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RIOJA WINES

While experts knew and prized wines from the Rioja region of Spain, few Americans did. So our campaign looked purely educational and editorial, with no “Rioja” in the headline and no Rioja logo. This approach – a primer in how to judge wines – got attention and gave Rioja legitimacy. It presented Rioja wines that “can elevate you to cognoscente status.” Today Rioja has robust sales in America.