Wine tourism at Masaveu Family Wineries increased by 60 per cent in 2023

Apr 4, 2024 | Masaveu Wineries

Masaveu Family Wineries has increased its number of wine tourists by almost 60% in 2023, compared to the previous year. This increase in profits deriving from wine tourism has represented an increase of 37% compared to the previous year, proceeding from the prices of the visits and wine sales.

Whilst the visitors to the Fillaboa Winery,in DO Rías Baixas and to the Pagos de Araiz Winery,in DO Navarra, were mainly national, representing 90% of the total compared to 10% international visitors, at Murua Winery, in DOCa Rioja, the foreign visitors were 80% of the total.


The type of visitors to make a trip to the wineries to enjoy their wine tourism were mainly couples and small groups of friends. “Wine tourism is a strategic proposal for this winemaking group. In recent years, this activity has positioned itself as a customer focused sales channel”, says Chelo Miñana, Wine Tourism Manager at Masaveu Family Wineries, explaining that “wine tourism is a way of projecting the brand in the marketplace and it also enables us to become involved in the social and economic development of the areas where the wineries are situated. And so, we help to boost tourism, which is currently a vitally important tool in terms of the sustainability and future of rural environments, inextricably linked to the winemaking activity”.

Enoturismo Fillaboa
Winetasting at the old Manor House at Fillaboa, a winery that belongs to the Grandes Pagos de España Association

According to the winemaking group, “the future lies in continuing to grow in a sustainable manner, true to the Masaveu Family Wineries philosophy of creating and marketing wines that reflect the identity of lands where tradition is the guarantee of the future”, says Miñana.

Bike rides and wine tasting at the winebar

Apart from holding different events such as the Wine Run Rioja Alavesa, whose 2,200 participants crossed through Murua’s vineyards and tasted their wine, adorned for the occasion with a label inspired by sport, and the Izki Golf tournament, the wineries also offered a wide range of activities..

At the Murua Winery, situated in Elciego, one of the top offers is the wine bar, that can be set up in different places, such as outside with views to the wineries or also indoors. Like the rest of the wineries, Murua also houses works of art belonging to Corporación Masaveu, including paintings that depict scenes related to wine culture.

The historic estate Fillaboa, member of the Grandes Pagos de España Association, offers a ‘Premium Experience’ during which the wine tourist can enjoy a tour around the vineyards in a jeep and go to the Monte Alto plot and taste the wine made with the fruit from this plot and with the same name, in a magical setting. The experience includes a visit to the winery to learn about the winemaking process, and tasting wines and spirits paired with gourmet Galician products.

As for Pagos de Araiz, situated just outside Olite/Erriberri, as well as visiting the facilities and the works of art, belonging to Corporación Masaveu, decorating different parts of the building, the winery suggests an electric bike ride around the vineyards that surround the building. The bike ride includes a guided visit during which you can find out about the special features of the winery, some of the secrets that the oenologists use to give the wines their special personality and the history surrounding the vineyards. The visit finishes with a tasting of the high range wines made at this winery.

Masaveu Family Wineries

The Masaveu family first invested in the wine sector in 1974, when they purchased Murua Winery, however the family’s first vineyards date back to the middle of the 19th century, in Castellar del Vallés, where the family originates from and where Federico Masaveu Rivell began a journey to be continued one century later by his descendants.

Since then, Masaveu Family Wineries has grown to become a reference in the sector, due to the quality of their winemaking in several DO´s and their sustainable philosophy and utmost respect for the land in their estate owned vineyards, thanks to which they transmit the unique personality of each terroir in every bottle. This being the common denominator in each and every project initiated by Masaveu Family Wineries in different parts of the country: Murua (DOCa. Rioja), Fillaboa (DO. Rías Baixas), Pagos de Araiz (DO. Navarra), Leda (Vino de la Tierra de Castilla y León) and Valverán (Asturias).