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Siglo to receive a "new lease of life" following Pernod sale

Published:  18 May, 2018

One of the original Rioja brands to make a splash in the UK is changing hands and is due to be revitalised with a whole new look.

One hundred year-old Rioja wine brand, Siglo, has been bought from Pernod Ricard by Bodegas Manzanos with plans to “return it to its former glory”.

“This iconic Rioja brand is going to be given a new lease of life,” promised Victor Manzanos, CEO and owner of 5th generation Riojan family producer Bodegas Manzanos. “We are very excited to be giving Siglo the home it deserves. Taking it back to market to remind people what a great wine, story and brand it is”.

Siglo is known for being the wine that launched a thousand Rioja drinkers in the UK with its distinctive jute sack packaging.

The sacks, which are made in association with local charity Asprodema, has helped it to win the brand a large multiple presence over the years, although the new owners admit a re-vamp is overdue.

The brand will be formerly re-launched at next week’s London Wine Fair, with a “distinctive look and feel” that will stay true to the brand’s 100 year-old heritage, but at the same time using new colours for the sack and “improved material”.

“There is great potential for this brand in the UK, and around the world,” Laura Mateo, GM of Bodegas Manzanos, said. “There is a lot of grassroots recognition for the wine and we are keen to remind people of what the wine stands for. Quality is key, and we will be striving to provide the best possible wine, drawing on the great fruit we receive from our own vineyards.”

Under Bodegas Manzanos, Siglo will be available to purchase in the multiple grocer and cash and carry channels via Alliance Wine.

It will also continue the community partnership with Asprodema, which supports people with learning disabilities and who are responsible for making Siglo’s signature sacks.

Siglo can be found at the LWF on stand J70.