Leading Spanish sangria to touch down in the UK

By Jo Gilbert

Published: 15 May, 2018

Spain’s Zamora Company has teamed up with independent distributor Indie Brands to launch its recently acquired premium sangria into the UK market.

Lolea, a 7% abv sangria made with “high quality wine and fruit”, will be available for the first time from the end of May with an RRP of £9.99.

As the UK partner for the brand, Indie Brands will distribute two versions: Lolea No. 1 (made with red wine) and Lolea No. 2 (made with white wine) in both 75cl and 20cl formats.

Launched in 2013, Lolea is believed to be the number one sangria in its domestic market, and now has it sights set on launching in the UK in time for peak summer drinking.

Plans will revolve around ‘Summer Terrace’ style events in the UK, along with a parallel plan to target specialist and independent retailers.

A social media campaign is also in place to grow the brand’s reach online.

“There’s no doubt that the UK is a key market, and this is set to be a big year for the brand,” said Julia West, brand manager at Indie Brands.

Since launching five years ago, Lolea has reached sales of 130,000 cases and distributes to over 50 countries.

It was acquired by Spanish family-owned wine and spirits company Zamora earlier this year.

“We are known for our innovation and successful brand activation in key markets, and are excited to partner with Indie Brands to develop Lolea in the UK,” Kirsty Loftus, area manager for Zamora Company said.

“We believe that the on-trade focus we have planned is key to driving consumer awareness and trial, and this will translate into off-trade sales as well. Lolea is a light, sparkling sangria which is ideal for serving over ice and fruit - perfect for the approaching summer season.”

Indie Brands is an independent distributor of premium alcoholic drinks brands, operating in the UK since 2012.

Zamora Company’s portfolio includes Licor 43, Martin Miller’s Gin, Lolea, Villa Massa, Bodegas Ramón Bilbao and Mar de Frades.

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