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From La Ruta del Vino Rioja Alta we are very excited to make known our new audiovisual campaign ‘Es por esto’, starring the renowned Riojan actor Pepe Viyuela. A project that seeks to highlight our rich landscape, food and wine and history through five spots that cover the most emblematic places in La Rioja Alta.
The slogan of the campaign, ‘This is why’, contains the answer to a question that Viyuela asks in each spot: ‘Why do I keep thinking about the Rioja Alta? The answer comes in the last spot, making it clear that the charm of our region lies in each of the details that make it special.
With his friendly and reflective character, Viyuela invites us to discover what makes the Rioja Alta a unique destination. Thus, each instalment focuses on a key aspect of our land: gastronomy, the Camino de Santiago, the grape harvests, the landscapes and, of course, the pride of being the cradle of Castilian. In short, a campaign that reflects our essence.
Each of the spots has been filmed in iconic locations on our Wine Route, such as Ábalos, Berceo, Briñas, Briones, Haro, Logroño, San Millán de la Cogolla and the landscapes and vineyards of Rioja Alta in October 2024. Therefore, this campaign is much more than a series of advertising spots; it is a tribute to all that we are: history, culture, gastronomy and, above all, wine. In order to reflect it as it deserves, we have relied on a first-class technical and creative team:
- Script: Bernardo Sánchez
- Direction: Bernardo Sánchez and Rubén San Bruno
- Editing: Rubén San Bruno
- Production Manager: Andrea Álvarez
- Production Manager: Ainhoa de Cabo
- Original Soundtrack: Nacho Ugarte
- Drone pilot: Rafa Ocón (DRONEGURÚ)
Presentation of ‘Es por Esto’ in Espacio Lagares
The launch of the campaign was also a very special moment for our Wine Route. The Espacio Lagares, in Logroño, was the chosen venue for the presentation to the authorities, partners and friends gathered there. An event that combined the projection of the spots with an immersive experience in the wine culture.
The day began with an introduction by the Riojan actress Ainhoa de Cabo, who contextualised the campaign and gave way to the screening of the five spots. Afterwards, we enjoyed an inspiring talk with the participation of the protagonist of the campaign, Pepe Viyuela; the scriptwriter and director, Bernardo Sánchez, who revealed the creative and emotional details; and the president of the Rioja Alta Wine Route, Begoña Jiménez Díaz, who highlighted the importance of this campaign for the promotion of wine tourism in the region.
After the talk, the attendees enjoyed a selected tasting of Rioja Alta wines, accompanied by a special aperitif that put the finishing touch to the event.
ADRA and the Rioja Alta Wine Route
This project has been possible thanks to the work of the Association for the Development of La Rioja Alta (ADRA), which for years has been promoting tourism and the local economy by highlighting the natural, cultural and enogastronomic wealth of our region.
ADRA is one of the three Local Action Groups of La Rioja that manage ‘measure 19’ of the Rural Development Plan, with a scope of action that includes 32 municipalities in the northwest region of La Rioja.
