Public Relations made in Spain

When people think about PR campaigns most of the times they think about technology, tourism, sports, celebrities, clothes, cars…, but not about cultural gastronomy. This summer Wines from Rioja, celebrated the second edition of "Tapas Fantásticas" in London and Manchester, annual event which promotes the wine of Rioja.


For the event of Tapas Fantásticas, Wines from Rioja devised an elaborate PR campaign. The main objective of this action was to change the potential consumer of the Rioja´s wine, and to present spanish dishes different to the typical dishes of paella or jamón Serrano normally associated with Spain, dances, etc.





Why choose the United Kingdom where the most typical drink is the beer? Because United Kingdom is the biggest importer of Rioja´s wines; 28 million of litres every year, two times more than the second one, Germany with 13 million.


The event was a success an only in London, they received more than 15.000 people.