The DO Rueda has launched a campaign to promote Verdejo from Rueda – Spain’s top-selling white wine – in UK independent retailers.
The promotion, called #tasterueda, will see the appellation’s governing body work directly with retailers in 21 stores around the UK to promote the sales of Rueda’s white wines for two weeks this month.
Each of the retailers have been handed promotional packs which include a branded apron, corkscrews, an ice bucket, neck tags, maps, posters and an information guide to help them raise awareness of Verdejo wines with their customers.
The best promotion will win a trip to Rueda for two to learn more and taste the wines straight from the source.
The Verdejo grape has been grown in the Rueda appellation since the 11th century. Verdejo was generally used to make a strongly oxidized, Sherry-like wine, but has become popular as an alternative to Sauvignon Blanc or Pinot Grigio thanks to its acidity and fresh, fruity aromas and flavour profile.
Mario Muñoz, head of export, promotion and marketing at the DO Rueda, said: “We believe that by helping retailers to educate about Rueda and encourage customers to try the wines in store we can help to sustain growth and build a viable position for Rueda wines on UK shelves.”
To find out more about the promotion, click here.