As the No1 Rioja Brand in Spain, Ramón Bilbao had no footprint in the leading Global Rioja export market: the UK.

SOLUTION: Strategic long-term planning to focus on UK National Distribution, Channel focus, PR and Marketing to “win” in this market.

“Where the Journey Begins”: Ramón Bilbao was an explorer and so this brand personality was used to take UK customers, consumers, press and influencers on a “journey” to discover the wines and DNA of the brand.

• A new collaborative UK distributor was appointed 
• High profile brand immersive events and tastings “with a twist” were developed to create an exciting and innovative brand with high quality, fruit forward and modern wines.
• Extensive PR coverage,
• Growth +50% in year 1

Ramón Bilbao attaining a top 50 listing in the World Most Admired Wine Brands after just 3 years of the strategic plan.

+20% each year and this success led to channel diversity with a launch in a top UK retailer at a high RSP and a new On Trade specific label.

By 2023 Ramón Bilbao was in the top 5 Rioja Brands by volume and value in the UK after 7 years of clear strategic focus.