Saber quién eres Launch

LATEST NEWS | MARCH 5, 2019

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.”

Saber quién eres Launch

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One factor that makes Rioja a world class wine is its ability to be aged for a long time, and the fact that the winery ages the wines before release. In fact, Rioja has long set the standard for extended aging, having defined the requirements.

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Vivanco
European Cellars/ Eric Solomon Selections
Europvin
Evaton
Fine Estates From Spain
Folio Fine Wine Partners
Frederick Wildman & Sons
Grupo Bodegas Faustino
Marques de Riscal
Ole Imports
Opici Wines
Osborne USA
Palm Bay International
Quintessential
Shaw-Ross International Importers
Ste. Michelle Wine Estates
Terlato
The Artisan Collection
The Drink Collective
Vinamericas Selections LLC
Vineyard Brands, Inc.
W.J. Deutsch & Sons, Ltd.
Winebow
Winebow (MundoVino, a member of The Winebow Group)
Zamora Americas
220 Imports
A.I. Selections
ARAEX/Spanish Fine Wines
Arborway Imports
Artevino
Ascent Wines
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Austral Wine Merchants
Aveniu Brands
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BCG Consulting
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Bodegas Riojanas
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Bodegas Valdelana
Bon Vivant Imports
Boutique Wine Collection
Bronco Wine Company
C & P WinesBronco Wine Company
Carolina Wine Brands USA
Casa Ventura Imports, Inc.
Cerda y Llanos
Chartrand Imports
Chateau Armand
Classic Wines
Classical Wines from Spain
Cognac One, LLC
Coleccion International Del Vino USA (CIV USA)
Constellation Wines
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David Bowler Wine
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DFV Wines
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Dreyfus Ashby & Co
Eguren Ugarte
Elite Wines
Emporium Nostrum
ENYE Imports Group
Familia Martinez Bujanda
Felix Solis Avantis
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Folio Wine Partners
Francisco Selections, Inc.
Freixenet USA
Frontier Wine Imports
Garnacha Inc
GECO Global Group USA
Golden State Wine Co.
Gonzalez-Byass
Grapes of Spain
Grupo Bodegas Olarra
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H.A.B. North America
HGC Imports Inc.
Hidalgo Imports
HP Selections
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Janet Kafka
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Murphy Distribution
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Noble House Wines
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Protecom Wines Inc.
Regal Wine Imports
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Roda
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Royal Wine Corp.
Serendipity Wines
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SolStar Wines
Spain Wine Collection
Spanish Vines Imports, Inc.
Specialty Cellars
Steve Miles Selection
T Edward Wines
Tempranillo Inc
Terra Nostra Vinos
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Testa Wines of the World Ltd.
The House of Burgundy, Inc.
The Marchetti Co./Scoperta Importing Co.
The Spanish Wine Imports
Think Global Wines LLC
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United Cellars
United Wineries/MHW
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Well Oiled Company
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