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'Rethink Rioja' launched

Published: 23 July, 2008

Rethink Rioja is the name of a new campaign, being launched this month by the Rioja Regulatory Council.

A new website, www.winesfromrioja.co.uk, was launched last week, the aim being to capture the attention of existing wine drinkers and encourage trial with recipes, occasions, and promoting the region as a short break destination'.

Details of the initiative, which has been five months in formulating, were made available at the Rioja in Retail tasting on 5 September in London. This will be followed by consumer tasting at the York Festival of Food & Drink on 22 September and a Dine with Rioja' promotion in the Daily Telegraph on 7 October.

Rioja will also be at the BBC Good Food Show at the Birmingham NEC, 22-26 November. A Rioja Buying Guide will be published later this year. For details, contact Spear Communications on 020 7409 0494.

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