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article imageHollywood pop art to attract younger buyers to Spanish wines

By Anne Sewell     Jan 1, 2014 in World
In a bid to attract the younger generation, a company in northern Spain is hand-painting Hollywood characters on vintage wine barrels. Bruce Lee, Dirty Harry, Charles Chaplin or even a little "Pulp Fiction" are featuring to get your attention.
Laovejabala (official website in Spanish language) is a young company, started by Raúl San Cristobal and Enrique Martín.
Martín has been working for 12 years as a graphic designer in San Sebastian and more recently as a freelance graphic artist in Logroño. San Cristobal has been working in various architectural and engineering projects for 15 years.
The two entrepreneurs came up with the novel idea and approached the Bodegas Contador winery in the famous La Rioja wine region of Spain. Now all the stars are coming to light in pop art form to promote the wines.
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain -  Pulp Fiction
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain - "Pulp Fiction"
Laovejabala
Rioja wines are famous worldwide and have the largest number of barrels in the world at around 1.3 million. They convinced the bodega that their idea could bring a wider appeal to their excellent wines.
Now the two pop artists head regularly to the municipality of Samaniego in La Rioja, where they hand-paint the barrels.
San Cristobal explained to Spanish media (Spanish language):
"Painting on a curved surface rather than on a flat one brings its own difficulties, but also gives added value to the product, in this case a barrel, whose attractive shape lends itself to this technique."
They now sell their customized wine casts for between 1,000 and 1,200 euros (around $1,520 and $1,660).
Spain has over 2.9 million acres (1.17 million hectares) planted, making the country the most widely planted wine producing nation, and is the third largest producer of wine in the world, the largest being France followed by Italy.
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain -  Bruce Lee
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain - "Bruce Lee"
Laovejabala
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain -  The Shining
Laovejabala producing pop art wine casks to promote La Rioja wines in Spain - "The Shining"
Laovejabala
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