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Bodegas Beronia grows its customer engagement club with new website

Published:  27 April, 2016

Bodegas Beronia has launched a website for its Beronia Txoko Club - after sales of the brand doubled in the UK thanks to its customer-engagement initiative.

Bodegas Beronia has launched a website for its Beronia Txoko Club - after sales of the brand doubled in the UK thanks to its customer-engagement initiative.

The Rioja wine producer is hoping to further its success with its Txoko Club, which it launched in 2014.

The sessions take place in Beronia restaurants where customers make pintxo and pair it with Beronia wines while donning Basque berets or Txapelas and moustaches.

And the consumer-orientated events seem to be paying off for the brand, with sales of Beronia at Gonzalez Byass doubling since May 2014.

Stephanie Hill, UK Brand Manager for Beronia at Gonzalez Byass UK, said the club has been an essential part of differentiating the brand from others in Rioja.

 Beronia Coleccion RangeBeronia Coleccion Range

She said: "Last year saw an increase in Rioja sales at Gonzalez Byass. We can't put it all down to the Beronia Txoko Club campaign, but it certainly helped. The problem with Rioja is making it stand out from the crowd. The market is especially crowded in that area and customers don't know what to pick."

Beronia was acquired by Gonzalez Byass in 1982 and is currently the only Rioja winery on Gonzalez Byass' books.

Despite the number of voices in the Rioja crowd, Hill said there is a conspicuous lack of marketing initiatives coming from the region.

"We've been surprised how little marketing and theatre there is for Rioja, considering it's such a big section of the market. Customers are looking for added value," she added.

Txoko is a long-standing tradition from Northern Spain and the term has been used to define gastronomic societies where friends (usually men) met to cook and appreciate fine food and wine.

Bodegas Beronia was the result of the Txoko tradition, and in 2014, the Roija-based winery launched its Beronia Txoko Club with events around the UK.

The new website will enable visitors to access Spanish-inspired recipes, wine pairing suggestions and find out about Txoko events.

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