This week felt a bit like being at a wedding where you think you already know the whole family… but then you end up spending more time with your cousin’s wife, or meet a branch of your dad’s relatives for the first time—and you connect with them as if you’d known each other forever.
How is it possible that, having so much in common, we had never met before?
That’s exactly how I felt while taking part in the professional tour organised by the Sherry Wines and Brandy Route to La Rioja Alta.
What is the Sherry Wines and Brandy Route?
In case you don’t know it, the Sherry Wines and Brandy Route is the organisation responsible for promoting the Jerez Region as a wine tourism destination. It brings together over 110 tourism-related businesses in the Region—including hotels, wineries, restaurants and, in my case, tour guides.
A journey to inspire (and reconnect)
The purpose of the trip was to explore La Rioja Alta through a packed and diverse itinerary that would inspire us and open our minds to new ideas for our wine tourism businesses.
We spent three intense days visiting over 12 wineries and wine museums, exploring the region’s gastronomy and cultural heritage.
We stepped into ancient underground wineries, visited bold, avant-garde projects, enjoyed creative tastings, sampled delicious wines (some that quite literally made my eyes roll back in delight), and marvelled at vineyard landscapes that will stay with me forever.
—And yes, some of the most enthusiastic among us even visited a karaoke bar or two in Logroño.
But above all, the biggest takeaway from this trip was clear: what moved me most and what I’ll remember most fondly is the people who welcomed us—and their stories.
The Sherry Region from a new perspective
Which brings me back to the beginning. Because this article isn’t really about the trip to La Rioja.
This article is born from the inspiration it gave me to reflect on all the people working hard to make the Jerez Region a place where visitors don’t just learn and enjoy, but where they feel at home, are moved, and leave changed.
That’s why I want to highlight the incredible people I shared this experience with:
Brita Hektoen and Agustín Benjumeda, always a pleasure to reconnect with. They run a beautifully restored vineyard house that is home to Santa Petronila, the smallest Sherry winery in the world.
Marta Toribio, Head of Wine Tourism at Bodegas Miguel Domecq in Jerez, is a true wine lover—always encouraging people to discover the Entrechuelos wineries!
María Luisa Villarreal shared how, after raising her daughter, she never imagined returning to the job market. But she enrolled in a viticulture degree and is now Head of Wine Tourism at Bodegas Manuel Aragón in Chiclana de la Frontera. She spoke with genuine emotion about how much she enjoys her work.
Also from Chiclana, I spent time with Juan Carlos Rodríguez, director of the Wine and Salt Interpretation Centre, a well of knowledge about everything there is to enjoy in the Bay of Cádiz.
I can’t forget Cristina Durán, Head of Wine Tourism at Bodegas Álvaro Domecq, or Silvia Delgado, Booking Manager at the neighbouring Tablao Flamenco Puro Arte. The winery and tablao share a wall—these two are not only great neighbours and colleagues, but also wonderful hosts and deeply passionate professionals.
One of the biggest discoveries on this trip was without doubt Lola Vega, Events and Visits Coordinator at Bodegas Real Tesoro & Valdespino. She spoke with great affection about their beautiful vineyards, the long history of the company and their exciting new projects: seasoning casks for some of the world’s finest whiskies.
Speaking of seasoned casks, I must mention Esperanza R. Páez, granddaughter of the legendary Antonio Páez, known as “the king of vinegar”. Her grandfather was a visionary cooper who worked tirelessly to build two family ventures: the Páez Lobato Cooperage, and Bodegas Páez Morilla, which today produces fine wines and exquisite Sherry vinegars. Esperanza now leads the export department.
And I can’t forget Raúl Guerrero, enologist at Bodegas Páez Morilla, who not only makes divine wines but is also an excellent travel companion. And he’s from Cádiz – like me 🙂
Another great discovery was Sheila Cantero, from Winable, a company specialising in training and creating unforgettable wine experiences, including tastings and vineyard tours.
An essential part of Winable is also José Luis Baños, who is also the General Manager of the Sherry Wines and Brandy Route and the main organiser of this amazing trip. Thank you so much, José Luis!
I also had the pleasure of meeting Mariluz Gutiérrez, Commercial Manager at Hipotels – a hotel group with seven properties in the province of Cádiz, including the Sherrypark Hotel in Jerez. She shared the story of how these iconic hotels evolved to become 4- and 5-star establishments.
My namesake Aurora Luna told me about her work at the Tourism Office in Rota, where she shares everything worth visiting in her hometown—from its beautiful beaches to the historic Castillo de Luna.
And then there’s Rosalía Salguero, from the Tourism Office in Chipiona, who gave me a wonderful overview of her city—like the tallest lighthouse in Spain or the traditional fishing corrales that use the tides of the Atlantic.
Did you know Rota and Chipiona are linked by a cycling route?
These two coastal towns in the Jerez Region are connected by a bike path called the Via Verde Entre Ríos (translated as Greenway between rivers).
Cycling lovers can follow the path further north to Sanlúcar, where you’ll find María José Romero from Bodegas Mar 7. She and her husband Miguel Serrate told me about their small artisanal winery, where María José continues a proud family winemaking tradition.
A perfect plan after riding over 16 km!
If anyone lit up at the sight of trees, birds or plants, it was Salvador Pineda, founder of Ruta Siete. With his company, he organises 4×4 tours through the Jerez Region, blending history, storytelling and a whole lot of nature. Just listening to him is an experience in itself.
And if there’s someone who moves heaven and earth to always be present and support the promotion and training of the Sherry Wines and Brandy Route, it’s César Saldaña, the President. He joined us on this trip and—what can I say—thank you so much, César!
Thanks also to the members of La Rioja Alta Wine Route for opening their doors, welcoming us and sharing so much. You all were a true example, source of inspiration, and reminder of the importance of the human touch in tourism.
And to the Provincial Council of Cádiz, thank you for making it possible to explore another reference destination in wine tourism, and for enabling us to spend time together creating the kind of synergies that continue to position the Marco de Jerez where it belongs.
Wine tourism in the Marco de Jerez: what truly makes a difference
It got me thinking… Destinations may vary in beauty or fame, but the real difference between a good trip and an extraordinary one lies in the people you meet , those who reveal a place through their own story and passion.
And in the Jerez Region, we have plenty of it!
Fancy visiting the Sherry Region?
If you’d like to learn more about each of these projects in the Marco de Jerez, just click on their names or visit rutadelvinojerez.es
And if you’d like a tailored programme, to meet the true hosts of this destination, and have someone guide you throughout your adventure—don’t hesitate to reach out via the contact form.
