The campaign, created by integrated marketing agency Space, aims to encourage a shift in consumption away from the traditional ‘with food’ drinking and place a greater emphasis on choosing Rioja wines in more social drinking occasions, at home and on-premise.
The campaign, which targets young professionals, also aims to drive awareness of the wide range of red, white and rosé wines that are available from the Rioja region.
Ads feature an illustration of two glasses of wine using the words of a group of friends having a conversation.
The campaign follows June research that showed Britons are drinking less wine. Mintel data revealed wine consumption fell 2% last year.
Outdoor activity includes six-sheet posters at railway stations in London and tube cards and metro passenger panels on the London Underground.
Press ads will run in leading lifestyle magazine and national newspapers including Heat, Grazia, Red, Guardian Weekend and the Evening Standard.
The first phase of the Talk Rioja campaign ran in September last year.