Food and Drink: Spanish Rioja wine is enjoyed by all ages

Wines from Rioja wanted to get a younger and broader range of customers excited about Rioja, which tends to be favoured by men aged over 35.

Rioja: Younger people are enjoying Spanish wine
Rioja: Younger people are enjoying Spanish wine

Campaign Tapas Fantasticas
Client Wines from Rioja
PR team Phipps PR
Timescale June-July 2009
Budget More than £100,000

Objectives

  • To raise awareness of Wines from Rioja
  • To create an authentic Riojan experience
  • To drive customers to the website.

Strategy and plan

The PR team created a food and drink summer festival aimed at ABC1 men and women aged 25 to 44. The event, Tapas Fantasticas, showcased the wine and partnered it with Spanish cuisine. The event was taken to London and Manchester and promoted via media partnerships with Time Out London and the Manchester Evening News. Posters, flyers, Facebook, Twitter and a Tapas Fantasticas website were all used to plug the event. The event included wine seminars with experts.

Measurement and evaluation

In total, 19 pieces of national and regional press coverage were generated including in The Times, Metro, London Evening Standard and the MEN. The event also appeared on London Tonight on ITV. The event's website attracted more than 32,000 unique users in the run-up to the London event.

Results

More than 16,500 people attended Tapas Fantasticas and a large number were younger than the traditional Rioja drinker.

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