DO Cava’s Regulating Council launched its new image during a celebration attended by prominent figures from the financial, social and cultural world, held at the Madrid Casino. During the proceedings the Spanish Secretary of State for Rural Affairs and Water, Josep Puxeu, emphasised that the new image, “Makes great quality cava available to all”.

A new slogan was launched together with the campaign: ‘From the Land to the Heart’, which, according to the chairman for DO Cava’s Regulating Council, Gustavo García Guillamet, embodies the whole winemaking process, starting with the grapes in the vineyard where, “Cava is born as a gift for the senses, wooing one’s emotions and going straight to the heart”. As to the new image, García Guillamet explained that, “It’s a simple silhouette of four bottles where one of the bottles represents young cava aged from 9 to15 months, the second bottle represents cava Reserva aged more than 15 months, the third bottle represents cava Gran Reserva aged more than 30 months, and lastly the forth bottle represents a cava that boasts the same qualities as the rest but differs because it’s a rosé”. This is the first time, in its almost twenty-year track record, that the Regulating Council has pronounced such a clear difference between the four different types of cava.

The four letters of the word ‘cava’ have been used to represent each one of the four types. Thus, young cava, is represented by the letter 'C', ‘Characteristic’ and ‘Convincing’, although not subject to a long ageing process, it symbolises the grape in all its splendour. Cava Reserva is represented by the letter ‘A’ for its ‘Ample’ character and ripe fruit ‘Aromas’. Aged more than 15 months, Reserva is one of the most highly-appreciated sparkling wines. Gran Reserva is the exclusive title given to this cava throughout Europe, a concession that compensates the patience with which this cave is made, aged more than 30 months. Consequently, Gran Reserva is the ‘V’ of the new image, for its ‘Vitality’ and ‘Vibrancy’. The most modern cava, rosé, is the most aromatic, light and appealing. Its fruity taste and characteristic colour make it one of the most ‘Attractive’ cavas, represented by the final ‘A’.

During the event, Puxeu, also highlighted, “The work of more than 9,000 vine-growers and countless executives who have made a huge effort to obtain recognition for a product that comes straight from the land to the heart”.