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The actor from La Rioja lends his voice and face to a series of audiovisual pieces that showcase the essence of the landscape, food, wine and culture of Rioja Alta.
Journalist Federico Oldenburg acted as master of ceremonies at this meeting with the media and opinion leaders.
The Rioja Alta Wine Route presented its promotional campaign ‘Es por esto’ (That’s why) in Madrid today, starring La Rioja actor Pepe Viyuela. The audiovisual proposal consists of five spots that visit some of the most emblematic enclaves and landscapes of Rioja Alta, in which Viyuela reflects on what makes this territory a unique destination while asking us a question: ‘Why can’t I stop thinking about Rioja Alta?’
Held in El Jardín de Orfila, the event was attended by journalist and wine and food critic Federico Oldenburg, who acted as master of ceremonies, guiding the audience through the message and values of the campaign. ‘We want to invite you to discover Rioja Alta with all five senses, because every experience here becomes an unforgettable memory.’
It invites us to discover the unique magnetism of the Rioja Alta Wine Route through a narrative that combines curiosity and excitement. Each piece focuses on an essential aspect of the region: the excellence of its gastronomy, the richness of the Camino de Santiago, the historical importance of being the cradle of the Castilian language, the magic of its wines and harvests, and the spectacular nature of its landscapes. The intrigue grows with each instalment until the fifth spot, which reveals the final message, the essence of the campaign, the reason for this special connection: ‘This is why’.
With all this, this audiovisual journey aims to transform the Rioja Alta Wine Route into a place that is not only experienced, but stays with you. A region where every corner has a story to tell and where every experience becomes a memory that you will miss even before you leave.
For Pepe Viyuela, more than a campaign, ‘Es por esto’ is a declaration of love. “It’s about showing an area of incalculable heritage, a paradise to which, fortunately, I belong. It is a journey that is linked to our own nature, where you can connect with yourself through silence, its landscapes, its colours and flavours, and especially the warmth of its people. La Rioja Alta is a good place to be born,” he said.
For his part, the manager of the Rioja Alta Wine Route, Alfonso Maestro, emphasised the importance of this initiative: ‘We continue to consolidate the profile of our region throughout Spain and the world. It is a key tool for promoting the diversity of experiences offered by Rioja Alta and for reinforcing the image of a destination that combines wine, culture, gastronomy and landscape like few others.’
The project, promoted by the Association for the Development of Rioja Alta (ADRA) and the Rioja Alta Wine Route, has a creative team from La Rioja that includes Bernardo Sánchez (script and direction), Rubén San Bruno (direction and editing), Andrea Álvarez (production) and Nacho Ugarte (original soundtrack), as well as a special appearance by Pepe Viyuela.
Filmed in natural and heritage settings in Rioja Alta, such as Ábalos, Berceo, Briñas, Briones, Haro, Logroño, San Millán de la Cogolla and the landscapes and vineyards of Rioja Alta during the autumn of 2024, the campaign reflects the spirit of a region that combines tradition and modernity, heritage and avant-garde, culture and landscape.
‘Es por esto’ is available on the digital channels of the Rioja Alta Wine Route, where it can be viewed in its entirety on YouTube, Instagram and TikTok. Through these platforms, the campaign seeks to bring the wine tourism experience to a diverse audience and connect with new audiences who consume content in a visual, dynamic and emotional way.
