The 6th Rioja Grand Tasting was successfully concluded on November 30th. The event was held in Beijing, Shanghai, Guangzhou and Hong Kong. A total of 81 Rioja wineries participated, bringing more than 320 Rioja wines. It is one of the major event held by the Designation of Origin Rioja (DOCa Rioja) in Greater China.
During the event, hundreds of visitors came from all over the world, including distributors, retailers, media, education, F&B and other professionals in wine industry, from all major cities, as well as wine lovers. Through the communication and cooperation between the wineries and the visitors, the popularity and influence of Designation of Origin Rioja wines (DOCa Rioja) has been significantly improved, and the opportunities for the promotion and sales of Rioja wines in China have also been explored.
At the gala dinner after the tasting, Mr. José Luis Lapuente, President of the Consejo Regulador DOCa Rioja, introduced the newly-established regulations of the Rioja region, including: change in the minimum standard for ageing, new classification system: Viñedos Singulares, Vinos de Municipio, and Vinos de Zona, and also, the requirements for production of quality sparkling wines.
Mr. Ricardo Aguiriano, Director of Marketing of the Consejo Regulador DOCa Rioja, shared Rioja´s new brand proposition: “Saber quién eres” (understand yourself), as well as new brand positioning and innovation strategy for brand promotion. He also defined Rioja core values: tradition, diversity and origen.
The latest marketing campaign for the “Saber quién eres” brand idea will include 11 paintings created with Rioja wines, by the famous local painter Carlos Corres, in order to highlight the grape varieties, original from Rioja, and their tight link with the culture and values of Rioja, the oldest wine region in the history of Spain.
Designation of Origin Rioja wines (DOCa Rioja), as one of the famous Spanish brands with high international presence, continues to enhance market growth in Greater China. The 7th Rioja Grand Tasting will be held in 2020. In the previous 2019, a variety of promotional activities will be held, to bring more opportunities for wine professionals and consumers to know about Rioja wines.
