Saber quién eres Launch
Rioja has a new global message:
“Saber quién eres,” or “Knowing who you are.”
The Denominación de Origen Calificada (DOCa) Rioja launched its new global brand identity in the heart of New York City at high-tech, digital event space Lightbox. Leading members of the United States press and wine industry attended a launch conference and interactive tasting experience, where representatives from Rioja’s Regulatory Board officially introduced the wine region’s new global message: “Saber quién eres,” or “Knowing who you are.”
Led by Rioja’s Regulatory Board, as well as Ana Fabiano, trade director and brand ambassador of DOCa Rioja, the press conference highlighted major news from Rioja, including the new zones and regulations introduced throughout the region in 2017. These new indications include Vinos de Zona (Rioja Alta, Rioja Alavesa, Rioja Oriental), Vinos de Municipio (villages, towns or municipalities), Viñedos Singulares, Espumosos de Calidad de Rioja (sparkling wines), new ageing requirements for Reserva and Gran Reserva wines, and the permitted production of single varietal white wines.
Ana Fabiano, commented, “One of the many joys of Rioja is its diversity. These latest developments add an additional layer of interest for North American consumers, giving them more opportunities to explore and understand the DOCa.”
Following the press conference, attendees were invited to enjoy a curated selection of Rioja wines paired with authentic tapas dishes. This interactive tasting experience incorporated immersive, 360-degree wall projections of Rioja vineyards, cellars, and natural splendor – allowing attendees to embark on a virtual journey of the region. The afternoon also featured a live demonstration by Riojan artist Carlos Corres, who painted a series of illustrations using wine from grapes native to Rioja, including Tempranillo, Garnacha, Mazuelo, Maturana, and Graciano.
Rioja’s new global message seeks to maintain the region’s leadership in Spain and growth in foreign markets. The concept behind “Saber quién eres” directly translates to “Knowing who you are,” and is being introduced to 11 key markets: Spain, the United Kingdom, Canada, China, Denmark, Germany, Ireland, Mexico, the Netherlands, Russia, Switzerland, and the United States.
Iñigo Tapiador Larrañaga, Marketing Director of DOCa Rioja, explained, “Saber quién eres is a concept that connects Rioja wine to consumers in an approachable manner. It’s a concept that captures Rioja’s most intrinsic values including tradition, diversity, and origin. With this new campaign, Rioja demonstrates that it rises above short-lived trends.”