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Shop Rioja - 2018 results

December 2018


Shop Rioja boosts wine sales in lead up to Christmas


This October, over 100 passionate independent merchants, representing 61 retailers across England, Wales, Scotland and Northern Ireland took part in a month-long promotion of Rioja wines. First launched six years ago, Shop Rioja has contributed to increased Rioja sales year-on-year ahead of the busy Christmas trading period, raising awareness of the region and its quality wines, and encouraging retailers to be incredibly creative when promoting Rioja wines to customers. 

This year’s Shop Rioja winners are Highbury Vintners in the Small Merchant category, and Hennings Wine in the Large Merchant category. Both winners will receive £1,000 towards new Rioja listings.

The Wines from Rioja team also wanted to recognise the efforts of Direct Wine Shipments and Laithwaite’s Wine who each received a Highly Commended award.

Participants reported an 81% increase in volume sales of Rioja during the promotion in comparison to October 2017. The average bottle price of Rioja sold stood at £17.79, well above the national average of £5.72 for a bottle of still wine (Nielsen MAT to 16.06.18).

After organising an impressive series of activities and promoting over 40 Rioja wines throughout October, Tom Hemmingway of Highbury Vintners highlighted sales results and staff enthusiasm as highlights of the campaign – “Impact on sales has been great and customer response has been fantastic. Staff members have enjoyed tasting nearly every Rioja we stock and have learned in depth about each wine and their different histories and stories. We learnt a lot during the promotion!”

Independent leading online wine retailer, Hennings Wine, has won this year’s large retailer award thanks to the team’s creative use of social and digital media to support the promotion, alongside a busy calendar of in-store events. Matt Parkinson shared that, “the 2018 promotion was a fantastic success for us and was passionately embrace by our entire team.”



For more information, please contact Wines from Rioja at Phipps on 0207 759 7400 or email


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
  • The Consejo Regulador de Rioja DOCa launched a new global message in spring 2018: Saber quién eres. This directly translates as ‘Knowing who you are’ and captures Rioja’s most intrinsic values including tradition, diversity and origin
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