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How Cava DO is now communicating its premium positioning
DO Cava has made great strides towards the premiumisation of its wines. Here, db finds out how its classification and labelling have helped to communicate Cava’s quality.
Cava’s high quality owes a lot to the fact that its authenticity is guaranteed by the production process. The traditional method used to make this sparkling wine offers a range of different categories and styles, making Cava one of the most versatile and admired drinks in the world.
As well as the quality assurance provided by the traditional method, now consumers are also able to choose from a higher classification of wine with a greater degree of refinement thanks to the introduction of two new categories: Cava de Guarda and Cava de Guarda Superior.
With this new classification system the origin of each of these sparkling wines can be traced even more effectively, and the different categories of Cava more clearly identified, according to their ageing. The unique system places DO (Designation of Origin) Cava in the vanguard of quality sparkling wines made using the traditional method.
The new labelling reveals how long each bottle has aged in the cava, or cellar. The ageing time is the factor that dictates the category: Cava de Guarda wines must be aged for a minimum of nine months; Cava de Guarda Superior must be aged for either more than 18 months for a Reserva, or 30 months for a Gran Reserva. Reduced yields also apply, and all Cava de Guarda Superior wines must be 100% organic from 2025. Prestigious Cava de Paraje Calificado wines are aged for more than 36 months.
The new segmentation and zoning of Cava culminates with the launch of the distinctive quality labels. This move marks the beginning of a new and innovative system for identifying each bottle of Cava, which is expected to be fully implemented throughout this year, when the new seals will reach international markets.
Speaking about the new labelling system, the president of the Regulatory Council, Javier Pagés, said: “These seals represent what sets us apart and identifies us as the authentic Cava with Designation of Origin. They offer the highest level of certification, the only official one that guarantees the quality of the product to the consumer, certifying the authenticity of its characteristics and of the information on the label.”
The new labels allow consumers to clearly identify the key elements of the product: firstly, its origin, identifying whether it is a product originating from the Cava territory, a zone or a sub-zone. Secondly, its segment or category, identifying whether it is a Cava de Guarda or a Cava de Guarda Superior.
The introduction of different colours for each category will help consumers to identify the styles of Cava: green for Cava de Guarda; silver for Cava de Guarda Superior – Reserva; gold for Cava De Guarda Superior – Gran Reserva. Meanwhile, Cava De Paraje Calificado will maintain its current label.
The changes are designed to communicate to consumers that there are a multitude of different styles to enjoy within the Cava category, not only in terms of quality, but also in the almost infinite options for food pairing.