The region of La Rioja is known worldwide for its wines, especially red wines made from the Tempranillo grape variety. The Denominación de Origen Calificada (DOCa) Rioja is one of the most important in Spain, and extends over three provinces: La Rioja, Álava and Navarra.

Wine production on its lands dates back to Roman times, but it was during the Middle Ages that the first vineyards and wineries began to be established. So we are talking about more than fifteen centuries of winemaking experience. According to data from the Control Board of the D.O.Ca Rioja, in 2020, 280 million litres of wine were produced in the region, which represents around 5% of the GDP in the region, and 17% of industrial employment.

In terms of wine tourism, La Rioja is one of the most important regions in Spain. According to data from the Spanish Association of Wine Cities, more than 1.3 million visitors were registered in the region in 2019, generating an economic impact of more than 132 million euros. A large part of them came to Bodegas Franco-Españolas, whose proposal we will be able to get to know in depth on 1 and 2 March at the IV Edition of FINE #WineTourismExpo.

The history of the wineries

Bodegas Franco-Españolas, propiedad de Grupo Eguizábal, es una bodega centenaria que ha sido embajadora de la marca Rioja por todo el mundo. Desde su fundación en 1891, la bodega ha sido testigo de la visita de personalidades ilustres como el Rey Alfonso XIII y Ernest Hemingway. Estos visitantes, sin ser conscientes de ello, marcarían el comienzo del concepto de enoturismo.

En 2009, con la dirección de los hermanos Carlos y Rosa Eguizábal, la bodega comienza una etapa de modernización que continúa hasta hoy en día con Borja Eguizábal al frente. Esta etapa se ha materializado con la nueva imagen de marca en Bordón y Diamante, nuevas estrategias de marketing y actividades pioneras en enoturismo, entre otras.

Desde 2009, Bodegas Franco-Españolas ha desarrollado una propuesta enoturística innovadora y de calidad, referente en la DOCa Rioja. La oferta ha evolucionado hacia un modelo que marida arte, cultura, ocio y vino con un programa potente consistente en visitas y catas, organización de conciertos, muestras de cine, teatro, exposiciones y moda, posicionándose como un atractivo para un público joven.

Wine tourism benchmark

The strategic and privileged location of the winery, just a five-minute walk from the historic centre of Logroño, makes it a cultural wine tourism reference point.

The winery receives more than 60,000 visitors a year with a profile of men and women in equal parts, aged between 25 and 65, with medium/medium-high purchasing power, travelling as a couple, with family or friends, and looking to connect with authentic experiences.

Bodegas Franco-Españolas has a team of nine professionals led by Elena Pilo, which offers three lines of business: visits, wine bar and events, including an intense activity related to the organisation of social and corporate events.

Among the cultural activities held at the winery, the music and wine cycles, +Teatro con Diamante, El Cine de Verano, Hallowine and Fashion Day stand out. The winery also co-produces and hosts two major festivals: MUWI La Rioja Music Fest in August and ACTUAL Festival in January.