News | Mar 12 2018

Rioja Launches New Global Message

The new international branding campaign for Quality Designation of Origin Rioja centers on the message, Saber Quién Eres, or "knowing who you are," a slogan that is being launched in eleven countries.

DOCa Rioja campaign

This new message will be communicated through various graphic supports based on artwork painted in grape juice by Rioja native Carlos Corres, made from varieties found in DOCa Rioja – one of the world’s most famous wine producing regions. The Spanish-language message represents an innovative positioning strategy created to capture the most intrinsic values of this region: tradition, diversity and origin; while also giving a nod to the personality of Rioja wine drinkers and bringing them closer in touch with the brand’s messaging.

The "Saber quien eres" message will form the framework for events and activities carried out by DOCa Rioja in the following countries: Germany, Canada, China, Denmark, the United States, the Netherlands, Ireland, Mexico, Great Britain, Russia, Switzerland and Spain. It will also have a presence in global and local media, thanks to a multi-tiered worldwide advertising campaign.

In the words of Jose Luis Lapuente, the president of the Regulatory Board of Quality Designation of Origin Rioja, “Rioja is facing a new era in which the search for arguments of value that allow it to strengthen its leadership in Spain and its position as one of the reference points with regards to quality wine producing regions in the world market is crucial... This new branding message defines its most intrinsic qualities, and champions its authenticity as the spearhead to continue as one of the most renowned and loyalty-inspiring Spanish brands.” 
 
   

 

The "Saber quien eres" message will form the framework for events and activities carried out by DOCa Rioja in the following countries: Germany, Canada, China, Denmark, the United States, the Netherlands, Ireland, Mexico, Great Britain, Russia, Switzerland and Spain. Adrienne Smith/@ICEX
DOCa La Rioja campaign
ICEXFEDER SloganFEDER Text
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