Rioja Wine UK has unveiled its 2026 marketing plan, a year-long programme spanning both trade and consumer spaces. 

New this year, the Discover Rioja initiative aims to strengthen links between producers and the UK trade. 

According to the Rioja Regulatory Council, this will include a panel of UK trade experts who will assess 24 Rioja wines not currently represented in the UK. 

Importers will then be invited to request a mixed case to taste and consider for listings. 

At the same time, the Rioja Wine Club will return for 2026, recruiting independent retailers to act as ambassadors for the region in return for training, a sample budget and a sourcing trip to Rioja. 

The Rioja Wine Quiz, hosted by drinks expert Chris Losh, will also visit two UK cities this year as a more relaxed way for the trade to learn about and taste wines from the region. 

On-trade and consumer-focused events have also been announced, including a pop-up Rioja Terrace in June, set to take place in London. 

Rioja DOCa’s global marketing and communications director, Iñigo Tapiador Larrañaga, said: “Our 2026 programme brings Rioja’s wines to life for trade and consumers alike. With a mix of educational, experiential and promotional initiatives, we are providing new ways to experience the region, strengthen connections with producers and demonstrate the quality, diversity and premium credentials of Rioja.”