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Viña Eguía unveils revamp to reflect modern Rioja

05 March 2026 By Lauren Eads

Rioja’s Muriel Wines has unveiled a contemporary restyling of its Viña Eguía label to diversify and modernise the brand, as it makes plans to strengthen its presence in export markets.

Viña Eguía’s classic DOCa Rioja range — Crianza, Reserva and Gran Reserva — now feature a refreshed, modern label, while its new range of single-variety ‘Origin’ Rioja wines have been styled with more contemporary packaging.

Each bottle features a refresh of the brand’s shield graphic as a cut out label, presented in more vibrant, contrasted hues for its Origin wines, and more classic subdued tones for the Crianza, Reserva and Gran Reserva labels.

The variety-led Rioja ‘Origin’ range will constantly evolve and is the result of a project by Finca Montalvillo, in Rioja Oriental, where Viña Eguía cultivates 11 Riojan grape varieties, including Mazuelo, Viura, Garnacha and Tempranillo. The initial launch saw the release of two single-variety Rioja wines – a 100% Mazuelo and Maturana Blanca – a rare white grape variety indigenous to Rioja.

“We are focused on developing innovative wine concepts that highlight both varietal expression and the winemaker’s expertise, ensuring strong appeal to contemporary consumers,” explains the Muriel Wines’ marketing representative. “A key priority is to position Viña Eguía as a reference brand in the domestic on-trade, while simultaneously expanding export distribution in the off-trade and opening new international markets.”

The new Origin range also includes four wines made from blending grapes across vineyards in Rioja Alta and Rioja Alavesa, aimed at consumers seeking “innovative proposals within the Rioja universe”, including a rosé (Garnacha, Mazuelo, Viura), white (Viura and Tempranillo Blanco) and two reds (a Tempranillo / Garnacha and Tempranillo / Mazuelo).

“Innovation in both viticulture and winemaking can coexist with tradition when it serves to express the character of the territory,” adds Javier Murúa, CEO, Muriel Wines, which acquired Viña Eguía in 2010. “Equally important is attracting younger consumers through more contemporary formats, messaging and experiences, while maintaining loyalty among existing audiences.”

Winemaking further afield

Viña Eguía has also expanded its range with a Semidulce Rioja and four ‘Denomination’ wines made in DO Rías Baixas, DO Ribera del Duero, DO Rueda and a Godello from Castilla y León, as part of its plans to diversify beyond Rioja.

“Today’s wine buyers are increasingly demanding, informed and curious,” adds the marketing representative. “In response to current trends, we have developed a range that emphasises evolution and diversification, reflecting origin, grape variety and production methods with clear segmentation by style and price point with distinctive packaging. This approach allows us to cater to multiple consumption occasions while maintaining a clear brand identity.”

The revamped range can be seen here, including the new branding and the bottles sourced from beyond Rioja.

This latest refresh comes at a time when Rioja, like many wine regions, is facing acute pressures. For Rioja, a downward trend in global wine consumption and a preference for lighter, lower alcohol wines – at odds with Rioja’s traditional offer – is having a significant impact. Viña Eguía is navigating these changes by offering a more approachable style, with a clear focus on origin and diversification across style and price. Its Rioja ‘Origin’ wines are positioned in the off-trade within the €5–€7 range. “The aim is not to “sell at a higher price point” but to deliver added value and quality,” says Murúa. “Diversity generates interest, particularly in export markets.”

Rioja’s enduring appeal lies with its long tradition and consistency, making it a “dependable choice for both everyday drinking and special occasions”, adds Murúa. “At the same time, the region’s diversity of climates, soils and altitudes allows for a remarkably wide spectrum of wine styles under a single identity – from fresh and approachable to structured and complex. This versatility broadens its audience and strengthens its position across multiple market segments.”

But Murúa is realistic about the challenges that lie ahead for the region, and the need for producers to continue to evolve if it is to retain, and gain, consumer loyalty. “Ultimately, Rioja’s future depends on preserving the balance between prestige and accessibility,” adds Murúa. “Its strength lies in remaining recognisable while continuing to evolve as a dynamic and diverse wine region.”

Viña Eguía’s revamped bottles were presented at Wine Paris with a progressive rollout scheduled for spring 2026.