Foods and Wines from Spain has launched a nationwide UK campaign to spotlight Spanish produce and wine in both the on- and off-trade sectors. Titled Eat Spain Drink Spain, the initiative will run throughout November, targeting retailers, buyers, restaurants, and bars with a focus on showcasing the diversity and quality of Spain’s gastronomic offerings.

The campaign is designed to boost awareness and engagement with Spanish wines and artisanal foods, encouraging venues to feature more Spanish products on their shelves and menus.

Promotional packs and expert tastings

Venues participating in the campaign will receive tailor-made promotional packs containing premium Spanish food and wine. These curated kits are intended to support promotions, tastings, and education around Spanish products.

As part of the campaign, a series of online masterclasses will be hosted throughout the month, offering food and wine pairing tastings led by industry experts. These virtual sessions aim to deepen participants’ understanding of Spanish flavours and offer tips for successful wine and food pairings.

Incentives for top performers

To incentivise participation, Eat Spain Drink Spain is offering rewards for retailers and venues that deliver standout promotions. The most successful partners will be in the running to win a chef’s table experience for up to six staff members—a culinary showcase designed to immerse the winners in premium Spanish cuisine and wine education.

These incentives are tailored to inspire businesses to push their Spanish ranges, boost visibility in-store and on menus, and engage staff with the stories behind the products.

Supporting a dynamic food and wine sector

Fernando Muñoz, director of Foods and Wines from Spain, expressed optimism about the campaign’s impact during a challenging time for the hospitality and retail industries.

“We are very excited that the Eat Spain Drink Spain campaign is engaging with food and wine professionals throughout the UK to promote the diversity and quality of products that Spain has to offer,” he said. “We believe the campaign will help to support the dynamic food and wine sector during these difficult times.”

As the UK market continues to evolve, campaigns like Eat Spain Drink Spain play a vital role in connecting Spanish producers with new audiences and driving awareness of the country’s rich culinary traditions. With education, experience, and incentives all on offer, the campaign provides a robust platform for boosting the presence of Spanish wine and food across the UK.