How Rioja Wineries are Preparing for the Wine Tourist of the Future


Winds of change

the cork in a bottle of Rioja from Bodegas Patrocinio (Photo:  Tom Perry)

“We will soon be able to welcome you again with open arms.
You’ll soon be able to marvel at our landscapes,
feel our sun on your face and share in our lifestyle.
Until then, look after yourselves and those around you.
Thank you for your support.”

This quote from the Spanish National Tourist Office on its US website tries to convey an upbeat attitude toward the reopening of the Spanish economy after a seven-week lockdown. The stark reality facing Spain’s tourism sector however, is a lot less optimistic, at least in the short term. According to the World Travel and Tourism Council, tourism accounts for 14.3 per cent of Spain’s GDP, the largest percentage in Europe, with most travel taking place between April and September.

Spain’s administrative division into seventeen autonomous regions is currently a hindrance for attracting tourists. Travel from May 11 (stage 1 of the loosening of restrictions) will only be allowed within one’s home province. Because the Rioja wine district is located in three provinces (La Rioja, Álava and Navarra), a wine tourist living in La Rioja is today unable to visit a Rioja winery in the province of Álava just across the Ebro river. Today, government plans indicate that interprovincial travel (stage 3 or 4, depending on the province) will probably be allowed towards the end of June, but these plans, dictated by politics as much as scientific evidence, change on a daily basis.

There is no timetable for opening international borders, so wineries plan to cater to local, and eventually national tourists for the foreseeable future.

This somber picture has not deterred Rioja wineries from staying close to their customers, selling their products online, educating consumers, carrying out extraordinary acts of solidarity and preparing for the “new normalcy”.

Before COVID-19, online sales directly from wineries to consumers took place mostly in winery tasting rooms. Today online sales are part of the “new normal”. This new sales channel is especially helpful to small and medium sized wineries whose business to the hotel, restaurant and bar trade has dried up. Great deals abound and shipping is free or subject to a small minimum purchase.

The Rioja Regulatory Board has created a website (You deserve a Rioja) that offers 15,000 free visits to 70 wineries as well as an interactive buying guide for direct purchases from wineries or from online wine merchants.

Wine tourism before coronavirus 2

Wine tourism before coronavirus…Will it ever be the same? (Photo: Tom Perry)

Rioja wineries have taken advantage of Spain’s prolonged confinement to produce videochats featuring winemakers, media personalities, virtual tours and online tastings. Among the most interesting is a lecture series on Instagram Live about grapevine maladies created by the Vivanco Museum of Wine Culture and Bodegas Valdemar’s wine tasting and wine and food matching course that includes access to a video and six bottles of wine designed to be enjoyed at home. Valdemar has created Momentos Valdemar, a project designed to make wine culture easy to understand and enjoy. The company philosophy is summed up on the Momentos website: “We’ve been made to believe that to drink wine you almost have to be a sommelier, but that’s not true.”

Wineries have quickly understood that in times of crisis, unselfish acts are of vital importance. Bodegas Marqués del Atrio and Viñedos de Aldeanueva were among the first companies here to use their connections in China to import and distribute personal protective equipment for healthcare workers in hospitals. The Osborne group, parent company of Rioja wineries Bodegas Montecillo, as well as Pernod-Ricard are using their distilling facilities to make sanitizing gel.

Bodegas Lecea and Bodegas Murua are two of the Rioja wineries offering free visits to healthcare workers once wineries are allowed to open. José Masaveu, general manager of Masaveu Bodegas, owner of Murua explains, “When you’re up against this situation you can do one of two things. Be a spectator or act, within your possibilities, getting involved in the fight against the coronavirus.” Murua, along with other wineries, restaurants, chefs and wine personalities, has donated bottles of its high-end wines to a charity auction to benefit activities organized by the Spanish Red Cross.

How are Rioja wineries preparing for the “new normal”? The clear consensus among those consulted is that they will learn as the situation evolves, and that wine tourism activities will be adapted to smaller groups with an emphasis on providing a safe experience.

Cristina Pérez, PR manager of Marqués de Riscal explains, “When faced with the uncertainty we’re experiencing, we’re forced to reinvent ourselves and learn on our own” and adds, “we have to be able to receive visitors in a safe environment”.

Luis Alberto Lecea of Bodegas Lecea brings up the interesting point that even though wineries can prepare for wine tourism under the new normal, they can’t be sure about the expectations of the “new” wine tourist. Consequently the winery is preparing several scenarios.

Natalia Bermejo, the wine tourism manager for the CVNE group that includes CVNE, Viña Real and Contino emphasizes that their wineries have a number of different spaces and activities geared to visitors with diverse interests, so there is no need to “change the script”.   However, a major responsibility for the group is making sure that their visitors feel safe by pursuing certification of their properties as Covid-free, by providing sanitized glassware and snacks wrapped in individual packages and using disinfection methods to assure that visitors aren’t carriers of the virus.

Blanca Baños, managing director of Bodegas Bohedal recently announced that the winery will open its outside terrace on May 11, provided that La Rioja is authorized to go to stage 1 of the unlocking protocol. Even though the terrace is large enough to accommodate groups of visitors at the maximum 50% capacity dictated by the protocol, she expects that arrivals will initially be from the winery’s hometown of Cuzcurrita del Río Tirón, mostly to provide a place to meet for the small businesses in this village that relies almost exclusively on tourism.

Marta Gómez, the PR manager for the Pernod Ricard Winemakers Spain – owner of Campo Viejo, AGE and Ysios – sums up the group’s philosophy in one word: resilience. “We’ve been working hard from the very beginning of the crisis for that great day when we can once again open our wineries to visitors.” “…very well-thought out plans and sanitary measures so that each visitor to our wineries will be safe and protected, and be absolutely sure that we’ve thought about each and every detail to protect their health”.

María José López de Heredia, managing director and member of the fourth generation of R. López de Heredia Viña Tondonia, offers a sober reflection about the current situation, in keeping with her family philosophy, in place since the company’s founding in 1877:

“…At the present time, and out of respect for the innumerable amount of people who are suffering, our plan is “Patience”, respect, prayers for those who have died and efforts to responsibly protect our families, our employees and our potential visitors as well. We cannot encourage them to visit us when we cannot guarantee their safety, our attention and therefore, their enjoyment.”

“…But from now on we believe that all of us have learned another lesson and this is that in addition to developing ‘wine tourism’ from a strictly economic point of view, we winery owners have the moral obligation to contribute improvements and worthwhile thoughts to society. Nature, on which we all depend so much and wineries even more for obvious reasons…has taught us a huge lesson about humility; it has proved to humans that we don’t control it. We must love it, take care of it, understand it and we have to do it not only with words but with commitment and with action.”






Bodegas LAN: Getting Wine Tourism Right – including suggestions about how Rioja wineries can improve wine tourism

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Viña Lanciano (Credit:  Bodegas LAN)

Bodegas LAN is a newcomer to the wine tourism scene in Rioja, having only opened their tasting room in May. According to Alejandro Ruiz, the winery’s wine tourism host, “LAN is either the 186th or 187th Rioja winery to open its doors to wine tourists”.

Before deciding on a wine tourism strategy, LAN did its homework, visiting over 60 wineries. Their decision has been based on “less is more”, beginning with Alejandro Ruiz’s role in the winery. “My official title is ‘host’. I didn’t want to be the guide whose job is to say the same things to each group and wait for the next bus to arrive.”

It seems clear from Ruiz’s comment that LAN understands that a lot of wine tourism guides suffer from burnout from repeating the same story day after day and that different wine tourists want different experiences. More about this follows.

With the empirical evidence learned from many winery visits, LAN has devised three experiences.

The first experience is based on the acronym of the winery’s name. LAN was named after the first letters of the three Spanish provinces that house the Rioja wine district:

L for Logroño (now called La Rioja)

A for Álava

N for Navarra

This experience is a variation of the name, ‘LAN in Three Letters’. It’s a visit to the winery and a tasting, built around

L for Legend, based on the famous Roman bridge at Mantible which originally crossed the Ebro river to the area inside an oxbow where Lan’s signature vineyard Viña Lanciano is located.

A for Architecture, featuring LAN’s spectacular barrel aging cellar and the winery’s participation in the “Concéntrico” architecture fair featuring an original sculpture every year in the Viña Lanciano vineyard.

N for Numbers and Names, featuring the winery’s brand D-12, named after the winemaker’s favorite fermentation tank number 12 and the names of the winery personnel that contribute to the success of the winery and its brands.

This visit lasts 90 minutes followed by a tasting of D-12, LAN crianza and Viña Lanciano.

The second experience takes 45 minutes and centers on the barrel aging cellar. Here, visitors learn about the beneficial effects of oak aging to increase the longevity of the wine, followed by a tasting of two oak aged reds.

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LAN’s barrel aging cellar (Credit:  Bodegas LAN)

The third experience is a tasting in the tasting room. Visitors can taste as many wines as they want, paying by the glass.

In the future LAN will launch a fourth option: a visit to Viña Lanciano.

Wines are also available for purchase, both by the glass, bottle and case.

Alejandro Ruiz explained that most Spanish visitors request the full winery tour. Foreign visitors, especially those from the USA, preferred the tasting option.

LAN’s visitors’ reception area reminded me of Scandinavia – low key, featuring furniture with a contemporary design, blond wood shelves, bar, and stools with comfortable armchairs and sofas and two wood-burning fireplaces. It’s a place to relax, chat and enjoy a few glasses of wine.




LAN’s visitors’ center (Credit:  Tom Perry)

I think LAN has got its wine tourism philosophy right by offering visitors several options rather than the sole possibility of shepherding groups through the winery like cattle before providing a tasting at the end of the visit. This avoids what I call “bodega burnout”, an affliction that affects wine tourism staff and wine tourists alike.

In my former life as the point person for the international promotion of Rioja wines for fifteen years, one of my responsibilities was to lead at least 20 groups of wine, food and lifestyle writers around Rioja every year. These visits usually lasted a week with three wineries a day, so I reckon I’ve visited Rioja wineries at least 4,500 times. A lot of these visits took place before wine tourism became popular, but I was witness to the high turnover of wine tourism staff, who either left the industry or moved to other wineries because they were tired of giving the same spiel 15 to 20 times a week. I think there must be a better way. I remember a visit to Voyager Estate in Margaret River in Western Australia where the tasting room employee explained that the winery avoids burnout by rotating the staff between the tasting room, the winery and the restaurant. Might this be a lesson for Rioja wineries?

I learned about creating valuable wine tourism experiences from these trips with journalists. Visiting wineries with wine writers is an art form because the writers almost invariably know more about wine and the winemaking process than the winery staff itself, so a standardized tour would inevitably lead to boredom. I tried to maximize interest by requesting that for each visit, the winery concentrate on one aspect of the process from vineyard to aging. One winery would talk about how their vineyards are planted (for example to a specific varietal or to field blends of various varietals); stainless steel fermentation vats versus cement, both lined and unlined, eggs, or wooden vats; the effects of ageing in French, American, Slovenian, Russian and Spanish oak; single varietals versus blending; single vineyards versus sourcing grapes from different parts of Rioja; new oak vs. old oak and so on. By the end of the week, the journalists would have a good overview of the different ways wine is made in Rioja. This almost always produced lots of articles because the writers had plenty of angles to write about.

Ideally, I think Rioja wineries should replicate these fascinating differences by concentrating on unique experiences that don’t necessarily include visiting the whole winery. And of course they should pay more attention to opportunities to taste and purchase. A weekend visit to Rioja doesn’t have to mean being forced to see interminable stainless steel tanks and oak casks. If everyone showed visitors what’s unique about their property, Rioja’s value as a wine tourism destination would increase exponentially.

Bodegas LAN; Paraje Buicio s/n; 26360 Fuenmayor (La Rioja);

Reservations: +34 676 569 115 (Alejandro Ruiz)




Taking Wine Education Home – Bodegas Paco García’s ‘Experiences’


An increasing number of Rioja wineries have embraced receiving visitors but only a few have made a visit to the winery an experience rather than just a tour. Bodegas Paco García, a small, family-owned winery in Murillo del Río Leza in Rioja Oriental has gone a step further by offering consumers experiences that they can enjoy at home with their friends.

To date, the winery has launched three experiences. The first was to discover the garnacha grape. The second was a crianza (≥ 12 months aging in oak casks) made exclusively from graciano grapes.

The third experience, called duelo de robles (duel of oaks) offers consumers a box with two bottles of Paco Garcia crianza 2014, one aged in American oak and the other in French oak, but you don’t know which is which. Before opening each bottle for tasting, there’s a detailed explanation on the inside of the box explaining the differences between each type of oak.

According to the winery:

American oak (Quercus alba)

  • Indigenous to the East Coast of North America;
  • The trunk is cut with a saw, not split. The entire trunk can be used.
  • Extremely hard wood, almost impermeable, making it difficult for air to pass through the staves, making for slower evolution of the wine;
  • Wine aged in American oak is powerful on the palate;
  • Typical aromas include vanilla, coconut, coffee, cocoa and tobacco.

French oak (Quercus petraea)

  • Found in western, central and southern Europe, mainly in France)
  • The trunk is split, not sawn. Consequently a lot of wood is wasted.
  • Wine aged in French oak has a silkier texture. The most characteristic aromas are honey, vanilla, dried nuts and sweet spices.

Following this explanation, the experience suggests opening each bottle, asking consumers to guess which wine is aged in French and which in American oak.

After everyone guesses, participants peel back a corner of the back label on each bottle to discover the secret.



What an idea! We tried it at home with friends a week ago and had a great time! I’ve tasted other Rioja brands aged in both types of oak but none of the wineries have made the comparison so much fun.

I’m looking forward to the next Paco García Experience and am sure it will be both entertaining and instructive.

Bodegas Paco García