News
Rioja Partners with Total Wine
Twenty-six locations across Florida hosted in-store pours on April 10 and April 18, 2026 — bringing Rioja to consumers at the point of purchase.
Market Activity / United States
Wines of Rioja partnered with Total Wine & More to run a coordinated consumer tasting program across 26 Florida stores in April 2026. The activation ran on two dates — April 10 and April 18 — covering the full breadth of the state, from Miami Beach north to Jacksonville and across the Gulf Coast from Naples to Tampa.
For trade professionals, the geography matters as much as the format. Florida is one of the highest-volume off-premise wine markets in the US, and Total Wine’s store network reaches a diverse consumer base across both established wine markets and high-growth suburban corridors. Running tastings simultaneously across all 26 locations creates a unified presence at shelf that single-store events cannot replicate.
Two dates. Twenty-six stores. One coordinated statewide push — a format that puts Rioja in front of consumers exactly when and where they are making a purchase decision.
Participating Locations
| Store | Market | Address |
|---|---|---|
| 901 | Tampa | 1720 North Dale Mabry Highway |
| 902 | Fort Myers | 13711 S. Tamiami Trail |
| 903 | Palm Beach Gardens | 11221 Legacy Avenue |
| 904 | Fort Lauderdale | 1906 Cordova Road |
| 905 | Boca Raton | 5050 Town Center Circle |
| 906 | Boynton Beach | 850 North Congress Ave |
| 907 | Jacksonville | 4413 Town Center Parkway #300 |
| 908 | Naples | 6424 Naples Blvd., Suite 601 |
| 909 | Orlando | 2712 East Colonial Drive |
| 910 | Clearwater | 2528 State Road 580 |
| 912 | North Miami | 14750 Biscayne Boulevard |
| 913 | St. Petersburg | 4880 Park St N |
| 914 | University Park / Sarasota | 8539 Cooper Creek Blvd |
| 915 | Pembroke Pines | 15980 Pines Blvd |
| 916 | Stuart / Jensen Beach | 2550 NW Federal Highway |
| 917 | Wellington | 960 S State Road 7 |
| 918 | Miami / Pinecrest | 8851 SW 136th Street |
| 919 | Plantation | 801 S. University Drive, Suite G100 |
| 920 | Orlando (Millenia) | 4625 Millenia Plaza Way |
| 921 | Melbourne | 2302 Harnett Drive |
| 922 | Miami / Kendall | 11960 Mills Drive |
| 923 | Daytona Beach | 2500 W International Speedway Blvd |
| 924 | South Sarasota | 8280 S Tamiami Trail |
| 925 | Altamonte Springs | 160 E Altamonte Dr |
| 926 | Miami Beach | 1139 5th St. |
Why This Format Works
In-store tastings at a retailer of Total Wine’s scale put Rioja in front of an actively shopping audience — consumers who have already committed to buying wine and are making their final choice at shelf. That’s a meaningfully different opportunity than a restaurant by-the-glass placement or a trade tasting event, and one that directly influences the purchase decision in real time.
The two-date structure extends the program’s reach. Activating across two weekends captures consumers on different shopping cycles and sustains visibility beyond a single day — without requiring additional investment per location. For importers and distributors with Rioja portfolios, that sustained multi-location presence is one of the more efficient tools available for building consumer recognition in a competitive off-premise environment.
Florida’s market also draws a high volume of seasonal visitors alongside its permanent resident base, meaning the brand impressions made during an April activation travel further than the geography alone suggests. Programming that lands during peak tourism windows has an audience with national and international reach.
Resources for Trade
Access the Rioja Trade Tool Kit
Download sell sheets, tasting notes, maps, and marketing assets to support Rioja programming at retail, on-premise, and beyond.