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Rioja 10 x 10 trade tasting - Dublin

Rioja launches new global brand identity and introduces 10x10 concept in Ireland

2018 has been a year of change for Rioja, Spain’s flagship wine region. The Denominación de Origen Calificada Rioja has been busy introducing its new brand identity and global strapline – Saber quién eres, or Knowing who you are – to its domestic and foreign markets. Rioja will also host a tasting in Dublin on 12th November where it will introduce the 10x10 concept to Ireland, a tasting featuring 100 Rioja wines selected across 10 different stylistic categories to highlight the best of what the region has to offer.

The Irish market is on the cusp of breaking into Rioja’s top 10 export markets, overtaking Mexico for 11th place at the close of 2017 according to the Consejo Regulador DOCa Rioja. Between January and August 2018, Rioja exports to the Republic of Ireland have increased by 17.2% in volume, and 24.3% in value. The region wants to show its commitment to the Irish market by continuing its annual trade tasting, launched in 2017.

The Rioja 10x10 tasting features 100 Rioja wines which have been blind tasted and selected by a panel of expert judges under the guidance of co-Chairs and Rioja experts, Tim Atkin MW and Sarah Jane Evans MW. This year’s selection features nearly 50% wines which have Irish importers, and another half which are seeking entry into the market. The wines will be showcased in a free-pour setting on Monday 12th November at The Dean Hotel between 11.00am – 2.00pm. A masterclass hosted by Irish Times wine writer, John Wilson, will follow between 3.00pm – 4.00pm.

John Wilson’s masterclass will touch on the legislation changes introduced in Rioja in 2017. These include the approval of new indications: 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. The region has also now permitted the production of single varietal white wines.

Jose Luis Lapuente, Director, Consejo Regulador DOCa Rioja commented, “The current ageing 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 of the new legislation is to highlight the unique origin of the terroir in Rioja, recognise its diversity, and to continue to establish quality requirements which assure the high standard of its wines.”

The Rioja trade tasting in Ireland is also an opportunity for the region to introduce the new global message which seeks to maintain Rioja’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’.  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.”


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 /

Notes to Editors: 

  • 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.
  • 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.