The region is the second highest selling denomination in Spain and is looking to boost its position against Rioja as well as consolidate its position in the UK.
PR and marketing agency, Westbury Communications, has been appointed to implement the campaign, which includes press and buyer trips to the region, a London trade tasting on October 16 and a series of store staff master classes in London, Edinburgh and Leeds.
Westbury says all five members of the Wine Gang – Tom Cannavan, Jane Parkinson, Anthony Rose, Jo Simon and David Williams, are visiting the region in September to select their top wines and to help steer the direction of the campaign and short-list a selection of wines to be shown to consumers.
Marimar Terradillos of the Consejo Regulador de la Denominación de Origen de Ribera del Duero said: “Collectively the wineries recognise the need to develop the UK market where consumption of Spanish wine is rising. This campaign is the start of a long term plan to broaden the market for Ribera del Duero. Our campaign will support wineries already exporting to the UK as well as those looking for distributors.”
Situated in the plateau between Valladolid and Aranda, at an altitude of 600m, Ribera del Duero which boasts 280 bodegas, became a Denomination of Origin in 1982.