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Designations of origin join forces in a campaign to revitalise wine drinking among young people

04 March
2016-03-04 00:00:00
2016-03-04 00:00:00
  • Movimiento Vino D.O. provides fun and attractive content on the Internet and social media with a direct, straightforward language without artifice.
  • It highlights the value of quality wine and everything that surrounds it: culture, diversity, the identity of each territory, the importance of origin, sustainability and respect for the environment.

Movimiento Vino D.O. has come about in response to a very specific situation: “Although our country’s wines feature some of the highest quality and greatest diversity in the world, wine drinking has declined in recent years. It currently stands at 16 to 18 litres per capita, compared to our French, Italian and Portuguese neighbours who consume about 40 litres,” explains Amancio Moyano, president of the Spanish Conference of Wine Control Boards (CECRV). He also points out that the aim of this campaign is to “bring D.O. wine closer to the public in general and and young people in particular, so they see it as a drinking option, a part of our leisure activities, our lifestyle and our culture. So they feel it as a part of themselves.”  At the presentation of Movimiento Vino D.O., the CECRV president insisted that “it is necessary to take action and change young people’s perceptions with an initiative that provides a new way of understanding and experiencing wine.”

The launch event revealed some of the central ideas of the campaign. Movimiento Vino D.O. has a website ( and is also present in social media. It is on Facebook, Twitter and Instagram and has its own YouTube channel. Those who join Movimiento Vino D.O. will become part of a group with common interests and concerns, where they can share their passion for Designation of Origin wines, come closer to wine culture through an approachable, visual, direct, one-to-one language, keep up to date on trends, wine routes and wine tourism plans and access a updated calendar with the activities carried out by 53 Designations of Origin.

The campaign seeks to convey values such as culture,  diversity, the identity of each territory, the importance of origin, quality, food security, sustainability and respect for the environment, and can also be followed on #MovimientoVinoDO. More than one hundred of wineries, winemakers, companies, institutions, associations and consumers have already joined Movimiento Vino D.O. This is only the beginning. Movimiento Vino D.O. seeks to recruit many more, using quality visual, dynamic and fun content. The idea is for it to become a meeting place, where you can learn about and share experiences around wine and everything surrounding it, such as gastronomy, tourism, cinema, literature, music, fashion and design.

PICTURE (hi-res download)

The presidents and representatives of the Designations of Origin toast at the presentation. 


RiojaWine Calle Estambrera, 52
2016-03-04 00:00:00
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