Rioja reports increase in sales

09 March, 2011

Rioja imports to the UK soared by 23% last year, according to the Consejo Regulador.

It reported record exports across the world, with Crianza, Reservas and Gran Reservas being the driving force behind the increase in sales.

Reserva and Gran Reserva imports to the UK grew by 56% and 29% respectively compared to the same period in 2009.

Victor Pascual, president of the Consejo, said: “Rioja’s strength in these difficult economic times is its guaranteed quality and brand image. We’ve maintained promotional investment in marketing Rioja in our key markets over the past few years and our partner agencies have worked hard to promote Rioja within their regions. This has been the key factor in the success of Rioja in the past year.”

He said last year around £1 million was invested in marketing in the UK and this would be matched for 2011.

“In order to continue to grow exports we plan to continue to target both new and established consumers to explore Rioja wines – encouraging established consumers to trade up to Reservas and Gran Reservas and drawing younger consumers into the category through unoaked rosé, red and white wines,” he added.

Wines from Rioja is planning to repeat its Tapas Fantasticas event on London’s Southbank in June, as well as online promotions with retailers and sponsorship of the London International Wine Fair’s Club Elite VIP room. The generic will also sponsor the London Restaurant Festival for the first time in October.

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