They come to us from DOCa Rioja some news that we think is interesting and that you should know. First of all, your new strategy to grow in international markets based on revaluing the brand, now that the sale of wine to other countries is taking more prominence. And, secondly, there is a concern in reference to the processing of the recognition of a new Protected Designation of Origin called "Arabako Mahastiak - Vineyards of Álava”. Here we give you more details on this matter.
New horizons for DOCa Rioja
Know modernize and reaching the markets with a current and aligned strategy is, without a doubt, the best way to establish a foothold in the market. Also in the countries that they want to conquer to do so in search of the current consumer, thus ensuring growth based on Loyalty of consumers.
One of the actions that the new strategy will develop that has been advised by the international consulting firm KPMG is to seduce the public. In this way, from the DOCa Rioja they will work to improve their perception and the Rioja brand. Specifically, the objective is to continue being the leader in the Spanish market and that exports represent the Present in several = 44% of sales in 2025.
Sustainability
On a practical level, the new strategy designed by the DO is based on various axes. First of all the sustainability. This will become a main action to have a positive impact on the territory so that it contributes to guaranteeing the future. For this, various objectives have been set for 2025, such as a 50% reduction in the use of plant protection products and reduce the carbon footprint by 10%. Also get 5% off organic wines.
Digitization
Another important action will be to promote digitalization. Also help and stimulate innovation and knowledge throughout the chain. Very important actions before the rise of the various digital channels and the increase in consumption in these. At this point, coordination with the various actors on the digital scene will be important and very necessary.
On one side are all the actors and online sales platforms as from the training in this type of marketing that is very different from the traditional one. The search for alliances with the various platforms will be key to achieving the ambitious objective that the DOCa Rioja has been marked. It wants to quadruple sales through this channel in just five years, focusing mainly on the international market.
Rioja, wine tourism destination
Another objective is to consolidate and grow Rioja as reference wine tourism destination. The idea is to establish a direct link with the consumer. In this way, unique experiences are created through the territory, its history and the product. The DOCa Rioja the goal of reaching 1,3 million wine tourists in 2025 is set as an international benchmark.
All these axes converge in the creation at the brand level of promotional actions that reach the consumer. Actions that know how to tell the stories of the entire territory, of each winery and be sure that they reach the public and that their perception is the best. Without a doubt, a great challenge for Rioja that will need the support of many professionals aligned with these strategies.
Vineyards of Álava vs DOCa Rioja
With the name of Álava vineyards want to be known some of the wineries of the Rioja Alavesa and they want to do it with a Own Designation of Origin. This is one of the first stones in the way of the traditional DOCa Rioja, that this attempt at independence is being found.
Last week the Regulatory Council of the Designation of Origin Rioja published an informative note showing its concern about the processing and request of this new DO that will arrive in Brussels to be approved or rejected. In this sense, DOCa Rioja recalls that there is no argument and legal basis for this petition. In this way, they allege that the geographic demarcation of the intended new name coincides with an existing area that is within the existing DO.
Also grape varieties and production methods They are essentially those already described in the conditions that exist for this quality seal. From Rioja, they argue that this request lacks, in its essence, differentiating elements that justify the creation of a new DO
Por último, la DOCa Rioja it points out that it will defend its interests so that it is not approved and remembers that annexation to a DO is always voluntary. We will be attentive to what finally happens with Rioja Alavesa in their aspirations to become independent with their own denomination. What do you think about it?
