Don Jacobo continues its renewal: new labels for Don Jacobo Vendimia Seleccionada and Don Jacobo Blanco
If a few weeks ago we told you that Don Jacobo Crianza was unveiling its new look, today we are taking another step forward. The renewal of one of our historic brands continues and now reaches two more wines in the range: Don Jacobo Vendimia Seleccionada and Don Jacobo Blanco.
And we say “continues” because this project still has a way to go. At the beginning of 2027, it will be the turn of Don Jacobo Reserva and Gran Reserva, which will also adopt the brand’s new visual identity. We are therefore looking at a gradual process in which we are updating the brand’s image bottle by bottle, maintaining a common visual thread while respecting the personality of each wine.
A new look, without losing our roots
When a brand has been part of a winery’s history for decades, renewing its image is not simply a matter of changing a label. We need to understand which elements we want to preserve and which ones need to evolve.
In the case of Don Jacobo, we wanted to keep its main identifying features recognisable, while expressing them through a more contemporary, clean and modern visual language.
The name Don Jacobo takes centre stage and becomes one of the key elements identifying the new labels. The composition is more balanced and makes the information easier to read, something that is particularly important at a time when a bottle can be found both on a shop shelf and on a smartphone screen.
We have also retained an element closely linked to our history: the coat of arms of Don Martín Corral, the figure who gave the winery its name and whose family crest has been part of the brand’s identity. It is now integrated into this new visual language, creating a link between our origins and the stage we are building today.
The result aims to achieve something very simple: when you see a bottle of Don Jacobo, you should recognise it, but at the same time perceive that we are moving forward.
A renewal that goes beyond the label
Because if there is one thing we want to make clear, it is that this process is not limited to the image.
The visual renewal of Don Jacobo coincides with a broader evolution that we are also developing from an oenological perspective. A process that is already beginning to be reflected in Don Jacobo Crianza 2023 and which is based on a very clear idea: reinterpreting a classic without losing its identity.
We are looking for wines with greater expression of fresh fruit, more freshness and precision, a more fluid and dynamic palate, silkier tannins and a greater sense of juiciness. All of this while maintaining the Rioja character, ageing potential and gastronomic vocation that are part of Don Jacobo’s personality.
As Daniel Hernando, winemaker at Bodegas Corral, explains, the aim is not to make a lighter wine, but to achieve “a wine with more energy”. Concentration is still present, but better integrated and at the service of elegance. We want fruit to take centre stage, while the oak complements the wine, adding complexity and balance.
To achieve this, the work begins long before the wine reaches the bottle. We have refined our selection of plots and the timing of the harvest, seeking a balance between ripeness, freshness and expression. In the winery, fermentation, extraction and maceration processes are adapted to achieve greater precision and silkier tannins, while ageing is designed to integrate into the wine as a whole without concealing the expression of the Tempranillo.
In short, we are working to ensure that the wine retains what makes it recognisable while, at the same time, responding to a more contemporary way of enjoying Rioja.
And there is still more to come
The new look of Don Jacobo Vendimia Seleccionada and Don Jacobo Blanco is therefore another chapter in a process that is not yet finished.
At the beginning of 2027, we will continue with the renewal of Don Jacobo Reserva and Gran Reserva, progressively completing the new visual architecture of the range.
We want all the wines to share a common identity, while also having their own space and personality. Because renewing a historic brand does not mean starting from scratch. It means looking at what we have built, deciding what we want to preserve and finding a new way to express it.
And that is precisely what we are doing with Don Jacobo: evolving without breaking with our history, updating our image without losing our identity and continuing to move forward without leaving behind everything that has brought us this far.
The renewal continues. And we still have a couple of chapters left to unveil.