DOCa Rioja boosts its exports to the USA with a campaign at the 2026 World Cup

Foreign Promotion

The Rioja Qualified Designation of Origin is launching an ambitious promotional program in the United States during the 2026 FIFA World Cup. The strategy seeks to consolidate its position in the US market through alliances with the gastronomy, tourism, and hospitality sectors.

La Qualified Denomination of Origin (DOCa) Rioja has announced an ambitious promotional plan in Estados Unidos coinciding with the World Cup of the FIFA 2026The goal is to capitalize on the global media attention surrounding the event to strengthen its positioning and sales growth in one of its most important strategic markets.

This internationalization initiative is presented as a global showcase for the diversity and quality of the wines of the DOCa Rioja, with an action plan that combines B2B and B2C to maximize impact.

A B2B and B2C strategy in a key market

The plan of the DOCa Rioja It is not limited to the end consumer, but also integrates a powerful professional component. The campaign will reach high-traffic areas such as airports, hotels, and points of sale throughout the country, thanks to strategic agreements with leading companies in their respective sectors. Confirmed partnerships include companies in the tourism and hospitality sector such as Delta Air Lines, JetBlue o Sonesta HotelsThis approach ensures that the brand Rioja be present on the journey of the traveler and the business professional during the championship.

The promotional program is designed to reinforce brand visibility at a time of peak tourist and media activity, consolidating its position as a global benchmark in the quality wine and the Spanish wine tourismThe training activities and activations at points of sale will seek to educate both professionals and consumers about the excellence and versatility of their wines.

New York, the epicenter of Spanish wine promotion

The city of Nueva YorkOne of the World Cup host cities will be the main focus of the campaign. In this nerve center of international trade and culture, Rioja has designed high-profile collaborations to connect with high-spending consumers interested in gastronomy and exclusive experiences.

One of the most notable collaborations will be with the Mercado Little Spain, the prestigious gastronomic space in Hudson Yards created by the chefs José Andrés and brothers AdriàThere, 16 special activations will be organized during the most important matches of the tournament, including those of the national teams of España y Estados Unidosas well as the qualifying rounds and the final. Attendees will enjoy tastings, pairings, and immersive experiences designed to showcase the richness of the appellation.

In parallel, the DOCa Rioja will collaborate with Time Out Market New York through a special program of Tapas TuesdayThis initiative, which will run for several weeks, will combine the culinary creations of eight chefs with wine tastings. Rioja, reinforcing the link between Spanish wine and contemporary gastronomy and attracting an audience interested in culture and culinary trends.

Strategic Action	Partner	Key Location
Activations and tastings (16 events)	Mercado Little Spain (José Andrés & Adrià)	Nueva York (Hudson Yards)
'Tapas Tuesday' Schedule	Time Out Market New York	Nueva York
Presence in the tourism sector	Delta Air Lines, JetBlue	Airports and flights
Presence in the hospitality sector	Sonesta Hotels	Hotel network in EE. UU.

Key points and frequently asked questions about Rioja's strategy for the 2026 World Cup

How does this campaign affect Spanish wineries in the Rioja DOCa?

For the nearly 600 wineries and more than 13.000 winegrowers of the DOCa RiojaThis campaign represents an exceptional opportunity to increase your visibility and open new distribution channels in Estados UnidosThe association with prestigious brands and the presence at high-impact events raise the perceived value of their products and facilitate access to a market of consumers with high purchasing power.

Why is the United States such an important market for Rioja wine?

Estados Unidos It is consistently one of the main export markets for Spanish wines in general, and for Rioja In particular. It is a mature market, where the consumer values quality, origin, and the story behind the product. Consolidating positioning in EE. UU. It is fundamental to the sustainable growth of the denomination's value globally.

What lessons can other Spanish PDOs learn from this initiative?

The strategy of the DOCa Rioja This demonstrates the importance of linking an agri-food product to major global cultural and sporting events. The key to success lies in going beyond simple advertising, creating consumer experiences, and forging strategic B2B alliances with key players in the hospitality and tourism sectors to reach the end consumer at the right time and place.