Southeast chain The Good Wine Shop, which has three stores in west London and Surrey, was chosen as the best small merchant, while Adnams – the retail arm of the Suffolk brewer – took the large retailer award.
In total 130 retailers took part in the Shop Rioja competition, where they promoted the region’s wines for the chance to win £1,000 towards new Rioja listings.
Mark Wrigglesworth, owner of The Good Wine Shop, said: “Our customers have always been great Rioja fans but the Shop Rioja competition gave us the opportunity to showcase the full range of wines from this region in all of our three shops.
“Through a series of weekend tasting events we gave customers the opportunity to try the different styles of Rioja before they bought any bottles. The wines proved so popular that our Rioja sales increased by over 450% during the month long promotion.”
The Good Wine Shop was praised for its in-store displays, online and social media activity, broadening its Rioja range and growing sales and average bottle price.
Wines of Rioja said: “We were highly impressed with The Good Wine Shop’s range of Rioja covering the quality, value and variety of styles the region produces including top class red, white and rosé wines.
“The Good Wine Shop displayed their in-depth knowledge of Rioja and their enthusiasm for sharing their passion with their customers through fantastic displays and vibrant tastings. The team act as great ambassadors for Wines from Rioja."
Adnams was rewarded for increasing its Rioja range and growing sales across the 12 stores in its empire, which stretches from Essex to Lincolnshire.
It ran a successful email and social media campaign, daily in-store tastings and several Rioja paired dinners on its way to winning the coveted title and £1,000 of stock.
Wines of Rioja told OLN there was a 30% increase in participants on last year’s competition, and the average bottle price on the promotion was £12.97, more than double the £6.05 UK average on a bottle of Rioja.
“Together we increased the potential reach on social media of around 76% compared to last year – we could not have done this without the support of the participating independent retailers,” added the generic body.