Rioja’s new winery tourism experience

‘We want wine lovers to experience our product with all their senses’

Shedding light on veraison.


And this is the Tempranillo grape variety.
These artworks are part of the new wine tourism experience at Ramón Bilbao’s Haro winery in Rioja, Spain.
The experience overall is designed to let visitors discover the world of wine through different senses.
From this month (March), the 100-year-old producer says it will take guests on a vinous voyage from present to the past via immersive experiences and artist collaborations that go beyond ‘simple’ wine tasting, delving deep in the history and essence of wine.
“At Ramón Bilbao every sip is a story, and every visit a discovery,” says Zaida Semprún, head of wine tourism at Ramón Bilbao. “We want wine lovers to experience our product with all their senses – it isn’t just a tasting, but a journey through history and innovation to discover the true passion behind each bottle.”


The revamped route includes a new audiovisual room taking guests on a virtual vineyard visit, portraying by projection the climate and terroir of Rioja – which, they say, is key to understanding the soul of Ramón Bilbao wines. “Our essence is our curiosity – the constant search for new ways to excite those who visit us, so we have also built in the aromas of the vineyard, and real-time views of some of our most iconic landscapes,” adds Semprún. “People can literally touch and feel our viticultural process with the immersive ways we’ve created to discover the eco-system of each soil.”


Ramón Bilbao will also take visitors to never-seen-before (by the public) parts of the winery including the striking concrete tank room so vital to many wines in the range including the new Edición Limitada Garnacha and Finca Lalinde Rosé.
The tour also takes in the barrel room where the producer’s most special wines are aged. “This is where time and patience play their most important role,” says Semprún, “and is key to understanding what, and who, Ramón Bilbao is.”

Artist collaborations

Ramón Bilbao’s new experience includes a trio of vinous-themed artist collaborations:

• Luz de Envero (Light of Veraison) – with Kauani Studio – is a light installation inspired by veraison, the important ripening phase of the grape.
• El Momento (The Moment) – a sculpture by artist Ana Dominguez, known for her work with luxury houses such as Hermès – explores the Tempranillo grape at its ripest point.
• Urnas de Aromas (Aroma Jars) – with art director Laura Dorado, who works with Loewe, Mango and Massimo Dutti – offers an immersive experience in which visitors can interact with the aromas of wine and the vinification process.

Wines & Gastronomy

After this sensory stimulation, visitors can taste Ramón Bilbao wines for themselves in the redesigned wine bar and even book a spot in the new restaurant which offers traditional, seasonal cuisine matched to several key wines.
Visits are available in both Spanish and English.