Rioja steps up 2008 marketing activity

Published: 23 July, 2008

Wine producers from Rioja are ramping up their marketing strategy in 2008 with a generic consumer advertising campaign, a new Wines from Rioja corporate logo and a two-day tapas festival in London.

Exports of Rioja to the UK grew by 14% in 2007 to 31.6m litres, a 14% increase on the previous year.

Shipments to the UK have almost doubled since 2001, when 17.3m litres were exported, making the UK the Spanish wine region's most important foreign market, ahead of Germany and the US. Sales of wines priced from 5 to 5.99 increased by 26% last year.

The new Rioja logo was unveiled to the UK wine trade last night (Wednesday) ahead of today's Wines from Spain's trade tasting in London.

Wines from Rioja has appointed the Space advertising agency to create its "Where will it take you" advertising campaign that will appear in the consumer press later in the year, probably in September.

The Tapas Fantasticas event will be a free consumer festival being held in London's Brick Lane on June 28 and 29, which is being sponsored by Wines from Rioja and will be a "celebration of tapas and the Spanish lifestyle".

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