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Rioja and Sonesta: A Toast to Strategic Partnership and Global Palates

The partnership between Wines of Rioja and the esteemed Sonesta International Hotels is proving to be a savvy pairing, as their “Global Table by Sonesta” initiative gains traction across the US. This spring, over 40 Royal Sonesta and Sonesta Hotels & Resorts locations are actively showcasing the depth and diversity of Spain’s iconic wine region, offering a unique opportunity for consumers to engage with Rioja’s rich heritage.

More than just a standard wine promotion, this collaboration, which kicked off in April and runs through June, strategically aligns Rioja with Sonesta’s commitment to providing distinctive and culturally relevant experiences for guests. By featuring curated Rioja selections – available by the flight, glass, and bottle – Sonesta is directly introducing these celebrated wines to a captive audience of travelers and locals alike.

“This partnership with Sonesta provides an invaluable platform to connect with a broad spectrum of consumers,” notes Rodrigo C. Gutiérrez Gutierrez, DOCa Rioja North American Business Director. “As we commemorate our 100th anniversary as a Denomination of Origin, having our wines featured so prominently within Sonesta’s portfolio allows us to share the quality and evolving styles of Rioja with a new generation of wine enthusiasts.”

The initiative extends beyond on-premise availability. Select Sonesta properties are hosting exclusive wine experience events, featuring winemakers from Rioja and guided tastings. These intimate gatherings offer a deeper dive into the region’s terroir, grape varietals, and winemaking traditions, fostering a more profound appreciation for the wines. Participating locations include key markets such as San Francisco, Washington D.C., White Plains, Toronto, Boston, Miami Beach, Chicago, Columbus, and St. Louis.

From a trade perspective, this partnership offers several key benefits:

• Increased Visibility: Sonesta’s extensive network provides significant exposure for Rioja wines in diverse markets across the country.
• Targeted Engagement: By integrating Rioja into their food and beverage program and hosting dedicated events, Sonesta is actively encouraging trial and education among its clientele.
• Brand Building: The association with a reputable hotel brand like Sonesta enhances Rioja’s image and reinforces its position as a premium wine region.
• Direct-to-Consumer Opportunities: The events create direct interaction between winemakers and consumers, fostering brand loyalty and generating valuable feedback.

The “Global Table by Sonesta” program signals a forward-thinking approach by both entities. For Rioja, it’s a dynamic way to reach new consumers and celebrate a milestone anniversary. For Sonesta, it’s an innovative strategy to elevate the guest experience and showcase their commitment to global flavors. This partnership is undoubtedly a positive development for the wine trade, demonstrating the power of collaboration in expanding market reach and fostering wine appreciation.

As the program continues through June, industry professionals will be watching closely to gauge its impact on Rioja’s visibility and sales within the US market. This strategic alliance between a prominent wine region and a leading hotel group offers a compelling model for future collaborations within the beverage and hospitality sectors.