Extreme move for new Rioja range

27 July, 2007

United Wineries has added a range of Riojas made from international grape varieties to its Marqués de la Concordia range.

The Extrême range is from the

Hacienda de Susar winery in Rioja Baja, which was granted experimental status to produce varieties such as Cabernet Sauvignon, Merlot and Syrah.

Distributor United Wineries

sales director Andres Peres de Herrasti

said: "The development of Extrême is in keeping with our innovative, pioneering approach to driving the Spanish industry forward, and the use of international varieties has enabled us to create a premium-positioned Rioja with a real point of difference."

The single varietal wines have been aged for 15 months in French barriques and have an rrp of £12.99

but, due to strict labelling laws, the grape variety and ageing classification are not permitted on the label.

United Wineries has

appointed Crispin Stevens

UK marketing director. Stevens - formerly of Pernod Ricard UK - will develop the Marqués de la Concordia and Berberana brands in the UK.

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