Bodegas Ramón Bilbao goes back to the future to rebrand

By Mathew Lyons

Published: 03 November, 2015

Bodegas Ramón Bilbao has repackaged its range of Riojas to reflect the innovative and futuristic thinking of the 1920s, the era in which the bodega was founded.

The redesign is part of a wider campaign for the brand under the heading 'Where The Journey Begins'. It marries the wine to modes of travel associated with the decade, including airships and hot air balloons, with vintage-style stamps on each bottle.

The campaign will also feature new POS material, a re-designed website and a new advertising campaign to promote the message.

Kirsty Loftus, UK manager, said: "Our philosophy is that grapes should be allowed to express themselves, rather than be hidden behind ageing and over-oaking so we are always looking to explore new terroirs and wine styles.

"The new labels have been created to invite consumers - both current Rioja drinkers and those new to the region - to join us on this journey, and discover our portfolio: contemporary, innovative wines with all the heritage that both Rioja and Ramón Bilbao can offer."

The estate was founded by in Haro by Ramón Bilbao in 1924. It now owns 160 hectares of vineyards in Rioja.

It grew by some 46% in the domestic market in 2013.

The Ramón Bilbao portfolio comprises: a Crianza (RRP £10.99), Reserva (RRP £14.99) and Gran Reserva (RRP £19.99) trio; a Verdejo Rueda white (RRP £10.99) and Garnacha rosado (RRP £9.99); and the Vinedos de Altura (RRP £12.99), Edición Limitada (RRP £12.99) and Mirto high altitude (RRP £39.99) blends.

All wines are available to both the on- and off-trade in the UK through Ellis Wines and Sommelier's Choice.

In common with other winer regions across the northern hemisphere, Rioja has reported an excellent harvest this year. Expectations are accordingly high for the quality of the 2015 vintage.

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