Spanish wineries seek California savoir faire - ($133 million budget to promote viticulture)

“Spain, one of the oldest, largest and most traditional wine producers in the world, is turning to California for advice on wine tourism. As new tasting rooms pop up in Los Gatos and Saratoga, their look is being copied abroad, resulting in a slew of similarly styled venues throughout the Rioja and Madrid regions.

“The Santa Cruz Mountains and Napa Valley have the latest technology and, most importantly, know how to market wine,” says Daniel García Pita, owner of Finca El Regajal Winery near Madrid, and annual California visitor. “In Spain we have tradition, but no savoir faire,” Pita says. “I visit California to learn about merchandising.”

Wine tourism is a new concept for Spain, and it’s a trend that is now being embraced with new wineries (called bodegas) and wine-related tours. The Spanish government has approved a $133 million budget to promote viticulture, which includes developing 17 wine routes throughout the country. The Universidad de La Rioja responded to the growing number of careers in this new field by creating a master’s degree in wine tourism.”*

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