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.”

Saber quién eres Launch

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Export in the US

Bodegas Ontanon
European Cellars/ Eric Solomon Selections
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
Shaw-Ross International Importers
Ste. Michelle Wine Estates
The Artisan Collection
The Drink Collective
Vinamericas Selections LLC
Vineyard Brands, Inc.
W.J. Deutsch & Sons, Ltd.
Winebow (MundoVino, a member of The Winebow Group)
Zamora Americas
220 Imports
A.I. Selections
ARAEX/Spanish Fine Wines
Arborway Imports
Ascent Wines
Assa Imports
Astor Wines
Austral Wine Merchants
Aveniu Brands
Baron Francois
BCG Consulting
Bodega Classica/Vintae
Bodegas Castillo de Mendoza
Bodegas Corral, S.A.
Bodegas Medrano Irazu
Bodega Nivarius
Bodegas Ontanon
Bodegas Pastor Diaz
Bodegas Patrocinio, SCL
Bodegas Riojanas
Bodegas Tobia
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
Constellation Wines
David Bowler Wine
De Maison Selections
DFV Wines
Dionysos Imports
Divino Imports
Domaine Select
Dreyfus Ashby & Co
Eguren Ugarte
Elite Wines
Emporium Nostrum
ENYE Imports Group
Familia Martinez Bujanda
Felix Solis Avantis
Folio Fine Wine Partners
Folio Wine Partners
Francisco Selections, Inc.
Freixenet USA
Frontier Wine Imports
Garnacha Inc
GECO Global Group USA
Golden State Wine Co.
Grapes of Spain
Grupo Bodegas Olarra
Grupo Principe de Viana
H.A.B. North America
HGC Imports Inc.
Hidalgo Imports
HP Selections
International Wine & Spirits
Janet Kafka
Kysela Pere et Fils, Ltd.
La Rioja Alta
Laurel Importers
Lionstone International
Lopez de Haro
Luneau USA, Inc
Maisons Marques & Domaines
Marfa Group
Marques de Murrieta
Michael Skurnik Wines
MJM Imports
Monsieur Touton Selection Ltd.
Murphy Distribution
Natural Wine Co.
New Age Imports
Noble House Wines
North American Organic
P.R.Grisley Co.
Parador Selections
Pernod Ricard USA
Pipeline Distribution
Polaner Selections
Protecom Wines Inc.
Regal Wine Imports
RM Distributors
RM Mabor
Romero & Miller, LLC
Royal Wine Corp.
Serendipity Wines
Signature Imports
SolStar Wines
Spain Wine Collection
Spanish Vines Imports, Inc.
Specialty Cellars
Steve Miles Selection
T Edward Wines
Tempranillo Inc
Terra Nostra Vinos
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
Tradewinds Specialty Imports
Tri Vin Imports
United Cellars
United Wineries/MHW
USA Wine West
Vin de Terra Imports, Inc.
Vin Divino
Vinaio Imports, Ltd.
Vinole Wines
Vinos and Gourmet Jose Pastor Selections
Vinos Libres
Vintage Wines
Vision Wine & Spirits, LLC
Well Oiled Company
Wine Associates, Inc.
WineLite Imports
Winesellers, Ltd.