China celebrates the Centennial of Rioja

• The DOCa makes a strong impression in Hong Kong and Shanghai, engaging with more than 1,100 industry professionals at the Rioja events held this week.
• More than 350 wine references from the Denomination were showcased in the Rioja halls before importers, distributors, sommeliers, and journalists, receiving an outstanding reception.
• The “Rioja Wine Makers Tour” tasting-colloquiums, featuring winemakers and oenologists from the DOCa, also generated great interest, attracting another 160 professionals interested in the diversity and knowledge of the Denomination.
• New activities and events will be held at the end of the year in three other major Chinese cities to continue positioning Rioja’s anniversary.

In the context of celebrating its Centennial, the Rioja Qualified Designation of Origin (DOCa) has launched this week the most ambitious commercial campaign of the year in the Asian market. With a strong dual presence in the cities of Hong Kong and Shanghai, Rioja has established itself as the unrivaled symbol of quality and prestige for Spanish wine in China.

Under the slogan “100 Años Viviendo el Vino – 100 Years Living and Breathing Wine,” the DOCa has carried out the two stages of this tour in China, which concludes today, bringing together more than 1,100 local professionals participating in various activities: winery trade shows (Centenary Roadshow), tasting-colloquiums, dinners with opinion leaders, and meetings with media representatives (Rioja Wine Makers Tour). Prominent oenologists and winemakers from the Denomination actively participated in these events, including Mayte Calvo from Bodegas Bilbaínas, Rafael Usoz from Bodegas Sonsierra, Iñigo Rubio from Manuel Quintano, and Ana Fernández from Bodegas Paco García.

One tour, 350 Rioja wines

At the professional meetings held at the Sheraton Hotel in Hong Kong and the Renaissance Hotel in Shanghai, 85 Rioja wineries presented more than 350 wine references from the DOCa to importers, distributors, sommeliers, and specialized journalists. The local response was exceptional, with over 500 visitors in Hong Kong and more than 600 in Shanghai, enjoying the Denomination’s wines in fully themed spaces featuring the Centennial image.

Rioja Wine Makers Tour: Knowledge, Diversity, and Approachability

In parallel, the Rioja Wine Makers Tour offered a more intimate and educational format through tasting-colloquiums, led by winemakers and oenologists from the Denomination. Each professional presented two wines and shared their perspective on the Rioja regions, vineyard and winery work, and the historical significance of the Centennial. More than 160 professionals attended these high-value sessions.

“Rioja is a bold, complete wine with great personality—that’s what I like the most. I really enjoy it,” said journalist Andrew Sun from the South China Morning Post in Hong Kong. He pointed out that while Spanish wine does not have as much exposure in the local market, “people know the Rioja brand, and events like these help it gain positioning and more recognition.”

The Marketing and Communications Director of the DOCa Regulatory Council, Iñigo Tapiador, emphasized in both cities (Hong Kong and Shanghai) that “these meetings with prominent wine professionals in China are much more than an international tour: they represent an opportunity to strengthen ties with a market that understands wine as heritage, identity, and the future. Our Centennial not only celebrates 100 years of history but also the connections we aim to build as a global brand for the next 100 years.”

As part of the events, two official dinners were held with around thirty journalists and editors from prominent media outlets, both regional and local, as well as specialized ones, such as Macao Daily, South China Morning Post, JamesSuckling.com, The Paper, Sina.com, and The Drinks Business. The DOCa also granted interviews to these media representatives in response to the keen interest shown in the Denomination.

“It’s easy to fall in love with Rioja wines,” confessed Ellie Tang, a journalist at Macao Daily and a wine columnist for over 14 years. “Due to their aroma and taste, they are very distinctive and easily recognizable; it’s hard to find similar aromas in other wines around the world. What is easy, however, is to enjoy them with friends and pair them, both with Chinese food and other international cuisines. Without a doubt, Rioja wines have a reputation in Macao,” stated Tang.

Next Stops of the Centennial in China

These events mark the midpoint of Rioja’s presence in China planned for 2025. In the last quarter of the year, a second Centennial tour is scheduled to take place in three new key cities in the country, along with a grand gala dinner featuring industry representatives and media outlets. Additionally, Rioja will strengthen its presence on Chinese social media and organize a reverse trip to the Denomination with high-profile professionals from the Asian market.