Rioja needed to target a younger demographic and introduce them to its wines in a vibrant and cool setting.

Phipps created a stunning #RiojaTerrace at Wilderness, Lovebox and Citadel festivals positioning Rioja at the heart of an awesome wine experience.

A far reaching social media and influencer campaign was created to support the activity with multi channel organic and paid content.  Media partnerships with Sheerluxe and The Handbook completed the integrated communications platform.

Over the summer we reached over 2.6m through social media and influencer activity, over 500k through media, 140k festival goers and sold over 9,000 glasses of wine.