recorded. Records are also kept to monitor wines which are not protected or have been rejected, so they can be removed f
2011 ANNUAL REPORT CONTROL BOARD OF THE RIOJA DESIGNATION OF ORIGIN
S U M M A R Y Presentation....................................................................................................... 3 The Control Board an organisation at the service of the Wine Region: - Control Board composition and functions ....................................................... 5 - Plenary and committees ............................................................................... 6 - Organisational chart. ................................................................................. 10 - Plenary decisions ...................................................................................... 11 The Board´s financial resources ......................................................................... 21 Activity Reports by department: - Administrative services ............................................................................... 24 - Legal department ....................................................................................... 25 - Technical service: ...................................................................................... 28 A) Inspection activities ............................................................................. 30 B) I.T. section ......................................................................................... 34 - Communication and Promotion ................................................................... 36 Sales balance: - Rioja wine exports reached a record high in 2011, offsetting dropping consumption in Spain .................................................................................. 60 - Nielsen report: Rioja maintains supremacy in the Spanish market thanks to barrel-aged red wines .............................................................................. 62 - Rioja has become Great Britain’s favourite wine ........................................... 64 2011 harvest report: Rioja Control Board rates 2011 vintage ‘Excellent’................ 65 Statistics. Rioja in figures: - Development of vitiviniculture in the D.O.Ca. Rioja ....................................... 68 - Production and vinification.......................................................................... 70 - Viticulture in figures ................................................................................... 72 - Winery statistics ........................................................................................ 76 - Sales statistics............................................................................................ 78 PUBLISHED BY: CONTROL BOARD OF THE RIOJA DESIGNATION OF ORIGIN Edited by: Javier Pascual Corral Translated by: TRINOR-Rioja Printed by: Gráficas Quintana, S.L. Legal Registry No: LR-160-1993 ISBN: 84-85375-83-X
PRESENTATION Rioja sales in foreign markets have pushed up to new
on international markets is the Wine Region’s commitment to
historical records and this is undoubtedly the best news of
quality, which takes shape in the form of major investments
a year that was marked by a difficult economic situation
in technology, R&D, innovation and human capital, both in
that prevented a recovery in consumption. We should also
viticulture and in oenology. It is the best way to ensure the
congratulate ourselves for achieving an ‘Excellent’ vintage
loyalty shown by consumers to Rioja wine in these times of
rating for the second consecutive year. For Rioja this rating is
economic crisis. This loyalty is undoubtedly because our wine
the cornerstone of its marketing strategy.
represents a safe bet for them both in terms of quality and of
Despite a complicated economic environment in all
brand image.
markets, which has obviously influenced our value chain, Rioja has proved its strength and flexibility in adapting to consumer demands, achieving a slight increase in sales. We carried out major investments in market promotions in 2011 as a way of counteracting the financial downturn and assuring the continuity of one of the main pillars of our Strategic Plan —increased exports. I value the responsible attitude that led to an agreement by the ample majority of wine sector organisations to continue with the promotional campaign in the main Rioja drinking countries. This campaign has been instrumental in driving sales in recent years and in improving the position of the Rioja brand vis-à-vis the competition. However, I also regret the tangible and intangible consequences of the failure to approve the budgets in a timely manner, despite the majority belief that there was a need to do so. As I mentioned above, an ‘Excellent’ vintage rating is always good news for our Designation, particularly when we speak of a vintage like 2011 with the highest rating scores of the last 30 years. It is evidence of the continuous quality improvement present in our grape growing and winemaking practices —particularly if we take into account that the Control Board has been tightening the requirements of global vintage ratings in recent years. And we intend to continue making these rating requirements more stringent in the future, with the aim of maintaining Rioja's position as a benchmark on the quality wine market, an aspect in which communication also plays a key role. One of the key factors that explain the reputation enjoyed by Rioja wine among consumers and the positioning achieved
Víctor Pascual Artacho, Control Board President
PRESENTATION The outstanding success of our strategy of specialising
model be preserved. This model has amply demonstrated its
in aged wines has allowed us to strengthen our position in
effectiveness while maintaining a structure that provides the
those categories with greater added value. As confirmed
necessary assurance for management and control functions
by the Nielsen consultancy in its annual poll of the Spanish
—within the separation of functions already consecrated by
market, among Spanish DO wines, Rioja aged reds hold an
the Law of 2003.
overwhelming on-trade leadership, with a 75% market share,
I will conclude by expressing once more my concern
and account for over 55% of off-trade sales.
about the continued decline in wine consumption in Spain.
However, while the Nielsen report underscores the
Joint actions by the wine industry and the institutions are
great strength of aged Rioja reds —which has helped
urgently required to promote moderate consumption of this
maintain our leadership and market share despite the drop
traditional food product which has so much weight in the
in consumption— the poll results also reveal what has
economy of Spanish wine regions, particularly ours. The
become a weakness for this wine region: Rioja white wines
Control Board signed an agreement last year for Rioja to
are missing opportunities in a developing market, as whites
join the European programme ‘Wine in Moderation – Art de
are the only wines with a rise in consumption in recent
Vivre’, an initiative of the combined European wine sector to
years. It has already been five years since our Designation
promote responsibility in consumption of wine as a cultural
of Origin agreed to incorporate new white varieties but
norm and prevent excessive consumption and misuse of
the authorisation for new plantations has not arrived yet.
alcoholic drinks.
Meanwhile, Rioja is missing the chance to up its white sales, which has been picked up by other wine regions. The current challenges of our wine region include the liberalisation of planting rights in 2015 under the current wine CMO. This would cause irreparable harm to the economy of areas producing quality wines. Major albeit not conclusive steps were taken in 2011 to prevent such liberalisation. European designations of origin set up a common front and various countries supported their stance. What they would like to see is continued regulation of productive potential so that new planting rights are granted exclusively when there is a demonstrated need based on market demand. The decision to award such planting rights should be in the hands professional organisations while the rights system is managed by public authority. We also made advances in the necessary updating of the Regulations of our DO and, after many months of hard work on the drafting of the new Specification, it was finally sent to Brussels by the authorities of the Ministry within established deadlines. The Specification reflects the demand of the Rioja wine sector that the fundamentals of the Rioja
THE CONTROL BOARD AN ORGANISATION AT THE SERVICE OF THE WINE REGION Composition and functions ORDER APA/795/2004 of 25 March 2004 of the
to any incidents taking place in production or on the market
Ministry of Agriculture amended articles 39, 40, 41 and
and, finally, sending interested Bodies the agreements passed
42 of the Regulations of the D.O.Ca. Rioja in order to make
by the Control Board for general compliance thereof.
it possible “to constitute the Control Board with the same
With regard to the functions to be carried out by the
level of representation and accountability as the Rioja Wine
President of the Control Board, “who will be the president of
Interprofessional Organization, in accordance with the eighth
the board of directors of the Interprofessional Organization
additional provision of the Spanish Law of Vines and Wine,
and who, in accordance with its Articles, may either be
besides introducing the necessary changes in its functions and
a member of the Board or someone from outside”, article
form of operation.”
41 confers upon this person the legal representation of
The Control Board Plenary, management body of
the Control Board before any public or private entity,
the Designation appointed by the Ministry of Agriculture,
Administration, Body, legal or arbitration authority with the
Fisheries and Food and accountable to this ministry, consists
further mandate to chair sittings and moderate the progress
of 32 members representing six winemaking and nine grape-
of debates, regulating deliberations and votes; to ensure
growing associations, i.e. all the associations in the Rioja
that laws are complied with; to endorse the Minutes and
wine industry. These 32 members also constitute the Board of
Certificates of the Board’s agreements and to exercise any
Directors of the Rioja Wine Interprofessional Organization,
other function specifically designated by the Laws, Regulations
whose president, is also president of the Control Board
or the Plenary.
pursuant to current regulations. Also members of the Plenary,
Finally, it is worth pointing out, with regard to the
although without the right to vote, are the representatives of
operational structure established in article 42, that the Board
the Ministry of Agriculture, Fisheries and Food and of the
will meet a minimum of once every two months as well as
Public Administrations of the Autonomous Communities of The
whenever deemed necessary by the President or requested
Rioja, Basque Country and Navarre.
by at least 15% of the total votes; that agreements will be
Article 40 of the Regulations states that the Control Board
adopted by a minimum of 75% of the votes either present
is responsible, “in addition to the functions set forth in the
and/or represented, with at least 50% of votes from
provisions of a general nature which apply to it, and those
each professional sector, the President not having
attributed in this Regulation”, for the following: complying
a casting vote.
and enforcing the regulations, recommending any internal provisions that may be necessary to carry these out, and ordering the implementation of any agreements adopted; governing and managing the activities of the Control Board as well as organising its internal structure and services; administering the revenue and funds of the Control Board and arranging for payments; recruitment, renewal or dismissal of personnel; keeping the Public Administration informed as
COMMERCIAL SECTOR (100 votes and 16 members ) GRUPO RIOJA (66 votes and 9 members)
ARBOR (10 votes y 2 members)
Víctor Pascual Artacho
Jesús Martínez Bujanda Irribarria
Fernando Salamero Laorden
Jesús de Miguel Martínez
Jose Luis Benítez Robredo Rogelio Jiménez Palacios
ABRA (6 votes y 1 member)
José Luis Fernández de Jubera
Inés Baigorri Uribe
Pedro Aibar Sánchez Enrique Abiega Olabarrieta
BFR - PROVIR (4 votes y 1 member)
Rafael Vivanco Sáenz
Juan Carlos Sancha González
Rubén Baz Rodríguez ARAEX (3 votes y 1 member) ABC (11 votes y 2 members)
Javier Ruiz de Galarreta San Vicente
Iñigo Torres Andrés Enrique Ayala Herrán Representative of the Ministry of Agriculture, Fisheries and Food:
Representatives of the Autonomous Communities: La Rioja: Igor Fonseca Santaolalla Navarre: Julián Suberviola Ripa Basque Country: José Luis Anda Fernández
Faustino Manso Martínez
PRODUCING SECTOR (100 votes and 16 members ) FECOAR (37 votes y 5 members)
UAGA (12 votes y 2 member)
José Luis Rubio Bretón
Jesús Bauza Nuin
Fernando Ezquerro Cuevas
Enrique Pérez Mazo
José María Daroca Rubio José Mª Rojas Miguel
UAGR (8 votes y 1 member)
Vacante
José Luis Pisón Martínez
UCAN (5 votes y 1 member)
UPA (5 votes y 1 members)
Carlos Esparza Calvo
Eusebio Fernández García
DOLARE (3 votes y 1 member)
UAGN (4 votes y 1 member)
Ramón Emilio Muro Aguirrebeña
Pedro Luis Cadarso Ciordia
ASAJA (25 votes y 3 members)
EHNE (1 vote y 1 member)
Alejandro Las Heras Quintín
Alberto Sáenz Sáinz
José Antonio Rubio Gutiérrez Luis Alberto Lecea Blanco
MEMBERS OF THE CONTROL BOARD AND REPRESENTATION (MARCH 2012)
THE CONTROL BOARD PLENARY AND COMMITTEES Committees
PERMANENT COMMITTEE
The Control Board has a Permanent Committee and four
Chair: Víctor Pascual Artacho (GRUPO RIOJA)
working Committees: Promotional Committee; Administration, Personnel, Finance and Internal System Committee; Technical
GRUPO RIOJA:
and Control Committee and Regulations Committee. These
Rogelio Jiménez Palacios
committees meet periodically to deal with matters in which
José Luis Fernández de Jubera Ruiz
they are competent and submit proposals to the Plenary for
Fernando Salamero Laorden
approval.
José Luis Benítez Robredo
1. The Permanent Committee. Sets the agenda
ABC:
for plenary sittings and deals with any procedural or urgent
Iñigo Torres Andrés
issues that may arise between one plenary sitting and the next. Other responsibilities include gathering information
ARBOR:
about decisions regarding labelling, examining minutes and
Jesús Martínez Bujanda Irribarria
sanction proposals and taking on general or specific plenary directives and mandates
ABRA: Inés Baigorri Uribe
2. The Regulations Committee. was specifically constituted to study the Designation’s Regulations, its
THEY SHARE ONE MEMBER:
modifications and any other legal matters which may arise..
ABRA: Carlos Gaona Alonso BFR - PROVIR: Juan Carlos Sancha González ARAEX: Javier Ruiz de Galarreta San Vicente
3. The Technical and Control Committee deals with all matters associated with qualitative and quantitative
FECOAR / UCAN / DOLARE:
controls, proposing the necessary measures to the plenary in
José Luis Rubio Bretón
order to implement such controls and enforce the Regulations.
José María Daroca Rubio Ramón E. Muro Aguirrebeña
4. The administration, personnel, finance and
Fernando Ezquerro Cuevas
internal system Committee puts together the Board’s budget and deals with matters related to the administration of
ASAJA:
budgetary funds and personnel.
Alejadro Las Heras Quintín Luis Alberto Lecea Blanco
5. The Promotional Committee proposes programmes of action for the Board to the Plenary in the
UAGA:
areas of communication and promotion.
Jesús Bauza Nuin UAGR:
6. Strategic Plan Analysis and Development
José Luis Pisón Martínez
Committee created in 2008 to monitor the Strategic Plan for Rioja 2005-2020.
ADMINISTRATION, PERSONNEL, FINANCE AND INTERNAL SYSTEM COMMITTEE Chair: Luis Alberto Lecea Blanco (ASAJA)
FECOAR : Carlos Ezquerro Preciado y José Manuel Madorrán
GRUPO RIOJA: Santiago Frías Monje y Manuel Gómez Campo
UCAN: Carlos Esparza Calvo
ABC: Iñigo Torres Andrés
DOLARE: Ramón E. Muro Aguirrebeña
ARBOR: Jesús de Miguel Martínez
ASAJA: Alex Las Heras Pérez
ABRA: Pablo Muñoz Campos
UPA: José Ramón Peciña Ramírez
ARAEX: Juan Luis Cañas Herrera
UAGR: Gonzalo Gil Gil
BFR - PROVIR: Pedro Salguero Aznar
UAGA: Juan Luis Bujanda Fernández
PROMOTIONAL COMMITTEE Chair: José Luis Benítez Robredo (GRUPO RIOJA)
FECOAR: Raul Leza Leza y José M. Marrodán Calvo
GRUPO RIOJA: Víctor Pascual Zárate,
UCAN: Carlos Esparza Calvo
Rodolfo Bastida Caro y Raquel Pérez Cuevas
DOLARE : Ramón E. Muro Aguirrebeña
ARBOR: Jesús de Miguel Martínez
ASAJA: Alex Las Heras Pérez
ABC: Íñigo Torres Andrés
UAGR: José Antonio Antón Benés
ARAEX: Javier Ruiz de Galarreta San Vicente
UAGA: Itxaso Companión Arrieta
BFR - PROVIR: Mª José Nestares
UPA: Teodoro Ruiz Monge
ABRA: Charo Alegre Ruiz TECHNICAL AND CONTROL COMMITTEE Chair: Fernando Ezquerro Cuevas (FECOAR)
FECOAR: José M. Rojas Miguel
GRUPO RIOJA: José Luis Fernández de Jubera Ruiz y
UCAN: Carlos Esparza Calvo
Rafael Vivanco Sáenz y Víctor Pascual Zárate,
DOLARE: Ramón E. Muro Aguirrebeña
ARBOR: Jesús Martínez Bujanda Irribaría
ASAJA: Alejandro Las Heras Quintín y Alfredo Ruiz Domeco de Jarauta
ABC: Iñigo Torres Andrés
UAGN: Pedro Luis Cadarso Ciordia
ARAEX: Juan Luis Cañas Herrera
UAGR: Roberto Ruiz-Clavijo Díez
BFR - PROVIR: Juan Carlos Sancha González
UAGA: Eduardo Jalón
ABRA: Carlos Fernández Gómez
EHNE: Javier Acedo Marquínez UPA: Tomás Latasa Asso
TECHNICAL AND CONTROL COMMITTEE Chair: Inés Baigorri Uribe (ABRA)
FECOAR: José Mª Daroca Rubio y Bernardo Iruzubieta López
GRUPO RIOJA: Rogelio Jiménez Palacios
UCAN: Carlos Esparza Calvo
ARBOR: Jesús de Miguel Martínez
DOLARE: Ramón E. Muro Aguirrebeña
ABC: Iñigo Torres Andrés
ASAJA: José Mª Ruiz Ramírez y Virginia Salazar Velasco
ARAEX: Javier Ruiz de Galarreta
UAGN: Pedro Luis Cadarso Ciordia
BFR - PROVIR: Juan Carlos Sancha González
UAGR: Ángel Palacios Muzquiz
ABRA: Gabriel Frías del Val
UAGA: Juan Luis Bujanda Fernandez UPA: Eusebio Fernández García
REGULATIONS COMMITTEE Chair: Íñigo Torres Andrés (ABC)
FECOAR: Abel Torres Sáinz
GRUPO RIOJA: José Luis Benítez Robredo
UCAN: Carlos Esparza Calvo
ARBOR: Jesús de Miguel Martínez
DOLARE: Ramón E. Muro Aguirrebeña
ARAEX: Javier Ruiz de Galarreta
ASAJA: José A. Rubio Gutierrez y Angel Campos García
BFR - PROVIR: Juan Carlos Sancha González
UAGN: Pedro Luis Cadarso Ciordia
ABRA: Inés Baigorri Uribe
UAGR: Ángel Palacios Muzquiz UAGA: José Antonio Ugarte García UPA: Tomás Latasa Asso EHNE: Alberto Sáenz Sáinz
THE CONTROL BOARD AN ORGANISATION AT THE SERVICE OF THE WINE REGION ORGANISATIONAL CHART OF THE CONTROL BOARD PLENARY
COMMITTEES:
PERMANENT COMMITTEE
PRESIDENT
• Technical and Control • Admin., Personnel, Finance and Internal Sys. • Marketing and Communications • Regulations
GENERAL SECRETARY
TECHNICAL SERVICE
LEGAL SERVICES
ADMINISTRATIVE SERVICES
MARKETING & COMMUNICATION
CONTROL BOARD STAFF (on 31/12/2011) • VÍCTOR PASCUAL ARTACHO
• Gloria Cunchillos Abad
• josé luis lapuente sánchez
• Ana Pérez-Izaguirre Urquizu
President
1st class Administrative Officer - President’s Office
General Secretary
1st class Administrative Officer - Legal Department
• Domingo Rodrigo Martínez
• M.ª Angeles Nalda Sáenz-Torre
Head of the Technical Service
Head of I.T.
• Mª Angeles Nalda Murga
• M.ª del Carmen Yus García
Legal Department Lawyer
1st class Administrative Officer - Technical Service
• josé ignacio martínez de torre
• M.ª Vega Vicente Manzanos
Legal Department Lawyer
Accountant - Administrative Services
• GREGORIO MARTÍNEZ RAMÍREZ
• M.ª SolEDAD Parmo de Pablo
Head of the Administrative and General Services
2nd class Administrative Officer - Administrative Services
• RICARDO AGUIRIANO SAN VICENTE
• M.ª Dolores Pascual Martínez
Marketing and Communications Manager
2nd class Administrative Officer - Technical Service
• Carmen Quemada Sáenz - Badillos
• M.ª José Fernández-Azcona Pujadas
Head of Promotion
2nd class Administrative Officer - Technical Service
• rebeca gómez aiello
• M.ª Pilar González Sáenz
International Marketing Technician
2nd class Administrative Officer - Technical Service
• Javier Pascual Corral
• M.ª Jesús Iglesias Ponce de León
Communication Advisor
2nd class Administrative Officer - Technical Service
• SONIA DOMÍNGUEZ LUMBRERAS
• Ana Rosa López Cacho
Overseer
2nd class Administrative Officer- Technical Service
• Bernabé arrieta villareal
• Amaya Fernández Bengoa
Overseer
1st class Administrative Officer - Technical Service
• Jesús Hernáez Conde
• M.ª Teresa Vicente Basarte
Overseer
• Baltasar Marchan Navarro
2nd class Administrative Officer - Marketing and Communications
• Javier Moral Alonso
Specialist Tasting Technician
• ANNE DÍaz bravo
Overseer
• Eduardo Echarri JUSTO
Overseer
• Pedro Salguero Rodríguez
Warehouse Supervisor
• José Manuel Fontecha Olave
Overseer
• José Antonio Blanco Ruiz
Concierge Receptionist
Overseer
• josé luis martínez olarte Overseer
10
In 2011 a total of 221 people were hired for temporary services: 169 harvest helpers, 18 technical assistants, 11 employees for the Quality Plan, 18 vineyard technicians, 4 employees for wine stocks inspections, and 1 administration assistants.
THE CONTROL BOARD PLENARY DECISIONS PLENARY OF 14-1-2011
Year-end and CMO plans. On closing the financial year of 2010, it was agreed, by majority, to authorise the
Budget for promotional purposes. The Plenary
Administration Committee and the Personnel, Finance and
approved a budget for the Control Board to take part in
Internal Regulations departments to make the necessary
Madrid Fusion (30,000 euros), the sponsorship of Primer
transfers of budgetary items for that year, subject to
(10,000 euros) and collaboration with the campaign of
subsequent plenary approval. The presentation of CMO Plans
the Spanish Wine Federation – Spanish Conference of
was also agreed for years 4 and 5 as well as year 6 for
Wine Region Control Boards to encourage moderate and
China, with CMO IV being the only budget link.
responsible wine consumption, to a maximum of 100,000 Protecting the vineyard landscape. With regard to
euros for each of the two years envisaged.
the installation of high voltage power lines in Rioja Alta, the Collective Agreement and LOPD. The Plenary
Plenary unanimously agreed to seek the suspension of the
unanimously approved the collective agreement to govern
installation work of the new power lines and to call a meeting
the labour relations of Control Board personnel, as well
of all the interested parties: the developer, the government
as appointing the General Secretary, José Luis Lapuente
administrations involved at state, regional and local levels,
Sánchez, as Head of Security of the Control Board in
and the affected parties, with the objective of looking for
accordance with the provisions of Article 95 of the regulation
concrete solutions which would at least minimise as far
implementing Organic Act 15/1999 on the Protection of
as possible, if not eliminate altogether, the environmental
Personal Data.
damage associated with this undertaking. At the same PLENARY OF 9-2-2011
Approval of the 2011 budget. The Plenary approved, by majority, a budget for the Control Board expenses for 2011 amounting to 13,710,399.34 euros. In line with the distribution criteria used in previous years, it was agreed that the commercial sector would be responsible for 7,897,303.12 euros and the production sector for 5,813,096.22 euros. It was also agreed that, subject to year-end results and according to an initial estimate of a surplus, the three autonomous communities of the Designation would make a contribution of 750,000 euros and co-finance CMO projects; that the maximum contribution per kilo of grapes should not exceed the equivalent in euros of 1.88 pesetas, while the maximum per bottle should not exceed the equivalent in euros of 3.32 pesetas, assuming a net contribution of 6,138,405.83 euros from the commercial sector and 4,227,724.17 euros from the production sector.
11
PLENARY DECISIONS time, regional and local governments are urged to urgently
income, as well as the fiscal factor which, by applying the
introduce a system of protection for the historic vineyards and
same proportion of income, allocates up to 295,164.90
wine-growing landscapes over the whole of the DOCa Rioja
euros to the production sector and 679,083.24 euros to the
to avoid, or minimise, the environmental impact associated
commercial sector, whilst agreeing to remove these figures
with infrastructure projects that threaten the heritage of the
from the financing of the 2011 budget.
landscape and culture.
Based on the distribution of this surplus and the agreement reached during the plenary session of 9 February
Member of ASAJA. On behalf of the Interprofessional
in respect of the criteria to be used for financing the 2011
Association, the appointment was confirmed of Mr Alejandro
expenditure budget, the income budget is moved across
Las Heras Quinín as a member of the Board of Directors,
to defray recurrent and additional expenses amounting to
representing ASAJA, with the proposal to M.A.R.M. that,
5,601,116.34 euros, distributed between the production and
following the usual procedure, he is appointed as a member
commercial sectors at 31.13% and 68.87% respectively, with
of the Plenary of the Control Board in representation of
collection rates of 0.7727% on plantations, valuing each kilo
ASAJA.
of grapes produced at 0.55 euros, as well as a collection rate of 0.2590% on protected products, with these being valued PLENARY OF 4-3-2011
based on their commercialization at a rate of 2.66 euros per litre of non-aged wine, 3.90 euros per litre of Crianza,
Financing of the budgets of the Control Board. The
5.24 euros of Reserva and 9.26 euros of Gran Reserva,
Plenary agreed, by majority, to the distribution of a final
considering in both cases the amount of protected production
surplus of 974,248.14 euros, which was generated from a
and bottled wine commercialized in 2010.
budget result of 14,084,104.07 euros once the variations
With respect to the financing of the budget for
in income and grants were added in along with other
extraordinary promotional expenses amounting to
12
PLENARY OF 1-4-2011
8,269,283.00 euros, at 50% for each sector, it was proposed that the financing of this expense, after applying the surplus, should follow the same valuation indices as
Rating of the 2010 vintage as ‘Excellent’. The Control
those used for the Regular and Additional Budgets. As a
Board gave the 2010 vintage the official rating of ‘Excellent’.
result, it was noted that a modification would be proposed
This result was obtained from a rigorous classification process
to the General Directorate of Industry and Food Markets of
using analysis and tasting methods of the 4,008 representative
the revenue percentages established in Article 43.1.1 of
samples of the 284.29 million litres of wine made from this
the Regulation of the DOCa Rioja (see details of the 2011
vintage. This result confirms the high expectations already
expenditure and income budget in the Annex to these Minutes
aroused by the excellent quality of the grapes gathered during
entitled “Financial Resources of the Control Board”).
the harvest and subsequent winemaking process, in the sense that this vintage could become one of the most historic ones in
Protection of grapes from the 2009 vintage. It
Rioja. The keys to this were a very favourable weather which
was agreed to notify vineyard owners, through the Official
enabled the vines to be kept in an excellent state of growth
Gazettes of the autonomous communities of the Designation,
and health right through to the end of the growth cycle, very
that on the date of that announcement the Control Board
moderate production yields and, of course, the hard work and
would send all the Winemaking and Vintage Reports to
professionalism of grape-growers and winemakers.
their owners, with a copy being held at the Control Board’s head office for anyone who did not receive it, and allowing
Institutional declaration. The Plenary agreed unanimously
a general period of 10 working days for the submission of
to issue the following institutional declaration: “The Plenary
applications that directly or indirectly affect the protection of
of the Control Board of DOCa Rioja wishes to state its deep
wines by the DOCa Rioja, establishing the date of 31 March
indignation and rejection of the insidious declarations being
2011 as the deadline for submitting these applications in all
made continuously by members of the Partido Riojano (Riojan
cases.
Party) which, with the sole objective of political gain, has no hesitation in making unfounded accusations against this Institution and its President, whereby we most vigorously call upon them to cease this behaviour forthwith, the only outcome
Meeting held between the representatives of the associations that make up the Control Board Plenary and authorities of the Ministry of Agriculture at the Control Board headquarters on 1 March 2011.
of which is damage to the image and credibility of the Control Board of DOCa Rioja.”
13
PLENARY DECISIONS
European front against the liberalisation of vineyard plantations The European Commissioner for Agriculture, Dacian
settled in 2008, when the Council of Ministers decided to
Ciolos, met on 1 April 2011 with representatives from the
withdraw them. If there are any new facts, discussions could
Riojan winemaking sector at the Control Board headquarters
resume in 2012, when a report from the Member States
to discuss the two issues that are causing the most concern
will be presented to analyse the trajectory of the reform.”
in terms of European common policies, these being the
However, the Commissioner expressed his conviction that
liberalisation of vineyards envisaged for 2015 in the
the quality model developed by the DOCa Rioja will not be
current Wine CMO and the grants to help with promotional
damaged by this liberalisation, given the strict regulations
campaigns in the domestic market. Ciolos did not come
that the EU will be upholding in this respect for Designations
up with a solution for either issue, but he did demonstrate
of Origin. The Riojan wine sector does not agree with this
his willingness to put forward the necessary reforms in
opinion, as stated by the President of the Control Board,
the anticipated review of the CMO in 2012, something
Víctor Pascual, who called for the right to self-regulation
that should be supported by the political representatives
of planting rights by the sector as a basic requirement
of the different countries in the European Parliament. The
for maintaining balanced development and safeguarding
Commissioner believes that “the issue of planting rights was
the heritage of designations of origin. With regard to
14
PLENARY OF 13-5-2011 promotional matters, Ciolos highlighted the role that
Selection of institutional wines. The Control Board has
interprofessional organizations, such as the Rioja Wine
made a selection of the wines it will be using at institutional
association, can play in promotional aspects to get better
events throughout the year, which reflects the different types and
results from European grants, but he did not raise any
categories that currently make up the range of wines covered
hopes about the possibility of these promotional subsidies
by the DOCa Rioja, which will be presented with the labels
being used for European domestic markets and not just
designed especially by the Control Board for each category. In
for foreign markets.
making this choice, the Board’s tasting committee conducted a blind tasting of the 161 samples presented by the wineries to the
Before the French Senate
competition convened for this purpose, a very high turnout which underlines the importance that wineries place on the chance of
The European Federation of Origin Wine (EFOW)
their wines representing the Designation. Domingo Rodrigo, the
was very satisfied with the conclusions of the symposium
Technical Services Manager of the Board and head of the tasting
on planting rights and the winemaking regions in the PAC
committees, highlighted the high overall quality of the wines
organized by the French Senate on 4 April, a symposium
submitted, a quality that improves with every vintage. The final
attended by the President of the Rioja Control Board,
result in each of the wine categories selected was as follows:
Víctor Pascual, the president of the Spanish Conference of Wine Regulation Councils, Fernando Prieto, and Senator
YOUNG WHITE, 2010 VINTAGE
José Cruz Pérez Lapazarán. The French Minister of
from Bodegas Estraunza, in Lapuebla de Labarca.
Agriculture, Bruno Le Maire, described the liberalisation of planting rights as “economic madness, political folly”,
WHITE CRIANZA, 2008 VINTAGE
and stated his intention to mobilise the largest possible
from Bodegas Baigorri, in Samaniego.
number of Member States to send a joint letter to the European Commission calling for the current regulatory
YOUNG ROSÉ, 2010 VINTAGE
system to be maintained. The President of the EFOW,
from Bodegas y Viñedos Ilurce, in Alfaro.
Riccardo Ricci, confirmed that “the mobilisation of national MPs sends out a strong message, as does the
YOUNG RED, 2010 VINTAGE
determination of the French Minister. Maintaining our
from Bodega San Miguel S. Coop, in Ausejo.
winemaking model and regulating production potential is not just an economic issue but also a social one,
RED CRIANZA, 2008 VINTAGE
as the abolition of planting rights will affect regional
from Bodegas Estraunza, in Lapuebla de Labarca.
development, landscapes, the environment, etc. Governments have a responsibility to make an effort to
RED RESERVA, 2007 VINTAGE f
defend the existing model.”
rom Bodegas Tobía, in Cuzcurrita de Río Tirón. RED GRAN RESERVA, 2004 VINTAGE from Viña Olábarri, in Haro.
15
PLENARY DECISIONS
Appointment of new members. On behalf of the
Petition to improve promotional efforts. The Plenary
Interprofessional Association, the appointment was confirmed
unanimously agreed to inform the Administrations that govern
as a member of the Board of Directors, representing GRUPO
the Designation of the need to coordinate the promotional
RIOJA, of Mr Rubén Baz Rodríguez, who replaces Mr
activities of Rioja wines undertaken by different institutions,
Iñaki Mencía Huergo; and Mr José María Daroca Rubio,
with the aim of making these actions more efficient and
representing FECOAR, who replaces Mr Miguel Ángel Ciria
making the best possible use of investments in this area.
Ceniceros, proposing that, following the usual procedure, the PLENARY OF 1-7-2011
M.A.R.M. should appoint them as members of the Control Board Plenary on behalf of GRUPO RIOJA and FECOAR
Irrigation deadline. With regard to irrigation, it was
respectively.
unanimously agreed not to set a deadline for alternative PLENARY OF 3-6-2011
irrigation and abide by the regulatory conditions which set this limit at 30 days before harvest, by 15 August at the latest,
The Control Board calls on the Administrations to
without prejudice to the possibility of exceptional conditions
present the Designation’s Specification to Brussels.
occurring, subject to notification and authorization in this
The Plenary unanimously agreed that the Working Committee
respect.
which has been attending meetings with the Ministry on the Board’s legal issues should review the Specifications it
New UAGA members. On behalf of the Interprofessional
originally approved with the appropriate corrections, while
Association, the appointment of the following members to the
maintaining the same basic orientation on every issue,
Board of Directors was confirmed, representing UAGA: Mr
for sending to the Ministry together with a letter from the
Jesús Bauza Nuín and Mr Enrique Pérez Mazo, replacing Mr
President urging him to send the document to Brussels.
Daniel Espada Garrido and Mr José Antonio Ugarte García, proposing that, following the usual procedure, M.A.R.M.
16
should appoint them as members of the Control Board Plenary
of the system that guarantees the quality and origin of Rioja
in representation of UAGA.
wine to consumers, which is unquestionably the most widelyrecognised of all designations of origin. PLENARY OF 19-7-2011 PLENARY OF 2-9-2011
Harvest Standards for the 2011 harvest. The Plenary approved the standards for the forthcoming harvest which
External audit. It was agreed to appoint AUDITEBRO
set out the rigorous control system implemented to guarantee
AUDITORES S.A. as the account auditor for the 2011
the origin and quality of wines produced in the Designation
financial year for a fee of 6,209.16 euros, which covers
and the measures relating to maximum production and
the full audit of the annual accounts. It was also agreed to
grape-to-wine ratios, establishing a maximum allowable yield
reclassify the section on financing the O.I.P.V.R. by the sum
of 6,500 kg per hectare for red wines and 9,000 kg per
of 200,824.40 euros relating to promotional actions in
hectare for white wines. Meanwhile, in view of the weather
Germany and a further 170,640.00 in relation to another
conditions that might affect the last stage of the growth cycle
promotional campaign in the United Kingdom.
in the vineyards, the limit for delivery of grapes to the winery PLENARY OF 7-10-2011
in excess of the allowable maximum was set at 10% for this particular harvest. The Harvest Standards approved by the Control Board adhere to the high control standards achieved
Changes to the Regulations. The Plenary agreed by a
in the last few harvests, for which the human and financial
majority on various amendments to the Regulations of the DO
resources allocated have been increased and more restrictive
which had previously been agreed upon and which affect
measures adopted, such as the disqualification of wines from
Article 8, relating to maximum production yields; Article 10,
vineyards that fail to comply with the regulations. The actions
relating to winemaking practices and transformation yields;
of the Control Board during the harvest are a crucial part
and Article 16, referring to the analytic characteristics of
17
PLENARY DECISIONS
Fifteen renowned international wine regions unite to uphold the integrity of wine labels
In 2011, Rioja joined other elite international winemaking
the meeting in New York, the wine regions reiterated their
regions to call for regulations that protect the geographical
commitment to work together on educating consumers and
names of origin of wines and address the growing demand
publicly advocating protection and respect for these names
from consumers for wine label integrity. This initiative was
worldwide. “The 15 regions that spearheaded the Declaration
welcomed by well-known chefs and sommeliers from all over
demonstrate the growing global demand to protect
the world at a meeting held in New York by the signatories
geographical names,” said José Luis Lapuente Sánchez, the
of the Joint Declaration to Protect Wine Place and Origin, a
General Secretary of the DOCa Control Board. “When the
coalition formed in 2005 which has doubled in size since
name of a winemaking region is misused, the consumer is
then, and which welcomed Rioja and Long Island as new
the one who suffers and then doubts the authenticity of the
members, joining Champagne, Chianti Classico, Jerez, Napa
wines they buy and drink. We are working with our American
Valley, Oregon, Paso Robles, Oporto, Sonoma County, Tokaj,
partners, such as Napa Valley and Oregon, to protect our
Victoria, Walla Walla Valley, Washington state and Western
geographical names as they deserve. By doing so we are
Australia.
protecting the grape-growers who tend the vineyards, the land
The Declaration claims that the geographical name
itself and the wine produced by winemakers, who have been
constitutes an essential tool to help consumers identify wines
working for many years to create a value and a reputation for
in relation to the specific areas from which they come. At
the name of their respective regions.”
18
wines protected by the DOCa Rioja. Likewise, the point on the Classification Rules was amended (Order APA/3465/2004, of 20 October 2004) referring to total acidity, which now reads: “The total acidity of wine protected by the DOCa Rioja should not be lower than 3.5 g/l (47 milliequivalents per litre) of tartaric acid.” PLENARY OF 4-11-2011 Irrigation authorization. Once the harvest has concluded and it is considered that environmental conditions justify irrigation as a cultural practice that helps to maintain the vegetative potential of the plant in balance with the climate/ soil ecosystem to obtain high quality produce, the Plenary agreed to authorise irrigation of the vineyards in accordance with the methods and conditions envisaged in Article 6.2 of the DOCa Rioja Regulations. As a result of this agreement,
The General Secretary of the Control Board, José Luis Lapuente, attended the meeting in New York on behalf of the DOCa Rioja, which was formally incorporated as a member of the Joint Declaration to Protect Wine Place and Origin, a coalition of 15 prestigious international winemaking regions founded in 2005.
irrigation was authorized until such time as The Plenary determines the deadline for this practice, in accordance with the report issued by the Technical Services on rainfall indicators and the growth status of the vineyard.
At the New York meeting the results of a survey of
Changes to the Regulation. The Plenary unanimously
US consumers conducted by Public Opinion Strategies
agreed to amend the Regulation on the points relating to
were presented, according to which the American public
the content of sulphur dioxide and reducing sugars in wines
has a very clear and positive perception of the role that
protected by the DOCa Rioja, establishing a maximum
the place of origin of wines plays in their purchasing
authorized limit for the different types of wines. These changes
decisions. According to Rob Autry, the person who
also apply to the point entitled ‘Analytical Quality Control
conducted the survey, “such a categorical response from
Standards’ of the Classification Rules which set a maximum
consumers is a sign that Americans put great stock in
limit of 4 g/l for residual sugars. The exceptions to this rule
the name of the place of origin of a wine, and evidently
are semi-dry red, rosé and white wines, and sweet and semi-
look for rapid confirmation of this information when they
sweet rosé and white wines, provided that the Control Board
examine a bottle.”
is notified of this type of production before fermentation. With regard to total sulphur dioxide, the maximum acceptable amount at the classification phase, for dry wines, will be 100 mg/l for reds, 150 mg/l for rosés and 150 mg/l for whites. For semi-dry wines with 5 or more grams per litre of sugars, the limit will be 180 mg/l for reds, 240 mg/l for
19
PLENARY DECISIONS rosés and 240 mg/l for whites. For semi-sweet wines the limits
Back labels. It is hereby notified that as from 1 January
will be 240 mg/l for rosés and 240 mg/l for whites. Finally,
2012 a new value will come into effect for the guarantee
for sweet wines the limits will be 240 mg/l for rosés and 240
documents of 2.0655 euros per thousand for adhesive paper
mg/l for whites.
and 7.67 euros per thousand for the adhesive. It is also notified that the mandatory fee for issue will be 2.0655 euros PLENARY OF 22-11-2011
per thousand documents. Finally, a majority agreement was reached on signing a
Co-financing of CMO plans. It was unanimously agreed
Collective Agreement to govern labour relations at the Control
to authorise the president of the Control Board to request three
Board in 2011, which in comparison with the current year
bank guarantees from Bankia to guarantee the execution
represents an increase of 3% on economic items, equivalent
of promotional plans in other countries during the period
to the CPI index in December 2010.
of 1 August 2011 to 31 July 2012. The amount of these guarantees is equivalent to 15% of the subsidies granted by the European Union for the respective promotional plans: a guarantee of 231,134.23 euros for the United States; 81,001 euros for Mexico and Switzerland; and 34,998.65 euros for China. PLENARY OF 14-12-2011 Qualitative stocks from the 2010 vintage. It is hereby notified that by virtue of the ratio that should govern the future use of the stock constituted from the 2010/2011 harvest, calculated at 3.006311307, the whole volume stored for this purpose should be distilled by 31 March 2012.
Promotion activities in China and the United States co-funded by the CMO.
20
THE BOARD´S FINANCIAL RESOURCES Budgets and funding The funding for the Control Board's activities comes
for Reserva and 9.38 euros/litre for Gran Reserva.
from contributions made by the grape growers and wineries
This is used as the basis to apply the participations for
registered with it, based on the following:
each sector —producing and commercial— and the resulting
- Compulsory fees based on the value of protected
percentages are applied to determine the compulsory fees for
production. These are based on actual grape production
members.
from the previous year's harvest.
Also, fees are applied on the documented value and the
- Compulsory fees for protected products. These are based
value assigned to guarantee and control documents, back
on actual sales of each type of wine —Generic, Crianza,
labels and/or seals, both contributions being maintained
Reserva and Gran Reserva— in the previous year.
without variation over previous years, other than those that are
- Compulsory fees for documented certified value.
due to the amount of documents submitted. The compulsory
- Compulsory fees for back labels and seals. These are
fee on guarantee marks is an amount related to the number of
based on the back labels and seals issued to the wineries
documents that each winery received the previous year and
which sell the wine.
this is divided into twelve monthly instalments.
The basic budget of expenditure and investment is
Grants were awarded from CMO funds for the co-
established considering the objectives of the activities and
financed promotional campaigns which amounted to
services that the Board provides for its members. In order
2,053,806.00 euros, of which 1,343,060.43 euros were for
to calculate the ordinary budget based on the income from
the third CMO year, which ended on 31 July 2011 and have
protected production, the figures are taken from the approved
already been received, and the rest, 710,745.57 euros, is for
volume of the previous year's grape harvest and an estimated
the following CMO year that will end on 31 July 2012 and
average price per kg of protected grapes in the wine region,
is still pending. There was an additional commitment from the
calculated at 0.55 euros/kg. The basis for calculating the
Autonomous Communities for a an amount of 450,320 euros
income budgeted for sales is the statistics on the number of
to partially cover the same type of expenses.
litres sold in the previous year and the average prices per litre
The budget and collection percentages are subject
according to operators' monthly reported statistics for each
to approval by the General Directorate for Food Industry,
of the categories of wine sold for export: 2.63 euros/litre for
—formerly General Directorate for Food Industries and
Generic wine, 3.77 euros/litre for Crianza, 5.58 euros/litre
Markets— of the Ministry of Agriculture, Food and the
BUDGET DISTRIBUTION CRITERIA 2011 DISTRIBUTION
BUDGET
PRODUCING SECTOR
%
COMMERCIAL SECTOR
%
ORDINARY BUDGET
4,393,487.94
1,120,339.42
25.50%
3,273,148.52
74.50%
ADDITIONAL BUDGET
1,287,632.85
643,816.42
50.00%
643,816.43
50.00%
EXTRAORDINARY BUDGET
8,269,283.00
4,134,641.50
50.00%
4,134,641.50
50.00%
13,950,403.79
5,898,797.34
42.28%
8,051,606.45
57.72%
TOTAL BUDGET
21
FINANCIAL RESOURCES
Environment —formerly the Ministry of the Environment and
advertising and promotion in the domestic market, including
Rural and Marine Affairs.
the campaign “A thousand and one Riojas. A thousand and one hits” and the grocery channel campaign.
Extraordinary budget Expense budget The Control Board Plenary approved an Extraordinary Budget of 8,269,283.00 euros for the Marketing and
The basic budget for expenses and investments was
Promotion Plan. This Extraordinary Budget, together with the
defined taking into account the goals, actions and services
amount approved in the Ordinary Budget for communication,
that the Board provides for its members. The Budget included
represents a significant sum to promote Rioja wine on the
personnel costs based on the Collective Agreement, and
various markets and is mainly used in advertising and
control activities were maintained. Operating costs were
promotion on the domestic and foreign markets. The actions
similar, adapting items to the Consumer Price Index and
to be undertaken in the area of marketing and communication
to the requirements of the various activities. In the area of
are studied by a group of experts selected from among the
Communication and Promotion, there was a continuance of
associations represented in the Control Board, as well as the
activities such as the Rioja Wine News Show, the Prestigio
Board's own staff. The group of experts assesses the plans,
Rioja Prize, attending fairs, tasting courses and on-trade and
actions and budgets for each country and submits them to
Internet dissemination.
the Plenary for approval. The plans include advertising and
The collection of POS samples both in Spain and abroad
promotional actions mainly in the United States, Germany,
continued. An additional item was the investment in the
the United Kingdom and Sweden, China, Mexico and
implementation of the "Rioja Trustseal" holograph on labels
Switzerland, although part of the budget was also assigned to
and seals.
22
EXPENDITURE BUDGET FOR 2011 PERSONNEL EXPENSES Permanent personnel costs
1,347,476.43
Temporary personnel costs
469,356.50
Social Security Contributions
475,079.57
Social costs
27,559.58
SECTION I TOTAL
2,319,472.08
EXPENDITURE ON CURRENT ASSETS AND SERVICES Repairs and maintenance (Building, machinery and tools, transport material, furniture computer equipment, gardening, clearing and fixed assets)
241,509.65
Office equipment, supplies and miscellaneous (Materials, fuel, communications, transport, insurance for premises and vehicles, taxes, etc.)
298,803.13
Miscellaneous expenditure (Public Relations, promotional material, protecting the brand and the Designation and unforeseen costs.)
340,245.94
Work done by other companies (Nielsen Report, computer programming, Press Office, Quality Plan, testing, samples and maintenance.)
235,527.47
Payments for services (Travel, maintenance, accommodation, assistance, etc.)
321,213.67
SECTION II TOTAL
1,437,299.86
ACTUAL INVESTMENTS Equipment for computer processes, furniture, equipment and others Control measures for back labels and harvest
34,668.00 1,230,002.35
PoS controls
57,630.50
Communication and Promotion (Fairs, exhibitions, events, promotion and advertising in the media, communication, competitions, co-operation, promotional objects) SECTION III TOTAL
602,048.00
1,924,348.85
SUMMARY OF ORDINARY BUDGET PERSONNEL EXPENDITURE
2,319,472.08
EXPENDITURE ON CURRENT ASSETS AND SERVICES
1,437,299.86
INVERSIONES
1,924,348.85
TOTAL ORDINARY BUDGET 2011
5,681,120.79
EXTRAORDINARY BUDGET PLAN DE MARKETING Y COMUNICACIÓN (Mercado nacional y mercados exteriores: Estados Unidos, Reino Unido, Alemania, Suecia, China, México y Suiza)
8,269,283.00
TOTAL EXTRAORDINARY BUDGET
8,269,283.00
TOTAL GLOBAL BUDGET 2011
13,950,403.79
23
ADMINISTRATIVE SERVICES Activity Reports by department Strict compliance with the Regulations of the Rioja 'Califi-
tered wineries in 2011 amounted to 215 million litres. A total
cada' Designation of Origin requires controlling and issuing a
of 3,463 authorisations were issued for the transfer of these
considerable number of documents each year. This is the task
protected wines. With regard to accompanying documents,
of the Board's Administrative Services. The most important
the Control Board Administrative Services authenticated,
documents are the export documents, the authorisations for
checked and approved a total of 8,931 documents in 2011.
transporting wines between registered wineries and accompanying documents, processing vintage control forms for the
Vintage control forms. The Control Board Administrative
different types and categories of wines and issuing wineries
Services issued a total of 1,196 vintage control forms in 2011
with the back labels and seals that guarantee the origin,
for the various types and categories of wine.
quality, vintage and category of wines protected by the Desig-
Back labels and Seals. A total of 16,800 "documents for
nation of Origin.
back labelling/sealing Rioja wines, and other expeditions
The Administrative Services are also responsible for the
exempt from requiring commercial documents" —which have
financial management of the Board from winemaking and
to be filled in by both growers wine sellers— were issued and
budget supervision, to accounting management, cash flow,
recorded for 2011.
and collection of the various types of taxes from grape grow-
Also, the 6,552 deliveries of back labels and seals made
ers and wineries —which constitute the Board's income— and
to registered bottlers of Rioja wine totalled 372,326,165
relevant expenditures.
guarantee documents. Of these 6,155,993 were normal paper back labels, 8,620,071 were self-adhesive back labels,
Document management
214,324,552 were normal paper seals and 143,225,549 were self-adhesive seals. In addition to these deliveries, the
Export documents. In 2011, a total of 591 certificates of
relevant printers delivery documents were drawn up and reg-
origin were issued for exports to foreign countries. Authentica-
istered. These totalled 1,234 forms, as well as 545 returns.
tion of the wine’s origin in the accompanying documents is
As in previous years, the use of seals rose. While in
not required for bottled wine bottle as each bottle bears its
2000 seals represented 78% of guarantee documents, this
own individual certificate.
figure rose to 96.03% in 2011. This is due to the increasing use by wineries of back labels that contain information about
Transfer authorisations and accompanying docu-
the wine. The use of self-adhesive labels also rose. Self-ad-
ments. The total volume of wine transferred between regis-
hesives accounted for 41% in 2011 —compared to 17% in 2006— while normal labels and seals dropped accordingly.
24
LEGAL DEPARTMENT Activity Reports by department The Control Board de the D.O.Ca. Rioja has a Legal
the number of proceedings instituted by the department during
Department that has been part of its organisational structure
the last years:
since 1986. It was later incorporated into its Regulations through the Order of 3 April 1991, which granted it the
Non-disciplinary
‘Calificada’ level, maintaining its presence in the current
Disciplinary
Regulations, approved by Order APA/3465/2004, of 20
2008
2009
2010
2011
1,112
1,848
975
1,296
50
12
82
80
October 2004. It is one of the few Control Boards to have Non-disciplinary proceedings
their own permanent service of this nature, which gives an idea of the level of development achieved by the Designation. The activities of the Legal Department mainly involve
In 2011, the department processed a total of 1.296 non-
processing administrative files within the Organisation.
disciplinary administrative files arising from actions instituted
The main reasons for instituting such proceedings are:
by other Control Board departments. These files mainly have
requests regarding the production of grapes to make
to do with: requests for approval of label designs, registration
protected wines and the processing of grapes to make wine;
of productive vineyards after they are authorised by the
rejection of wines; authorisation and denial of back labels;
Departments or Regional Ministries de Agriculture of the three
registry modifications (mainly new entries and deletions);
Autonomous Communities in which the wine region is located,
and suspensions and cancellations in the various registers
incidents observed on the field by the Overseer Service with
—vineyards, wineries, etc.
respect to vineyards in their second year (discrepancies
When processing disciplinary proceedings instituted by
related to how many vines can be held, grape varieties
the Control Board —whether as a result of inspections carried
grown, plantation densities, location etc.), allegations related
out by its Overseers, by order or justified request from other
to the wine approval process, claims on the amount of grapes
entities within the Public Administration, or arising from
protected, etc.
complaints— the Legal Department provides assistance in
Another function of the Legal Department is to provide
all stages of the proceedings: preparation, drawing up and
information and advice for registered growers and
processing of actions by the organisation and the Instructing
winemakers, and others. It also responds to requests for
Officer, drawing up reports on allegations and appeals for
documents made by courts of law —particularly in civil
the Instructing Officer, the Control Board Plenary, the Ministry
cases— resulting from suits between private individuals
of the Environment and Rural and Marine Affairs, the Ministry
regarding plantations supervised by the D.O.Ca. Rioja.
of Agriculture, Food and the Environment and, as the case Disciplinary proceedings
may be, the courts of justice and, finally, processing the payment of any penalties that may apply, which are paid into the Treasury Department.
80 disciplinary proceedings were filed in 2011.
The Legal Department also draws up legal reports on
Article 37 of Law 24/2003, of 10 July 2003 on the
different issues that affect the Designation and the Control
Vine and Wine sets out that any breach of its contents,
Board, taking the necessary steps to defend the Designation
community or regional regulations or other provisions will
before public authorities and in court.
be considered administrative offences, which may be minor
The volume of work of the Legal Department is significant
(article 38), serious (article 39) or very serious (article 40).
and also requires painstaking care. Following is a summary of
The proceedings instituted in 2011 included 45 alleged
25
LEGAL DEPARTMENT
very serious violations for irregular card use of the Grape
the number of requests made by Courts to the Control Board
Grower's Card, 8 serious violations for misuse of guarantee
for reports and certificates. In 2011, the Legal Department
documents, 4 very serious violations regarding reported
lodged 21 appeals before ordinary courts against rulings on
capacity, 2 serious violations for declaring excess guarantee
disciplinary proceedings instituted by the Control Board.
documents, 1 serious violation for obstruction, 1 serious Regulations Committee
violation regarding the grape-to-wine ratio statement, 9 minor violations regarding labelling, 9 minor violations for inaccuracies in reporting movements and 1 minor violation for
The Control Board is maintaining the Regulations
failing to submit declarations in time.
Committee, consisting of 30 members with equal
The fines collected for proceedings concluded in 2011,
representation from each sector. The Committee's secretary
whether instituted in 2011 or before, amounted to a total of
is the Solicitor of the Legal Department. The main mission
384.069,76 euros which were deposited with the National
entrusted to the department in 2011 was the study and
Treasury Department.
discussion of the future legal framework for the Rioja Designation of Origin.
Relations with other legal institutions Other activities of the Legal Department The trend already observed in previous years of a growing number of disputes between registered members or disputes
The Legal Department has participated in various forums
in which one of the parties is a registered member, affecting
and prepared various reports, assessments and comments.
vineyards, planting rights, or assets of wineries is increasing
26
Another function of the Legal Department is to provide information and advice for registered growers and
Labelling.
winemakers, and others. Similarly, appropriate response is given to such requests for documentation as may be issued by
A total of 619 new label
courts of law.
requests were processed,
The Legal Department also participated in various forums
of which 311 correspond
and prepared various reports, assessments and comments.
to new brands and 198
Among these are:
to design changes in
• Participation in the Wine Tech project Advisory Committee.
previously-authorised
• Participation in the Working Group established within the
labels. 110 labels did not
Spanish Conference of Wine Control Boards for the design
meet established criteria
of a Guide of Key Points in setting up a Wine Sensory
or desisted from obtaining
Evaluation Panel.
approval.
• Representing the Spanish Association of Wine Region Control Boards at the Governing Council of the Wine Technology Platform. • Collaborating, coordinating activities and representing the Spanish Association of Wine Region Control Boards at the EFOW (European Federation of Origin Wines).
Maintaining the legal documentation service. The
• Writing reports and articles on labelling and exercising
Legal Department has an extensive register which is constantly
official controls.
updated on legislation regarding vineyards and quality wines
• Writing of various reports and drafts on the Conditions of
which includes European and Spanish laws, and particularly
the Denominación de Origen Calificada Rioja.
the legislation of the Autonomous Communities of La Rioja,
• Representing the Control Board of the D.O.Ca. Rioja at
Basque Country and Navarre in this area.
an international lobby group in the defence of origin and
In 2001 the Legal Department included legislative
geographical names in New York.
information in the Control Board website. It includes both
• Giving a presentation on planting rights at the General
Spanish and European laws and regulations applicable to the
Assembly of the AIDV (Association Internationale des Juristes
D.O.Ca. Rioja, as well as the Official Circulars that describe
pour le Droit de la Vigne et du Vin).
the most significant decisions of the Plenary of the Control Board. It was duly updated in 2011.
• Giving a presentation on the value of the Rioja brand at
Compilations and manuals. The Legal Department
Administration in San Sebastian.
a conference organised by AZK and the Basque Country • Participating in a community mission representing European
maintains an up-to-date compilation of basic Spanish rules
quality products with the Commissioner of Agriculture in
and regulations applicable to the D.O.Ca. Rioja and to other
China.
wine Designations of Origin, and of the Official Circulars issued by the Control Board containing regulations since 1968, with subject and chronological indices.
27
TECHNICAL SERVICE Activity Reports by department The Control Board Technical Service controls the
grapes and co-ordinating the Harvest Helpers that are placed
Wine Region both administratively and on the
at each crush pad. Wine rating: after each harvest, the wines are rated. The
field, with activities as diverse as managing the registers of wineries and vineyards, managing
Overseers Service is also responsible for implementing and
the grape grower's cards and monitoring growing
co-ordinating the control process in each new vintage. With
practices, grape production and wine production,
the assistance of temporary staff, samples of the new wines are
inspecting wineries and vineyards, monitoring
taken for testing at the Wine Region’s official laboratories and
the movement, ageing and marketing of wines,
for sensorial assessment by the Control Board Tasting Panel.
checking and monitoring guarantee documents,
Throughout the year, during the ageing process until the wine
obtaining market samples and, finally, producing
is marketed, quality control of wines continues with random
statistics.
collection of samples at wineries. These samples are also subjected to lab tests and sensorial tastings. Winery inspection: The Board Overseers' Service carries
A. INSPECTION SERVICE
out systematic inspections in wineries, checking the wine stocks in each type of container and the records of these, guarantee
To carry out inspections, the Control Board has a team of Overseers authorized by the Ministry of Agriculture. Among
of origin documents and finished product warehouses. They
other functions, they enforce growing and winemaking
also control and supervise the circulation of wines between
regulations, particularly those of the Regulations of the
registered wineries and the dispatching of wines that are not
Denominación de Origen Calificada Rioja.
protected by the Designation. Occasionally, they also carry out tasks outside the Wine Region. They check out any complaints
Vineyard inspections: vineyards are controlled from their second year. Planting density, authorised varieties, growing
regarding the misuse of the Rioja Designation of Origin both
practices (pruning and irrigation), production yields, and
inside and outside its territory. The Control Board employs
other aspects are examined. Any violations detected during
the company AC Nielsen to carry out a market poll on Rioja
inspections are consigned in a report and filed for further
Wine in Spain and other countries where it is sold regularly,
action. In addition, the Overseer's Service inspects the
particularly in Europe. Every month, samples of Rioja wines
phenological state of the grapevines, weather incidents, pests
are taken at points of sale and taken to the Control Board,
and diseases that may affect the development of the harvest
where they are examined by the Board Overseers' Service and
and yields. In its final phase, the ripening of the grapes is
the Tasting Committee, both to assess the characteristics of the
monitored and a weekly report is issued in order to keep
product and to check the authenticity of the guarantee labels. The Control Board's team of Overseers also verifies the
growers informed so the harvest will take place in the most
results of the wine rating files, checking lab and tasting reports
appropriate dates in order to optimize quality.
and notifying the results to the winemakers, deals with the
In order to guarantee the origin and quality of Rioja wines, the Control Board Plenary determines a set of Harvest
enquiries that are received every day, both at the premises and
Standards every year that govern the harvest and constitute a
by telephone, authorises the transport of wines and the issuing
stringent control system which the Board's Overseers' Service
of back labels and seals, and writes different types of reports,
is responsible for strictly enforcing. During the harvest it is
including those on winery and vineyard inspections, records of
responsible for monitoring the movement of grapes, checking
violations, the approval of the wines made by each winemaker
the borders of the wine region, checking the quality of the
every year, the progress of the growth cycle and weather
28
incidents, grape ripening and harvest controls.
harvest and grape delivery details, making it a useful tool for
Anomalies that appear on the wine movement records are
drawing up the harvest statement.
also constantly evaluated.
187 terminals were deployed to in as many grape weighing and receiving locations to process grape deliveries
B. I.T. SECTION
to wineries with the 17,200 Grape Grower’s Cards and control of transhipments between wineries. The experience
One of the permanent goals of the Control Board is to
acquired and the improvements of the last six years since the
computerise all its services. It has therefore made major
implementation of the Grape Grower’s Card have resulted
investments in hardware and software over recent years. This
in very positive and satisfactory feedback from registered
has led to decisive progress in streamlining and improving
growers. There is a commitment to progressively optimise the
the efficiency of all the control systems, thereby refining
harvest process even further. During the harvest, the Technical
traceability and quality assurance for consumers. As control
Service responds immediately to any problems that arise in
systems become more complex, more sophisticated equipment
using the Grape Grower’s Card.
and more powerful software are required, allowing the Board
After the harvest all the sworn winemaking statements are
to design more suitable programs for fulfilling its goals.
processed, and the data supplied by vendors and purchasers
The activities of the I.T. Section associated with viticulture
of grapes and must is compared with the data gathered by the
are: managing the Register of Vineyards (additions, removals,
Control Board.
changes of ownership, etc.,); managing the Grape Grower's
During the approval process, files are processed and so
Magnetic Cards; processing grape deliveries and harvest
are the data obtained from laboratory and sensorial tests, and
statements submitted by growers; and issuing harvest reports
every owner sends a report on each batch of wine. After each
to growers and wineries with figures on protected and
vintage is rated, a file is opened on each vinification where
unprotected grapes and wines.
all movements affecting that particular batch of wine are
This year, improvements were implemented on the
recorded. Records are also kept to monitor wines which are
computer program used to manage grape deliveries with the
not protected or have been rejected, so they can be removed
Grape Grower's Card, transmitting data to the Control Board
from the wineries in accordance to regulations.
server and processing them. This has allowed for a continuous,
Every month, wineries are required to submit wine
real-time flow of information on the production and yields
movement and stock control sheets on every vintage. They
of each grower and on vinification at the wineries. There is
are processed with a computer program and incidents and
a website where every grower and winery can access their
stock movements are checked. Labelled wines are checked for
29
TECHNICAL SERVICE accuracy of ageing times against the Control Board labels that
Vineyard inspections. The Control Board Overseers’
they bear.
Service carries out field inspections to ensure that vineyard
Statistics are compiled on the sales of Rioja wine on the
owners are complying with the Designation's Regulations on
domestic market and abroad —by country, by type of winery,
growing practices, such as training and pruning, planting
by category and by type of wine— which are sent to the
distance, the use of authorised grape varieties, etc. Since
wineries and associations for their information.
1994, every vineyard is systematically checked by the
The Winery Register is permanently updated with
Overseers’ Service before it begins to produce grapes and,
information about new wineries, wineries that close and
hence, before it is included in the Grape Grower's Card.
changes in the facilities, containers and capacity of registered
These Inspections of vineyards which have been authorised
wineries.
by the relevant Public Administration, aim to check that the registration details match the vines that are actually planted.
INSPECTION ACTIVITIES
These specific controls were carried out in 2011 on vineyards that had been planted in 2009 and that will be coming into
The Designation of Origin monitoring and inspection
production next harvest. For this work, the Control Board hired
tasks are carried out by the Control Board's eight Authorized
17 technicians co-ordinated by the Overseers’ Service who
Overseers, who do part of their work at the Control Board
carried out onsite inspections in July, August and September,
premises. This year, these tasks took up 23.78% of their time.
on 1,385 vineyards in 113 locations belonging to 1,098
This office work includes various tasks —such as responding to
owners. Anomalies are assessed by the Overseers’ Service
the numerous queries that are received daily on the premises or over the phone, assessing the approval files of each winemaker, authorising the movement of wines and delivering guarantee documents, writing various types of reports— that are complementary to the inspections carried our in vineyards and wineries and affidavits when additional reports are required. A total of 258 inspection reports were filed in 2011. Reports are also submitted on the growth cycle, weather incidents and how the harvest progressed in each sub-area. They also carry out continuous assessments of anomalies that appear in the wine transfer control cards. Inspections took up the remaining 76.22% of the Overseers' time. A total of 1,318 inspection trips were taken, which break down as follows: • Vineyard inspections: 309 - 23.41 % • Winery inspections: 561 - 42.56 % • Vintage approval inspections: 209 - 15.82 % • Harvest controls: 173 - 13.13 % • Other activities: 66 - 5.08 %
30
and forwarded to the Control Board Legal Department, which
vines through the different phenological stages: budding,
opens a file to study the situation, temporarily suspending the
fertility, setting, veraison and ripening. This allows the Service
vineyard’s registration as a precautionary measure. Of the
to continuously determine production and quality forecasts,
1,385 vineyards that were visited, 195 had some type of
which are regularly reported to both the Control Board Plenary
incident, mostly of an administrative nature, that was easily
and to registered members. The work is carried out by the
settled. Taking into account that some vineyards had several
Overseers' Service together with two support technicians.
incidents, the anomalies break down as follows: changes in declared (normally authorised red) varieties, 14.87%; incorrect
Vineyard production controls. During the season,
plantation densities, 1.54%; surface areas different from those
inspections were carried out to detect vineyards with high
authorised, 55.90%; errors in plot identification, 33.85%,
production levels in order to inform owners about incidents
different years of plantation or grafting, 6.67% and, unplanted
in their vineyards, so they can take the necessary corrective
vines, 2.05%.
measures. To do this work, the Overseers' Service had the
Monitoring of reference vineyards. In order to monitor
help of 17 technicians who were hired to obtain samples from
vineyards each year and compare them with previous years,
over 10,000 vineyards throughout the Wine Region. When
the Control Board Technical service has chosen 168 plots
production was considered consolidated, each of the affected
which serve as a reference to assess the development of the
growers was notified of the irregular situation so that they
31
TECHNICAL SERVICE could adjust yields to the Harvest Standards at the outset of
conform with the information provided in the request form and
veraison. Every vineyard inspected had to adjust its production
that they meet with the D.O. Ca. Regulations for each type of
by removing clusters.
registration (growers, keepers, co-operatives and ageing). In 2011, the Overseers' Service also carried out a total of
Monitoring of vineyards and grape ripening.
410 wine stock inspections in wineries. These are undertaken
The Overseers' Service plays a key role in monitoring the
systematically to check stocks and ageing in various containers
phenological state of the grapevines, weather incidents, pests
by type of wine and vintage, as well as to check on the
and diseases that may affect plant development and harvest
use of back labels and seals by bottling wineries. They also
yields. The final stage of the cycle involves monitoring grape
systematically undertake inspections in the finished product
ripening and, on 22 August 2011, sample collection began
warehouses and take samples to verify labelled wines. Finally,
a task carried out by the Overseers' Service since 1993 with
it carries out monitoring and surveillance tasks throughout the
the aim of determining the most appropriate harvesting dates
year, dealing with the circulation of wines between registered
for each municipality. After accredited laboratories in all three
wineries and the dispatching of wines that are not protected
Autonomous Communities analyse the samples, the Board
by the Designation or that have been disqualified. Wines
publishes a "results newsletter", which comes out every week
being transported are sampled extensively and subjected to
and is widely circulated among growers and winemakers. A
laboratory and sensorial tests. The Control Board Overseers’
total of 6 newsletters were published between 22 August and
Service also carries checks on complaints about improper
26 September, 2011, with figures on grape varieties, planting
use of the Rioja name outside the wine region. The Technical
year, altitude, grape weight, potential alcohol content, total
Service staff also co-operates in dissemination activities
tartaric acidity, pH, malic acid, potassium, TPI, anthocyanins
(guided tastings, conferences, etc.) carried out by the Control
and colour intensity.
Board.
Harvest controls. During harvest, the Overseers' Service
Approval of 2010 vintage wines. The Control Board
controls grape movements and the arrival of grapes at the
has been applying an approval process to all the wines
wineries, keeps watch over the wine region's borders, checks
produced in each vintage since 1980, following up on these
grape quality and coordinates the Harvest Helpers hired by
wines throughout the various ageing stages. The execution and
the Board to supervise grape weighing at each of the scales
coordination of the approval process for the wines of each
located near vinification centres, where each has a Harvest
new vintage is the responsibility of the Overseers' Service.
Terminal that processes the data from every Grape Grower's
The first applications for 2010 wine approvals were
Harvest Card. For the 2011 harvest, the Board hired a total
submitted on 26 October 2010, so the wines could be
of 169 Harvest Helpers, in addition to 18 additional Support
marketed as young wines. During the month of November
technicians who helped with the inspection tasks of the
2010 several wineries also asked for early approval of up
Overseers' Service. They were dedicated mainly to controlling
to 10% of their wine. Systematic sample taking began on 1
the wine region's borders, randomly inspecting the harvesting
December, attending to the requests of wineries. The sample
of vineyards and grape loading and supervising the harvest
collection schedule is implemented by the Overseers’ Service
helpers at weighing stations.
with the help of nine temporary employees. Samples are taken
Winery inspections. Before registering the wineries, the
from every single tank in each winemaking winery. The sample
Overseers' Service inspects their facilities to ensure that they
taking process concluded on 2 March 2011, as a very high
32
number of samples were taken this year and many of the wineries did not ask for samples to be taken until close to the deadline. In a first stage, 3,948 samples were taken. These represented 277.9 million litres of wine of this vintage made in the D.O.Ca. Rioja. Of these, 3,874 (98.1%) samples were approved. New samples were taken of the rejected wine for which appeals had been lodged between 12 January and 14 April 2011. Thus, the total number of samples taken was 4,093. For the 2010 vintage, the Control Board used 151 tasters to carry out the sensorial tests. Seven tastings were carried out every day —three at the Wine Research Station in Haro and four at the Control Board headquarters. The approval committees held a total of 349 sessions, assessing an average of twelve samples per session. At the sessions, the committees determine whether a sample qualifies or not and its quality level. This last parameter is used to compile the overall rating of the vintage. The Appeals Committee, which consists of thirteen members, met in six sessions, each attended by five tasters. They assessed 28 samples that had been initially rejected by the Regular Tasting Committee, of which 10 were approved and 18 ultimately rejected. The approval process represents one third of the work carried out by the Control Board Authorised Overseers for three months; two tasting coordinators and one driver for three months; one secretary for five months and seven specialists who take samples during one and a half months. 2 to 4 vehicles were used every day to transport sample takers and samples. Chemical analyses of samples were carried out in the laboratories of the wine research stations in the relevant Autonomous Communities, free of charge for registered growers.
33
TECHNICAL SERVICE After the harvest, the sworn winemaking statements from
I.T. SECTION.
each winery are processed and the figures provided are Equipment. Equipment continued to be regularly replaced
checked against the figures of the Control Board Technical
with more powerful equipment in terms of the demand and
Service during harvest. After the approval process, non-
requirements of daily work.
qualified wines are controlled and monitored. Wine losses during barrel ageing are also checked. Finally, it should be pointed out that ageing wineries, wine
Programming. The various applications used in-house are
keepers and co-operatives benefit from the section's personal
maintained.
face-to-face and telephone attention in solving queries and incidents that often arise regarding wine movements, stocks,
I.T. section: wineries
regularisations, statistics, etc. Wine movements and stocks. The Control Board I.T. Section: Vineyards
Technical Service undertook exhaustive computer controls of wine and stock movements carried out by the wineries. Proof of this is that, every month, an average of 4,645 vintage
The activities carried out by the Control Board Technical
control and wine movement sheets are checked and coded.
Service in this area took place chronologically as follows:
These are supplied by ageing wineries, wine keepers and co-operatives within the first ten days of each month. The sheets
January – March: after concluding the checking and
—corresponding to an average 6,479 wine movements a
recording of data on harvest, production and vinification, and
month in 2011— were processed. Any anomalies found were
authorised grape and wine production reports were issued
immediately reported to the Authorised Overseer Service.
to winemakers, and the period for claims and queries was opened. After this, a harvest report is also sent to growers with
By the end of 2011, the number of members that use computerised wine movement sheets rose to 331, while the
information on approvals, and overproduction stocks. After
number of members requesting this system —which allows for
all claims had been lodged and dealt with, new reports are
computerised data exchange— grew steadily.
issued.
Simultaneously with movements, sales documents on sales on the export market (averaging 219 a month) are also
April – June: after the abovementioned process, maintenance
submitted. These are process and allow the Board to compile
and updating tasks are again taken up on the Register of
statistics on foreign sales of Rioja wine by the following
Vineyards.
variables: country, type of winery, category, type of wine,
The files sent by the three Autonomous Communities regarding
etc. These statistics, those of sales on the domestic market and
the Register of Vineyards (additions, removals, ownership
summaries comparing current figures with those of the previous
changes, etc.) are processed and sealed copies are returned to
year are sent to the registered owners and associations every
the stakeholders. All vineyard owners who do not collect their grape
month.
grower's card are requested in writing to explain the reason
With regard to the Register of Wineries, the records are permanently updated with information on additions, removals,
for this, and, when such reasons are not provided, the relevant
changes of ownership, changes in ownership, container
vineyards are removed from the records.
capacities and number and capacity of barrels in each winery.
34
The Control Board checks on the field that grape growers are complying with the Designation's Regulations on growing practices, such as training and pruning, planting distance, the use of authorised grape varieties, etc.
July – August: after concluding the modifications to the
wine keepers and co-operatives) were checked against the
Register of Vineyards, bills are issued and sent to the entities
information obtained through the Harvest Terminals managing
who distribute these and collect taxes. The documentation on
grape deliveries and the Grape Grower's cards. Throughout the year, 959 vine planting requests were
vineyards processed during the harvest is scanned. Graphical digitising of vineyard printed forms lasted until the end of the
processed from La Rioja, 78 from Alava and 229 from
year.
Navarre. These were all submitted to the Control Board by the viticulture services of the three regions. In addition to the above activities, face-to-face and
September – October: claims regarding Grape Grower's Cards were dealt with, and processing went ahead of the
telephone queries from growers were attended to at the
production of registered vineyards planted in 2009 that had
Control Board offices, particularly just before and during
been inspected by the Overseer Service. Cards were prepared
harvest and during the period when the yields of two-year-old
for those growers who did not already have other vineyards in
vineyards have to be managed.
production. Ageing wineries, wine keepers and co-operatives were sent the harvest statement forms and lists were issued for 234 winegrower wine stocks. November – December: 234 harvest and vinification statements submitted by winemaking winegrowers and 412 harvest statements submitted by firms (ageing wineries,
35
MARKETING AND COMMUNICATION Activity Reports by department Communication goals and strategies The Marketing and Communication Department is
managing the Rioja Wine Information Office, situated within
responsible for the planning, co-ordination and management
the Board itself, and dealing with the many people, both
of the different promotional activities in which the Control
Spanish and foreign, who visit the Board’s headquarters daily.
Board is involved, in both the areas of publicity and of
It also plans and co-ordinates market surveys and image
press and public relations. The department is responsible
surveys carried out by specialised companies, and distributes
for planning and conducting publicity campaigns and
the results.
promotional collaboration with the media, and for creating
The Department’s action plan for communication focuses
and carrying out various initiatives to promote Rioja wines,
mainly on achieving goals defined within the general
such as the Prestigio Rioja Prize, the presentation of new
communications strategy approved by the Control Board
vintages, attending fairs, organising winetasting courses,
Plenary:
collaborating with other bodies involved in promoting wine,
a) To use the media to convey an image of quality,
and so on.
diversity and innovation for Rioja wines with a continuous
As an important part of the Board’s communication
flow of information.
strategy, permanent relations are maintained with the media
b) To improve the reputation of Rioja wine among
through the Press Office, which issues more than one hundred
consumers, disseminating those characteristics that best
press releases, reports and special joint publications every
highlight its uniqueness.
year, and deals on an individual basis with the numerous
c) To generate an attractive, modern image of Rioja wine
requests for information
that brings it closer to young consumers while promoting
received from the
“responsible drinking” initiatives.
media and trade
d) To consolidate the image of the Wine Region as the
journalists.
leader of the Spanish wine sector and of the Control Board as
The Marketing
the body that represents it in all areas.
and Communications Department is also in
The dissemination of the differentiating aspects of our
charge of the Board’s
Wine Region, from viticulture to the vinification and sale of
various publications (the
the wines, is based on key concepts, such as the quality and
“CONSEJO” newsletter, the
originality of its grape varieties, the ageing potential of the
annual report, the web site and
wines, the quality assurance offered by a strict control system,
various promotional and
the history of the area, its diversity and dynamic nature and
informative materials,
an intelligent balance between tradition and modernity —all
which are reedited
that which ultimately helps highlight the uniqueness of Rioja
and reprinted
compared to other wine regions in Spain and abroad.
regularly due to high demand),
36
Promotion in the international marketplace Rioja launched a promotional campaign in 8 strategic markets to consolidate its strong export growth in 2010 The D.O.Ca. Rioja invested 9.5 million euros in the development of a promotional campaign held in major Rioja drinking countries (Spain, the UK, Germany, the USA, Switzerland, Sweden, Mexico and, for the first time, China ) with the goal of strengthening the excellent position achieved by the wines of this Wine Region and to consolidate the historic export figures achieved in 2010. The implementation of the promotional plans approved by the Control Board of
The Control Board website (www.riojawine.com) was revamped in July 2011, unifying the websites that had been developed by each of the countries in which there is a promotional campaign.
the D.O.Ca. Rioja accounts for two thirds of the total budget of 13.8 million euros for 2011. The Control Board designed a global strategy for all the countries where the promotional campaign is to be deployed.
euros, 20% of the total budget) was made, while the third
The main goal pursued was empower and give prestige to the
country with the largest promotional investment is the United
Rioja brand among final consumers, prescriptors, journalists
Kingdom, the leading importer of Rioja wines, with 33% of
and POS professionals. Another priority strategic goal is
total exports. The 1.3 million euros allotted to the campaign
to focus campaigns on achieving a greater presence and
in the UK represent 14% of the total budget. The investment of
visibility for Rioja at POS through specific promotions. The key
previous years was maintained in Germany —with 480,000
messages to be conveyed by the campaign focus on the great
euros— and Sweden —with 175,000 euros. Finally, this year, China joined the Rioja foreign
quality and diversity of Rioja wines, their constant innovation, their consistent authenticity, Tempranillo as a key to their
promotional campaigns for the first time, with a budget of
personality, their excellent value for money and the tradition
160,000 euros. The main objective of the campaign was
and prestige of the region.
educate opinion leaders and business professionals on the virtues of Rioja wines through events, seminars and direct
With regard to investments by country, the United States
actions with importers and retailers.
received 3.3 million euros, totalling the highest share (33% of the total budget) as it is considered the market with the
UNITED STATES
greatest growth potential. Just as in the U.S., promotional investments were planned for Mexico (850,000 euros),
This year, the United States moved up to third place
Switzerland (850,000 euros) and China (160,000 euros) with co-funding from CMO funds, given their status as 'third
among Rioja importers, so the campaign was based on a
countries'. The CMO funds provided the D.O.Ca. Rioja with
news strategy focused on POS promotions, with 75% of the
an additional 2.5 million euros for promotions outside the EU.
budget to be spent off-trade and 25% on-trade, in order to
Spain, which accounts for 70% of Rioja sales, was the
increase sales of Rioja and generate visibility for the Rioja brand in both sales channels. Work was carried out on
country where the second-largest investment (1.9 million
37
MARKETING AND COMMUNICATION point of sale programmes with large food chains, supporting
Restaurant and the Terroir wine bars in New York. Those who
initiatives like trips to Rioja for buyers, combined with the
could not attend the Grand Tasting event and tasting seminar
press trips that were already taking place. Activities focused
on May 5 in New York had the opportunity of following it live
on New York, Florida and Chicago as priority markets,
via the website www.vibrantrioja.com/riojabuzz, marking
expanding the campaign to secondary markets. The 2011
the first time that a wine region retransmits an event of its kind
Vibrant Rioja campaign combined public relations programs,
performed live abroad using new technologies.
sponsorships, advertising, professional and consumer Rioja ‘dresses’ New York’s Soho in red. The "Soho
promotions and online activities.
Spanish Mile" event held on June 1, allowed New Yorkers Rioja Grand Tasting in New York and San
to enjoy designs and jewellery by the most representative
Francisco. Tempranillo, Rioja‘s flagship grape, was the star
of Spanish fashion firms in the most fashionable streets of
of the third Rioja Grand Tasting —an annual Rioja event for
Soho, as well as tasting Rioja wine, which participated for
professionals in the United States. In 2011, it took place on 2
the first time as the only wine served in the shops, which were
and 5 May in San Francisco and New York, respectively. This
decorated with bottles of Rioja. All were given a red designer
year’s events offered the press and industry professionals an
scarf to turn New York into a red tide. This exclusive Fashion
opportunity to taste over 350 wines from 96 Rioja wineries,
Tour included 7 shops and a showroom (Mango, Agatha Ruiz
represented by 70 importers in the biggest Rioja wine event
de la Prada, Camper, Custo Barcelona, Jaime Mascaró, Tous
in the United States. Around 250 professionals participated in
and Tierra). The international top model Almudena Fernandez
San Francisco and another 400 in New York.
was the sponsor of the event. This is not the first time that
The seminars, led by the renowned wine expert Marnie
Rioja collaborates with fashion. From 2007 until 2009 it was
Old were attended by Cristina Forner, owner of the Marqués
the official wine of the NY Fashion Week.
de Cáceres winery, Diego Pinilla, winemaker at Bodegas Bilbaínas, and Rafael Vivanco, winemaker and owner of
Rioja and InterContinental Hotels promote the
Bodegas Dinastía Vivanco. To provide a local market vision,
culture of wine and tapas in the United States. An
other panellists included Earl Jones, founder of TAPAS
exclusive seven-month alliance of seven months between
and Paul Grieco, co-founder and wine director of Hearth
Rioja Wine and the InterContinental Hotels Group began
38
Promotion in the international marketplace supporting both distributors and chains and retailers —70% off-trade and 30% on-trade. The activities include promotions aimed at end consumers, regional advertising, tastings, paired dinners, training and incentives for sales personnel and managers and distribution of merchandising materials. New York, California, Florida and Chicago were the priority markets where the programmes were deployed. Tempranillos al Mundo sponsorship. Rioja sponsored the ‘Tempranillos al Mundo’ itinerant wine competition organised by the Spanish Federation of Winemaking Associations (FEAE). It was held in New York from 14 until
in September. The venues chosen were the chain’s hotels in
16 November and a total of 418 wines from 12 countries
Miami, Baltimore, Boston, New York, Houston, Atlanta and
took part. Rioja wines got 29 of the 55 gold medals awarded
Puerto Rico Vibrant Rioja and InterContinental presented their
by the jury. Ramón Bilbao’s 2006 Mirto wine also won the
agreement by organising a Rioja food and wine festival in
First Prize in the competition. The goal of the competition
Miami during the week of 26 to 31 September, on occasion
is to showcase the diversity and richness of the Tempranillo
of the Rioja grape harvest. The partnership began in Miami
variety, promote quality and improve awareness of this variety
with a large tasting and tapas festival where guests could
which attains its highest quality in Rioja. The competition jury
enjoy live Spanish music and learn more about the wines
consisted of 25 wine experts, journalists and sommeliers. The
of Rioja. There was a draw among participants for a trip to
Master of Ceremonies was Kevin Zraly, a world-renowned
Spain, all expenses paid including accommodation at the
wine expert for whom "the Tempranillo variety produces some
Intercontinental Hotel in Madrid and visit to the Rioja Wine
of the most versatile wines that best combine with food."
Region. The alliance is in response to the growing popularity
Wines made from Tempranillo —the sixth most extensively
of tapas and wines by the glass in the United States, as well
grown grape variety in the world— are of great quality, well-
as the growing demand of consumers for recommendations
balanced and aromatic, have intense colour and average
on food and wine pairing by qualified personnel. The
acidity and alcoholic strength. Quite often their meaty
partnership included a selection of Rioja wines by the glass and menus paired with Rioja wine bottles. The hotel chain’s staff was given wine courses by specialists from the D.O.Ca. Rioja to raise the culture of wine among guests. Overall, the chain operates 200 hotels and resorts in over 75 countries. Trade support plan. What was a pilot programme in 2010 became one of the cornerstones of the Rioja campaign in the USA in 2011. Various programs led by the brand ambassador Anne Fabiano with the support of 5 regional ambassadors allowed Rioja to launch more than 1000 events
39
MARKETING AND COMMUNICATION Tapas Fantásticas. Rioja wine and Spanish cuisine were the stars at the Rioja Tapas Fantásticas festival, held the weekend of 25 and 26 June in London in the open air and with a strong Spanish flavour. This popular festival organised by the Rioja Control Board attracted over 18,000 visitors to its fourth edition, held in Potters Field, at the foot of Tower Bridge. Attendees were able to enjoy the quality and diversity of a wide range of rosé, white and red wines from 33 wineries, all with the prestigious seal of the DOCa Rioja. To accompany and better appreciate these wines, they were accompanied by the most emblematic Spanish tapas, prepared by some of the most important Spanish restaurants in London. The renowned journalists Olly Smith, BBC presenter character and aromas and their flavours of berries, tobacco,
and wine taster, and Susy Atkins, wine critic of The Sunday
vanilla, leather and spices predominate.
Telegraph, transmitted the culture of Rioja wine to attending consumers through seminars and tastings that showed the
Online campaign. In order to reach a younger audience
history and production of Rioja Wine. Also, the well-known
(ages 20 and 35) an online advertising campaign carried out
Spanish chef José Pizarro revealed his cooking secrets
in both lifestyle magazines and trade publications, supporting
while Olly Smith and Susy Atkins suggested the best Rioja
the presence in these media with the Facebook and Twitter
for each of his recipes. The audience, mostly comprised of
tools which Rioja is continuously updating. The Rioja online
young foodies, enjoyed the festival with live music, while
community grew by another 7,726 members in 2011 and
families who came with children had fun with activities and
now exceeds 82.700 wine consumers and wine lovers who
performances especially organised for them. All of it was
receive 11 newsletters with the latest news about Rioja and
enveloped in a festive and very Spanish atmosphere. The
the campaign.
Tapas Fantásticas Festival has become a very popular event in London. In September 2010 it was given the prize for
UNITED KINGDOM
best wine promotion campaign in the United Kingdom at the prestigious International Wine Challenge. In May 2011 it also
The United Kingdom is the leading importer of Rioja
received the DB Award for Consumer Campaign of the Year
wines. The 2011 campaign included the successful Tapas
from The Drink Business magazine. Rioja Tapas Fantásticas
Fantásticas Festival in London, Rioja wine promotions in
is the most important event organised by the D.O.Ca. Rioja
supermarkets through their direct sales portals and loyalty
in the UK, where almost 1 in 2 Spanish D.O. wines sold is a
clubs and sponsoring the Club Elite lounge at the LIWF.
Rioja.
The number of wines participating in this year's campaign reached a new record high —244 wines from 69 producers.
Online promotions in retail food chains. After the
This is 48% more than 2010. Of the 244 wines that were
great success achieved in 2010 with the promotion of Rioja
signed up, 178 were red, 38 were white, and 19 were rosé.
through their Internet portals, the initiative was repeated
40
Promotion in the international marketplace
In a ceremony at the London International Wine Fair, the president of the D.O.Ca. Rioja, Victor Pascual, collected the award for the Tapas Fantásticas initiative, accompanied by Anna Noble of Phipps PR, the communications agency that developed the campaign.
with the main UK supermarket chains in 2011. Promotions
Board provided a map showing where Rioja wines could be
on the Internet are very effective in working with major wine
tasted on stands within the fair. The Fair is held in London
retailers. The comprehensive nature of online promotions
in May. More than 400 key international buyers (50% from
allows as many Rioja wineries to participate as possible while
the UK) spend three days at the fair in order to discover the
reaching consumers who purchase wine online.
latest wines on offer and make their purchasing decisions. A delegation of the Control Board consisting of the president,
Rioja: ‘exclusive wine’ in the Club Elite lounge of
Víctor Pascual Artacho, the Marketing Director, Richard
the London International Wine Fair. The D.O.Ca. Rioja
Aguiriano, and several Plenary members attended the Fair.
is promoted with major international buyers by sponsoring the most exclusive area of the London International Wine Fair, the
London Restaurant Festival. Rioja was an official
Elite Club lounge. It is a meeting area with access restricted
sponsor of the London Restaurant Festival held the first two
to VIP guests that includes a buffet and Wi-Fi Internet access.
weeks in October. There was a Rioja stand at the festival
The D.O.Ca. Rioja Control Board offers a wide selection
awards, where Rioja wines were served to about 400
of wines in this exclusive area in order to show the great
attendees. During those two weeks, 5 restaurants had a
diversity of styles of Rioja to these professionals. The Control
special Restaurant Festival menu paired with Rioja wine
41
MARKETING AND COMMUNICATION —the only official wine poured at festival events. In addition,
Rioja among its members and its events in Mexico. The goal
Rioja worked together with the London Restaurant Festival to
is for members to choose these products at special events
develop and launch the Tapas Tour concept —a new activity
to be added to their wine lists. Finally, Rioja participated
of the festival that offered consumers a chance to recreate the
in several of the most important fairs in Mexico —including
Spanish tapas crawl experience in the UK. Linking up with
Morelia en Boca and Expoalimentaria— with the aim of
five of London's top tapas bars, a menu of different Spanish
bringing the culture of Rioja wine closer to consumers and
tapas, all paired with different Rioja wines, was designed
professionals. The Control Board has the support of Deby
offering consumers the opportunity to move along the tapas
Béard —one of the most influential personalities in the world
trail, from one restaurant to another, enjoying a different
of wine in Mexico— as a spokesperson and ambassador for
tapas dish and Rioja wine in each. 300 young, high-income,
Rioja wine in this market.
gourmet consumers that regularly dine away from home
SWEDEN
participated in this activity.
MEXICO
In Sweden, the fifth largest importer of Rioja, the campaign continued in 2011 with the efforts of previous
Mexico is one of the two countries that were included in
years, including its the presence in the Nobel Prizes, the Rioja
the Control Board’s international promotion in 2009 thanks to
sommelier competition and seminars for on-trade professionals
CMO co-funding. An ambitious advertising campaign aimed
and consumers. In addition to the Rioja Wine Information
at end consumers was launched in 2010. The campaign
Centre, which supports importers and distributors of Rioja
employed different media, including billboards, television,
wine and is mainly aimed at restaurant managers, journalists
magazines and the Internet. In 2011, this campaign
and sommeliers, the Rioja website, www.rioja.nu, served to
continued to be the most significant Rioja wine promotional
deploy marketing actions with wine journalists and wine and
effort. The campaign focused on TV pay channels, including
food professionals in Sweden, including, as in other countries,
the BBC, History Channel and Sony, as well as outdoor
trips to Rioja.
billboards in Mexico City. The campaign was based on a slogan —‘Movido por Rioja’ (Driven by Rioja)— together with
Nobel Nightcap. Over 1,500 guests, including prize-
the catch phrase ‘Un Rioja no existe hasta que no lo pruebas’
winners, students, politicians and personalities from Swedish
(A Rioja does not exist until you taste it).
industry and culture attended the official Nobel ceremony
There were also several public relations activities aimed
and banquet and also had the opportunity of toasting with
at promoting Rioja wine in restaurants and food chains.
Rioja as exclusive wine of the Nobel Nightcap. Several
This included an agreement signed with the Mexican
sommeliers from Restaurangakademien, the most prestigious
Restaurant Association (AMR) to promote Rioja wine in more
sommelier school in Sweden, were in charge of pouring the
than 250 restaurants that belong to the association. The
wine and informing participants about the features of the
AMR announced the promotion campaign ‘México movido
ample selection of brands representing the D.O. Rioja that
por Rioja’ in various agreed settings: training courses,
were graciously provided by importers. This year the Nobel
activations in consumer centres, special events organised by
Nightcap took place at the Stockholm University, which chose
each restaurant and Council meetings. AMR supported the
the 18th century as theme, reflected in the music and food.
dissemination of various products from importers working with
The celebration rotates between the 4 major universities in
42
Stockholm each year. In addition to its presence as official wine at the Nobel Nightcap dinner and party, Rioja was also the exclusive wine at the Rioja wine bar of the VIP room reserved only for winners, politicians and personalities. The
Rioja at the Nobel Prizes
exclusive presence of Rioja in the most important event being held in Sweden reflects the excellent positioning of Rioja wines in this country. Rioja Sommelier Award. The fifth edition of Rioja Sommelier Award was held on 11 November at the elegant restaurant and lounge Hotellet. Grythyttan University was proclaimed champion for the second time. The Rioja Sommelier Award has become a tradition among competing schools, who consider it one of the highlights of the year.
Rioja at the London Wine Fair
Nearly 100 people attended the contest, which was also broadcast live via Facebook and Twitter. While they enjoyed the competition, they tasted 19 different Rioja wines.
SWITZERLAND Switzerland is traditionally one of the best markets for Rioja wine and currently ranks third-fourth among importing countries. It was included in the international promotion plans in 2009, together with Mexico. The slogan ‘Touched by Rioja’ was again the main axis of the 2011 Rioja advertising campaign in Switzerland, which was deployed on trade magazines and the Internet. Public relations events were also held, such as the one held at the Plaza in Zurich, led by David Schwarzwälder, who designed it as an exhibition of the great variety of cutting-edge Rioja wines that combine superb quality and good value for money for urban and younger consumers. There were also point of sale promotions. For the third consecutive year, Rioja had its own boat at the Expovina show in Lake Zurich, which attracts over 70.000 visitors over a two-week period. It is one of the key trade fairs in the French-German area, with over 170 exhibitors. This year, it set a record in number of visitors as well as in the co-
Trips to Rioja: In April, a representation of Mexican journalists and a select group of key personalities visited Rioja. The latter consisted of: the president of the Mexican Restaurant Association and owner of the Buena Fe restaurant, Francisco Mijares; the Chairman of the Board of Directors of the Mr. Sushi group, Francisco Unzueta, and its development and franchises director, Jorge Aubry; the director of the Higher School of Gastronomy, Esmeralda Chalita; the director of the Brasserie Lipp restaurant, Jorge Durán and the sommelier Claudia Ibarra. These trips are used as one of the most effective ways directed at key players in the target market. It allows them to acquire first-hand knowledge of the region, its values and wineries, so they can better interpret the promotional campaign in their country while becoming more involved in it.
MARKETING AND COMMUNICATION
A group of journalists from the most important media in the Swiss market visited Rioja from 5 to 8 May.
operation of importers and wineries for the Rioja boat. More
gourmet consumers, so Rioja returned those events that have
than 1,000 bottles of wine were donated to be enjoyed on
become consolidated in the culinary world of Germany. In
board by the 8,400 people estimated to have visited the ship.
2011, Rioja participated in the Eat & Style fair in Cologne (4 to 6 November) and Stuttgart (18 to 20 November ).
GERMANY
Rioja seminars for end users led by prescriptors David Schwarzwälder and Jürgen Mathäß were held at both fairs.
Rioja enjoys unparalleled brand awareness in Germany
Around 30,000 and 160,000 visitors who respectively
and the main objective of the Board's marketing plan was
attended the fairs in Cologne and Stuttgart had the
to showcase the wide range of different wines and styles
opportunity to taste a large number of wines at the Rioja
under the Rioja umbrella and increase people's knowledge
booth, ranging from the most traditional to the most modern.
of the different categories of barrel-aged wines. As in other countries, there is a Rioja Wine Information Office and
Rioja Gourmet Cup. The Rioja Gourmet Cup is a
sommeliers are considered very important prescriptors.
competition for restaurants held in the month of October for
The plan includes press trips to Rioja, the publication of a
the past five years. 30 restaurants from 8 regions participated
newsletter for the wine trade, and assorted materials with
in 2011. The competition lasts two weeks and the challenge
information for consumers, as well as the website through
is for restaurants to create a menu for their customers that
which a digital Rioja magazine was distributed with
pairs perfectly with Rioja wines. Diners score the pairings
contributions from various journalists.
in a special form and there are both regional and national
Germany is the second importer of Rioja and most
winners. The restaurant “Der Bonner Hof Bienvenidos” from
promotional activities there are aimed at restaurants and
the Ruhr area won the Cup with the best average ratings,
wine shops, such as the Rioja Gourmet Cup and the Eat
becoming the first restaurant to be both regional and national
& Style end consumer fairs. In 2011, these activities were
winner two years running. This initiative increases the number
also extended to supermarkets. Participation in food fairs is
of Riojas on wine lists, raises awareness and aligns Rioja with
an interesting activity to target demanding, high-spending
top cuisine.
44
Promotion in the international marketplace CHINA The Control Board presented a promotional campaign in China that will be deployed over the next 3 years with a budget of 1.5 million euros and a programme that includes participation in fairs and wine events, prescriptor visits to the Wine Region, pairing dinners in restaurants, point-ofsale promotions, a website in Chinese, advertising on the Internet and in trade magazines, tastings and seminars in various cities to achieve greater market penetration and event sponsorships, among other activities. On the occasion of the celebration of the Wines of Spain fair in Hong Kong and Shanghai, in which 23 Rioja wineries participated together with another 50 from across Spain, the Control Board President, Victor Pascual, gave a press conference and a lunch with the food and wine media. He also held
Interwine Fair. From 8 until 10 November, the D.O.Ca.
individual interviews with several media, including Decanter
Rioja participated in the Interwine fair of the southern
China magazine. Victor Pascual highlighted that “the Chinese
city of Guangzhou with an institutional stand covering 54
market is strategic for the D.O.Ca. Rioja.” He said that
m2. Chinese importers of Rioja wineries were invited to
“increased knowledge and presence of our wines, flagship
participate. A total of 17 Rioja wineries were present.
of quality wines, will act as the driving force for all Spanish Wine regions.”
Collaboration with Chinese banks. On 12 and 13 December, the annual dinners of the Hangzhou Industrial & Commercial Trust (partner of Morgan Stanley) were held for its private banking clients. These dinners were sponsored by the Rioja campaign, which provided the wine as well as two representatives who presented the wines and the wine region at the dinners. Pairing dinner. A Chinese food and Rioja wine pairing dinner was held in the Shanghai Peninsula Hotel on 16 December. The city’s most influential wine experts and educators, plus some trade journalists were invited. The experts who participated in the dinner have many followers in China, so there were a large number of indirect impacts through their blogs.
45
Rioja sponsors Ferrán Adrià’s presentation of ‘elBullifoundation’ at Madrid Fusión
also featured presentations by the president of La Rioja, Pedro Sanz, and the mayor of Briones, Mª Carmen Ruiz, and was attended by the regional authorities and numerous representatives of the Rioja wine industry. The aim of this year’s initiative was to pay a well-de-
Ferrán Adrià’s presentation of his new project —elBul-
served tribute to Rioja’s exporters, magnificently represented
lifoundation— at Madrid Fusion amply met the great expecta-
by the three people chosen for this purpose, who exemplify
tions brought about by the news that his famous restaurant
how important the human factor has been in the historical
is to close later this year. It will be replaced by a foundation
evolution of the Wine Region and the commercial vocation
devoted to food research to be inaugurated in 2014. Un-
that has always driven its market. As Víctor Pascual, the president of the Control Board,
doubtedly the best and most creative chef in the world, Adrià counted on Rioja’s support for the presentation. Rioja is an
pointed out in his speech, “Josette Cordier, José Luis Santaola-
international benchmark among Spanish wines, walking hand-
lla and Alex Mendiola have played a key role in developing
in-hand with the country's haute cuisine as it consolidates the
our commercial side, opening up the doors to markets that
image of innovation and quality that Spain and its products
are now strategically important to us, and without whom the
enjoy.
current model of our Designation would not have been appreciated, based on such key decisions as the one to sell all
Rioja pays tribute to its exporters
our wines bottled at source. With these people as key players in this transformation, our wines went from bulk sales to bottle only, bringing added value to our region and laying the foun-
The historic Riojan town of Briones, with its countless monuments and unequivocal medieval flavour, was the setting
dations for the prestige that Rioja enjoys all over the world
for the third edition of the ‘Homage to Illustrious Rioja Wine
today. There is no doubt that we have before us today three
Personalities’. This year tribute was paid to three key figures
illustrious personalities who perfectly embody this vision of the
in the development of Rioja wine exports during the last third
future that has always characterised the people of Rioja, with-
of the 20th century. As the president of the Control Board
out whose contributions it would not have been possible for
noted, “With their hard work, dedication and professional
Rioja to enjoy its current position as a benchmark for Spanish
acumen, Josette Cordier, José Luis Santaolalla and Alex Men-
wines around the world”. Josette Cordier, José Luis Santaolalla and Alex Mendiola,
diola have helped strengthen Rioja’s leading position in the
who worked for Bodegas AGE, Bodegas Faustino and Bo-
main wine-drinking nations.”
degas Campo Viejo respectively, have thus joined the roll
The ceremony, organised by the Control Board of D.O.Ca. Rioja in conjunction with the themed portal lomejor-
of honour of ‘Illustrious Rioja Wine Personalities’ began two
delvinoderioja.com and the support of Briones Town Council,
years ago. Other members include: oenologists Ezequiel
46
Promotional activities in Spain García and Gonzalo Ortiz; Marcelo Frías, the late former chairman of Bodegas Riojanas; well-known winemaker Pedro López de Heredia and grape-grower Horacio Frías, founder of the Santa Daría Co-operative in Cenicero; and finally Enrique Forner, the founder of Marqués de Cáceres, to whom a moving tribute was paid to commemorate his death on the same date that the ceremony was held in Briones, 21 July.
‘Friend of Rioja’ distinction The Control Board presented the ‘Friend of Rioja’ award to General Juan Jesús Leza Benito and to the distributor Juan Lara Acedo —two people with strong links to the D.O.Ca. Rioja, albeit for different reasons. The ceremony took place in Malaga on 7 November, on the occasion of the celebra-
Víctor Pascual, president of the Control Board, presented the ‘Friend of Rioja’ award to Juan Jesús Leza Benito and to Juan Lara Acedo.
tion of the Salón de Novedades de los Vinos de Rioja (Rioja Wine News Show). Lara Juan Acedo began his relationship with top Rioja brands in the early sixties. He opened a large
role: General Juan Jesús Leza Benito, who is in command of
on-trade market right through the tourist boom of the seven-
the ‘Rey Alfonso XIII’ Brigade of the Spanish Legion, based
ties and played a key role in achieving today’s market share
in Almería. General Juan Jesús Leza is undoubtedly one of
for Rioja in Andalusia —close to 50% in the premium wine
the leading ambassadors of Rioja, both for his brilliant Army
segment. The Control Board also wanted to pay symbolic
career and because he comes from a family of growers in
tribute to the Riojans who act as great ambassadors of Rioja
the small town of Uruñuela. He is a proud defender of the
wine outside their homeland. The ‘Friend of Rioja’ award
most precious product of his land, the Rioja wine.
was therefore given to someone who has amply fulfilled this
A book and a Rioja The Control Board again co-operated this year with the Booksellers’ Association of La Rioja in the organisation of the original promotional initiative “A book and a Rioja: the pleasure of culture”, which undoubtedly contributes not only to boost the sales of books, but also to highlight the role of wine as something that is part of the culture of our land and our people. During the week of 18 to 23 April, Rioja booksellers celebrated Book Day “by presenting book buyers with a 185 cl bottle of Rioja Crianza wine. This year, the bottles were dressed with a commemorative label designed by Jaime García López , winner of the competition organised by the Control Board among the students of the Higher School of Design. The Jury Panel also awarded an honourable mention to Gonzalo Díaz del Río y a Álvaro Paniego Valdivieso.
47
On-trade professionals in Cantabria responded massively to the call of Rioja wine, which enjoys a privileged position in this Region, having close historical ties.
The features that define and set Rioja apart from other wines —innovation, diversity and value for money— together with the balance that winemakers and farmers have maintained between the tradition —which preserves the identity and differentiation of our wines— and adapting to market demands, have turned Rioja wine into a sure value for consumers.
Rioja presents its most spectacular and innovative products at the 2011 Rioja Wine News Show
Madrid, Malaga and Santander were the venues chosen
barrel-aged wines, which is the main hallmark of Rioja wines
for the Salón de Novedades de los Vinos de Rioja (Rioja
in the eyes of consumers.
Wine News Show) organised by the Control Board of the
This wide-ranging sample provided by the Salón de
D.O.Ca. Rioja. The show presented 250 wines from close
Novedades allows professionals to discover the current values
to one hundred wineries to professionals in the hospitality
of Rioja —great diversity of styles, quality and innovation.
and catering sector, specialty retailers, supermarket buyers,
This plus the balance that winemakers and growers maintain
distributors, the press and prescriptors. The fair featured
between tradition and catering to market demands have
the spectacular range of high quality wines that only Rioja is capable of offering the market every year thanks to the Designation’s tremendous capacity for innovation. Attendees of the trade fair had the chance to sample the different wine categories and vintages launched during 2011, including the three vintages that reached their respective age categories last year (Crianzas from 2008, Reservas from 2007 and Gran Reservas from 2005), as well as earlier vintages, depending on the style of each individual winery. There was also a section for other wines without category certification presented with a Guarantee of Origin back label. This launch of the new vintages aims to provide a better idea of the evolution and quality of the more upmarket products,
48
The Hotel Westin Palace in Madrid was the venue for the Salón de Novedades de los Vinos de Rioja (Rioja Wine News Show) on 14 November. In the photograph (l. to r.): The Director General of Industry and Food Markets, Isabel Bombal Díaz; the ICEX Director of Promotion of Agrifood Products , Rocío Alberdi; the Minister of Agriculture of La Rioja, Iñigo Nagore; the Secretary General for Rural Affairs, Eduardo Tamarit Pradas; the President of the Control Board, Víctor Pascual Artacho; and the TVE Presenter, Concha Crespo.
The Control Board presented the new vintages of Rioja at the Hotel Real in Santander on 24 October. Pictured with the President of the Control Board are the Councillor for Tourism of the City of Santander, Gema Igual, and the President of the Hotel and Catering Association, Pedro Vega.
made Rioja wine a sure value for consumers in these times of
wines, a thousand and one hits’. “This diversity of Rioja wines
crisis and a benchmark among the world’s five best-known
currently on offer,” said President of the Control Board, Victor
wine regions. In addition to making modern wines in a
Pascual at the presentation,” spearheaded by the barrel-aged
style that caters to new trends, classic Rioja wines with their
wines, their excellent value for money and the assurance
unique ageing capability are widely admired by consumers
they provide consumers are the keys that have allowed this
across the world and prestigious international critics such
designation of origin to increase its market share at a time of
as Eric Asimov (The New York Times), Jay Miller (The Wine
economic crisis and to consolidate its undisputed leadership
Advocate) and José Peñín (Peñín Guide).
among Spanish wines, both on the domestic and the export
In short, the 2011 Rioja Wine News Show offered a
markets.” The growing exposure of Rioja wine in the main
wide-ranging, representative sample that truly reflects the
international markets was confirmed by a poll carried out by
current promotional campaign slogan ‘a thousand and one
Wine Intelligence that shows that Rioja is the world leader in translating brand awareness into purchases, ahead of such wine regions as Bordeaux, Burgundy and Chianti.
The Hotel Barceló Malaga hosted the Salón de Novedades de los Vinos de Rioja on Monday, 7 November with a massive turnout of professionals from establishments in the Costa del Sol. The importance of Andalusia for Rioja wine is evidenced by the fact that it has become the Wine Region’s second largest market after Northern Spain. According to a Nielsen survey, Andalusia concentrates over 15% of sales of Rioja in the Spanish market, which means that about 40 million bottles of Rioja are poured in Andalusia every year. While the total market share of Rioja wines with DO in Spain is around 40%, in Andalusia it is 50%. Furthermore, in the on-trade the market share is actually 59%. This means that six out of ten bottles of designation of origin wine poured in Andalusian hotel and catering establishments are of Rioja wine.
“Within the general context of economic crisis, we are going through the same difficulties as the rest of the industry. However, Rioja shows that its model of designation has allowed it to tackle such an adverse situation with relative success. With its proven experience, dynamism, innovative capacity and vision,” concluded Victor Pascual,” our Wine Region is undoubtedly a benchmark for the whole of the Spanish wine industry when it comes to defining future strategies in the wine business.”
49
MARKETING AND COMMUNICATION
Pau Gasol 16th Prestigio Rioja Prize winner Pau Gasol received the sixteenth Prestigio Rioja Prize
I am amazed at the hospitality and the treatment they have
in Logroño. It was unanimously awarded by the Prize jury
given me. I'm leaving but looking forward to returning.”
panel because they consider him an example of a vocation
Gasol is not only one of the most awarded and
dedicated to excellence on the basketball court and also
international Spanish athletes. He is also an ambassador for
because he has won matches beyond these courts thanks to
Unicef Spain since 2003. This has made him a role model for
his commendable altruistic spirit towards the needy. He has
thousands of young people around the world, particularly at
become a great ambassador of the values of our country in
this time that is so in need of references in the field of human
the world, the same way that Rioja wine is the ambassador of
values, according to the scholar and Prize panellist Carmen
Spanish wines.
Iglesias. His selfless work has materialised into the launching
“For me it is a true source of pride and an honour to
of an initiative called ‘El Proyecto de Pau’ (‘Pau’s Project’),
receive such a prestigious award,” said Pau Gasol at the
whose main goals are to ensure that more and more children
prize-giving ceremony. "When I saw the list of prize winners,
can go to school and to fight against malnutrition in Africa.
who are a reference not only in Spain but in the world, I felt
In 2011, given the grave situation faced by children affected
even more delighted to have had the opportunity to spend
by the humanitarian crisis in the four countries that make up
some days in this region which has so much to offer. I have
the so-called ‘Horn of Africa’, Pau Gasol decided to focus his
been able to enjoy great experiences, not just the wine, and
initiative on garnering increased support in the fight against
50
Promotional activities in Spain famine. As he stated last 22 August during the presentation of this new action, "we cannot sit idly by in the face of this situation."
The Control Board presented the “Rioja Wine in solidarity with Pau’s Project” campaign On the occasion of the award ceremony and in response to the request for solidarity launched by Pau, the President of the Control Board, Victor Pascual, announced the launching of the campaign ‘Rioja Wine in solidarity with Pau’s Project’. The campaign’s goal is for the D.O.Ca. Rioja to raise funds for this project on behalf of the people in these four countries in Africa in a humanitarian emergency. The Control Board has opened a bank account so that all members of Riojan society can show once again the generosity that characterizes the people of this region by contributing before 31 December to this charity dedicated to contributing to UNICEF's work President of La Rioja, in the event’s closing speech. "It's been
combating famine in the Horn of Africa. "Although it is a difficult task, we will try to ‘measure
wonderful 31 years of evolution in our terroir and around
up’ and reach your level, at least in generosity," said the
the world,” said Rafael Anson, “proudly displaying all his
Control Board President to Pau, congratulating him both for
sporting achievements and accompanying them with a
his sporting achievements and for his humanitarian spirit and
humanitarian character. This fully coincides with the intent
thanking him for accepting the Prize, “that aims to help foster
of this Prize, which is to display and garner a worldwide
our society's perception of wine as a healthy food within a
reputation for the culture and ways of life of those peoples
pattern of moderate and responsible consumption —making
for whom vineyards and wine are part of their essence and
it advisable even in sports.” "In this sense, elite athletes like
history." Pau Gasol confirmed his appreciation for fine wines
you, Pau, are a reference for our youth, whom we must bring closer to such healthy habits, typical of our lifestyle and our
and his incipient interest in their culture, stating his great
culture, in which wine is an emblematic product," concluded
satisfaction for his experience in Rioja: "I've experienced
Victor Pascual.
the grape harvest in different wineries, acquiring a first-hand understanding of how hard it actually is to make good wine,
The basketball star considers himself a big (2.15 m tall) fan of gourmet food, which can not be conceived without a
from the harvesting in the vineyard to bottling. I was not
good wine. This is what he underscored to the President of
aware of all the steps involved in turning the grapes into a
the Royal Academy of Gastronomy and Prize Jury Panellist,
Crianza, Reserva or Gran Reserva. It was very interesting and
Rafael Anson, for whom Pau Gasol, while being the youngest
enriching to meet different winemakers and to learn, because
winner, is a true ‘Gran Reserva’ —a view shared by the
it is a really exciting world —and I am always attracted by
51
MARKETING AND COMMUNICATION
Toast with jury panellists Rafael Ansón and Carmen Iglesias, the president of the Government of La Rioja, Pedro Sanz, and the president of the Control Board, Victor Pascual.
The Prestigio Rioja Prize
anything that is created with work, patience and technique."
The Prestigio Rioja Prize is a pioneering initiative in identifying wine and wine culture that, throughout its
Pau expressed his desire to repeat the experience and have
16 editions, has been endorsed by famous figures from
more time "to walk through the small towns that are so
the fields of literature, music, art, science, business and
different from where I usually live, and appreciate the beauty
sports. Thanks to this, the Prize has contributed to foster
of the churches, castles... There are many interesting things to
our society's perception of wine as a traditional, exciting,
enjoy in Rioja."
cultured and, particularly, healthy food product. The fifteen previous prizes have honoured Theresa Zabell, Sara Baras, Ana Patricia Botín, Carlos Sáinz, Antonio Banderas, Alejandro Sanz, Pedro Duque, Cristobal Halffter, Isidoro Álvarez, Valentín Fuster, Plácido Domingo, Eduardo Chillida, Mario Vargas Llosa, Francisco J. Ayala and Federico Mayor Zaragoza. The Prestigio Rioja Prize also enjoys the selfless collaboration of a jury panel comprised of seven prominent figures: Adrián Piera, Antonio Mingote, Carmen Iglesias, Eduardo Arroyo, Mª Teresa Álvarez, Rafael Ansón and Luis Cabanas, as well as the Control Board President, Víctor Pascual.
The deputy general director of La Caixa and horseman, Luis Cabanas, joined the Standing Jury Panel of the Prestigio Rioja Prize at the panel meeting in the Zalacaín restaurant in Madrid on 3 May.
52
Promotional activities in Spain The D.O.Ca. Rioja joins the European programme ‘Wine in Moderation’
the European Commission in line with the European Union strategy to support Member States in reducing alcoholrelated harm. It is backed by the main winery and grape
The Control Board signed an agreement for the D.O.Ca.
grower associations. By taking the lead in communicating
Rioja to join the European programme ‘Wine in Moderation
about moderation and responsible wine consumption as a
– Art de Vivre’, an initiative from the European winemaking
cultural norm, the wine industry contributes to prevent abuse
sector that aims to promote moderation and responsibility in
and misuse of alcohol, giving young people and adults the
wine consumption and thus help to prevent excessive alcohol
opportunity to make decisions.
consumption and abuse in Europe. The agreement to join this programme was adopted unanimously by the Plenary of the Control Board in view of the concerns voiced by the Riojan winemaking sector at the continuing drop in wine consumption in Spain and the indiscriminate inclusion of this healthy, natural product in campaigns to prevent alcohol abuse. This was explained by the Control Board President, Victor Pascual Artacho, when he signed the agreement, together with the representatives of the two entities responsible for implementing the initiative in Spain: the President of the Spanish Wine Federation (FEV), Félix Solís, and the Secretary General of the Foundation for Research into Wine and Nutrition (FIVIN), Domingo Valiente. The Control Board’s inclusion in this European programme
POINT OF SALE PROMOTIONS Rioja wine closer to consumers
demonstrates its commitment to disseminating the message of ‘Wine in Moderation – Art de Vivre’ in all the promotional activities it undertakes in different countries, as well as its compliance with the Wine Self-Regulation Code and Wine
Lavinia. The Control Board signed an agreement with
Communication Standards.
Lavinia to celebrate a Rioja promotion in the shop owned by this major wine vendor in Ortega y Gasset, Madrid.
The representatives of the Spanish Wine Federation the Foundation for Research into Wine and Nutrition explained
The Lavinia experts advised their customers on the quality,
that the activities of ‘Wine in Moderation – Art de Vivre’ cover
elegance and diversity of Rioja wine from 9 September to 21
three major areas: research and scientific dissemination;
October. Rioja aims to convey to consumers that choosing its
co-ordination and implementation of training and educational
wines is a sure value —both in terms of quality and because
activities to promote moderate wine consumption in relation
of the different styles it produces. A total of 45 wineries from
to its beneficial effects on health as a fundamental food of the
the DO Rioja participated with 51 wines. Both the interior
Mediterranean diet, and self-regulation in the wine industry
and exterior of the shops were decorated with the Rioja brand
with respect to advertising and commercial communications.
and a special Rioja brochure was published and sent to the
The program is part of the EU Alcohol and Health Forum of
10.000 members of Lavinia. A special shelf was positioned
53
MARKETING AND COMMUNICATION at the shop entrances with a special offer of Rioja wines and a special event was organized for Lavinia customers and members in each shop with a tasting of all wines listed by Lavinia and a special draw of a trip to Rioja as a buying incentive. Eroski. The promotion carried out in 55 supermarkets of the Eroski chain nationwide between 15 and 28 October featured 96 Rioja wines. The promotion included prominent advertising in the chain’s wine brochure, special markings on Rioja shelves and additional advertising, such as shopping
The Control Board signed a promotion agreement with Lavinia
cart banners, floor signs and stoppers in Andalusia, Catalonia, Valencia and Madrid. El Corte Ingles. The promotion in El Corte Ingles included its 48 supermarkets nationwide from 13 to 30 October, with in-store decorations coinciding with the wine booklet published by the retail chain. Communication was supported with two columns at the entrances, floor adhesives in front of wine and ham shelves, advertising on shopping carts and hanging signs, as well as an advertorial in the special wine brochure.
Buyers and journalists travel to Rioja Two major groups of buyers from the U.S. visited Rioja in May
In view of the magnificent results of recent years, the Rioja Control Board has stepped up its incoming trips for professionals with a prescriptive capability (journalists, sommeliers and buyers) located in international markets that are considered strategic for Rioja wine sales. In 2011, trips focused on the professional sector and visits were scheduled for key buyers, sommeliers and managers of major chains from different markets. As in previous years, there were also trips for journalists from the trade and lifestyle press. During 2011, the Control Board organised a total of 20 trips totalling 68 visitors (journalists, sommeliers and buyers) who visited a total of 140 wineries in the wine region. The visits included three major groups of buyers from the U.S.
The group of journalists who travelled to Rioja in May 2011 came from the West Coast of the United States, representing the Los Angeles Times, Bon Appetit, the San Jose Mercury News, the New York Times and the San Francisco Chronicle.
54
Promotional activities in Spain
Presentation of the 2010 annual report to Rioja media editors.
market. One of them is the most important group of U.S.
the United States belonging to such influential media as Los
buyers to be brought to Rioja since the region began to
Angeles Times, Bon Appetit, San Jose Mercury News, New
organise these activities, as it includes representatives of
York Times and San Francisco Chronicle.
some of the largest retail chains. The group of buyers who
Rioja wine in the media
visited Rioja for a week consisted of: Taylor Barneby, Top Wine Manager/Trainer Arizona, California, Nevada - Total Wine (Irvine, CA); Don Bergenty, Southeast Florida District
One of the fundamental aspects of the Control Board’s
Manager - Total Wine (Delray Beach, FL); Jason DeVille,
communications strategy is its permanent relations with the
Assistant Director of Food & Beverage - Intercontinental
media, both in Spain and abroad. Throughout the year,
Hotel (Miami, FL); Beau Farrell, Director of Internet Sales
more than one hundred press releases, reports and special
& Owner – Haskell’s (Minneapolis, MN); Ted Farrell, Vice
joint publications were published and extensively covered
President & Owner - Haskell’s (Minneapolis, MN); Darrell
by regional and national media and the international trade
Gibson, Director of Marketing & Advertising - Centennial
press. The department also responded to numerous requests
Fine Wine & Spirits (Dallas, TX); Doug Jeffirs, Director of
for information from media doing special reports on Rioja
Wine Sales - Binny’s (Chicago, IL) y Kristopher Soto, Wine
and from those media who normally follow the wine industry’s
Director & Sommelier - Ritz Carlton (Orlando, FL). Another
activities, such as press agencies and the regional media.
group included the purchasing manager of the PAPPAS STEAK
Permanent contact was also maintained with wine journalists,
HOUSE chain and the 5 sommeliers who were rewarded with
both from the trade press and from the general press with
a trip to Rioja for selling the greatest amount of Rioja wine
wine sections.
during last year’s Rioja promotion at the restaurant chain. The
Also, the Board signed co-operation agreements with
third group consisted of journalists from the West Coast of
various media to disseminate information about Rioja wines,
55
MARKETING AND COMMUNICATION
Onda Cero aired Carlos Herrera's programme from the Control Board headquarters.
both in Spain and in the main Rioja consuming countries.
Advertising campaign. In 2011, the Control Board
Relations with the media in each of the countries where
undertook a campaign to promote Rioja wine in Spain
a Rioja promotional campaign is being carried out (United
with the slogan ‘the thousand and one Riojas’ that aimed
States, Germany, United Kingdom, Sweden, Mexico and
to communicate the great diversity, quality, innovation and
Switzerland) were strengthened through the services of
international positioning of Rioja wines. A major part of
public relations companies that distribute press releases
the budget for this initiative was spent on an advertising
and information to the media of each country and organise
campaign on the main radio networks (Onda Cero, Cadena
events and trips to Rioja for the trade press. This generated a
SER and cope) and inserts in food and wine magazines.
growing interest in Rioja wine and resulted in many feature
Board publications
articles on the Wine Region.
The CONSEJO Newsletter, of which three issues of were published in 2011. The purpose of this newsletter is to reinforce communication between the Control Board and growers and winemakers, who receive it via post. It also has a publication in digital format so it could be e-mailed and posted on the Control Board website in PDF format for downloading. The Annual Report is a complete collection that describes the activities carried out by the Control Board and provides a vision of the current situation of the D.O.Ca. Rioja with the most significant statistics on vineyards, production, vinification, wineries, sales, etc.
56
Promotional activities in Spain
Award Ceremony of the D.O.Ca. Rioja Wine Competition at the Rioja Alavesa Harvest Festival
Dissemination and training resources
The official Control Board website (www.riojawine. com) was revamped in 2011. It is continuously updated with content that offers a complete vision of the D.O.Ca.
The Rioja Wine Information Office is located at Control
Rioja (general characteristics, regulations, history, viticulture,
Board headquarters. Since it was created in 1993, the
oenology, wineries, statistics, etc.) and its Control Board
number of visitors attended to and the amount of information
including some content of general interest, such as a wine
sent worldwide grown continuously. There is a growing
tasting classroom, a wine tourism guide and a list of wine-
demand for wine tourism, information, mainly in the summer
related legislation. In the ‘Rioja Communication’ section
and during harvest.
there is a news area which contains the press releases and
The tasting courses in Spanish universities are part of
reports issued by the Board -of particular interest to those who
the Rioja wine culture dissemination programme for Spanish
wish to follow the day-to-day development of the Rioja wine
university students which was launched by the Control Board
sector. Furthermore, the Board has reinforced the presence
in 1999. The courses are taught with the co-operation of
of Rioja on the Internet with the creation of specific pages
the Student Unions of the various universities and an expert
for the countries where promotional campaigns are being
professor from the wine sector, who in 2011 gave lectures
implemented.
in the Autónoma University in Madrid (6 May), the Artxanda
The Council also has diverse material that is republished
Catering School (10 June) and the Higher School of Cordoba
periodically due to its great demand. This includes a map of
(14 November). The courses last about four hours and
the Wine Region, a Rioja Wine Tasting Manual, a catalogue
require a minimum of 50 participants. Enrolment is open
and poster on Rioja grape varieties, generic information
to a maximum of 120 participants, who are given material
leaflet in several languages, a winery directory, a vintage
published by the Control Board.
rating card, etc. Beginners’ wine tasting course. These courses have been taught at the headquarters of the Control Board on
57
MARKETING AND COMMUNICATION
Primer 2010 prize being given to Fernando Remirez de Ganuza.
eighteenth D.O.Ca. Rioja Wine Competition in September.
Saturday mornings from 10,00 am to 1,00 pm since June
The Control Board participated as a Sponsor, together with
1998 and include the following: an institutional video
the Departments de Agriculture of the Basque Government
documentary, an introduction to the world of wine and
and the Alava Provincial Government and the Cuadrilla de
an explanation of the stages of wine tasting. Participants
Laguardia-Rioja Alavesa club. Two of the Control Board’s
receive a diploma at the end of the course. Four of the
overseers participated as judges in the tasting panel.
Board’s technicians take turns in teaching the courses. People interested in taking the course should register in advance with
Primer, the young wine festival. The Control Board
the Control Board (course fees are 18 euros). A total of 14
and the Basque Government co-sponsor the ‘Primer’ fair,
courses were taught in 2011 to 186 students from various
dedicated to promoting the Spanish recently-made carbonic
locations and of various nationalities. In order to energise
maceration wines. Erre Punto, by Bodegas Remírez de
these courses 45 brochure stands were placed in hotels and tourist offices.
Ganuza (D.O.Ca. Rioja) was the winner of the Primer 2010
Sponsorship and co-operation
School in Mendizorrotza, Vitoria. The second and third places
final tasting, held on 7 April at the Diocesanas Catering were won, respectively, by the Tavera, by Bodegas Tavera (D.O. Méntrida), and the Luberri 2010 vintage by Familia
The Control Board participated in numerous national
Monje Amestoy (D.O.Ca. Rioja). The award was presented
and international events, making a financial contribution,
by the President of the Control Board and the Basque
contributing information materials, providing generic wines,
Government Minister of Environment and Land Planning,
offering tastings through the Control Board technicians, or by lending its facilities. Following are the most salient ones.
Agriculture and Fisheries.
Rioja Alavesa Harvest Festival. The activities of
‘Rioja, young and fresh’. The Rioja Control Board collaborated once again with the ‘Rioja, young and fresh’
the Rioja Alavesa Harvest Festival included the Festival’s
58
Promotional activities in Spain initiative, organised by the Vocento Group in La Rioja. As
the event and a glass of Rioja for participants, the Board is
in previous years, the streets of Logroño hosted a popular
responsible for the technical supervision of the tasting, led by
festival on two Thursdays during the summer (23 June and 14
Control Board overseer Baltasar Marchán. Also in September,
July). In the festival, wine aficionados have the opportunity
the Control Board lent its magnificent tasting room one more
to taste wines from participating wineries. For the third time
year to the Caja Rioja Foundation for its Cosechero Wine
the initiative was taken beyond the local area with tastings in
Competition, organised by La Prensa del Rioja.
Santander, Oviedo and Bilbao.
In 2011, the Board maintained financial collaboration agreements with various entities whose activities help
Pelota charity festival ‘Titín III and Friends’. The
promote Rioja wines. These include the Rioja Wine Guild,
2011 edition of the Pelota charity festival ‘Titin III and friends’,
FIVIN, the Rioja Centre in Madrid, the Madrid Chamber of
was held on 23 May. It was sponsored by the Control Board
Commerce (grant for a sommeliers’ course) and the Rioja and
and the proceeds went to the ARPA and FARO associations. In
the 5 senses festival (Regional Ministry de Agriculture of the
the first edition, the proceeds went to AECC (Spanish Cancer
Government of La Rioja).
Association), the second to the Red Cross and last year’s to Visits to the Control Board. The Control Board’s
ASPRODEMA.
promotional activities included attending to professionals and The headquarters of the Control Board were the setting
groups from Spain and abroad who visit the wine region
of several promotional activities for Rioja wine, organised by
and are received at the Control Board headquarters. Here
different entities with whom the Board regularly collaborates.
they are given information about Rioja wines through an
In September the Logroño Rotary Club held its fourteenth
audiovisual presentation, a guided tour of the building and
Rotary Solidarity Tasting there. The winning wine of this event
printed materials, as well as a tasting when appropriate.
is offered to Rotary Club members throughout the world to obtain funds for the humanitarian activities of the Rotary Foundation. In addition to offering the use of its facilities for
The authorities toast at the fourteenth Rotary Solidarity Tasting.
59
SALES BALANCE
Rioja wine exports reached a record high in 2011, offsetting dropping consumption in Spain Despite the recession, Rioja managed to boost sales up to 269 million litres
the total volume of wine sold by the D.O. Rioja in 2011 was of 268.9 million litres, representing a slight increase of 0.62% over the previous year. By type of wine, 241.2 million litres correspond to red wines (90%), 14.3 to white
Thanks to the excellent results obtained in the export
wines and 13.3 to rosé wines. With regard to Rioja sales
market, where sales reached a record figure of 91.92 million
by ageing category, Crianza reds were the top sellers, with
litres in 2011, the D.O.Ca. Rioja managed to consolidate
104.9 million litres —almost the same as last year’s record
the previous year’s sales growth, offsetting the drop in
figure— amply surpassing young red wines (88.7 million
consumption in the domestic market. The wine region has
litres). Reserva wines —an ageing category with significant
also maintained a considerable participation of added-value
expansion in previous years— sold 42 million litres (-
wines, namely barrel-aged wines, with total sales of 153
3.43%), while Gran Reserva wines reached 5.6 million litres
million litres, representing about 65% of red wine sales. This
(+11.4%). In short, Rioja’s strategy of specialising in oak-aged
market trend in such an adverse economic context is proof
categories required wineries to make significant investments
of the great strength of the Rioja brand —considered a sure
but has allowed its wines to gain a foothold in the higher
value by consumers in terms of quality and prestige.
value-added segments and position itself ahead of competitors
According to statistics compiled by the Control Board,
in foreign markets.
DEVELOPMENT OF RIOJA WINE SALES 1985-2011 (IN LITRES)
60
The D.O.Ca. Rioja is the clear leader among Spanish
and it is the country with the largest promotional budget
wine regions in both the domestic and export markets, with
—close to 4 million euros in 2011— with a successful point-
a market share of close to 40% of sales by volume, and even
of-sale campaign implemented in recent years.
higher figures for premium wines. Spain still provides the
With regard to European markets, the UK remains very
main market for Rioja and the 177 million litres (-2.42%) sold
prominently the top importer of Rioja, with a total of 30.6
domestically in 2011 accounted for 65.8% of total sales.
million litres sold in 2011 —33.3% of total Rioja exports
However, stagnating consumption caused by a slumping
and an aggregate growth of 28% in the last two years. Over
economy has gained several percentage points for exports in
thirteen million bottles are sold just in the Reserva category.
recent years.
Germany holds the second place, with 18.2 million litres, a 9% global increase over the previous year, with a 14% for Crianzas and 29% for Gran Reservas. During the
65% of red wine sales are of high added-value, oak-aged wines
last five years, sales of Rioja have grown by 38% in the German market, doubling the volume of Crianza wines and tripling Reservas, which now add up to 6 million bottles.
In addition to the tremendous efforts made to achieve
Switzerland remained in fourth place with sales of 6.5
increased competitiveness in the hundred markets where
million litres, practically the same as last year, and Holland
Rioja exports its wines, the policy of maintaining promotional
overtook Sweden reaching the fifth place with just over three
investments in every country that is considered strategic
million litres, thanks to a 14% growth. The three countries that
has been instrumental in driving sales and securing a better
complete the list of the top ten importers of Rioja are Belgium
position for the Rioja brand over the competition. Thus, after
with 2.3 million litres, Ireland with 2.2 million litres and
a stunning 18.5% growth in 2010, Rioja exports further
Mexico with 1.9 million litres.
increased another 7% in 2011, helping achieve record high sales abroad, with 91.92 million litres —34.2% of total sales. Sales growth was particularly significant in the UK, Germany, USA and Holland, which rank among the leading importers and account for more than 80% of Rioja exports. However, the most dramatic increase in sales is to be found in China, which has become Rioja’s most promising export market for the future, ranking 10th among importers in 2011. Today, over one hundred Rioja wineries are exporting to China, where sales have grown exponentially in recent years —from 256,400 litres in 2008 to over a million and a half litres in 2011, doubling the previous year's exports. Moreover, China is the country with the highest average selling price (€5.30/litre) of the top ten importers of Rioja. In the U.S., a key strategic market for the coming years, sales have grown 43% since 2009 —from 5.9 to 8.5 million litres. The U.S. currently ranks third among Rioja importers,
61
NIELSEN REPORT ON THE SPANISH WINE MARKET Rioja maintains supremacy in the Spanish market thanks to barrel-aged red wines • 7 out of 10 bottles of aged wine sold in Spanish on-trade establishments are Rioja. The solid leadership of the D.O.Ca. Rioja in the Spanish market with its barrel-aged red wines, with sales accounting for 75% of wines with designation of origin in the on-trade, has allowed it to cope with the new drop in wine consumption in Spain gaining a stronger foothold in the segments of greater added value and achieving a better position than wines from other regions.
This was confirmed by the study conducted by Nielsen
value by Spanish consumers in terms of quality and prestige.
on the development of the wine market in Spain in 2011. The
The President of the Control Board, Víctor Pascual Artacho,
poll reports on the lowest consumption figures in history and
underscored the Nielsen information with satisfaction, noting
points to a loss of value due to declining prices.
that “in addition to the quality policy as a key strategy of
The sales of Rioja in the Spanish market in the face of
Rioja, the dynamic nature of our wineries seeking new
such an adverse economic context again provide proof of the
opportunities and their ability to adapt to market requirements
great strength of the Rioja brand, which is considered a sure
are fudamental in tackling the crisis.”
62
Market share by Wine Region
Consumption by sales channel and type of wine
Rioja’s strategy of specialising in oak-aged categories required wineries, which required wineries to make significant
For the first time, the weight of off-trade sales of Rioja
investments, has allowed it to corner the aged red market in
equalled on-trade sales. If in 2000 the hotel and catering
Spain with an overwhelming leadership of 75% of on-trade
sector accounted for 73.5% of the Rioja wine sales compared
sales and over 50% of off-trade sales. This is followed at
to 26.5% in grocery and wine retailers. Currently, the
a great distance by all the other wine regions, with market
distribution of sales has varied significantly and the weight of
shares significantly less than 10%. D.O.Ca. Rioja sales of
each channel stands at 50%. Rioja sales remained stable the
barrel-aged wines in barrels totalled 153 million litres in
off-trade, with a 35% market share, despite strong competition
2011.
from cheaper choices and the growth of white wines from
Although D.O. wine also lost sales (-2.4% and -6% in
other regions. It also increased its share in the on-trade
volume and value respectively) it continued to increase its
against other D.O. wines, despite the fact that this sector was
relative weight because of a more significant drop among
hit particularly hard by the recession.
non-GI wines. The drop in wine consumption in Spain has
By type of wine, sales in the Spanish market during
obviously affected its leading designation of origin, Rioja, in
2011 provided positive results for white wine, while rosés
the same percentage as D.O. wines as a whole. The fall is
remained stable. The market share of Rioja is 6.9% for whites
mainly on-trade, as off-trade sales actually grew by 1.7% in
and 18.7%, for rosés, ranking 2nd and 5th respectively.
sales volume. For the second year in a row, off-trade sales
By contrast, the results are negative for red wine, for which
were higher than on-trade sales, reaching 53.6% of sales of
the market share of Rioja is especially significant, reaching
D.O. wine.
50% of sales of red wines with a Designation of Origin. This
63
market share actually attains 58.6% on-trade. According to Nielsen, the evolution of wine consumption allowed the white wine designations of origin to increase their market share over the past year, while Rioja, in contrast with its strong position among red wines, is losing the opportunity of a developing market.
Rioja has become Great Britain’s favourite wine
Regionalisation of sales A comparison between the geographic concentration
Rioja is gaining ground on the most prestigious wine-producing regions of the world, according to an independent study titled
of sales of Rioja wine and the sale of all wines with a
“Reputation of Spanish wines in the main export markets, in
designation of origin shows three areas where sales of Rioja
comparison with those from other producer countries", carried
have the greatest weight: The North-Central area (with 29.5%
out by the British consultancy firm Wine Intelligence. The study
of sales of Rioja compared to 21% of wine from other regions
was based on a sample of more than 1,000 British regular wine
and a market share of 52.6% for Rioja): the South-Andalusia
drinkers and was recently presented at the International Wine Fair
area (14.2% compared to 11.5% and a market share of
in London.
46.5% for Rioja); and the metropolitan area of Barcelona (8.7% vs. 8.2% and a 40% market share for Rioja). After
The two main conclusions of the study are that Rioja holds first place for British consumers among the world's wine producing
the North-Central area (Basque Country, Navarre, etc.), the
regions when it comes to deciding on a wine. It also holds fourth
Northwest area (Galicia, Asturias and Leon) is the second
place among the best-known regions, only behind Bordeaux,
biggest market for Rioja wines.
Burgundy and Chianti. Furthermore, 50% of regular British
More exports to offset the fall in consumption in Spain
wine drinkers choose Rioja wines above other wine regions of international prestige. With regard to the criteria applied by British regular consumers when it comes to choosing one wine or another, they have very
In addition to the major efforts made by Rioja wineries
clear ideas on the subject. The study shows that 59% make their
to achieve greater competitiveness, they have shown great
choice on the basis of the country of origin of the grape and 51%
dynamism and innovative capacity in developing business
the region. The grape variety, promotions and confidence in the
strategies aimed at diversifying sales through other channels.
brand are the other criteria that influence their choice.
Particularly notable is the development of exports. After an 18.5% rise in 2010, there was a further increase of 7% in
Another conclusion that emerged from the study by Wine Intelligence is the direct identification of Rioja wine with the region
2011, offsetting the fall in consumption in Spain. Exports
and with Spain. As for wine purchasing habits, Rioja wines are the
currently account for 35% of Rioja wine sales.
first option for British consumers in all price brackets.
64
REPORT on the 2011 harvest in the D.O.Ca. RIOJA Rioja Control Board rates 2011 vintage ‘Excellent’ The Control Board officially rated the 2011 Rioja vintage
the second year in a row, something that also occurred in
as ‘Excellent’ after a strict assessment process involving testing
1994/1995 and in 2004/2005. Only eight vintages have
and tasting 3,987 representative samples of the 277.31
been rated ‘excellent’ in Rioja in the last thirty years.
million litres of wine made with this harvest. Average lab test
The 2011 Vintage approval and rating process began in
results place this vintage among the top three since the current
November. Samples were taken in all winemaking wineries
quality control system was implemented in Rioja thirty years
by Control Board overseers. Samples must be taken from
ago.
batches of no more than 100,000 litres. The samples were
According to the Control Board Technical Service, the final
then analysed at the laboratories of one of the Designation of
quality of the 2011 harvest is due to good vine development
Origin's three Oenological Research Stations and assessed
across the wine region with low incidence of pests and disease
by a tasting committee consisting of three professional
and excellent canopy development and health right through to
wine tasters. These belong to the Control Board's external
the end of the growing season, despite some drought issues
tasting panel, which numbers over one hundred experts. The
in a few areas. The exceptional health of the grapes was
procedures used for sensorial assessment are strictly regulated
one of the fundamental traits of the 2011 harvest, facilitating
and the anonymity and confidentiality of all tasted samples are
seamless fermentations and very promising, well-structured,
strictly maintained.
healthy wines with good colour levels. The excellent work and
A total of 3,987 samples were submitted and each had
professionalism of grape growers and winemakers coupled
to pass strict analytical and sensorial tests before earning the
with very moderate production yields (the lowest since 2002)
right to be protected by the Designation. In the end 266.43
were key factors in order to reach the excellent rating for
million litres (14.14 white, 12.14 rosé and 240.15 red)
65
were approved, while only 66 samples representing 0.7% of
temperatures than usual.
total harvest volume were rejected because of analytical or
• Canopy development was quite rapid in the second half
sensorial shortcomings. In view of the strictness with which
of April thanks to rains and high temperatures. By the end of
rating criteria are applied, this small percentage —which
the month the vines were 7 to 10 days ahead of schedule.
gradually decreases every year— is a clear indication of the
• In April-May temperatures were higher than normal
quality of Rioja wines.
and rainfall figures ranged between 50 and 100 litres. This
The top-rank Calificada category of the D.O. Rioja
allowed for good phenological development and flowering in
requires the approval of all wines in each vintage. This
late May in late-developing areas.
means that every single tank of wine in every single winery
• In May, the Control Board Technical Service began
is sampled, providing highly reliable figures for the final
tracking the evolution of the 168 reference vineyards scattered
vintage rating issued by the Rioja Control Board. This final
across the different areas of the Wine Region, so that the data
rating is obtained through statistical calculations to ensure
are taken from the number of buds, setting, phenological state
complete objectivity. The Control Board has been tightening
and number of clusters to draw up representative figures.
the requirements of global vintage ratings in recent years, with
• From the data collected, it was found that fertility rates
the aim of maintaining Rioja's position as a benchmark on the
were normal for all main grape varieties. The number of
quality wine market.
clusters was also normal. In some areas of Rioja Alta and Alavesa there was a certain amount of irregular setting. This
Development of the 2011 growing season
is actually good for grape quality, as clusters are smaller. Nonetheless, in general terms, setting was good, Garnacha in Rioja Baja being the vines with most inconsistent setting.
• Dormant period (November to March): Scant rainfall
• On 20 June, the Control Board Technical Service
(50 to 100 litres/sq. metre —below the average of previous
began applying production controls in the Wine Region. The
years) and negligible frosts.
purpose of this is for the growers to take the necessary steps to
• Budding started normally in the last week of March in
maintain yields within the limits set out in the D.O. Regulations.
the easternmost areas.
Based on the figures obtained from the reference vineyards,
• Dry weather prevailed in the spring, with higher
production expectations were slightly below those of the
DEVELOPMENT OF ANALYTICAL RATING PARAMETERS FOR RED WINES 2001/2011 PARAMETERS
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Alcohol content (% Vol.)
13.26
13.28
13.28
13.49
13.30
13.60
13.37
13.27
13.80
13.75
14.19
Total Acidity - tartaric (g/l)
5.13
5.42
4.99
5.79
5.13
5.23
5.33
5.34
5.04
5.14
5.14
pH
3.68
3.70
3.68
3.61
3.66
3.71
3.63
3.70
3.72
3.72
3.74
Volatile acidity - acetic (g/l)
0.47
0.51
0.50
0.43
0.42
0.49
0.39
0.42
0.47
0.43
0.49
Total SO2 (mg/l)
45.48
44.83
54.08
43’87
39.85
47.93
40.14
40.49
43.84
40.51
45.52
Colour Index (A420 + A520 +A620)
9.80
9.38
7.34
10.14
12.38
10.42
11.81
11.60
11.33
12.52
13.39
Total Polyphenol Index (TPI)
50.63
52.78
50.61
55.46
58.70
56.91
55.89
56.74
59.71
59.62
64.14
66
previous year, although in all cases, production was expected
half of September. Early September rains of 20 to 40 litres
to reach established yields and even surpass them in more
were very beneficial for large parts of the Wine Region.
fertile areas.
High temperatures and dry weather prevailed through the
• At the end of June, the vineyards showed good health
rest of the month. In vineyards in arid areas, berries began to
and vegetation. Development was 10 days ahead of schedule,
dehydrate, resulting in a rapid growth in sugar levels which
the earliest at this time of the year since the Control Board
required selective harvesting.
began to regularly monitor these aspects. Cool temperatures in
• The harvest became widespread in Rioja Alta and Rioja
July allowed for normal development of veraison and ripening.
Alavesa by the last week of September, while it was coming
• Aggregate rainfall figures for the growing cycle were
to an end in Rioja Baja. By the end of the month, 216 million
significantly lower than normal and the drought during the
kilos of grapes had already been harvested. The harvest
months of July and August particularly affected vines in dry
speeded up in early October, thanks to continuing high
lands, where there was no possibility of bringing water in,
temperatures and the total absence of rainfall. By 12 October,
resulting in excessive water stress and even some cases of
96% of the grapes had been harvested.
basal defoliation, which affected ripening.
• The last grapes were picked on 25 October. Of the
• By late August, the vines generally showed good
total harvest of 387.57 million kilos, 383.06 million (92.6%)
health and vegetation across the Wine Region with a good,
were finally approved for making Rioja wine.
balanced development of those parameters which have the
• Altogether, there was practically no damage from
greatest impact on final quality, while expectations regarding
weather incidents such as frosts and storms. However, the lack
production were moderate. As with every other stage in the
of rain throughout the growing cycle did have an impact on
growing cycle, the harvest took place earlier than usual,
production. There was also no significant incidence of pests
thanks to exceptionally dry weather. There were significant
and disease, so that one of the fundamental characteristics of
differences between the vines located in arid areas that
the 2011 grapes was their exceptional health at harvest time.
cannot be irrigated and those in cool areas that can be
• Thanks to this extraordinary state of health of the
irrigated.
grapes, fermentations took place free of incidents. As a result,
• Grapes were ripening 10 to 15 days earlier than
as the wine began to be devatted, the general opinion of
normal in Rioja Baja, where harvest began on 24 August
winemakers was that the wines of the 2011 vintage are well-
in some white grape plots in the municipality of Azagra,
structure, have good colour and are very healthy. All of this
although harvesting was not widespread until the second
points to top-quality wines.
67
Statistics 2011
Rioja Wine in figures 1. DEVELOPMENT OF VITICULTURE AND WINEMAKING IN THE D.O.Ca. RIOJA 1990
1991
1992
1993
1994
1995
1996
1997
PRODUCTIVE VINEYARDS (Hectares)
43,074
42,898
44,079
45,751
47,192
47,346
47,346
47,765
APPROVED PRODUCTION (Millions of litres)
161.24
145.34
149.94
173.92
168.85
217.91
244.47
253.6
37.43
33.88
34.02
38.01
35.78
46.03
51.63
53.09
YIELD (Hectolitres/ Hectares) SALES
Domestic market
77.75
99.70
114.35
120.19
139.61
125.78
119.07
137.46
(millions of litres)
Foreign markets
26.03
29.14
34.29
38.72
56.75
59.12
58.85
67.78
TOTAL SALES
103.78
128.84
148.64
158.91
196.36
184.90
177.92
205.24
Previous years
315.91
335.32
317.60
296.57
268.21
246.89
281.90
314.95
Last harvest
161.24
144.99
149.24
173.71
166.42
214.12
240.60
250.20
TOTAL STOCKS
477.15
480.31
466.84
470.28
434.63
461.01
522.50
565.15
STOCKS-TO-SALES RATIO
4.28
3.39
2.87
2.76
2.13
2.41
2.84
2.68
NUMBER OF AGEING WINERIES
103
120
131
141
148
153
156
171
NUMBER OF CASKS (thousands)
547
561
573
584
597
598
621
660
Total no of bottling/marketing wineries
310
324
336
345
363
372
386
401
STOCKS on 31 DECEMBER (millions of litres)
GRAPE GROWING AND WINERY STATISTICS: 1. DEVELOPMENT OF VITICULTURE AND WINEMAKING IN THE D.O.Ca. RIOJA 2. PROTECTED RIOJA GRAPE PRODUCTION - 2011 HARVEST 3. VINIFICATION OF PROTECTED WINE - 2011 VINTAGE (LITRES) 4. DEVELOPMENT OF SURFACE AREA, GRAPE PRODUCTION, YIELDS AND WINE PRODUCTION 5. DISTRIBUTION OF VINEYARDS IN PRODUCTION AT THE 2011 HARVEST BY TOWN AND BOTTLING WINERIES 6. VINEYARDS BY COMMUNITY AND YEAR OF PLANTING (IN HECTARES) 7. DEVELOPMENT OF REGISTERED VINEYARDS BY COMMUNITY IN THE D.O.Ca. RIOJA (HECTARES) 8. VINEYARDS BY GRAPE VARIETY AND COMMUNITY - 2011 (HECTARES) 9. DISTRIBUTION OF VINEYARDS BY PLOT SIZE - 2011 10. NUMBER OF GRAPE GROWERS 2011 11. PROTECTED WINE STOCKS ON 31-12-2011 (LITRES) 12. PROTECTED WINE STOCKS BY TYPE OF CONTAINER ON 31-12-2011 (LITRES) 13. PROTECTED WINE STOCKS BY VINTAGE ON 31-12-2011 (LITRES) 14. DEVELOPMENT OF BARREL NUMBERS 15. WINERIES REGISTERED IN RIOJA ON 31-12-2011 16. REGISTERED RIOJA WINERIES BY CAPACITY RANGES ON 31-12-2011 (MILLION LITRES) 17. DEVELOPMENT OF STORAGE AND AGEING CAPACITY OF RIOJA WINERIES (LITRES)
SALES STATISTICS: 18. DEVELOPMENT OF RIOJA WINE SALES 1985-2011 (LITRES) 19. RIOJA WINE SALES STATISTICS FOR 2011 (BY CATEGORY AND TYPE OF WINE) 20. 2011 EXPORTS BY COUNTRY
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
48,381
49,135
52,029
53,820
55,545
56,580
58,132
59,212
60,390
60,773
60,882
61,270
61,960
62,143
273.56
216.24
310.80
242.00
196.82
298.42
269.7
273.94
278.18
273.68
272.12
277.56
255.90
267.65
56.54
44.01
59.74
44.96
35.43
52.74
46.39
46.26
46.06
45.03
44.70
45.3
41.30
43.07
150.70
138.68
120.12
160.01
178.15
170.21
182.28
179.44
182.87
187.02
172.00
163.67
181.26
176.99
71.55
56.80
39.86
60.41
72.10
66.14
69.01
71.23
78.93
84.59
79.91
72.43
85.86
91.92
222.25
195.48
159.98
220.42
250.25
236.35
251.29
250.67
261.80
271.61
251.91
236.1
267.12
268.91
339.27
408.58
459.42
539.50
524.42
478.77
515.72
529.63
535.54
537.05
554.20
583.88
587.67
568.81
270.60
215.60
309.81
241.84
195.54
295.76
268.42
273.06
277.37
272.21
271.60
276.71
254.93
266.88
609.87
624.18
769.23
781.34
719.96
774.53
784.14
802.69
812.91
809.26
825.80
860.59
842.60
835.69
2.65
3.08
4.62
3.39
2.78
3.17
3.02
3.13
3.03
2.91
3.19
3.54
3.07
3.03
180
203
222
255
272
286
306
324
349
364
376
371
375
382
815
911
939
1,005
1,061
1,080
1,106
1,161
1,197
1,239
1,261
1,286
1,292
1,290
403
422
443
472
498
517
550
559
586
595
596
603
572
583
STATISTICS 2. PROTECTED RIOJA GRAPE PRODUCTION - 2011 HARVEST Hectares of red grapes Production of red grapes (t) Red grape yields (kg/ha) Hectares of white grapes Production of white grapes (t) White grape yields (kg/ha) Total
Hectares
(W.& R.)
Production Average Yields
LA RIOJA
ÁLAVA
NAVARRE
TOTAL
39,573.66
12,364.4
6,436.64
58,374.71
243,775.03
70,485.42
39,478.64
353,739.1
6,160
5,701
6,133
6,060
2,647.11
935.96
184.89
3,767.68
20,852.45
7,145.33
1,368.09
29,365.87
7,877
7,634
7,400
7,794
42,220.78
13,300.36
6,621.53
62,142.68
264,627.48
77,630.75
40,846.74
383,104.98
6,268
5,837
6,169
6,165
3. VINIFICATION OF PROTECTED WINE - 2011 VINTAGE (LITRES) SUB-AREA
ÁLAVA
LA RIOJA
TYPE OF WINERY
RED
ROSE
WHITE
TOTAL
WINEGROWERS
7,534,264
9,794
123,133
7,667,191
CO-OPERATIVES
7,842,642
105,090
347,016
8,294,748
WINE KEEPERS
1,637,098
5,200
101,070
1,779,368
AGEING WINERIES
41,756,081
2,038,023
3,019,817
46,813,921
TOTAL
58,806,085
2,158,107
3,591,036
64,555,228
WINEGROWERS
5,065,496
370,677
389,209
5,825,382
CO-OPERATIVES
62,526,890
3,135,878
4,864,867
70,527,635
4,590,681
221,353
30,058
4,842,092
97,923,496
6,178,661
5,159,037
109,261,194
170,106,563
9,906,569
10,443,171
190,456,303
WINEGROWERS
22,068
0
8,908
30,976
CO-OPERATIVES
5,089,768
298,772
55,666
5,444,206
88,720
4,685
0
93,405
6,754,084
73,306
240,183
7,067,573
TOTAL
11,954,640
376,763
304,757
12,636,160
WINEGROWERS
12,621,828
380,471
521,250
13,523,549
CO-OPERATIVES
75,459,300
3,539,740
5,267,549
84,266,589
6,352,499
231,238
131,128
6,714,865
AGEING WINERIES
146,433,661
8,289,990
8,419,037
163,142,688
TOTAL
240,867,288
12,441,439
14,338,964
267,647,691
WINE KEEPERS AGEING WINERIES TOTAL
NAVARRE
WINE KEEPERS AGEING WINERIES
TOTAL
WINE KEEPERS
Those wines which have not passed the approval process will be discounted from these production figures
70
PRODUCTION AND DEVELOPMENT DEVELOPMENT OF VINIFICATION (LITRES) 1985-2011 EVOLUCIÓN DE LA ELABORACIÓN DE VINO VOLUMES DE RIOJA (l,) 1985-2011 350,000,000
300,000,000
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0 1985 1986 1987 1988
1989 1990 1991
1992 1993 1994 1995
1996 1997 1998 1999
2000 2001 2002 2003 2004
2005 2006 2007 2008
2009 2010 2011
4. DEVELOPMENT OF SURFACE AREA, GRAPE PRODUCTION, YIELDS AND WINE PRODUCTION YEAR
PRODUCTIVE HECTARES
PRODUCTION IN KG
Average
Protected
yields (kg/ha)
Vinification (litres)
Red
White
Total
1985
29,903
9,094
38,817
241,296,770
6,319
173,346,717
1986
29,936
9,079
39,015
173,529,246
4,448
119,830,258
1987
30,206
9,065
39,271
186,151,310
4,740
133,749,709
1988
33,049
8,997
42,046
180,410,559
4,291
131,082,102
1989
33,851
8,840
42,691
223,279,641
5,230
160,609,524
1990
34,182
8,669
42,851
225,635,498
5,266
161,242,940
1991
34,381
8,509
42,889
213,410,823
4,976
145,345,353
1992
35,848
8,227
44,075
214,637,991
4,870
149,938,412
1993
37,528
8,247
45,775
249,738,789
5,456
173,920,771
1994
38,955
8,238
47,193
241,689,232
5,121
168,843,546
1995
39,267
8,090
47,357
303,643,224
6,412
217,910,968
1996
39,378
7,923
47,301
340,408,707
7,197
244,468,446
1997
39,920
7,844
47,764
359,612,606
7,529
253,574,457
1998
40,679
7,709
48,388
386,776,917
7,993
273,560,471
1999
42,522
7,484
50,006
305,342,334
6,106
216,241,745
2000
44,676
7,339
52,015
490,669,779
9,431
310,801,915
2001
46,999
6,799
53,798
367,989,290
6,848
242,347,992
2002
49,459
6,086
55,545
284,289,535
5,118
196,823,899
2003
51,194
5,386
56,580
437,607,739
7,734
298,418,768
2004
53,161
4,975
58,136
472,281,522
8,124
269,695,002
2005
54,567
4,645
59,212
445,091,696
7,517
273,940,000
2006
55,931
4,458
60,389
421,440,239
6,979
278,180,000
2007
56,569
4,204
60,773
412,617,538
6,789
273,687,537
2008
56,825
4,057
60,882
396,622,326
6,515
272,118,653
2009
57,344
3,926
61,270
412,387,909
6,731
277,558,000
2010
58,109
3,851
61,960
395,196,593
6,378
255,904,080
2011
58,375
3,768
62,143
387,618,868
6,238
267,647,691
71
STATISTICS 5. DISTRIBUTION OF VINEYARDS IN PRODUCTION AT THE 2011 HARVEST BY TOWN AND BOTTLING WINERIES
LA RIOJA ABALOS AGONCILLO AGUILAR DEL RÍO ALHAMA
Wineries
Hectares RED 658.5
34.92
172.97
2.43
44.2
0
ALBELDA DE IREGUA
133.47
6.15
ALBERITE
245.04
16.57
ALCANADRE
LA RIOJA
WHITE
16 CIDAMON
Hectares RED
Wineries
WHITE
58.62
0
0
325.36
15.69
0
0 CIRUEÑA
26.94
2.46
0
3 CLAVIJO
171.29
5.28
0
83.04
39.67
10
1 CIHURI
3 CORDOVIN
530.91
19.35
4 CORERA
174.19
4.04
1
1,396.78
8.89
16 CORNAGO
16.09
0.17
0
ALESANCO
399.47
136.42
531.44
60.4
5
ALESON
211.32
22.33
2 DAROCA DE RIOJA
12.14
0.3
0
ALFARO
3,681.94
89.56
7 ENTRENA
627.22
84.57
5
48.36
0.77
0 FONCEA
10.98
0
0
ARENZANA DE ABAJO
206.04
20.69
4 FONZALECHE
281.94
15
1
ARENZANA DE ARRIBA
174.75
13.68
0 FUENMAYOR
1,481.03
85.19
26
2.11
0
0 GALBARRULI
127.49
2.84
1
375.67
8.59
2 GALILEA
184.4
5.03
1
4.97
0
0 GIMILEO
99.23
3.48
2
ALDEANUEVA DE EBRO
ANGUCIANA
ARNEDILLO ARNEDO ARRUBAL AUSEJO
3 CUZCURRITA DEL RÍO TIRON
1,452.23
29.91
2 MIRANDA DE EBRO
AUTOL
997.79
18.97
2 GRÁVALOS
AZOFRA
56.2
2.86
1
25.23
8.48
0
387.98
32.58
1 HARO
1,041.74
87.31
19
BADARAN
422
57.16
5 HERCE
83.66
0.45
0
BAÑARES
88.12
0.19
BAÑOS DE RIOJA
68.27
13.18
1 HERVIAS
154.94
36.65
12.06
0.71
267.45
8.56
0 HORNOS DE MONCALVILLO
BERGASILLAS BAJERA
7.35
0.01
0 HUERCANOS
BEZARES
3.61
0.05
0 IGEA
BOBADILLA
20.36
2.66
2 LAGUNILLA DE JUBERA
BRIÑAS
99.74
4.37
7 LARDERO 8 LEIVA
BAÑOS DE RIO TOBIA BERCEO BERGASA
BRIONES
0 HERRAMELLURI
9.44
0.15
0
39.85
1.04
1
3 HORMILLA
278.57
23.03
7
0 HORMILLEJA
192.03
22.36
1
154.6
25.55
1
1,159.98
83.09
2
117.74
0
0
121.9
3.5
1
70.79
3.84
0
26.68
3.23
0
9.76
1.86
3
967.87
93.74
15
173.1
23.59
0
1,256.14
77.13
CALAHORRA
723.49
5.83
CAMPROVIN
143.68
29.05
0 LOGROÑO
91.75
20.26
0 MANJARRES
CAÑAS
101.61
10.59
0 MATUTE
8.11
0.07
0
CARDENAS
115.53
40.92
3 MEDRANO
266.78
33.64
0
CASALARREINA
70.43
4.35
1 MURILLO DE RÍO LEZA
767.63
7.16
2
CASTAÑARES DE RIOJA
16.98
1.5
0 NAJERA
878.34
150.56
2
CELLORIGO
41.48
0.75
0 NALDA
115.96
8.28
1
1,958.02
101.7
982.71
108.44
12
395.03
0.84
500.49
28.43
0
CANILLAS DE RIO TUERTO
CENICERO CERVERA DE RÍO ALHAMA
3 LEZA DEL RIO LEZA
11 NAVARRETE 2 OCÓN
72
VITICULTURE 5. DISTRIBUTION OF VINEYARDS IN PRODUCTION AT THE 2011 HARVEST BY TOWN AND BOTTLING WINERIES
LA RIOJA
Wineries
Hectares RED
WHITE
LA RIOJA
Hectares RED
Wineries
WHITE
OCHANDURI
32.96
1.03
0
OLLAURI
77.35
4.59
5
240.08
0.85
1
11.07
0.49
0 BAÑOS DE EBRO
474.96
53.69
24
QUEL
549.62
5.32
2 BARRIOBUSTO
213.95
30.44
1
EL REDAL
242.26
4.18
0 CRIPAN
166.43
9.36
2
1 ELCIEGO
1,062.12
50.49
17
817.93
63.52
11
1,035.49
70.42
15
120.34
15.53
0
14 LAGUARDIA
3,421.11
236.51
63
PRADEJON PREJANO
RIBAFRECHA
ÁLAVA
391.3
18.97
RINCÓN DE SOTO
204.13
0.11
RODEZNO
450.03
5.4
SAJAZARRA
312.48
4.19
1,548.97
324.49
SAN MILLAN DE YÉCORA
9.35
0.73
0 LANCIEGO
1,041.62
95.63
16
SANTA COLOMA
5.12
0.25
0 LAPUEBLA DE LABARCA
309.16
27.86
33
281.33
6.98
0 LEZA
363.63
30.62
7
10.47
0
285.4
29.32
2
588.39
50.68
8
889.13
45.43
8
SAN ASENSIO
SANTA ENGRACIA DE JUBERA SANTA EULALIA BAJERA SAN TORCUATO
2 ELVILLAR DE ÁLAVA 2 LABASTIDA 3 LABRAZA
0 MOREDA
13.69
1.45
1,720.64
70.52
SOJUELA
96.38
29.15
52.73
3.71
0
SORZANO
70.29
6.28
0 SAMANIEGO
493.68
48
13
SOTES
254.3
23.2
1 VILLABUENA DE ÁLAVA
502.73
51.26
36
TIRGO
150.52
4.85
2 YECORA
525.54
23.39
5
24.52
1.3
TORRECILLA SOBRE ALESANCO
139.27
23.91
0
TORREMONTALBO
338.42
41.06
1
TREVIANA
122.38
5.5
0
TRICIO
145.54
20.85
0
TUDELILLA
720.25
7.81
4
0.51
0.19
0
URUÑUELA
623.07
48.27
5 ANDOSILLA
VENTOSA
191.55
16.03
2 ARAS
SAN VICENTE DE LA SONSIERRA
TORMANTOS
TURRUNCUN
VIGUERA
0 NAVARIDAS 26 OYON 0 SALINILLAS DE BURADON
0 TOTAL ÁLAVA
NAVARRE 913.76
16.74
3
75.9
1.59
1
1,433.43
22.97
2
378.08
12.21
1
1,575.28
28.7
3
2.23
0
VILLALBA DE RIOJA
300.71
9.96
1 BARGOTA
VILLAMEDIANA DE IREGUA
318.06
22.52
2 MENDAVIA
EL VILLAR DE ARNEDO
270.72
2.8
3 SAN ADRIAN
600.01
19.81
1
33.79
0.54
0 SARTAGUDA
27.67
0.07
0
1,432.48
82.76
VILLAR DE TORRE VILLAROYA
2.44
0
ZARRATON
223.98
9.54
VILLASECA
0.2
0
TOTAL LA RIOJA
0 AZAGRA
261
0 VIANA 0 TOTAL NAVARRE
2 13
0 309 TOTAL D.O.Ca. RIOJA
73
583
STATISTICS
DISTRIBUTION OF VINEYARDS BY GRAPE VARIETY Tempranillo
Garnacha
Mazuelo
Graciano
Otras tinto
Ensayo
Viura
Malvasía
Garnacha blanca
Nuevas Blancas
Otras blanco
Ensayo
6. VINEYARDS BY COMMUNITY AND YEAR OF PLANTING (IN HECTARES) PROVINCE
No. Vineyards
2006/2011
LA RIOJA
82,578
4,929.25
ÁLAVA
28,971
853.67
NAVARRE TOTAL
2001/2005
1996/2000
1991/1995
7,758.8
8,602.1
4,797.75
2,057.97
1,792.56
1,072.52
1986/1990
1981/1985
1976/1980
1971/1975
.../1970
TOTAL
5,774.1
3,786.1
1,909.23
2,006.17
4,053.54
43,617.08
1,579.19
1,879.25
684.97
822.98
2,685.61
13,428.76
9,078
650.9
1,872.79
1,770.11
516.87
1,096.37
497.75
126.06
97.06
150.86
6,778.81
120,627
6,433.83
11,689.57
12,164.78
6,387.16
8,449.16
6,163.11
2,720.27
2,926.22
6,890.02
63,824.67
7. DEVELOPMENT OF REGISTERED VINEYARDS BY COMMUNITY IN THE D.O.Ca. RIOJA (HECTARES) Vineyards registered on 31-12-1983
VARIATIONS 1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
La Rioja
27,395
1,129
1,212
783
1,331
-210
-826
1,417
-28
1,037
878
982
-191
260
1,237
Álava
8,039
596
333
468
291
96
43
395
-40
72
205
269
61
-13
342
Navarre
2,915
135
-14
84
-28
539
249
600
271
161
166
-92
-88
-149
-48
Total
38,349
1,860
1,531
1,335
1,594
425
-534
2,412
203
1,270
1,249
1,159
-218
98
1,531
74
VITICULTURE
8. VINEYARDS BY GRAPE VARIETY AND COMMUNITY - 2011 (HECTARES) GRAPE VARIETIES
LA RIOJA
ÁLAVA
NAVARRE
TOTAL VARIETIES
Tempranillo
34,047.76
12,034.22
5,539.6
51,621.6
Garnacha
4,852.67
135.97
438.37
5,427.02
Mazuelo
1,062.6
104.67
321.21
1,488.48
Graciano
683.24
167.9
202.74
1,053.88
Other red
76.59
2.22
13.79
92.6
Experimental
85.55
46.07
23.86
155.49
40,808.42
12,491.07
6,539.59
59,839.1
2,531.83
913.07
170.31
3,615.22
50.4
14.42
1.06
65.89
10. NUMBER OF GRAPE GROWERS 2011
15.24
0.93
0.57
16.76
Co-operaTIVE
NON
New white
153.36
4.03
64.94
222.34
MEMBERS
MEMBERS
Other white
54.47
4.79
2
61.26
LA RIOJA
6,089
6,841
Experimental
3.34
0.42
0.32
4.08
ÁLAVA
551
2,312
2,808.66
937.69
239.22
3,985.57
NAVARRE
609
894
43,793.55
13,293.86
6,812.21
63,899.62
TOTAL
7,249
10,047
Total red Viura Malvasía Garnacha blanca
Total withe Total red and white
9. DISTRIBUTION OF VINEYARDS BY PLOT SIZE - 2011 PLOT SIZE IN
0- 0,10
0,10-0,25
0,25-0,50
0,50-1
1-2
2-3,50
3,50-5
5-7,50
7,50-10
10-15
15-30
30-50
50-100
HECTARES
0.09
0.24
0.49
0.99
1.99
3.49
4.99
7.49
9.99
14.99
29.99
49.99
99.99
NO. PLOTS
12,686
32,817
33,935
25,976
12,039
2,302
421
262
82
53
45
7
2
120,627
% PLOTS
10.52
27.21
28.13
21.53
9.98
1.91
0.35
0.22
0.07
0.04
0.04
0.01
0
100.00
784.75
5,650.52
12,145.54
17,861.65
15,802.68
5,650.68
1,726.52
1,568.08
706.37
626.37
896.14
254.98
150.34
63,824.67
1.23
8.85
19.03
27.99
24.76
8.85
2.71
2.46
1.11
0.98
1.4
0.4
0.24
100.00
SURFACE AREA % SURFACE AREA
TOTAL
7. DEVELOPMENT OF REGISTERED VINEYARDS BY COMMUNITY IN THE D.O.Ca. RIOJA (HECTARES) VARIATIONS
Registered Vineyards
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
497
1,250
1,630
2,398
1,029
-10
533
-29
-17
115
197
-540
449
-176.46
43,617.09
288
210
400
323
414
-65
434
-153
-98
73
-49
140
220
134.9
13,428.76
189
470
246
6
379
229
360
204
-10
11
-11
24
14
-33.4
6,778.81
974
1,930
2,276
2,727
1,822
154
1,327
22
-125
199
22
-377
683
-74,95
63,824.67
75
on 31-12-2011
STATISTICS 11. PROTECTED WINE STOCKS ON 31-12- 2011 (LITRES) TYPE White Rosé Red TOTAL
WINEGROWERS
CO-OPERATIVES
WINE KEEPERS
AGEING WINERIES
TOTAL
3,898.47
28,856.29
929.89
148,568.93
182,253.58
4,362.8
29,066.87
5,041.44
120,284.16
158,755.27
148,511.1
1,022,983.91
80,711.31
6,763,708.2
8,015,914.52
156,772.37
1,080,907.07
86,682.64
7,032,561.29
8,356,923.37
12. PROTECTED WINE STOCKS BY TYPE OF CONTAINER ON 31-12-2011 (LITRES) TANKS
BARRELS
TANKS (ageing)+
BOTTLES
TOTAL
3,483,112.11
2,580,925.72
1,541,248.9
751,636.64
8,356,923.37
*Aged wines stored in tanks 13. PROTECTED WINE STOCKS BY VINTAGE ON 31-12-2011 (LITRES) VINTAGE
TOTAL STOCKS
Prev.. V.
6,041.03
VINTAGE 1990
TOTAL STOCKS 119.68
VINTAGE 2002
TOTAL STOCKS 8,463.87
CVC
5,756.34
1991
504.53
2003
19,037.58
1980
291.37
1992
125.95
2004
90,368
1981
1,470.43
1993
269
2005
198,233.75
1982
405,03
1994
3,673.55
2006
220,258.47
1983
122.65
1995
2,038.86
2007
518,991.89
1984
28.70
1996
1,473.51
2008
1,089,332.19
1985
259.34
1997
565.67
2009
1,574,424.65
1986
258.40
1998
4.973.34
2010
1,854,129.05
1987
352,02
1999
6.222.03
2011
2,668,793.16
1988
110.52
2000
26,096.79
1989
119.67
2001
53,612.35
TOTAL
8,356,923.37
14. DEVELOPMENT OF BARREL NUMBERS YEAR
TOTAL NO. OF BARRELS
YEAR
TOTAL NO. OF BARRELS
1990
546,615
2008
1,261,022
1995
598,000
2009
1,286,738
2000
939,454
2010
1,292,261
2005
1,161,331
2011
1,290,226
2007
1,239,291
Development 2011:
New: 37,106
Removed: 39,141
Difference: -2,035
The total number of 225 litre oak barrels for use in ageing was 1,290,226 on 31-12-11, a decrease of 2,035 over the previous year
76
WINERIES 15. WINERIES REGISTERED IN RIOJA ON 31-12-2011 TYPES
LA RIOJA
ÁLAVA
NAVARRE
WINERIES REG. AS BOTTLERS
TOTAL
2010
2011
2010
2011
2010
2011
2010
2011
2010
2011
220
221
143
149
12
12
375
382
384
389
Wine Keepers
53
55
30
32
0
1
83
88
50
53
Co-operatives
28
28
7
7
2
2
37
37
27
27
Winegrowers
138
138
176
174
1
1
315
313
111
114
Total
439
442
356
362
15
16
810
820
572
583
Ageing Wineries
16. REGISTERED RIOJA WINERIES BY CAPACITY RANGES ON 31-12-2011 (MILLION LITRES) TYPES Ageing Wineries
10M LITRES
TOTAL
240
84
18
16
24
382
Wine Keepers
82
5
0
1
0
88
Co-operatives
0
10
6
15
6
37
Winegrowers
310
3
0
0
0
313
Total
632
102
24
32
30
820
17. DEVELOPMENT OF STORAGE AND AGEING CAPACITY OF RIOJA WINERIES (LITRES) 1982 Ageing Wineries Wine Keepers Co-operatives TOTAL
TANKS
CASK
TOTAL
263,830,000
90,999,000
354,829,000
21,735,500
316,950
22,052,450
85,481,788
168,750
85,650,538
371,047,288
91,484,700
462,531,988
384,192,438
129,988,098
514,180,536
1993 Ageing Wineries Wine Keepers
30,302,683
295,453
30,598,136
Co-operatives
127,009,238
1,024,690
128,033,928
Winegrowers
166,714,775
0
166,714,775
TOTAL
708,219,134
131,308,241
839,527,375
480,071,856
179,134,425
659,206,281
1998 Ageing Wineries Wine Keepers
37,955,757
0
37,955,757
Co-operatives
167,989,951
2,024,159
170,014,110
Winegrowers
179,896,084
0
179,896,084
TOTAL
865,913,648
181,158,584
1,047,072,232
766,522,226
281,422,435
1,047,944,661
2011 Ageing Wineries Wine Keepers
31,695,772
0
31,695,772
Co-operatives
255,138,620
9,866,100
265,004,720
Winegrowers TOTAL
57,876,886
0
57,876,886
1,111,233,504
291,288,535
1,402,522,039
77
STATISTICS 18. DEVELOPMENT OF RIOJA WINE SALES 1985-2011 Year
Domestic market
Export market
Total sales
LITRES
% YOY
LITRES
% YOY
LITRES
% YOY
1985
67,743,375
--------
28,633,625
---------
96,377,000
-0,35
1986
74,651,578
10.70
29,902,122
4.43
104,553,700
+8,48
1987
77,442,665
3.74
35,665,935
19.28
113,108,600
+8,18
1988
82,894,300
7.04
34,301,700
-3.82
117,196,000
+3,61
1989
77,784,543
-6.16
26,631,578
-22.36
104,416,121
-10,90
1990
77,252,631
-0.68
26,029,946
-2.26
103,782,577
-0,61
1991
99,841,642
29.2
29,137,809
11.9
128,979,451
24.28
1992
114,478,913
14.6
34,362,372
17.9
148,841,285
15.40
1993
120,199,494
5
38,722,771
12.7
158,922,265
6.77
1994
139,918,321
16.4
56,790,139
46.6
196,708,460
23.78
1995
125,953,908
-9.98
59,116,887
4.1
185,070,795
-5.92
1996
119,444,519
-5.46
58,846,727
-0.46
178,291,246
-3.66
1997
137,458,184
15.08
67,781,317
15.18
205,239,501
15.11
1998
150,682,311
9.47
71,550,035
5.5
222,232,346
8.15
1999
138,445,732
-8.13
57,133,801
-20.67
195,579,533
-11.99
2000
120,119,230
-13.24
39,858,918
-30.24
159,978,148
-18.20
2001
159,986,313
33.28
60,405,880
51.53
220,392,193
37.83
2002
178,115,778
11.27
72,097,169
19.33
250,212,947
13.48
2003
170,209,213
-4.43
66,138,317
-8.26
236,347,530
-5.54
2004
182,308,591
7.10
69,027,451
4.36
251,336,042
6.34
2005
179,565,974
-1.57
71,230,807
3.19
250,796,781
-0.26
2006
182,715,391
1.75
78,965,590
10.86
261,680,981
4.34
2007
187,461,381
2.59
84,589,517
7.12
272,050,898
3.96
2008
171,992,928
-8.25
79,916,305
-5.52
251,909,233
-7.40
2009
163,672,090
-4.89
72,425,805
-9.38
236,097,895
-6.31
2010
181,262,567
10.75
85,855,264
18.53
267,117,831
13.14
2011
176,985,130
-2.42
91,920,407
7.06
268,905,537
0.62
300,000,000 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000
78
SALES 19. RIOJA WINE SALES STATISTICS FOR 2011 (BY CATEGORY AND TYPE OF WINE) TYPE
MARKETS
WHITE
DOMESTIC MARKET EXPORT MARKET
ROSE
RED
TOTAL:
UNAGED
% YOY
CRIANZA
9,413,019
-7.70
56,501
-11.61
13,663
-30.52
4,926
-64.65
9,488,109
-7.84
4,778,626
12.53
29,498
24.28
22,858
13.11
2,615
-55.05
4,833,597
12.51
TOTAL
14,191,645
-1.75
85,999
-1.89
36,521
-8.41
7,541
-61.82
14,321,706
-1.85
DOMESTIC MARKET EXPORT MARKET
8,540,973
-7.37
8,018
9,211.36
648
140.65
8,549,639
-7.26
4,761,679
45.74
657
-72.49
12,686
40.71
4,775,022
45.64
TOTAL
13,302,652
6.52
8,675
277.17
13,334
79.66
13,324,661
6.62
DOMESTIC MARKET EXPORT MARKET
60,335,405
-0.59
79,251,240
-1.53
17,856,378
-6.58
1,504,359
-4.16
158,947,382
-1.80
28,384,510
9.85
25,628,952
4.32
24,156,945
-0.95
4,141,381
18.65
82,311,788
5.14
TOTAL
88,719,915
2.52
104,880,192
-0.16
42,013,323
-3.43
5,645,740
11.57
241,259,170
0.46
DOMESTIC MARKET EXPORT MARKET
78,289,397
-2.28
79,315,759
-1.53
17,870,041
-6.61
1,509,933
-4.55
176,985,130
-2.42
37,924,815
13.70
25,659,107
4.33
24,179,803
-0.94
4,156,682
18.58
91,920,407
7.06
TOTAL
116,214,212
2.42
104,974,866
-0.16
42,049,844
-3.43
5,666,615
11.39
268,905,537
0.62
20. 2011 EXPORTS BY COUNTRY Country
Litres 30,655,297
33.35
Germany
18,191,102
19.79
United States
8,567,546
9.32
% YOY
% YOY
TOTAL
SALES BY CATEGORY (IN LITRES) 2011
% of Total
United Kingdom
RESERVA
GRAN RESERVA
% YOY
M.NACIONAL
78.289.397
SIN CRIANZA
79.315.759
CRIANZA RESERVA
Switzerland
6,507,945
7.08
17.870.041
Netherlands
3,091,505
3.36
1.509.933
Sweden
3,022,369
3.29
Belgium
2,320,274
2.52
Ireland
2,193,966
2.39
37.924.815
SIN CRIANZA
Mexico
1,959,150
2.13
25.659.107
CRIANZA
1,743,462
1.90
24.179.803
RESERVA
China Other countries
13,667,791
14.87
Total 2011
91,920,407
100.00
GRAN RESERVA
TOTAL: 176.985.130
EXPORTACIÓN
4.156.682
GRAN RESERVA
TOTAL: 91.920.407
79
% YOY
CONTROL BOARD OF THE RIOJA DESIGNATION OF ORIGIN Estambrera, 52. LOGROÑO 26006 (La Rioja) SPAIN. Tel. +34 941 500 400. Fax: +34 941 500 664 INTERNET: http://www.riojawine.com - E-mail:
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