Promoting its image as a modern, young wine appellation, Rueda has covered the Custom House underground station walls in London with advertising
With the message “Rueda & Everything”, the promotional body of the Rueda appellation has completed an unprecedented advertising campaign in the United Kingdom on the occasion of the 32nd edition of the London Wine Fair (May 22-24), the UK’s most important wine show, by covering the outside of the whole of the Custom House underground station where visitors get off the London tube to access the Excel building, where the fair is being held. This advertising campaign will last from May 20 to June 3 and will also cover subsequent events held at Excel.
This campaign seeks to spread the growing reputation of the Rueda name in a cosmopolitan capital such as London and via a means of transport used by all types of public from City executives to young students at the same time as having Rueda wines well represented at the fair itself and at other events being held around London.
Inside London International Wine Fair, the Rueda appellation has its stand, “Rueda Wines”, located within the ICEX zone, and comprises 20 wineries. Its aim is to offer wine professionals (restaurateurs, supermarkets, retailers, wholesalers and importers) a tasting of a range of Rueda wines and to help them get to know their typicity and their grape variety, Verdejo; as well as to gain a better knowledge of the specific terroir that influences these wines. For the event, two people will be present at the Rueda stand to provide information and explanations about this appellation’s wines.
These actions are part of an on-going promotional campaign in the UK which began at the beginning of the year with Rueda’s presence at the second edition of the Decanter Fine Wine Encounter, which was held on February 18 at the Landmark hotel in London, and where Rueda wines repeated the success of the previous year with the presence of 21 wineries, whose wines were tasted by 550 participants, most of whom were private wine enthusiasts
The Rueda promotional body has also carried out an advertising campaign in Decanter magazine throughout the year. Rueda was also present at the Miro exhibition (March 15-16), organised by the Wines from Spain office with the support of the Ministry of Culture at Yorkshire Sculpture Park, where wines from 13 wineries were tasted during the different events organised as part of the exhibition, such as the event’s reception, inauguration and dinner.
For some years now the UK market has been a target for Rueda. Though the UK market remains very competitive and demanding on price, this appellation’s wines nevertheless have great growth potential there. The UK is the fifth biggest market for Rueda’s white wines, and is one which year after year has been steadily growing.