More than 15.5 million euros of budget to face 2024 in DOCa Rioja
This morning, the Control Board’s Plenary approved the budgets required for the 2024 financial year. The total budget for this year amounts to €15,721,698.45, which will be borne by all the wineries and winegrowers that make up the appellation, at a rate of 58.2% and 41.8%, respectively.
Promotion of Rioja, in line with previous years’ budgets, will account for 59% of total resources, with a figure of over 9.3 million euros (€9,315,456), ensuring the DOCa’s promotional activity aimed at increasing the value of Rioja in a year that presents challenges and uncertainties for the sector. In this regard, the Control Board will focus on promotional activities of a commercial nature in the domestic and international markets, such as the organization of trade fairs in Mexico City, Chicago, Toronto, Edinburgh, Shanghai and Madrid. Moreover, Rioja will once again be present at the Prowein fair, with an institutional stand of more than 170 square meters with more than 140 Rioja wines. Similarly, support for digital and educational projects, included in Rioja Wine Academy, was reinforced with the launch of new courses and the “Rioja Camp” initiative, a new format of on-site training, with which to build loyalty among the more than 20,000 registered and attract new ones to the platform. Collaborations with a wide range of international opinion leaders and specialized media will also be strengthened, and a major national advertising campaign is planned, all of which will contribute to increasing the reputation of the Rioja brand.
With the approval of these budgets, the DOCa Rioja reiterates its commitment to promotion and quality, with the recent implementation of the sensory control plan of the Control Board’s Tasting Panel and the improvement and refinement of vineyard control through Artificial Intelligence, among other projects. It also reaffirms its commitment to wine tourism and sustainability, fundamental pillars of its Strategic Plan 2021-2025, preserving the necessary funds for the implementation of projects in these areas.
The primary objective for the appellation continues to be the revitalization of sales and the enhancement of brand value.