La Riojana, one of the largest and most successful co-operatives in Argentina where over 500 families work together to produce consistently excellent quality and award-winning wines from the picturesque Famatina Valley, will be officially launching its newly re-designed packaging for its flagship range Raza Argentina on its stand no. P20, booth no. 25, in the Argentinian Pavilion at this year’s London Wine Trade Fair.
Over the last six months, La Riojana has been busy developing a new brand image and brand strategy for Raza Argentina, and working together with the UK brand consultancy, The Brand Foundry, has established three different tiers to the brand, giving it the opportunity to compete at different quality levels and address key price points, with the aim to over-deliver in every sense.
General Manager for La Riojana, Roberto Mantovani, commented “The strategic and visual brand development work by The Brand Foundry has given the Raza Argentina range more clarity and refined distinction. The brand name and the new visual language not only expresses the brand’s Argentine roots but it also gives importance to the 500 families and their ancestors who have been working with La Riojana over the last 65 years.”
As part of the redevelopment of Raza Argentina, the packaging re-design has been professionally tested against a competitive set of New World wines through the Vinitrac® Global consumer survey conducted by the wine industry’s brand research specialist, Wine Intelligence Ltd, in both the UK and the US. The result of the consumer research was wholly conclusive and showed that the consumers in both the UK and the US had a clear preference for the Raza Argentina design, viewing it as the most attractive packaging and to have the highest perceived price of the entire competitive sets on both sides of the Atlantic.
Mantovani said “We are really satisfied with this result as understanding consumer behaviour has been paramount to the re launch of Raza Argentina, and we feel confident that the new designs together with the different wine styles that have been developed by our chief winemaker, Dr Rodolfo Griguol, for each range will work well in both the European and American markets. These two markets are incredibly competitive, and what we wanted was a brand that communicated modernity, sophistication and innovation whilst being Argentine.”
The newly packaged Raza Argentina range of wines comprises three different levels: a varietal level (RRP £5.49) which includes a Torrontés-Chardonnay blend, as well as single varietal Torrontés, Malbec, Shiraz, and Bonarda; a Reserva level (RRP £6.49) which includes a Pinot Gris, Sauvignon Blanc, Torrontés, Malbec, and Cabernet Sauvignon; and a Gran Reserva level (RRP £8.49 - £9.49) which includes a Torrontés, Chardonnay, Malbec and Bonarda.