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Wines from Rioja campaign plans 2016



January 2015


It’s set to be another exciting year for Rioja in the UK and Wines from Rioja has a packed calendar of activities and events lined up, aimed at reinforcing Rioja’s position as Spain’s flagship wine region and growing value in the category.

2015 was a successful year for the region with Rioja’s share of the Spanish category continuing to grow, and now representing 35% of volume and 45% of value of all Spanish wine sold in the UK. 2016 will see the return of many existing activities as well as the introduction of several new trade and consumer-facing projects to continue this trend for growth.

After a successful summer last year, reaching over 120,000 consumers at food festivals during the summer months, the Tapas Fantasticas on Tour campaign will return, bringing authentic Spanish food and Rioja wines to food and drink festivals around the UK and Ireland, highlighting the versatility and food-matching qualities of Rioja wines.

Growing Rioja’s presence in the on-trade remains a key objective, with the Rediscover Rioja campaign targeting this sector entering its third year, with its focus turning to pairing Rioja with an array of international cuisines.

2015 saw the inaugural Rioja 10 x 10 – a showcase of 100 top wines selected by an expert panel to highlight quality and diversity in the region. This will return in autumn 2016, alongside Rioja Recognises, an awards evening which honours leading industry figures who have made outstanding contributions to the success of Rioja in the UK.

Independent retailers remain a key channel for Wines from Rioja, with a year-round programme of activity. This will kick off with a trip to the Rioja region with 20 representatives from the sector, a series of consumer events with Rioja’s 2015 Retailer of the Year and the return of the annual Shop Rioja promotion, which in 2015 saw 130 retailers celebrating Rioja in store and online throughout October and resulted in an average like-for-like volume increase of 151% in Rioja wine sold by participating retailers. New for this year, Wines from Rioja will also be exploring opportunities to reach high value consumers through quality multiple channels.

Ricardo Aguiriano, marketing director at the Consejo Regulador DOCa Rioja commented, “The UK is the largest importer of Rioja wines and is extremely important to the Rioja region. Our challenge remains to maintain focus on Rioja’s premium positioning and representation in the on-trade and independent sectors, reinforcing Rioja’s strong gastronomic credentials and position as Spain’s flagship wine region, as well as helping to drive value growth.”

Lottie West, Associate Director at Wines from Rioja’s UK office Phipps added, “2015 was another incredibly successful year for Rioja in the UK and keeping Rioja highly visible and engaging for trade and consumers alike 2016 remains a priority. This diverse range of activities underpinned by an extensive press office, consumer communications, social media and digital campaign will see us create standout for Rioja in all sectors of the trade, consumers and the media.”



For more information or images please contact Phipps

on 0207 759 7400 or email


Notes to Editors:

  • The UK remains Rioja’s largest export market, accounting for 34% of exports (Rioja Exporters Group stats to November 2015).
  • Rioja volumes have grown in the last 12 months (+2.8%) in contrast to the general UK market which has declined by -1.4% and the Spanish category which has grown at 0.9% volume over the year. Rioja now accounts for 3.5% of the volume of the UK market (Nielsen MAT to 5.12.15).
  • Rioja value has continued to grow at a rapid pace in the last year, and is now at £228m – an increase of 4.3%, outpacing the wider UK market which fell by -1.1%, and the Spanish category, which declined in value by -0.2% over the same period. Rioja now accounts for 4.2% of the value of the UK market (Nielsen MAT to 5.12.15).
  • Rioja makes up 35% of Spanish wine sales by volume and 45% of Spanish value, demonstrating Rioja’s tendency to over-index at higher price points, indicating consumers’ willingness to spend more on wines from this region (Nielsen MAT to 5.12.15).
  • Rioja fetches a higher price (£6.53 per bottle) than the UK average bottle of wine (£5.38) and 31% higher than the £5.00 average price per bottle of Spanish wine.
  • 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 nine years, the multi award-winning integrated campaign has contributed 8.03% compound annual growth in value across the Rioja category over this period.