Masaveu Family Wineries will resume its wine tourism activities from July onwards, adapting to the new normal following the Covid-19 lockdown by launching original experiences in a safe environment for visitors and winery staff.
With this initiative, the winery group is aiming to promote tourist activity in the areas where its wineries are located, in order to create and strengthen its ties with its surroundings and add its contribution to the common goal of promoting local economic activity.
Masaveu Family Wineries is reopening its doors to wine tourism, adapting to the new normal by offering outdoor experiences and social spaces, rather than making its usual use of winemaking and production areas. The group aims to control visitors’ movement in areas used for wine production during this first stage, to then move towards total normality during the harvest season (social and health regulations permitting).
In general, and in order to prioritise everyone’s health, the group will increase private visits, create wine bars in outdoor areas and promote outdoor wine tourism activities. The wineries will provide tourists with disinfectant gel in areas where activities requiring this are carried out. Group sizes will also be reduced in order to respect the applicable social distancing guidelines.
In recognition of the difficult work carried out throughout the pandemic, Masaveu Family Wineries will also offer healthcare personnel and their companions free visits with tasting sessions in its wineries and vineyards. This is part of the ‘Wine Tourism for Healthcare Professionals’ initiative promoted by over 50 companies from the wine sector, in collaboration with Ocio Vital and The Guardian of Wine.
Initiatives at Murua Winery
As part of its aim to support the progressive reopening of economic activity, through Murua Winery the group has signed several agreements with local travel and accommodation agencies – such as Thabuca Wine Tours, Hotel Marqués de Riscal in Elciego, Hotel Viura in Villabuena de Álava and Sercotel Villa De Laguardia – to offer winery visits as an additional benefit for their customers; yet another way of encouraging the revival of tourism in the area.
Murua’s Winery wine tourism staff will make the most of the beautiful surroundings of the noble main building – which is in the manor house style typical of the Rioja Alavesa – to set up a wine bar serving its main reference wines. Various tables and chairs placed on the path leading to the building, alongside the vineyards and in the winery’s central courtyard will be the perfect setting to enjoy Murua’s Winery finest wines in a picturesque al fresco setting.
Private visitors will be able to enter the building to discover the exclusive library and private art collection owned by Corporation Masaveu. The collection includes sculptures, paintings and engravings dating from the 16th to the 21st century, bearing the names of famous artists such as Francisco de Goya, Tomás Hiepes, Juan de Arellano, Fernando Sotomayor, Valentín Zubiaurre, Francisco Bores, Daniel Quintero and Miquel Barceló. There are numerous works on display in the winery that are related to the harvest, vineyards and wine, set in taverns or costumbrista-style scenes from various periods. These are complemented by an array of ethnographic and artisanal objects linked to wine production.
The library is another treasure open to any of Elciego’s visitors. Unique in the Rioja Qualified Denomination of Origin area, the site houses more than 2,455 books and magazines dating from the 16th century to the present day, all related to the world of wine. Private visits include a tasting of various wines.
Visit Pagos de Araiz Winery and Fillaboa Winery
Pagos de Araiz is a château-style winery located on the outskirts of the medieval town of Olite, Navarre. From next month when the winery reopens, visitors will be able to enjoy an exclusive guided visit in pairs led the Guiarte company, including a guided tour of the winery and its art exhibition, tasting three wines and sampling local products. These exclusive visits will be offered complete with full health guideline guarantees for visitors.
For its part, Fillaboa Winery in Salvaterra de Miño will restart its wine tourism activities with short tours of the vineyard surrounding the pazo – the traditional Galician manor house – and its gardens, including a Fillaboa wine tasting.
During the lockdown period, Masaveu Family Wineries has demonstrated a high capacity for adaptation and resilience, reacting quickly to the new situation and taking steps to adapt to the new environment. As part of this, the winery company has carried out live-stream tastings for members of its wine club, while also reinforcing its online sales channels via special discounts and participating in various charitable activities to tackle Covid-19.
Masaveu Family Wineries
The Masaveu family began to invest in the wine sector in 1974, when it acquired Murua Winery, but the family’s vineyard plantations date back to the mid-19th century, specifically in Castellar del Vallés. This is where the family originated and where Federico Masaveu Rivell began the journey that his descendants would continue a century later.
Since then, Masaveu Family Wineries has grown into a benchmark name, both for the quality of its wine production in various Denominations of Origin and for the environmental philosophy that the wineries demonstrate. This is combined with the wineries’ utmost respect for the land on which the organisation has its own vineyard plantations, which allow it to distil the unique personality of each terroir into every bottle. Because of this, a common denominator unites each and every one of the projects embarked upon by Masaveu Family Wineries in different areas and regions of Spain: Murua (QDO Rioja), Fillaboa (DO Rias Baixas), Pagos de Araiz (DO Navarre), Leda (Castile and Leon) and Valverán (Asturias).