D.O. Rías Baixas - Albarino Day - August 2022

We maximised the opportunity of ‘International Albariño Day’ on 1st August to build a whole programme of events that put a spotlight on Albariño from Rías Baixas, the acknowledged heartland of this popular grape variety.

We recruited 60+ bars, wine merchants and restaurants, across the whole of the UK, from Cornwall to Orkney. The outlets included prestige accounts like Harvey Nichols and Vinoteca, who promoted their range of Albariños and we supported them with an attractive package of POS, digital assets and social media. We created a website www.albarinoday.co.uk to capture all the venues and we worked with @thewinecollectiveUK, a dynamic group of wine content creators, to highlight the region in an interesting, fun way and signpost consumers to the website, culminating in the Albariño Day party in London.

Alongside this we worked with wine tasting organisations across the UK to put on Rías Baixas tastings for their clients in June/July time and again with a view to shedding a spotlight on Albariño Day.