While there’s still some way to go in helping consumers understand the differences between Crianza, Reserva, Gran Reserva, the next challenge is to remind consumers that there’s also Blanco and Rosado to add to to the mix.
A further challenge is to encourage consumers to experiment with food and wine pairings. Rioja has a signature style of approachable, food-friendly wines which can be enjoyed in summer with BBQ foods, wintry roast dinners, a casual midweek chili or pizza, alongside a cheeseboard and of course, with tapas.
The UK is one of the top export markets for Rioja and buyers consider it a must-have in any supermarket wine aisle or restaurant wine list. Indeed, according to the Consejo Regulador, Rioja performed well in 2020 despite the pandemic, and in the UK, sales were up 18% (Rioja Consejo Regulador, April 2021) – proving that the UK’s love affair with Rioja is still going strong and evolving.
Brits are also becoming more sophisticated and adventurous in their appreciation of Rioja and know that when they see the word ‘Rioja’ on the bottle, it’s sure to be a guarantee of a quality, enjoyable, good value wine.
Out of the ordinary
Many producers and those in the wine trade are keen to encourage consumption of lesser-known grapes from the region such as fragrant Graciano, juicy Garnacha, Mazuelo, Maturana, Viura, Verdejo, and Malvasía.
We’re particularly excited about wines such as Graciano by Barón de Ley, listed in Coop (£12). Renowned as the grape of grace and distinction, Graciano, hails from Baron de Ley’s Los Almendros estate, which grows at an altitude of 460 metres above sea level. The wine is aged for 12 months in American oak casks to create a wine with a bright cherry-red colour. Elegant and complex, with intense redcurrant and red-berry fruit aromas, it has a long, refreshing finish with excellent balance – perfect for Rioja fans looking for something special and a bit different.
We’ve also worked with Barón de Ley developing their Rioja Blanco in the UK market – a fresh, ripe white Rioja made from a blend of Viura, Tempranillo Blanco and Garnacha Blanca – showcasing the special character of Rioja’s indigenous white varieties. These grapes are from vineyards situated at a high altitude where the influence of the Atlantic climate provides ideal conditions for making fresh white wines with elegant, crisp acidity. It’s an excellent drinking wine both on its own as an aperitif, and pairs well with grilled fish, seafood, and Mediterranean-style rice and pasta dishes (Waitrose £8.99).
These are both great examples of fine Rioja made from indigenous grape varieties, which are set to soar in popularity and consumption over the next year or so.
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Trading Up
We’re also seeing a willingness from UK consumers to trade up to more premium wines from the region as with the increase in at home drinking, many consumers have taken refuge in well-known quality favourites such as Rioja Reserva.
Aged wines that often fall under the more premium price brackets, such as Crianza, Reserva and Gran Reserva, are in a boom time and this is where wineries can really differentiate themselves from each other. To produce the highest quality Reservas and Gran Reservas, during the harvest Baron de Ley selects only the best grapes with the greatest ageing potential to put into their ageing programmes. You can find a vast array of Reservas and Gran Reservas, from the traditional styles to the more modern expressions, which is the approach taken at Barón de Ley. All offering something slightly different and yet all offering reassurance of the Rioja brand to tempt consumers up the quality ladder.
Barón de Ley Reserva is the winery’s most iconic wine made from the region’s most popular grape variety, Tempranillo. This wine is a true representation of a modern Rioja Reserva with a perfect balance between fruit and complexity.
In the Pink
The growth of sales in the UK is also driven by Rioja rosados. Lighter style rosé wines with fresh, crisp flavours, an appealing pale pink colour, and contemporary presentation designs, are enjoyed by both rosé lovers and Rioja fans.
Predominantly made with Tempranillo and Garnacha, Rioja Rosado is generally more intense and fruity, with lovely mid-palate depth and a dry finish. They can be more complex than some of the popular French styles of rosé, and these wines hit all the right notes in terms of flavour, balance, vibrant pink hue. They are certain to be in demand over the summer and autumn months, especially with travel and holidays still uncertain.
Wine and Food
There is greater consumer interest in food and wine pairings as dining at home has been such a huge part of life during the pandemic. Lockdowns have created the conditions for continued demand for Rioja wines and the off-trade should ensure they offer a selection of price points, grape varieties and interesting brands and producers, to keep shoppers coming back for more and branching out into more unusual Rioja wines.
In line with this trend, we have teamed up with Baron de Ley and Omar Allibhoy “The Spanish Chef” on a summer consumer campaign to bring the ‘essence of Spain’ to the UK, driving awareness of Spanish gastronomy and Rioja wines. The activity will highlight Barón de Ley’s provenance, heritage and passion and Omar will create a series of recipes, cooking tips and wine pairings, supported by instore activity, promotions on bottle necks, and an extensive digital campaign.
Where next for Rioja?
Rioja is Spain’s flagship wine region and showcasing alternative wines from the area an
d highlighting premium lines will help drive sales and maintain the success of this buoyant and lucrative sector of the wine market.
There are some seriously under-rated, and underappreciated wines from the Rioja region that deserve more attention, promotion and shelf space to get them into the hands of consumers. It’s time to give these wines the spotlight they deserve and we know British wine drinkers are ready to explore Rioja wines even further wines and try new, lesser-known varietals and unusual blends.
Winemakers and producers across the Rioja region are working hard to attract new consumers to Rioja wines by raising the standards and quality of the wines, while keeping them affordable and accessible. Top producers are investing in production processes, packaging, bottle and label design, sustainability initiatives, research into consumer preferences, and marketing initiatives to ensure their wines are progressive while remaining true to their heritage, and to ensure continued consumer appeal.
At Kingsland Drinks, we are working hard with our partner producer, Barón de Ley, who are at the forefront of innovation and product development for the UK market. They are producing high quality, great quality wines that reflect the different terroirs in the region and continues to deliver wines that British consumers love.
