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.
Image Credit: Rioja Wine
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