domingo, 8 de julio de 2012

UK Rioja Wine Campaign June 2012


UK RIOJA WINE CAMPAIGN JUNE 2012

London International Wine Fair

Wines from Rioja resumed its sponsorship of the Club Elite VIP room at this year’s
London International Wine Fair (LIWF), which hosts 385 UK and international retail and HoReCa buyers over the three days of the LIWF.

Over the duration of the Fair, we served 36 wines (each from a different producer) from
our dedicated Rioja bar in the Club Elite room, with a tasting sheet featuring information about the wines and their availability.

The Club Elite room was decorated with Rioja branding, and visitors to the room were given a range of Rioja branded gifts including pens, Moleskine-style notebooks, and branded USBs.

This year for the first time Wines from Rioja also sponsored the LIWF’s dedicated onsite press centre. As part of the sponsorship, wines served in the Club Elite
room were also served to over 400 UK and international trade and consumer
journalists in the press centre.

Visitors to the press centre were also provided with a Rioja branded press bag containing a press release about the UK campaign, along with a leaflet about the
region, branded pens and bottle openers.

To further increase visibility on the show floor, Wines from Rioja placed an advertorial in Harpers Wine & Spirits Trades Review highlighting the 90+ Rioja producers at the show.

Campaign Wine Bank

If you registered your wines for ad hoc trade and consumer events, media requests
and trade and consumer press activity on the Rioja marketing website earlier this
year, you should have received an email outlining next steps.

If you have not, please give us a call on 0207 759 7400 or send us an email
rioja@thisisphipps.com

Here is a reminder of what to do:
Please send 12 bottles of each of the selected wines to the following address by
Friday 20th July labelled clearly ‘Wines from Rioja - press drops and ad hoc’:

Wines from Rioja – press drops and ad hoc
Sensible Wine Services
Unit 7 Underlyn Farm
Underlyn Lane
Marden
Kent TN12 9BQ

Rioja Tapas Fantasticas

Our flagship event Rioja Tapas Fantasticas is just around the corner, and we are very excited to be welcoming a record 40 Rioja wineries to this year’s event.

Join us at Potters Fields Park, London on 14th and 15th July!

We will also be joined by the following 11 top tapas bars and Spanish produce distributors:

Barcelona Tapas
Camino
El Cantara
Capote Y Toros
Churros Garcia
Copita
Ibérica
Infusions4Chefs
José
Number 22 / Casa Catering
Tozino jamón

Olly Smith and Susy Atkins will once again be hosting fun and informal wine workshops and wine walks exploring the best Rioja has to offer, while Olly will also be joining José Pizarro on-stage to demonstrate the food-friendliness of the region’s wines.

Keep an eye on www.riojatapasfantasticas.co.uk and our Facebook and Twitter feeds for all the latest news about the event.

Rioja Tapas Fantasticas - Snooth

For the first time this year we will be welcoming the team from Snooth – the world’s biggest wine website – to promote the event in the UK and the US.

Snooth will be interviewing winemakers and winery representatives on their stands and from a dedicated Snooth media tent, where interviews
will be filmed and live-streamed to their website. Check out the videos here throughout the weekend of 14th and 15th July.

If you are exhibiting at Rioja Tapas Fantasticas and haven’t yet signed up for an interview with Snooth, there are still a few slots available – email lottie.west@thisisphipps.com for details.

Online activity

So far this year we have issued two Wines from Rioja consumer newsletters to our database of over 3,000 Rioja fans.

We are always on the lookout for content for both our Twitter feed and the consumer
newsletter, so if you have any interesting Rioja activity going on, either in the UK via a restaurant or retailer link-up, or if there is any interesting news at the winery, then please do let us know, and we will do our best to flag it up to our database of consumers/Twitter followers.

Independent retailer promotions

We will be working with Harpers Wine & Spirits Trade Review to launch an initiative aimed at generating excitement about Rioja in the premium independent trade, and driving sales of Rioja at higher price-points through this channel.

We are looking to sign up 30 independent retailers, who will be encouraged to run special Rioja promotions throughout the month of October, including in-store tastings, Rioja displays, and online offers. This will be supported by an allocation of POS provided by Wines from Rioja. In order to ensure as broad a representation of Rioja wines as possible, we will stipulate that merchants stock Rioja wines from at least five different producers, including at least one white  Rioja.

After the promotion, the retailer who has achieved the greatest uplift in sales of Rioja wine as well as showing creativity in the execution of the promotion will be awarded “Wines from Rioja Retailer of the Year”, with a cash prize towards new listings. A smaller cash prize will also be awarded to one runnerup.

How you can get involved: Once all retailers are signed up, we will share this list with you, so that your sales teams are aware of this promotion, and where possible can push sales of Rioja wines over this period, as well as offering special sales incentives to participating retailers.

Sommelier tasting

We will be organising a sommelier tasting in October in partnership with leading on-trade title Imbibe to engage with the on-trade and reignite their excitement about the Rioja category.

The tasting will feature wines exclusively available to the on-trade, and selected by a key sommelier, in partnership with Wines from Rioja/the Consejo Regulador, and a member of the Imbibe team to ensure a relevant and broad-ranging list, representing as many producers and as many different styles of Rioja as possible.

The tasting will incorporate masterclasses which will offer sommeliers practical advice which they can take back to their own restaurant, with a view to encouraging
them to consider Rioja when selling wine to their customers.

Sommelier tasting – cont’d

To continue encouraging sommeliers to think practically about Rioja wines, we will
invite them to provide feedback on the wines tasted, asking them to select a wine
tasted on the day, and suggest which item on their existing menu that they would pair it with. This encourages them to think practically about how to use Rioja in their daily working life. We would work with the Consejo Regulador to select a shortlist of five wine matches entered into the competition. These would then be tasted by an expert panel, with the winning sommelier offered a trip to Rioja and a cash prize to fund new listings of Rioja wines in their restaurant.

How you can be involved: Once we have finalised details of this activity, we will be sending out instructions to importers with details of how to submit your on-trade focused wines for consideration by the sommelier/Imbibe panel for inclusion in the tasting.

Coming up

We have plenty more activities coming up later in the year, including press trips, round tables with Harpers Wine & Spirit in their October Spain supplement, and ongoing media outreach – we’ll be in touch with more news as the campaign goes on.

About Phipps

Phipps is the UK´s most influential food and drink PR egency.

If you have any questions about the UK Rioja campaign, don’t hesitate to contact
the team here at Phipps. The Rioja team consists of Liz Lock (Senior Account
Director) and Lottie West (Senior Account Manager), with Jen Gevaux (Account
Executive - trade) and Dalany Watkins (Account Executive – consumer).

We look forward to working with you over the 2012 campaign.

Phipps
17 Exeter St
Covent Garden
London WC2E 7DU
Tel: 020 7759 7400
Fax: 020 7759 7401
Email: rioja@thisisphipps.com
Firstname.lastname@thisisphipps.com
www.thisisphipps.com

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