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Abstract
Rioja is the premier Spanish region for fine wine production. As it is an ‘Appellation d'Origine Contrôlée' (DOCa), it belongs to the European legislative framework. But it has also adopted many new world methods, especially calling on modern marketing and communication tools. Furthermore, the interprofessional organization and big bodegas have implemented an efficient synergy between corporate brands and the local territorial brand ‘Rioja'.
Notes
1. Sources: Magrama and SEVI.
2. The figures can be found at www.oiv.org
3. DOC: the highest recognition for a Spanish vineyard. Rioja was the first to attain this recognition, in 1991. Only the Catalan Priorat has obtained this title, after the Rioja region, in 2006.
4. See www.riojawine.com, the official website of the Rioja vineyards.
5. In terms of viticulture: this involved varietal selection, rigorous pruning, harvest when the grapes are mature, and not according to dates routinely issued by local authorities. For winemaking: immediate de-stemming, filling vats in one day for a more uniform fermentation, wine filtration, frequent topping up, programmed racking, white egg clarification, ageing in Bordeaux-style oak barrels and later in bottles.
6. The word bodega means ‘cellar' when it relates to wine. In our context, and with the epithets ‘industrial' or ‘criadora', it means the wineries of Rioja, which can produce several million litres of wine per year.
7. Prosperity in Rioja was so important that Haro, its wine capital, benefited from public lighting before Madrid.
8. Literally Regulatory Board.
9. The red grape varieties authorized in Rioja are tempranillo (which has many ‘cousins' in Spain: tinta del país, tinta de toro, ull de llebre), garnacha, mazuelo and graciano. The list of white grapes has been recently extended, but the viura is the most common.
10. Literally ‘harvesters’.
11. Literally cellars where the wine undergoes ageing process.
12. The most important, Juan Alcorta-Campo Viejo, from the Domecq group, itself now part of Pernod-Ricard, produces 30 million bottles per year.
13. There are some exceptions that will be mentioned at the end of the article.
14. The groundwork of these partnerships is not always in favour of the winegrowers. In fact, many of them know the grape prices only a long time after the delivery.
15. The respective precintas, which are secure labels, each bearing a different number, are issued and controlled by the Consejo Regulador.
16. Another name given to the winemaking sector.
17. The Spanish wine guides, such as La Guía Peñín or Gourmets, can be a source of documentation in this regard.
18. Pago can be translated by ‘enclosed plot' or ‘wine property'
19. The Consejo Regulador continuously insists on these points. Eight million euros will be invested in 2013 for the export communication (SEVI, 2013-04-06).
20. Literally: we innovate in the tradition.
21. Cellar where old and very old bottles are stored.
22. The priority targets are: Spain, the UK, Germany, USA, Switzerland, Mexico and China.
23. So-called «sector productor» in Rioja.
24. The Grupo Rioja which groups together the main bodegas and represents 80% of the turnover of the bodeguero sector.
25. La Prensa del Rioja, Newsletter, p. 241, 2013-06-25.
26. Ibid.