In November 2025, coinciding with the centenary of DOCa Rioja,  Rioja  Consejo organized a high-level professional visit, inviting Chinese wine media, key opinion leaders (KOLs), and importers/buyers to gain in-depth insight into Rioja’s wineries, history, terroir, and winemaking culture.

 

The program brought together six media representatives and KOLs, including leading domestic wine media outlets and influential industry personalities, as well as five key importers/buyers to foster international market exchange and collaboration.

 

 

During the five-day itinerary, participants visited the headquarters of the Rioja Regulatory Council, learning about the region’s governance system, quality control measures, and historical heritage. They also toured several iconic wineries, experiencing vineyard management, winemaking, and guided tastings firsthand.

 

 

These immersive visits and in-depth winery interactions offered attendees a comprehensive understanding of Rioja’s unique character and its century-long legacy.

 

 

The initiative showcased Rioja’s balance between tradition and innovation, highlighting its high quality and diversity. It also provided media and importers with first-hand professional experiences, equipping them to promote Rioja’s brand value and wine culture on international platforms.

 

Through this centenary professional visit, Rioja further strengthened its leadership position in the global wine industry and laid a solid foundation for future development and international collaboration.