Wines from Rioja has launched a new generic advertising campaign in the UK.

The marketing organisation for all Rioja wine producers in the UK said today (27 August) that 'Talk Rioja' will target the young professional audience, aged between 25 and 44, in the country. The creative veers away from "the usual scenes" of vineyards and wine bottles, the organisation said, featuring instead an illustration of two glasses of wine using the words of a group of friends having a conversation.

The campaign will launch next month and includes print and outdoor advertising, with 180 central London buses carrying the ads from 8 September for two weeks. Print adverts will run in national newspapers and lifestyle magazines, including Guardian Weekend, The Independent, Observer Magazine, The Times Magazine, London Lite, GQ, Red and Grazia.

"The 'Talk Rioja' campaign places Rioja at the heart of social drinking occasions for thirty-somethings, showing them that red, white and rosé wines from Spain's iconic wine region offer a contemporary alternative to New World wines both at home and in the on-trade," said Lisa Paton, senior account director of Wines from Rioja.

Earlier this month, Wines from Rioja said it will target independent off-trade retailers in the UK later this year with a series of promotions in the sector. Participating retailers will be offered POS material, funding from the regional body in Spain of up to 50% of costs, and the chance for one retailer to win a trip to Spain.