Creating diversity for Rioja

Our goal was to create a trade campaign with ‘diversity’ at it’s heart where we could show of the sheer range and quality of Rioja wines available. But how could we make sure that a Rioja trade tasting didn’t fall under the banner of ‘just another generic tasting’?

We created a blind tasting competition with ten different styles of Rioja with ten winners in each. The winning wines created the content for our trade tasting and Rioja 10×10 was born.

We enlisted the help of a world class judging panel chaired by Sarah Jane Evans MW and Tim Atkin MW, supported by Beth Willard, Jamie Goode, Ronan Sayburn MS, Pierre Mansour, Andrea Briccarello, Charles Metcalfe, Alex Hunt MW, Matt Pym, Jo Ahearne, Natasha Hughes, Hal Wilson, and Laura Rhys MS.

Hundreds of wines were submitted to the competition, and these were whittled down to a top 100 by our panel, resulting in a line up of some of the region’s most outstanding wines showing the sheer diversity of Rioja. These wines were presented to over 250 members of the trade at a showcase tasting in October 2016.

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