INFORMATION

 

Rioja wine terrace to target millennials at UK festivals

 

This July sees the launch of The Rioja Terrace at two major UK festivals, as Spain’s flagship wine region looks to reach new audiences of young wine-engaged consumers. For two summers, Wines from Rioja has been travelling the length and breadth of the UK, taking its tapas bar to food festivals across the country. This summer will see Rioja extend this activation with the launch of the Rioja Terrace at two of the UK’s top festivals Citadel and Wilderness. Bringing a taste of Spain to the UK, the brand-new Rioja Terrace will be providing guests with an opportunity to explore the diverse wines Spain's flagship region has to offer.

 

Kicking off on 16th July, the Rioja Terrace will launch at East London’s brightest new event Citadel at Victoria Park, London. Deemed as the ultimate summer Sunday, the festival is a sun-drenched utopia offering guests access to some of London’s tastiest food, workshops, talks, sports and an incredible music line-up. Wines from Rioja has also partnered with wine journalist and presenter, Rob Buckhaven, to host a series of free Rioja tasting sessions. Guest will be able to choose between ‘Chilled Rioja’ and ‘Mellow Rioja’, with each flight covering a different selection of wines and styles.

 

The next stop on the Rioja Terrace summer journey will be at the unique and wonderful Wilderness Festival in Cornbury Park, Oxfordshire. From 3rd to 6th August, the festival’s four-day programme features pioneering global musicians, theatre and arts, talks, inspiring chefs, wellness workshops and many more extraordinary activities. On the Rioja Terrace, guests will be able to enjoy a diverse selection of Rioja wines as well as tasting sessions with BBC Saturday Kitchen’s Jane Parkinson shining a light on the different styles of wine produced in the region.

 

At both festivals, visitors will also have the chance to sample some freshly carved jamón from London specialist, Bar Tozino, and well as the chance to win an exclusive festival survival kit with every 100th glass of wine purchased. Wines from Rioja will also be suggesting the perfect food pairings for their wines from some of the leading food traders in the surrounding area, including Morito, Patty & Bun, and Mac 2 The Future.

 

Ricardo Aguiriano San Vicente, Global Marketing Director for DOCa Rioja, commented, “Summer festivals have always been at the heart of Wines from Rioja UK activity – from our flagship event Rioja Tapas Fantasticas, to our travelling tapas bar. The format lends itself well to offering consumers a taste of the relaxed Spanish lifestyle. We’re excited to be extending this activation to festivals which celebrate music and the arts, but with a strong food and drink offering. Partnering with both Citadel and Wilderness will allow us to reach and engage with a valuable millennial audience in an environment perfectly aligned with the Rioja brand identity.” 

 

For more information on the event, please contact the Wines from Rioja team at Phipps on

0207 759 7400 / rioja@thisisphipps.com

 

Notes to Editors

  • 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 Relations has been working with the Consejo Regulador de Rioja since 2007 and is responsible for all marketing and promotion of the Rioja region in the UK. Over the last eight years, the multi award-winning integrated campaign has contributed a value growth of over 50% across the Rioja category.
  • For more information about the Citadel programme, please visit the website here
  • For more information about the Wilderness programme, please visit the website here.