Masaveu Wineries increased the number of wine tourists by almost 60% in 2023 compared to the previous year. This growth generated a 37% higher revenue from wine tourism for the group, coming from both visit fees and wine sales at the different wineries.
While the majority of visitors to Fillaboa Wineries (DO Rías Baixas) and Pagos de Araiz Wineries (DO Navarra) were domestic accounting for 90% of the total compared to 10% international visitors at Murua Wineries (DOCa Rioja), 80% of the tourists were from abroad.
By visitor type, couples and small groups of friends were the profiles that most frequently took trips to the wineries of this group to enjoy their wine tourism offerings.For this winemaking company, wine tourism is a strategic focus. In recent years, the activity has come to be positioned within the structure as a sales channel aimed at the end customer. ,” says Chelo Miñana, Wine Tourism Director at Masaveu Wineries, before explaining that “Wine tourism represents a way to project the brand in the market and an opportunity to engage in the social and economic development of the area surrounding each winery. In this way, we help to stimulate tourism activity, which is currently a vital tool for the sustainability and future of rural areas, closely connected to winemaking activities. ”.
| Wine tasting at the historic Fillaboa estate, a winery that is part of Grandes Pagos de España. |
For the winery group, “the future lies in continuing to grow sustainably while remaining true to the philosophy of Masaveu Wineries, whose goal is the production and marketing of wines that reflect the identity of a territory where tradition is a guarantee for the future,” concludes Miñana.
Bike rides and wine tasting at the wine bar
In addition to hosting various events such as the Wine Run Rioja Alavesa, in which 2,200 participants were able to cross the Murua Wineries estate and taste its wine—dressed for the occasion with a sports-inspired label—or collaborating with the Izki Golf tournament, the wineries offered a wide range of activities.
At Murua Wineries, located in the town of Elciego, one of its star offerings is the wine bar, which can be set up in different settings—both outdoors with views of the vineyards and indoors. In addition, its halls—like those of the other wineries—house artworks belonging to the Masaveu Corporation, featuring paintings that depict scenes related to wine culture.
For its part, the historic Fillaboa estate, a member of Grandes Pagos de España, offers a Premium Experience in which wine tourists can enjoy a tour through the vineyard in an all-terrain vehicle up to the Monte Alto plot and taste, in a magical setting, the wine made from the grapes of this estate that bears its name. The experience includes a visit to the winery to learn in detail about the winemaking process, as well as a tasting of wines and spirits paired with Galician gourmet products.
In the case of Pagos de Araiz, located on the outskirts of Olite/Erriberri, in addition to visiting its facilities and viewing the artworks owned by the Masaveu Corporation displayed throughout various rooms of the building, the winery also offers an electric bike ride through the vineyards surrounding the estate. The bike route is complemented by a guided tour explaining the unique features of the winery, some of the secrets used by the winemakers to give the wines their distinctive character, the historical setting surrounding the vineyards, and a tasting of the premium wines produced there.
About Masaveu Wineries
The Masaveu family began investing in the winemaking sector in 1974, when they acquired Bodegas Murua, but the family’s vineyard plantings date back to the mid-19th century, specifically in Castellar del Vallés, where the family originates and where Federico Masaveu Rivell started the steps that a century later would be continued by his descendants.
Since then, Masaveu Wineries has grown steadily with a strong commitment to quality in the production of its wines across different DOs, embracing an ecological philosophy and utmost respect for the land, where it owns its own vineyards, allowing them to convey the unique personality of each terroir in every bottle. In this way, all of Masaveu Bodegas’ projects across different parts and regions of the country come together under a common denominator: Murua (DOCa. Rioja), Fillaboa (DO. Rías Baixas), Pagos de Araiz (DO. Navarra), Leda (Vino de la Tierra de Castilla y León), and Valverán (Asturias).
