The Spanish region of Rioja has initiated a plan aimed at increasing its presence in the US market with its wine and sausages.

Pedro Sanz, president of the region, announced the expansion plans during a four-day trade promotion tour to Miami, New York and Mexico, reported EFE News Service.

Rioja producers backed Sanz’s plans but said competition would be tough.

“Our aim is to increase our presence in markets such as Miami, Los Angeles and New York, not only among Hispanics but also among the non-Latino population,” Victor Pascual, chairman of the Rioja certification council, told EFE.