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Wines of Rioja to target on-trade in 2014

Published:  04 February, 2014

Wines of Rioja is aiming to maintain the region's visibility throughout 2014 with new initiatives targeting the on-trade by educating sommeliers and staff.

The generic body will also launch a new campaign in the Republic of Ireland.

Wines of Rioja made headway in the UK market, particularly at the premium end with 96% of Rioja wines now being sold over £6, which is nearly 30% higher than the UK average, according to Neilsen data.

The UK remains the largest importer of wines from Rioja, accounting for 35% of total exports from the region.

Ricardo Aguiriano, marketing director at the Consejo Regulador DOCa Rioja said: "The UK remains of paramount importance to the Rioja region. Our challenge is to maintain this momentum and continue to grow value, through continued engagement with all areas of the trade as well as directly with consumers."

As part of the 2014 campaign Wines of Rioja will host its annual Rioja Tapas Fantasticas held at the Tower Bridge which will draw an estimated 10,000 visitors. The event is free and offers consumers the opportunity to try wines from 40 producers and food from London's top Spanish restaurants.  The event will be held on June 14th and 15th, 2014.  

Additionally, Wines of Rioja will be hosting its annual trade tasting in the autumn. Last year was the first time that Rioja wineries hosted a generic tasting in the UK.