over 80,000 visitors in 2025

The winery generates 2.1 million euros in revenue with 32% growth

“El Muelle de Carga” serves 27,000 people annually

Bodegas Franco-Españolas closed 2025 with 80,164 visitors across its experiential offerings, generating a turnover of 2.1 million euros—a 32.13% increase over 2024—solidifying its position as the most visited wine tourism destination in La Rioja.

The Bordón and Diamante agenda completes 14 years of cultural activity

Barcelona, 27/01/26

The winery’s activity is structured around five main areas managed by a team of thirteen professionals: conventional wine tourism, MICE events and tourism, direct wine sales, tastings, and the “El Muelle de Carga” space, alongside a consolidated cultural agenda. The Bordón and Diamante agenda, which will celebrate its 14th anniversary in 2026, is the brand’s key differentiator. It includes unique proposals such as “+Teatro con Diamante” (Theater with Wine), Summer Cinema, Hallowine, and the Fashion and Wine Day. It also hosts major events like the Actual Festival (promoted by the Government of La Rioja) and the international Candlelight concert series by FEVER.

Borja Eguizábal, CEO of Bodegas Franco-Españolas, emphasized that “these results reinforce the fact that the winery has become a place where wine is experienced from multiple perspectives, and where much of what happens in La Rioja culturally and experientially passes, one way or another, through our century-old spaces.” This success is built on an integrated offer that blends winemaking tradition with modern experiences.

The MICE and events sector continues to rise, with more than a hundred corporate acts, congresses, business meetings, social gatherings, and weddings held annually. The winery is open 360 days a year, with peak activity in May and October. Elena Pilo, Director of Wine & Experiences, explains that they are working to deseasonalize demand and encourage celebrations during other periods of the year.

Wine tourism sees a slight volume decrease but gains value per visit

Regarding conventional wine tourism, a slight decrease in visitor numbers was recorded, particularly between June and September. This is attributed to a loss of competitiveness of the destination compared to other areas offering longer stays. However, direct sales driven by these visits have grown significantly, proving that the value generated per visit outweighs pure volume.

“We will grow in value more than in volume,” Eguizábal stated, positioning wine tourism as a key gateway to the world of wine, capable of creating lasting bonds and high-value sales. The volume of visitors has generated a total turnover of 2,139,336 euros, confirming the winery’s status as a benchmark, especially in Logroño, where it consistently ranks among the top points of interest on platforms like Tripadvisor.

El Muelle de Carga, recently inaugurated, served nearly 27,000 people in its first full year, with a predominantly domestic audience. This space has developed its own agenda featuring wine cocktail workshops and “winefulness” experiences, with a cocktail menu that will return for the summer of 2026.

The 2026 strategy incorporates AI and digital loyalty

Looking ahead to 2026, the winery is committed to sustainable growth: improving customer experience, incorporating Artificial Intelligence into processes and consumer relations, and strengthening loyalty programs to create brand ambassadors. Established cultural events will remain on the calendar for the next fiscal year, alongside new proposals.

Despite the positive results, there is concern regarding the periodic dip in visitors, leading to a call for administrations to coordinate cultural and tourism strategies that bolster the competitiveness of Logroño and La Rioja as a destination. The winery continues to manage over a hundred MICE events annually, consolidating its position as a multifunctional space.

With this record-breaking year, Bodegas Franco-Españolas demonstrates that the combination of century-old heritage, experiential innovation, and cultural commitment can transform a winery into a global attraction, generating economic, social, and emotional impact within the Riojan wine sector.