To successfully attract today’s diverse, inquisitive, and demanding wine tourists, Bodegas Ramón Bilbao understands that constant innovation in the face of intense competition for tourist footfall is the key to a memorable experience. The 2026 regional Best Of Wine Tourism award from The Great Wine Capitals Global Network for Innovative Wine Tourism Experiences recognizes Ramón Bilbao’s dynamic approach.
The winery’s current range of innovative experiences builds on a previous Best Of award in 2017 for innovation by using virtual reality for some of its experiences.
Catering to all types of wine tourists
Bodegas Ramón Bilbao offers a wide range of activities for every type of wine tourist, from neophytes to seasoned tasters, from individuals to groups, and for companies.
Zaida Semprún, Wine Tourism Director at Bodegas Ramón Bilbao, receiving the Best Of Award from Eduardo de Luis Olloqui, President of the La Rioja Chamber of Commerce.
Attracting the visitor before the visit – an emotional approach
The winery’s innovative approach begins even before the visit begins. The website is designed with images to entice the visitor, showing them a preview of what awaits them in the winery. A question in the reservation form about the visitor’s previous experience with wine allows the Ramón Bilbao team to cater to the visitor’s unique experience and expectations.
All of the experiences have been redesigned to enhance the visitor’s emotional connection to the origin, history, geography, climate and culture behind Ramón Bilbao and its wines.
Experiences start in the vineyard
Making a great wine starts in the vineyards. Here, visitors can learn about Ramón Bilbao’s grape varieties, how different vineyards express different characteristics and how singular vineyards (vines over 35 years old from specific plots with unque characteristics) are an important chapter in the success of the Ramón Bilbao brands.
Tasting the finished wines after visiting the vineyards helps to bridge the gap between terroir (soil, sunlight, rain, planting techniques and the winemaker’s skill at interpreting these factors) and the wine in a glass.
Inside the winery, audiovisual displays with interactive features allow the visitor to participate in the experience and adapt it to their nivel of knowledge or preference. These features include
- An artistic exhibition focusing on the winery’s grapes;
- A 3D map showing the region and the Ramón Bilbao vineyards;
- A sensory experience where the visitor’s five senses allow them to learn about the winery’s most characteristic vineyards (Villalba, Aguilones y Yerga) while enjoying a welcome glass of wine;
- The Founder’s Room – a sound and light presentation illustrates the story of the winery founder, Sr. Ramón Bilbao and the importance of Haro at the end of the 19th century.
Photo: Bodegas Ramón BIlbao.
Guided tours of the winery with tastings
An important innovation has been to open the production plant to the general public. This gives the Ramón Bilbao team the opportunity to explain how innovative winemaking techniques, especially related to fermentation and ageing, contribute to the success of the winery’s brands.
Gastronomy, tastings and food matching
Visitors can learn about how food can enhance the enjoyment of wine with a selection of local tapas and cheeses in the wine bar or a wider range of local and regional offerings in the restaurant, open on Saturdays and on request for groups.
The tastings themselves have been designed for visitors taking into account differing degrees of wine knowledge. The vocabulary and imagery used are meant to be easily understandable, rather than technical.
Attracting the MICE Customer – Private and corporate events
Bodegas Ramón Bilbao has a range of multifunction meeting rooms that can be adapted for use for sales meetings, team building exercises and educational activities for both companies and private groups.
A winery team well prepared to satisfy a wide range of visitor interests
A key feature of the Ramón Bilbao experience is the possibility to create an à la carte activity for visitors. The winery team is well-prepared to attend to these special requests. Every staff member has previous experience in wine tourism. Technically they are trained to the level of WSET 2/3. Languages spoken are Spanish, English and French.
One of the 50 Most Admired Wine Brands in the world
Founded in 1924, Bodegas Ramón Bilbao is proud of the fact that Drinks International magazine has honored it as one of the 50 Most Admired Wine Brands in the World for the sixth consecutive year.
Avenida Santo Domingo de la Calzada 34
26200 HARO (La Rioja)
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Text by Tom Perry, Inside Rioja
Featured photo: Bodegas Ramón Bilbao
Learn more about Bilbao-Rioja Great Wine Capitals