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Rioja launches new global brand identity and looks to the future with new terroir focused indications

Rioja launches new global brand identity and looks to the future with new terroir focused indications


On Monday 9th April, the Denominación de Origen Calificada Rioja launched its new brand identity at The Mondrian in London with an event entitled ‘The new face of Rioja’. Leading names from the UK wine industry attended where representatives from the Consejo Regulador introduced the region’s new global message – Saber quién eres.  


The presentation was followed by a panel discussion led by renowned wine writer and Spanish expert Sarah Jane Evans MW, accompanied also by Beth Willard, Buying Manager at Direct Wines, and Neil Bruce, Head of Wine at Fuller’s. The panel discussion focused on the legislative changes and new indications that took place in Rioja in 2017.


Rioja’s new global message seeks to maintain the region’s leadership in Spain and growth in foreign markets. The concept Saber quién eres, created by Spanish advertising agency Shackleton, directly translates as ‘Knowing who you are’. The concept is being presented globally and introduced to 11 key markets including Spain, the United Kingdom, Canada, China, Denmark, Germany, Ireland, Mexico, the Netherlands, Russia, Switzerland, and the United States.  Another key element of the new messaging is a series of illustrations by Riojan artist Carlos Corres which have been painted with wine from grapes native to Rioja including Tempranillo, Garnacha, Mazuelo, Maturana and Graciano.  


Ricardo Aguiriano, Marketing Director for the Consejo Regulador DOCa Rioja explained, “Saber quién eres is a concept that connects Rioja wine with consumers in an approachable manner. It is a concept that captures Rioja’s most intrinsic values including tradition, diversity and origin. With this new campaign, Rioja demonstrates that it rises far above short-lived trends.”


In 2017, Rioja approved a series of new indications including 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.


Award-winning wine writer and member of the Gran Orden de Caballeros de Vino Sarah Jane Evans MW who hosted the panel discussion, commented on how the new indications present an opportunity for Rioja, “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.”


Jose Luis Lapuente, Director, Consejo Regulador DOCa Rioja commented, “The current categories are the key success of Rioja. Rioja is constantly improving, reviewing its definitions and strengthening what it currently offers with new geographical indications. The goal is to highlight the unique origin of the terroir, recognise its diversity, and to continue to establish quality requirements which assure the high standard of its wines.”



Wine Illustrations by Carlos Corres for Rioja’s new global messaging campaign




For more information, please contact the Wines from Rioja team at Phipps on

0207 759 7400 /


  • Wines from Rioja is the UK marketing arm of The Rioja Regulatory Council or Consejo Regulador de Rioja D.O.Ca, the body responsible for the application and monitoring of legislation relating to the quality and standards of wines produced in the region, promotion of the image of Rioja wines and defence of interests of the sector.


  • Rioja wines are present in more than 130 countries. 389 million bottles were sold in 2017, the equivalent of 284 million litres, a 0.64% increase on 2016. Sales uplift were significant in the following markets: United Kingdom (+3.21%), Canada (+6.75%), the United States (+5.80%), Switzerland (+4.21%), Holland (+2.46%), Russia (+39.71%), and China (+17.31%).


  • In the UK, Rioja maintains its dominance as Spain’s flagship wine region accounting for almost half of Spanish value at 48.5% and 37.8% of Spanish volume (Nielsen MAT to 31.12.17). The average price for Rioja now sits at £6.79 per bottle, compared to the still wine market as a whole which stands at £5.64, and the rest of the Spanish category at £5.29 (Nielsen MAT to 31.12.17).


  • The Control Board of the Denominación de Origen Calificada Rioja has assigned 11 million euros to promotion in 2018. The goal is to maintain its marked leadership in Spain while continuing to grow in foreign markets as it has in the last years.