Rioja launches major wine consumption campaign in Madrid

The Rioja Denominación de Origen Calificada (DOCa) has launched a new campaign titled ‘Rioja es muy de Madrid’ to boost wine consumption across the Spanish capital. Running through the end of November, the initiative includes over 200 planned activities across more than 130 establishments, including restaurants, wine bars, markets, and terraces.

The campaign targets various districts such as Chamberí, Retiro, Salamanca, Centro, and Chamartín. Activities are designed to integrate Rioja wines into local gastronomic traditions and social rituals, such as ‘gilda’ routes in La Latina or pairings with the traditional Madrid ‘cocido’.

According to Iñigo Tapiador, Marketing and Communication Director of the Rioja Regulatory Council, the goal is to connect the wine's diverse styles—ranging from full-bodied reds to growing white wine varieties—with the leisure and social moments of city life. Rioja remains a significant market force in the region, with approximately 15 million bottles sold in the Madrid metropolitan area in 2025, accounting for nearly a quarter of the area's Denominación de Origen wine sales.