Wines from Rioja is looking to rejuvenate the image of wines from the Spanish region by targeting young urban consumers.
An increased budget, up 35% on last year, will be spent on sponsoring a summer tapas festival, a programme of press tastings and a press and outdoor advertising campaign to be launched in September.
"Rioja has a huge awareness in the UK, which is a great platform to launch from," said director Debbie Feickert. "Our challenge is to penetrate this superficial awareness to ensure consumers understand the full portfolio of wines on offer."
The promotional body also unveiled a new logo this week, which it hopes represents the region with a modern slant. "The bold design represents the region today - dynamic but respectful of the traditions that have built the Rioja brand," said Feickert.
Sales of Rioja increased 18% by volume and 20% by value last year [Nielsen MAT 26 January 2008].