Recently, Raquel Pérez Cuevas, President of the D.O.Ca. Rioja Regulatory Council, sat down for an in-depth interview with the authoritative British trade publication The Drinks Business. At a pivotal moment as the region celebrates its Centenary (100 years of the D.O.), she shared core insights on navigating global challenges and the strategic vision for the future.
Core Perspective: “Complacency is Not an Option”
As the first female president in Rioja’s history, Pérez Cuevas offered a calm analysis of the current fluctuations in the global wine market. She emphasized that the “resilience” inherent in Rioja’s century-long heritage is its greatest strength against uncertainty. Facing a complex environment, she stated firmly: “Complacency is not an option.” She noted that the region must transform pressure into momentum through greater flexibility, innovation, and deeper communication.
Strategic Direction: The Differentiated Quality and the Effective Promotion
Pérez Cuevas pointed out that the core of Rioja’s future strategy lies in differentiated high-quality promotion. She highlighted Rioja’s complete quality pyramid—stretching from iconic Gran Reservas to high-quality white wines and Espumosos de Rioja (sparkling wines). This unparalleled diversity, encompassing grape varieties, terroir, and the unique vineyard landscape, remains the central pillar of Rioja’s global standing.
Leadership: A Promise to Break the Ceiling
Regarding the historical significance of her appointment, Pérez Cuevas advocated for a leadership style based on “consensus, active listening, and inclusivity.” She believes that the outstanding contributions of women across the vineyards, wineries, and marketing sectors are driving the industry toward a more diverse future. During the interview, she reaffirmed the commitment made at her inauguration: “I am the first woman to lead Rioja, but I will not be the last.”
Standing at the threshold of a new century, Pérez Cuevas’s insights serve not only as an endorsement of Rioja’s quality but also set a determined and open-minded tone for the region’s development over the next four years.
