A £1m campaign has been launched to help boost the market for Spanish wines in this country. The generic initiative by Wines from Spain features photography by Lord Snowdon which wil be seen on 48-sheet poster sites and weekend supplements until the end of July. This will be backed up by further press ads in November. This is the first time advertising for the whole of the Spanish wine industry has taken place for over a decade. Individual regions, including Rioja, Navarra and Jerez, have carried out their own campaigns ­ this time they are joining forces. Last year Spanish wine sales in the UK grew 7% in volume and value, against a market up 5%, but its share of the sector is constantly under threat from the fast growing New World producers. The Spanish and the Italians are the fastest growing of the Old World countries, but they are being outpaced by the Australians (+25%), South Africans (+17%) and the North Americans (+21%). The ad campaign uses the strapline Spanish Wine. Body and Soul'. Half the media budget will go on the generic ad and the remainder to three different executions featuring the country's best known wines: Rioja, Cava and Sherry. Part of the budget has been set aside for instore promotions and a sampling programme. Wines from Spain director Graham Hines said: "This aims to bring the modern and stylish Spain to life. Part of its attraction is that the campaign can be extended to feature emerging regions and indigenous varietals." {{DRINKS }}

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