Wines from Rioja targets millenials at UK festivals
Wines from Rioja has extended its festival reach with the launch of a new Rioja Terrace at two major UK festivals this summer – Citadel and Wilderness.
Bringing a taste of Spain to the UK, the Rioja Terrace has been designed to explore the diverse wines that Spain’s flagship region has to offer, and forms part of Wines from Rioja’s ongoing strategy to reach a younger audience.
The latest push follows the industry body travelling the length and breadth of the UK during the past two summers, taking its tapas bar to food festivals across the country.
Having always been ‘at the heart” of Wines from Rioja’s activity, summer festivals lend themselves to offering consumers "a taste of the relaxed Spanish lifestyle”, said global marketing director, Ricardo Aguiriano San Vicente.
“Partnering with both Citadel and Wilderness will allow us to reach and engage with a valuable millennial audience in an environment perfectly aligned with the Rioja brand identity.”
On the Rioja Terrace at Wilderness in early August, guests will have the opportunity to enjoy a selection of Rioja wines as well as tasting sessions with BBC Saturday Kitchen’s Jane Parkinson shining a light on the different styles of wine produced in the region.
At Citadel, which took place yesterday, Wines from Rioja had partnered with wine journalist and presenter, Rob Buckhaven, to host a series of free Rioja tasting sessions.
In addition, festival-goers are in with a chance to win an exclusive festival survival kit with every 100th glass of wine purchased.
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