|
Web Exclusive
Rioja launches new consumer campaign after survey
Findings show Spanish wine region is in the top three for drinkers
Rioja is the third most popular wine among UK consumers, after Australia and California, according to a new survey for the Rioja Regulatory Council (RRC) by ACNielsen.
Around 11% of wine drinkers interviewed said Rioja was their favourite wine, behind Australia at 29% and California at 18%. People liked Rioja because of its taste (17% of respondents), its full-bodied nature (13%), its affordability (10%) and its consistent quality (9%).
Informal eating came high on the agenda, with 67% linking Rioja with red meat, while many people were comfortable with its premium positioning and regarded it as a safe bet.
This information has helped us to understand our consumers a little better and what drives the purchases and consumption of Rioja, said RRC spokesman Tom Perry. It also formed the basis of the development of a new strapline, Re-think Rioja, which is to be launched in the UK as part of our consumer strategy.
A buying guide for consumers will also be published in the run-up to Christmas by the RRC.
To see more articles associated with the category
Product category: Wines
click here
|
