Worldwide “Shop Rioja” campaign set for Ireland in October
The worldwide Shop Rioja campaign is set to take off in Ireland later this year, as Wines from Rioja works with retailers and merchants across Ireland to promote wines from the noted region of Spain for the entire month of October 2019.
Print25 April 2019
Wines from Rioja, the industrial initiative whose mission is to promote the popular Spanish vareity worldwide, will bring the well-established Shop Rioja campaign to Ireland later this year. The group will work with independent merchants and retailers to promote Rioja wines for the entire month of October.
The objective of Shop Rioja is to raise awareness of the quality and diversity of wines from Rioja, which is Spain’s primary wine-producing region. This awareness will in turn drive sales for the month of October and the 12-week lead-in to Christmas 2019.
The first ever Shop Rioja Ireland will follow the format of the well-established UK initiative, supplying participating retailers with:
- POS packs to help promote Rioja to customers
- Strong potential sales uplift. In October 2018, Shop Rioja UK participants experienced on average, an 81% year-on-year increase in volume of Rioja sold
- The chance to win €500 towards new Rioja listings
- Increased social engagement: Shop Rioja promotes related events during the promotion on its website and social channels; in 2018, Shop Rioja UK events generated 2.18 million potential Twitter impressions and a 117% increase in Instagram engagement
In order to participate in Shop Rioja, Wines from Rioja asks that retailers promote at least three different Rioja producers, with at least one of these three being a white or rosé wine. Retailers are encouraged to organise masterclasses, drop-in tastings, Rioja dinners, and more. The group is on hand with ideas and suggestions should they be needed.
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Places are limited so interested retailers can get in touch to find out more via rioja@thisisphipps.com.
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