As the DOCa Rioja celebrates its 100th anniversary, the Rioja Consejo has launched a new advertising campaign under the slogan “Vívete Un Rioja”. This campaign aims to reinforce Rioja’s modern brand image while driving sales growth.

 

 

The new advertisement, directed by renowned filmmaker Uri Segarra, employs Artificial Intelligence (AI) technology to create stunning visual effects. The soundtrack features a modern adaptation of Julio Iglesias’ classic hit “Me Va”, evoking a sense of nostalgia and emotional connection with consumers. The campaign is now available on Rioja’s social media channels (YouTube, Instagram, Twitter, and LinkedIn) and will soon debut on television, streaming platforms (Netflix, Amazon Prime, Movistar Plus), radio, and industry media outlets, with an estimated reach exceeding 300 million impressions.

 

 

This advertising campaign is the culmination of Rioja’s 2021-2025 strategic branding plan, following the success of previous campaigns: “Te Mereces un Rioja” (You Deserve a Rioja , 2021-2022) and “Ponme Otro Rioja” (Pour Me Another Rioja, 2023-2024).

 

 

In addition, Rioja has planned nearly 30 events across Spain and key international markets such as the United Kingdom, China, Switzerland, Mexico, Germany, and the United States. These events will include exclusive tastings, cultural exchanges, and brand promotions, providing opportunities for wine lovers worldwide to celebrate Rioja’s legacy while strengthening emotional ties with the brand as it embarks on its next century.