Ribera del Duero launches UK campaign

The northern Spanish wine region of Ribera del Duero launches its first major UK marketing campaign this month in a bid to consolidate its position in Britain.

Ribera del Duero is currently the second highest selling DO in Spain and is looking to consolidate its position in the UK market.

PR agency Westbury Communications has been appointed to run the campaign, which will include press and buyer trips to the region, a London trade tasting on 16 October and a series of masterclasses in London, Edinburgh and Leeds.

In addition, the five-strong Wine Gang will be visiting the region this month in order to help steer the direction of the campaign. Formed of Anthony Rose, Tom Cannavan, David Walliams, Jane Parkinson and Joanna Simon, the gang will select their top picks from the region to show to consumers.

“This campaign is the start of a longterm plan to broaden the market for Ribera del Duero,” said Enrique Pascual García, president of the Ribera del Duero Consejo Regulador.

“The wineries in the region recognise the need to develop the UK market where consumption of Spanish wine is rising. Our campaign will support wineries already exporting to the UK as well as those looking for distributors,” he added.

Situated in the plateau between Valladolid and Aranda del Duero, Ribera del Duero became a Denomination of Origin in 1982 and boasts 280 bodegas. Among the most famous are Vega Sicilia, Dominio del Pingus and Pesquera.