Barón de Ley has teamed up with celebrity chef Omar Allibhoy to bring UK wine drinkers the pleasure of discovery this spring. Celebrating the essence of Spanish food and wine, ‘The Spanish Chef’ – known for training with the Michelin-star-making chef of elBulli, Ferran Adriá, and Maze under Jason Atherton – has collaborated with the award-winning wine brand to create a series of spring-inspired recipes paired with Baron De Ley SKUs available in UK retailers.  

Activity will signpost consumers to Baron de Ley in the coming months with PR, social media, digital and in-store activations and centre around 10 recipes created by Allibyoy as part of a long-term partnership. The campaign will bring to life the winery’s deep-rooted sense of tradition coupled with its natural curiosity and appetite for invention.

Curated to drive UK Baron de Ley wine sales over the busy Spring period, recipes include Caldereta de Cordero, a regional Spanish stew traditionally made in a casserole paired with Barón De Ley Finca Monasterio 2018 (available in Costco); Paleta de Cordero – a lamb shoulder centerpiece ideal for Easter lunch paired with Barón De Ley Gran Reserva 2015 (available in Waitrose) and, part of Spanish dessert folklore, a Basque Burnt Cheesecake paired with Barón De Ley Varietales Graciano 2018 (available in Co-op).

Latest Nielsen data shows the UK remains the largest export market for Rioja, making up more than a third of all of Rioja’s exports. While sales figures for 2021 are yet to be announced, Rioja sales were up by 18% in 2020 with a strategy announced last year to increase to 23% by 2025. Baron de Ley’s campaign activity seeks to leverage this insight to drive continued growth and further carve out the brand’s territory in the UK market.

Founded in 1985 to forge a Rioja DOCa winery in the image of the great Bordeaux châteaux, Barón de Ley has a long history in maintaining the essence of Rioja winemaking, but constantly innovating to bring consumers contemporary fine wines. The winery is situated in a 16th-century monastery where Benedictine monks began making wine over 500 years ago. From its inception, the brand specialises in Reserva and Gran Reserva wines, Rioja’s hallmark ageing process. Furthermore, Barón de Ley is one of the largest vineyard owners in the region with more than 650 ha spread across Rioja Alta and Rioja Oriental, which coupled with the Chief Winemaker, Pablo Tascon’s, exceptional knowledge of viticulture, represent the winery’s commitment to the superb quality and personality of their wines. The result is a range of award-winning wines listed in UK supermarkets including Tesco, Co-Op and Waitrose.

Victor Fuentes from Barón de Ley, says: “With Rioja continuing its steady growth and the warmer weather approaching, we’re working to support our retail customers with activity that will draw consumers to the wine aisle.

“Like many of the great European countries, wine and cooking in Spain goes hand in hand with dishes created to complement traditional regional dishes. The campaign aims to give UK wine drinkers a taste of Rioja at home; while teaching them how to confidently pick up a bottle of Barón de Ley from their local supermarket and match with classic Spanish recipes – with a modern twist.

Omar Allibhoy commented: “It’s a pleasure to continue my partnership with Barón de Ley, who are passionate about helping UK consumers discover the great gastronomy and incredible wines that Spain has to offer. I’ve always loved the UK’s enthusiasm for my country, with many currently looking forward to trips. While the reality of sipping a glass of Rioja and sharing tapas alfresco in the Spanish sunshine might be weeks or months away still – we hope to bring the flavours at least a bit closer with these delicious recipes perfect for Spring alongside our Barón de Ley pairing recommendations.”

For more information about Baron de Ley’s Pleasure of Discovery campaign and recipes from Omar Allibhoy visit: https://www.barondeley.com/thespanishchef/

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