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Wine Talks was born out of listening to those who welcome visitors every day. Its first two episodes, recorded in Haro, are available to watch on video and listen to on Spotify from today.
Today, ADRA is launching Wine Talks, a tourism promotion campaign in a conversational format that began with a question: what are the association’s members discovering in their day-to-day interactions with visitors to La Rioja Alta? The initial aim was to listen to them in order to gain a better understanding of what visitors are looking for, what surprises them and what makes them want to return. From those conversations, a different idea emerged: to let their own voices tell the story of the region.
This is how the first two episodes of Wine Talks came about. Rather than starting with a promotional pitch, the project brings together people with links to La Rioja Alta around a table and invites them to talk about what they know first-hand: the villages, the landscape, the cuisine, the wine and, above all, the way of life and how they welcome visitors.
In the first episode, Roberto Puras – Barrio de la Estación –, Cristina Hernando – Marqués de Cáceres – and Laura López – Hotel Teatrisso – discuss time, after-dinner chats, the villages and those places that continue to stir the emotions even of those who see them every day. From that conversation came the title *La vida a la riojana*: a way of life without such a rush, of lingering over meals, letting yourself go and enjoying what’s close at hand.
The second chapter, ‘Drink, Feel, Live’, brings together Elena Pilo – Bodegas Franco Españolas –, Merche Ruíz – Hotel Villa de Ábalos – and Estela Lecea – Bodegas Lecea – in a conversation amongst women that begins by discussing wine and broadens to cover people, memories, tradition, gastronomy and hospitality.
The six participants in this first instalment offer different perspectives on the region and on the experience of welcoming visitors.
‘Wine is just the gateway’ is the phrase that accompanies the project. It also sums up what happens in the two conversations: wine provides the starting point for discussing everything there is to experience in La Rioja Alta.
As the protagonists put it, those who come “no longer come so much to see, but to feel”. And amongst the reasons for returning is an idea as simple as it is difficult to convey in a conventional campaign: “There’s soul here. And that’s the truth.”
The first two episodes were filmed on location in Haro, specifically at the Nublo Restaurant and Bodegas Ramón Bilabo, and last approximately twenty minutes. Alongside the full-length videos, ADRA will be sharing twenty short clips on social media. Furthermore, the conversations can be listened to from today on the Wine Talks channel on Spotify, a format that allows you to enjoy them in the car, whilst out for a walk or at any other time of day.
CHAPTER #1 – LIFE IN LA RIOJA
CHAPTER #2 – DRINK, FEEL, LIVE
Wine Talks is a conversational tourism promotion campaign that invites visitors to discover La Rioja Alta through the people who live there and share it every day. It forms part of the joint initiatives by the Rioja Alta Wine Route and Adra to reflect upon, highlight and discover regional tourism with its own distinct identity. This model of tourism in La Rioja Alta is based on four key pillars: cultural heritage, gastronomy, wine and landscape – pillars that define a unique region.
This second event combines a fun atmosphere with a highly educational approach. It follows on from the first event, held in Haro on 18 September as part of the activities planned under the Collaboration Agreement with the Directorate-General for Tourism.
