Rioja has launched a new global identity and a revamped message from the region, following legislative changes that took place in 2017.

The new global message form Rioja seeks to maintain the region’s leadership in Spain and growth in foreign markets.

The region’s global message – Saber quien eres – directly translates as ‘Knowing who you are’, and it is being introduced to 11 key markets, including the UK.

Another key element of the message is a series of illustrations by Riojan artist Carlos Corres, which have been painted with wine from grapes native to Rioja, including Tempranillo, Garnacha, Mazuelo, Maturana and Graciano.

Ricardo Aguiriano, marketing director for the Consejo Regulador DOCa Rioja, said: “Saber quien eres is a concept that connects Rioja wine with consumers in an approachable manner. It is a concept that captures Rioja’s most intrinsic values including tradition, diversity and origin. With this new campaign, Rioja demonstrates that it rises far above short-lived trends.”

In 2017, Rioja approved a series of new indications including Vinos de Zona (Rioja Alta, Rioja Alavesa, Rioja Oriental), Vinos de Minicipio (villages, towns or municipalities), Vinedos Singulares, Espumoso de Calidad de Rioja (sparkling wines), as well as new ageing requirements for Reserva and Gran Reserva wines, and permitted the production of single varietal white wines.

Sarah Jane Evans MW said the new indications present an opportunity for Rioja. She explained: “One of the many joys of Rioja is its diversity. These latest developments add an extra layer of interest for consumers, giving them more opportunities to explore and understand the DOCa.”

 The UK marketing arm of the Rioja Regulatory Council or Consejo Regulador de Rioja DOCa is called Wines from Rioja.

Sales of wines from the Rioja region grew 3.2% in the UK last year.