Virgin Wines launches the Rioja Experience
Virgin Wines has launched its second Virtual Winery, the Rioja Experience, where customers can become virtual winemakers and interactively help create a new wine.
The move comes on the back of last year’s venture held in the Pallavicini wine estate, Lazio, Italy. This year Virgin Wines has joined forces with the Finca Manzanos winery in Rioja alongside its winemaker Borja Ripa.
The project aims to bring together a group of wine lovers in the creation of a new wine and actively play a part in the decisions that shapes its future, by having access to a dedicated online platform where they can follow updates from the winemakers.
They will also have the chance to win a trip to visit the winery, will receive regular email updates and be asked to vote on certain aspects of the making of their wine. The votes will cover decision in the vineyard and winery, and the wine’s name and label, allowing anyone, wherever they are located, to get involved.
Jay Wright, managing director at Virgin Wines, said: “Our Virtual Winery is a fantastic opportunity to bring together a bunch of switched-on wine lovers, and invite them to do something pioneering and engaging. The feedback from our first Virtual Winery was excellent, so we were keen to repeat it although this time around we hope it will be even bigger and better. We’re delighted to be working with Finca Manzanos – they are a great team, make fantastic wines and a perfect fit for this project.”