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Bodegas Beronia kicks off summer-long foodie campaign

Published:  06 June, 2018

Foodies of both sexes are being called on to don fake moustaches and caps as part of a summer long campaign for the Beronia brand of Rioja wine.

Bodegas Beronia will be offering wine, Basque snacks known as pintxos and, for those who like to dress up, the traditional attire of its Pyrenean heartland at food festivals throughout the summer.

The brand’s aim is to replicate the Txoko Clubs of Northern Spain where friends come together to enjoy good food & drink, said Beronia brand manager at distributor Gonzalez Byass Matt Ellis.

“Beronia has always had a strong connection with gastronomy, dating back to the 1970s when a group of male friends who had formed their own gastronomic society in Spain decided to make their own wine to complement their culinary prowess,” he said.

“The result was Bodegas Beronia. In May 2014, over 40 years on, we launched the first ever Beronia Txoko Club event here in the UK. Since then, many food and wine lovers, both men and women, have donned caps and moustaches to enjoy Beronia Txokos.”

The campaign kicked off last month at Tom Kerridge’s foodie festival Pub in the Park, where Beronia gave out more than 3,000 samples of wine, according to Ellis.

The brand will also be at this month’s Cheltenham Food & Drink Festival and Foodies Festival Birmingham and August’s Foodies Festival Oxford.

In Cheltenham, from 15 to 17 June, the brand will be sponsoring the International Wine Theatre, where TV presenters and experts including Oz Clarke and Amelia Singer will be running masterclasses.

Bodegas Beronia was founded back in 1973 in the foothills of Mendiguerra, Rioja Alta, by the members of a gastronomic society – known as Txoko in Northern Spain – to create a wine that would match their culinary skills. Gonzales Byass bought the business in 1982.