article_detail

Jumilla has unveiled a new tourism brand designed to raise the profile of the town and showcase the attractions that make it one of the Region's best-known destinations.

 

The new identity was presented at the Wine Museum during an event attended by local organisations, tourism businesses, residents and members of the media.

 

Rather than creating a brand behind closed doors, the project was shaped by public input. More than 400 residents took part in surveys and consultations, sharing their views on what best represents Jumilla and what makes the town stand out from other destinations.

 

According to the findings, wine remains the defining feature of Jumilla's identity. More than half of those surveyed associated the town with a wine-red colour, while 42.6% identified the historic castle as its most recognisable symbol. The research also revealed that fewer than one in ten participants found the previous tourism brand particularly appealing.

 

Using this feedback, designers developed a new image intended to reflect Jumilla's character, history and internationally recognised wine industry. The colour palette draws inspiration from local landmarks and traditions, incorporating shades linked to the area's vineyards, landscape and heritage.

 

At the centre of the new branding is the slogan "Capital de la Monastrell", a reference to the grape variety that has become synonymous with Jumilla and helped establish its reputation among wine lovers around the world.

 

In fact, next year will mark 700 years since the first documented reference to the Monastrell grape.

 

Town officials explained that the new identity is intended to do more than promote local wines. They hope it will encourage visitors to explore Jumilla's wider attractions, including its historic sites, gastronomy, natural landscapes and cultural heritage.

 

By creating a stronger and more recognisable image, the council believes the new brand will help attract more visitors and reinforce Jumilla's position as one of the Region of Murcia's leading wine tourism destinations.