Beating 52 entrants to the top prize, Andrew Byrne, owner of D Byrne & Co in Clitheroe, Lancashire, impressed judges last October with his innovative promotional ideas and interesting listings of Rioja over ú4.99.
B yrne said: "The wineries were spectacular and my wife and I were so well treated. I've always taken great pride in the whole of my Spanish selection and made a special effort with Rioja - it's a very prestigious award."
Launched by OLN in partnership with the Rioja Regulatory Council, the competition is part of an initiative to raise the wine's visibility. B yrne said he will continue to look for innovative ways of promoting Rioja in his shop.