2020 – A New Roadmap for the Denomination
This updated strategy emphasized value creation, profitability, innovation, and collaboration—all while reinforcing sustainability in all aspects of production.
New Roadmap Goal 1 of 3:
Position Rioja as one of the most recognized wine regions for quality, uniqueness, and sustainability to attract more consumers.
New Roadmap Goal 2 of 3:
Promote Rioja as a leading wine-tourism destination by establishing a direct relationship with the consumer, emphasizing a unique visitor experience through the origins, terroir, history, and diversity of the region.
New Roadmap Goal 2 of 3:
Develop a leadership position in all areas of sustainability, highlighting the DO, improving the perception of Rioja, and positively impacting the region, strengthening its future.
