Rioja successfully deploys its Centenary in China

 

La Qualified Denomination of Origin (DOCa) Rioja has completed an ambitious campaign in the Asian market to commemorate its centenary. With a strategic deployment in Hong Kong and Shanghai, the Spanish wine-producing region has reaffirmed its position as a benchmark for quality and prestige in the competitive Chinese market.

 

under the motto “100 Years Living and Breathing Wine”The DOCa held a series of events that concluded today, bringing together more than 1.100 local professionals. The initiative included winery trade shows (“Centenary Roadshow«), tastings and discussions, dinners with opinion leaders and meetings with the media («Rioja Wine Makers Tour"). Prominent winemakers and winery owners from the Designation of Origin, such as Mayte Calvo from Bilbaínas Wineries, Rafael Usoz from Sonsierra Wineries, Iñigo Rubio from Manuel Quintano Wineries, and Ana Fernández from Paco García Wineries, actively participated in these activities.

 

A total of 85 Rioja wineries presented more than 350 wine references at the professional meetings held in the hotels Sheraton Hong Kong and Renaissance ShanghaiThe reception from importers, distributors, sommeliers, and specialized journalists was remarkable, with more than 500 attendees in Hong Kong and 600 in Shanghai, who enjoyed the wines in spaces themed with the image of the Centenary.

 

Meanwhile, the «Rioja Wine Makers Tour" offered 'tasting-discussion' sessions in a more intimate and educational format, led by winemakers and winery owners. Each professional presented two wines, sharing their perspective on the different areas of Rioja, vineyard and winery work, and the historical significance of the Centenary. These high-value sessions attracted more than 160 professionals."

 

Andrew Sun, a journalist for the South China Morning Post in Hong Kong, commented: “Rioja is a bold, well-rounded wine with a great personality, that's what I like most. I really enjoy it.” He added that, despite the lesser exposure of Spanish wine in the local market, “people are familiar with the Rioja brand, and activities and events like these help it gain positioning and greater recognition.”

 

Inigo Tapiador, Marketing and Communications Director of the DOCa Regulatory Council, emphasized in both cities that these meetings represent an opportunity to strengthen ties with a market that values ​​wine as a heritage, identity, and future. "Our Centenary celebrates not only 100 years of history, but also the ties we want to build as a global brand for the next 100," he stated.

 

More than 350 wines from the Denomination of Origin were exhibited in the Rioja exhibition halls to importers, distributors, sommeliers, and journalists, enjoying an extraordinary reception.

 

As part of the celebrations, two official dinners were held with around thirty journalists and editors from relevant media, both regional and specialized, including Macao Daily, South China Morning Post, JamesSuckling.com, The Paper, Sina.com and The Drinks BusinessRepresentatives of the DOCa also offered interviews in response to the considerable interest generated by the Denomination.

 

Ellie TangMacao Daily journalist and wine columnist, expressed his admiration: “It's easy to fall in love with Rioja wines. Their aroma and flavor are very distinct, and they're easily distinguishable. It's not easy to find their aromas in other wines around the world, but it is easy to enjoy them with friends and pair them with both Chinese and other international cuisines. Rioja wines are undoubtedly famous in Macao.”

 

These events mark the midpoint of Rioja's 2025 campaign in China. A second Centenary tour is planned for the final quarter of the year, in three other key cities across the country, as well as a major gala dinner with industry representatives and the media. In addition, Rioja's presence on Chinese social media will be intensified, and a return trip to the Denomination will be organized for high-profile industry professionals. Asian market.