Next month sees a radical change in the look of the Rioja logo regularly embossed on bottles of the Spanish vintage. La Rioja Denominacion de Origen Clasificada authorities have chosen to throw out the rather fusty image of a stamp (complete with wobbly lines) and replace it with something altogether more modern: a stylized rendering of a Tempranillo grape plant atop some funky lettering.
Symbolizing not only "heritage" but also "creativity and dynamism," the change is aimed at appealing to a younger market.
The move is not simply a superficial marketing ploy, though. It reflects a real break from tradition in Spain's most illustrious wine region. Where once stood cloistered bodegas (wineries) whose subtle stone architecture blended inoffensively in with the surrounding scenery, there have now sprung up several stunning constructions of glittering steel and concrete. These new buildings, the most notable of which constructed by world-famous architect Frank Gehry, are testament to the growing fortunes of a region that has not stuck to a traditional formula but has sought to experiment with and improve upon its wine style.