Wines from Rioja bids to boost UK sales with promotions activity

Wines from Rioja is looking to boost its sales in the UK's independent retail sector by launching a series of promotions.

It is offering participating retailers a range of specifically produced POS materials for use in their promotions, funding from its regional body of up to 50% towards the cost of activities and the chance to win a trip to Spain.

To be eligible for funding independent retailers must propose an activity plan to be submitted to Wines from Rioja by the end of August. All activity must take place in store between September and October.

Senior account director Lisa Paton, said: "Rioja is the driving force behind sales of Spanish wine in the independent sector; in order to ensure such growth continues we plan to work closely with these traders who have such power over customer purchase.

"Given the current economic climate, we want to show our support for independents by rewarding their initiative and the hard work they contribute, in their continued efforts to sell Rioja to their customers."

The promotions activity kicks off this autumn and the winning promotion will be chosen in December, with an announcement to the trade scheduled for January 2009.

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