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Rioja unveils new global brand identity as part of €11m push

Published:  10 April, 2018

Denominación de Origen Calificada Rioja has unveiled a new brand identity introducing a ‘Saber quién eres' global brand message for the region.

Seeking to “maintain the region’s leadership in Spain and growth in foreign markets”, the Saber quién eres concept – translating as ‘Knowing who you are’, had been introduced to connect Rioja wine with consumers in an approachable manner, said Ricardo Aguiriano, marketing director for the Consejo Regulador DOCa Rioja.

“It is a concept that captures Rioja’s most intrinsic values including tradition, diversity and origin,” he said.

With the new campaign, which forms part of €11 million earmarked to promote the region in 2018, Rioja demonstrated that it “rises far above short-lived trends”, he added.

Another key element of the new brand message, which is being presented globally, is a series of illustrations by Riojan artist, Carlos Corres, painted with wine from grapes native to Rioja, including Tempranillo, Garnacha, Mazuelo, Maturana and Graciano.

The new identity is being introduced 11 key markets including UK, Spain, Canada, China, Denmark, Germany, Ireland, Mexico, the Netherlands, Russia, Switzerland and the US,

Unveiled at an event held last night, the presentation of the region’s new message was followed by a panel discussion - led by Spanish expert Sarah Jane Evans MW, accompanied by Beth Willard, buying manager at Direct Wines, and Neil Bruce, head of wine at Fuller’s, which focused on the legislative changes and new indications that took place in Rioja in 2017.

Commenting on how the new indications presented an opportunity for Rioja, Evans MW said: “One of the many joys of Rioja is its diversity. These latest developments add an extra layer of interest for consumers, giving them more opportunities to explore and understand the DOCa.”

Export sales of Rioja increased by 4.39% in 2017 compared to the previous year boosted by a strong UK performance, the Consejo Regulador of Rioja DOCa announced last month.

In the UK alone exports increased by 3.21%, maintaining its dominance as Spain’s flagship wine region accounting for almost half of Spanish value at 48.5% and 37.8% of Spanish volume, according to Nielsen (MAT to 31 December 2017).

Other markets showing significant sales uplifts included Canada (6.75%), the US (5.80%), Switzerland (4.21%), Holland (2.46%), Russia (39.71%), and China (17.31%). 

The new indications approved in 2017 include Vinos de Zona (Rioja Alta, Rioja Alavesa, Rioja Baja), Vinos de Municipio (villages, towns or municipalities), Viñedos Singulares, Espumosos de Calidad de Rioja (sparkling wines), as well as new ageing requirements for Reserva and Gran Reserva wines, and permitted the production of single varietal white wines.