Top drinks marketing campaigns and news: July

Campo Eliseo Verdejo vines in Rueda (Photo credit: Campo Eliseo)

Spain’s most popular white wine – Verdejo, from Rueda – has launched a social media-driven sales promotion for independent retailers in the UK called #tasterueda. Starting this autumn, the campaign by DO Rueda has been created to promote the region’s flagship grape, Verdejo, in the specialist retail sector in the UK.

Designed to help these businesses increase sales of whites from Rueda, the initiative will see each participating shop receive an exclusive promotional point-of-sale pack including: a branded apron, corkscrews, an ice bucket, neck tags, maps, posters and an information guide.

To encourage independent wine specialists to take up the promotion, the shop that puts on the best show will be taken to Rueda to learn more about the region. Commenting on the promotion, Mario Muñoz, head of export, promotion and marketing at DO Rueda, said: “We believe that by helping to educate retailers about Rueda and encourage customers to try the wines in store we can help to sustain growth and build a viable position for Rueda wines on UK shelves.”

In June, officials in Rueda relaxed the rules for DO certification to allow for international grape varieties and create a new classification for higher-quality expressions from old vines. Such changes to the rules of the region are expected to come into force in time for this year’s vintage.

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