The flagship Spanish wine’s new global message, which was created by Spanish advertising agency, Shackleton, is: ‘Saber quién eres’, which means: ‘Knowing who you are’.
The concept is being presented globally and introduced to 11 key markets including Spain, the UK, Canada, China, Denmark, Germany, Ireland, Mexico, the Netherlands, Russia, Switzerland, and the US.
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* said: “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.
- *The Consejo Regulador de Rioja DOCa or the Rioja Regulatory Council, is 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 sold in more than 130 countries. 389 million bottles were sold in 2017, the equivalent of 284m litres, a 0.64% increase on 2016. Sales uplift were significant in the following markets: UK (+3.21%), Canada (+6.75%), the US (+5.80%), Switzerland (+4.21%), The Netherlands (+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 €11m 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.
