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It wasn’t that long ago that a wine tourism experience was a tour of a winery, a tasting and a visit to a shop to buy wine, gadgets or a branded polo shirt. Today however, an experience like this isn’t likely to interest a wine tourist. Just as wineries have to create exciting wines to attract the attention of distributors, retailers, restaurants and consumers, their wine tourism programs must be innovative to succeed in today’s crowded market.
Bodegas Ramón Bilbao, in Haro in the heart of Rioja Alta, came up with the right idea with the creation of the Oculus Virtual Reality Experience that earned the winery a 2017 ‘Best Of Wine Tourism’ award for Innovative Wine Tourism from the Great Wine Capitals Global Network.
Using goggles, Oculus takes the visitor on a virtual journey that follows the progress of a grape from its birth to a wine glass. It reflects Ramón Bilbao’s commitment to technological innovation to explain the winemaking process in an original, enjoyable way that is attractive to today’s tech savvy consumer.
The Oculus experience is an integral part of Ramón Bilbao's winery tourism programs. The “Mirto” experience features the history of the winery and the winemaking process, followed by a tasting of Ramón Bilbao’s range of wines in its state of the art tasting room, a glass-enclosed cube set in the middle of the winery.
The “RB Vineyard experience” takes the visitor to one of Ramón Bilbao’s vineyards near Haro, where an expert in viticulture explains the ins and outs of grape growing, followed by a lunch in the vineyards where the food is paired with Ramón Bilbao wines. Then the visit moves to the winery for the “Mirto” experience. “RB” is best enjoyed from June to the harvest when the vineyard is in full bloom.
Bodegas Ramón Bilbao
Avenida Santo Domingo 34
26200 Haro (La Rioja)
Tel. +34 941 310 316
Visits: [email protected]