The Rioja regulatory board has recently unveiled its new global marketing campaign aimed at highlighting a series of changes to the quality tiers and regulations surrounding wines from the Rioja wine region. The marketing campaign will run using the Spanish tagline "Saber Quién Eres," meaning "knowing who you are." The use of this phrase will force winemakers to indicate where the spectrum of Rioja they fall and will be denoted further with a series of indication including Vinos de Zona, Vinos de Municipio, Viñedos Singulares and Espumosos de Calidad de Rioja.
The use of this campaign and these terms by the Rioja regulatory board is being done to protect wines from the region as well as to better inform customers of the wine they are consuming. Several graphics will also be used in the campaign with one using concentric rings to highlight the different breadths of the terroir-related classes.
Wine-Classifying Campaigns
The Rioja Regulatory Board Has Introduced a New Campaign For its Wine
Trend Themes
1. Terroir-focused Campaigns - Similar region-based campaigns can be launched in other wine-producing regions, highlighting the unique characteristics of different terroirs.
2. Transparency in Wine Labeling - Winemakers can follow Rioja's lead and provide more detailed information on labels, such as the specific terroir and quality tier of the wine.
3. Graphic-driven Wine Marketing - Marketing campaigns for wines can utilize visually compelling graphics to better educate consumers on the different characteristics of the wine from a particular region.
Industry Implications
1. Wine Production - Winemakers can employ new labeling techniques to differentiate their wines and attract consumers interested in transparency and quality.
2. Marketing and Advertising - Marketing firms can create graphic-heavy campaigns for wine-producers that effectively communicate the unique selling points of their product.
3. Wine Education - Educational institutions can take advantage of the growing interest in wine transparency to offer courses on wine classification and labeling.