Advertising Campaign Launch

Rioja is kicking off a new chapter: the Regulatory Council of the Denomination has launched a new advertising campaign with its Centennial at the heart—and a clear central message: in Rioja, wine is everything.

Built around this core idea, the Denomination has created a bold, dynamic, and cross-cutting campaign that will be present throughout all events, activations, and key moments planned for this landmark year in which Rioja celebrates 100 years.

At the center of this launch is a brand-new commercial, now available across Rioja’s social media channels (YouTube, Instagram, Twitter, and LinkedIn), and airing tonight on digital platforms and mainstream media.

Stunning visuals, powerful music, and top-tier post production techniques—featuring cutting-edge technology—come together to create scenes that elevate wine as the essential, foundational element of a region that lives and breathes it. This is the spirit behind Rioja’s new ad.

Shot across multiple iconic locations in the Rioja region, the commercial was brought to life by a team of over 30 professionals, led by acclaimed director Uri Segarra. For the first time, Rioja incorporates Artificial Intelligence (AI) to achieve striking and immersive visual effects.

The music featured in the ad is not just a soundtrack—it plays a central role in driving the emotional narrative. In keeping with Rioja’s tradition of choosing memorable music for its ads, this year’s campaign features a refreshed and modernized version of a beloved Spanish classic: “Me Va”, originally made famous by Julio Iglesias.

The result is a powerful and emotionally charged 50-second piece, complemented by 20- and 10-second cut downs for broader media use.

This new ad marks the culmination of a bold, disruptive campaign that reflects the strategic shift defined for the 2021–2025 period, during which Rioja committed to exploring new creative paths to build brand value and a more contemporary image.

It follows the success of previous campaigns such as “Te Mereces un Rioja” (2021–2022) and “Ponme Otro Rioja” (2023–2024), both of which significantly improved Rioja’s brand perception, visibility, and advertising recall.

Now, Rioja seeks to speak directly to the consumer with its new claim: “Vívete Un Rioja”, a bold invitation that reinforces its clear focus on boosting sales.

“This new commercial came with a major challenge: to celebrate Rioja’s centenary while simultaneously reinforcing the image of a pioneering, modern, and leading Denomination—which it truly is,” says Íñigo Tapiador, Marketing and Communications Director at the Regulatory Council of DOCa Rioja.

“Few regions can claim that their products or Denominations are so deeply embedded in every aspect of life and society. One could say that no one in Spain takes wine as seriously as we do in Rioja—and that’s exactly where the new claim comes from,” Tapiador concludes.

“Vívete Un Rioja”

As with the two previous campaigns, the new commercial will be broadcast starting on radio, hybrid television (i.e., traditional TV and on-demand platforms like Netflix, Amazon Prime, or Movistar Plus), as well as in national, regional, and specialized newspapers and publications. Additionally, there will be a significant digital media presence.

The campaign is planned in three phases: the first phase starts today and runs until the end of April, followed by a reactivation in June to coincide with the official anniversary of the creation of the Rioja Designation of Origin, and a new wave in the fall, during October.

With all platforms combined, the campaign is expected to exceed 300 million advertising impacts. The use of mass media like traditional television and radio ensures broad reach across various population segments, essential for shaping the perception of a global brand like Rioja.

Both the new commercial and the making-of are now available on Rioja’s digital channels.

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