Rioja changes direction in US

  • Monday 7 September 2009

Rioja is adopting a more aggressive approach in the United States after failing to make headway on US wine lists.

The region's regulatory body has admitted it is underperforming in the United States and has overhauled its marketing strategy to improve its image and sales.

Ricardo Aguiriano, director of marketing and communication for Rioja’s Consejo Regulador told decanter.com they were changing strategy because the region is particularly disappointed with its performance in the US restaurant trade.

‘You find Tuscany, Bordeaux, Australia, and Chile, and at the end of the wine list you find Spain. We are trying to forge our own category with Rioja highlighted in its own right.’

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