NEW YORK, Feb. 14, 2019 (GLOBE NEWSWIRE) -- On Wednesday, February 13, 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, trade director and brand ambassador of DOCa Rioja, 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. Utilizing the digital capabilities of high-tech event venue Lightbox, 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.”
About the Rioja Consejo Regulador
Located in north central Spain, Rioja is considered one of the greatest wine regions in the world. Rioja wines are protected by the oldest Designation of Origin in Spain, officially recognized in 1925. The D.O.Ca. of Rioja administers highly sophisticated and stringent quality control in the winemaking process, from viniculture to bottling. More than 180 bodegas from Rioja are available for purchase in the U.S. For more information, please visit www.riojawine.com
Media Contact:
Geri Somers, R\West
geris@rwest.com
646-954-5558
A photo accompanying this announcement is available at http://www.globenewswire.com/NewsRoom/AttachmentNg/9a1b04ab-b59c-4ca2-9e15-67ab0849d77f