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Kingsland Drinks and Barón de Ley launch summer campaign

UK wine producer and distributor Kingsland Drinks and wine brand Barón de Ley are bringing some Spanish spirit to the UK in a summer campaign.

The companies' consumer campaign, designed to highlight Barón de Ley's provenance and celebrate Spanish food and wine, will be led by celebrity chef Omar Allibhoy, also known as 'the Spanish chef'.

The initiative will include bottle-neck collars and in-store activity with retailers as well as an extensive digital campaign.

Barón de Ley was founded in 1985 in the Rioja region of Spain. Its range includes a Reserva, Gran Reserva, Graciano and Rioja Blanco, which are sold in UK supermarkets including Tesco, Waitrose and Co-op.

Pete Fairclough, brand manager for Kingsland Drinks, said: "With Rioja growing as a category and summer approaching, now is the time for retailers to get behind these wonderful wines. 

"Historically Spanish wine has been created to complement their cuisine, this ethos remains true to this day. The campaign aims to give UK wine drinkers the confidence to pick up a bottle of Barón de Ley from their local supermarket and explore the recipes created by Omar Allibhoy at home.

"As well as including the engaging and distinctive celebrity chef content that is designed to get UK consumers cooking up some Spanish classics, the initiative will see Barón de Ley bottles adorned with neck collars giving details of a competition with a money-can’t-buy prize to win a trip to the historic winery in Rioja to learn to cook with Omar Allibhoy, as well as a range of in-store promotions that will run alongside the main campaign activations."

Omar Allibhoy commented: “Together with Barón de Ley, we are bringing a flavour of our great gastronomy and incredible wines to UK consumers. People all around the UK can't wait to go on holidays to Spain - everyone is dreaming about it and picturing themselves sipping on a glass of Rioja and enjoying some tapas under the sun - but until then, we are bringing the dream that bit closer for everyone with the series of Spanish recipes and wine pairing tips."

Martha Perry from Barón de Ley, said: "We love Rioja; it is our home and we are dedicated to enriching lives through wine. We believe celebration and sharing a meal with wine around a table are important parts of human connection and making life enjoyable.

"The campaign will pique the interest of British wine drinkers; bringing new drinkers to the Rioja category and persuading lovers of the style to try our incredible wines and find their new favourites to drink alongside homemade Spanish classics."


25 May 2021 - Bethany Whymark