Spanish wine body aims to educate UK consumers

Spanish government-funded body the Foundation for the Culture of Wine has briefed The SPA Way to quash the British association of Spanish wine with sangria and sherry and to raise its profile.

The foundation is a recently formed educational and promotional body comprising the Spanish Ministry of Agriculture, Fisheries and Food and five wineries, which are promoting a new generation of wines.

'Many people do not think of Spanish when they are choosing a wine, and often associate it with sangria. But there is a renaissance in Spanish wines - we are aiming to educate the British consumer on the variety available from different regions, produced by the range of soil quality and grapes,' said SPA associate director Daisy Norman.

SPA has joined Barcelona-based agency SCR to manage the £100,000 account.

It will handle UK media, targeting wine, food and feature writers on the national press, food titles, women's and lifestyle magazines, wine trade and retail titles.

SPA will also organise wine tasting trips to Spain and in October will publicise research from the University of Barcelona on wine consumed by the ancient Egyptians. The research, funded by the foundation, is part of a broader attempt to educate consumers about wine in general.

SCR will handle media relations in Spain and continental Europe. The coalition won the account in a three-way pitch earlier this year.

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