Modern Rioja shows off its new look

Rioja is aiming for a more contemporary image with

a new brand identity, which producers say reflects the modernity and innovation of the region.

The Consejo Regulador de la Denominación de Origen Calificada Rioja unveiled the new logo at its conference in Madrid. The insignia will be used in key export markets, including the UK, US , Germany and Sweden.

The design is based on a Tempranillo vine and can be used in a range of colours representing the breadth of styles Rioja offers. It will be incorporated into the 2008 UK PR campaign, launching at the Design Museum on March 5.