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How Rioja got smart with 'love in the vines' US TV stealth marketing

October 10, 2018

Sales are up, wine tourists are increasing, new international markets are being tapped into, Rioja is on a roll right now. But what's behind the sudden increase? Is it the changes in regulations governing barrel ageing? Single vineyard wines? Using almost extinct grape varieties? They all help for sure, in streamlining and clarifying Rioja's message to the world but when it comes down to making a major impact on a targeted mainstream wine consumer you have to doff your cap to the marketing team at Rioja's governing body, the Consejo Regulador, for sponsoring a Love Island-style US reality TV show