The Rioja wine cellar LAN recently launched an advertising campaign to promote its wine and associated it with Lanzarote.
“Yes to disconnecting. Yes to a getaway to Lanzarote. Yes to a LAN,” reads the campaign, just below an image of Lanzarote, as part of a contest launched by the Rioja winery. The campaign ended last June 16.
There would be nothing unusual about promoting a Rioja to be drunk in Lanzarote with a clever play on words between the name of the Rioja winery and the island. Rioja has always been drunk in Lanzarote, even more so when the island's reds have taken much longer to take off than the whites, which are the majority of Lanzarote's wines.
However, the image chosen was not of the sea, the volcanoes, or the beach, but was precisely of La Geria, the wine-growing region par excellence of the island of Lanzarote.
For some, it is a simple advertising campaign for a Rioja red that also promotes Lanzarote, but others believe that it could be considered misleading advertising to associate a Rioja wine with a Canarian wine-growing region.
Once the campaign was known, La Voz de Lanzarote contacted the Regulatory Council of Lanzarote Wine, which analyzed the campaign and is considering sending a burofax about it to the Rioja winery.
From the Lanzarote Wine Regulatory Council, they consider that “the photo used is identifiable and is associated with the identity of the island, but above all with the world of Lanzarote wine”.
La Voz has contacted the Rioja Regulatory Council, from where it is considered "a matter for the winery where the Council has nothing to say." This newspaper has also tried to contact Bodegas LAN, but without success so far.
Bodegas LAN belongs to the Sogrape group founded in 1942, which in addition to LAN in La Rioja, has wine in Portugal (Sogrape Vinhos Portugal), Argentina (Finca Flichman), Chile (Viña Los Boldos), and New Zealand (Framingham). It has distribution companies in Europe, America, Africa, and Asia that bring its wine brands to more than 120 countries.
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