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Rioja Paired: A Masterclass in Wine Tourism, Crowned at The Drinks Business Awards 2025

In its landmark centennial year, marking 100 years as Spain’s first official Designation of Origin, The Drinks Business honors Rioja with this major international distinction.

Rioja received the “Best Contribution to Wine and Spirits Tourism” award for the documentary series, Rioja Paired at the 2025 Drinks Business Awards—one of the industry’s most respected global recognitions, presented by leading trade publication The Drinks Business.

Rioja Paired is a four-part documentary series that offers an immersive exploration of the Rioja region, highlighting its landscapes, gastronomy, history, architecture, and people. Narrated by chef and journalist Marti Buckley, the series has been praised for its authentic storytelling and emotional resonance.

Since its release between September and October 2024, the series has achieved over 30 million digital impressions and a 44% engagement rate on social media platforms. It has been widely distributed through YouTube, international media outlets, and travel channels such as American Airlines.

The award highlights Rioja’s commitment to evolving its communication strategies to align with contemporary consumer interests, positioning the region as a leading destination for wine tourism.

Watch Rioja Paired today!