Sales slide in UK - and producers in the famed vinicultural region accuse regulators of flooding the market with lower-quality wine
Abra has applied to Brussels to break away from the Rioja DO and create its own ruling body called Viñedos de Alava but it is still waiting for a decision from the EU. Ramiro González, of the provincial council of Alava, said Rioja had tried to produce too much wine, which lowered the quality.
“An oversized wine making area has been built in which the main aim was to grow in sales, rather than value, positioning and brand awareness,” he said.The Rioja Regulator has blamed falling sales in the UK on the cost of living crisis in Europe, rising producer costs caused by the Ukraine war, and Brexit bureaucracy. The DO has unveiled a plan for 2023-24 in which Rioja winemakers expect to increase international sales by three per cent.
“It is clear that the results are not so positive but it is evident that we have been influenced by external factors which affect quality wine, as is the case with Rioja,” said Fernando Ezquerro, president of the Regulatory Council of Rioja – referring to factors including the pandemic and Brexit.
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