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UK: Rioja gets fresh consumer blitz

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Wine from Rioja has become the subject of a new consumer promotional campaign in the UK.

The Rioja Regulatory Council has launched a campaign targeted at younger consumers with the launch of a "contemporary, lifestyle-based" website the centre of the effort.

Consumer sampling and a press initiative in the Daily and Sunday Telegraphs promoting Rioja with food are also key elements of the campaign.

Tom Perry, MD of the Rioja Wine Exporters, said: "The UK market shows remarkable momentum. The Rioja Regulatory Council will continue its sustained support of the UK market and increase its investment to generate greater consumer interest and position Rioja as a dynamic, diverse region with a selection of premium wines for everyone."


Sectors: Wine

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