Rioja's 'Saber Quién Eres' Campaign Debuts in New York

The Rioja region launched its new global brand yesterday in New York: ‘Saber quién eres,’ or ‘Know Who You Are.’  Preserved in Spanish, the slogan made a splash in a country that is home to the most Spanish speakers in the world, and the third largest market for the Rioja region.

In February, DOCa Rioja Wine region introduced New York to ‘Saber Quién Eres,’ its dynamic new branding, in the country that is home to the greatest number of Spanish speakers in the world. The launch event underlines the importance of the Rioja Wine advertising campaign in the North American market, their third largest market where some 180 bodegas already export wine.

Over 50 people attended the launch in a popular digital event space in the heart of New York City, including influencers, media and the wine trade. Ana Fabiano, Rioja Trade Director and North American Brand Ambassador, presented the latest news from the Rioja region, detailing the most recent innovations.

Fabiano spoke about the new geographical indications in the region, the country’s method of organizing product regions and ensuring the qualities and characteristics of those regions.  The newly defined geographical indications include vinos de zona (wines of a specific zone), vinos de municipio (wines of a specific village), and viñedos singulares (single vineyards).  She also presented the region’s quality sparkling wines, “which round out the portfolio from the Rioja region.”  Fabiano affirmed that the reviews of the sparkling wines” are awakening consumer interest, allowing the consumer to explore and more deeply understand the region’s diversity.” Fabiano further indicated the data she presented “highlights the unique origin of the terroir, recognizes its diversity, and continues to establish quality criteria to ensure superior quality wine from the Rioja region throughout the world.”

After the press conference, the guests were able to enjoy an interactive tasting of a wide selection of wines from the region. The wines were served with an assortment of Spanish tapas, as well as with an accompanying 360º projection of the Riojan countryside.  Guests were treated to a unique experience that made them feel like they were in the Rioja region itself.  Rioja is already a preferred destination for wine tourism, as evidenced by the over 800,000 visits it received in 2018. Rounding out the event, artist Carlos Corres painted a series of illustrations using wine from grapes native to the region, including Tempranillo, Garnacha, Mazuelo, Maturana and Graciano.

Iñigo Tapiado, the Director of Marketing for DOCa Rioja pointed to “the positive feedback we received from those in attendance.  Most importantly they commented on their confidence in knowing they can find consistent quality in wines from Rioja.”  He also stated, “With the new geographical indications, the Rioja region stands out as being a vibrant brand constantly striving to improve.”

Tapiado ended, declaring, “The ‘Saber Quién Eres’ campaign delivers a message that connects wines from the Rioja with consumers, in an accessible manner.  It is a brand that captures the most inherent values from the Rioja region: tradition, diversity, and origin.” He affirmed that, with this new campaign, “The Rioja region proves that it is not just chasing passing fads, but instead has always remained firmly grounded in its most authentic values.”

‘Saber Quién Eres’ is an innovative strategy in brand positioning and marketing that looks to define the region’s values through new global branding in Spanish. The worldwide launch included global and local advertising campaigns in the press, on the country’s international radio station Radio Exterior, as well as in digital format.  Additional events launching the campaign were planned for other key markets, including Germany, Canada, China, Denmark, Holland, Ireland, Mexico, United Kingdom, Russia, Switzerland, Spain, and now, too, the United States.

In the photo: Marketing representatives from the region’s Governing Council with Katrin Naelapaa, Director of Wines from Spain in New York City, Ana Fabiano, North American Trade Director, and Bruno Fernández Scrimieri, Spain’s Economic and Commercial Advisor in New York City.