To commemorate the 100th anniversary of Rioja’s designation as Spain’s first DOCa (Denominación de Origen Calificada) wine region, the official Rioja WeChat account in China has launched a special centennial-themed online interactive campaign for the Chinese market. This digital initiative revisits the region’s key historical milestones, highlighting its evolution in winemaking regulations, stylistic heritage, and global influence. The goal is to deepen Chinese consumers’ understanding and emotional connection to the Rioja region through an engaging and accessible format.

 

 

Centered around themes of “A Century of Excellence” the campaign leverages social media platforms and interactive mechanisms to spark consumer participation. By combining education with entertainment, the campaign not only offers a meaningful retrospective of Rioja’s legacy but also serves as an innovative approach to brand communication.

 

As the first Spanish wine region to receive the prestigious DOCa , Rioja has remained committed to excellence in winemaking and regional identity since 1925. This centennial campaign marks a significant step in Rioja’s global outreach efforts, underscoring the region’s ongoing commitment to localized communication and brand resonance in emerging markets, especially in an era shaped by digital consumption and evolving consumer behavior.