Brittany Ferries launches Rioja wine tour

Cross-channel cruising company Brittany Ferries is offering a new tour which will take in Spanish wine country. db discovers the advantages ferry travel offers tourists visiting Rioja. While Brittany Ferries has operated routes to Santander and Bilbao for some time now, and approximately 300,000 Brits make the voyage to northern Spain each year, the new four day 'Rioja Wine Experience' package, in partnership with the Consejo Regulador DOCa Rioja, is something new for the ferry operator. Iñigo Tapiador, marketing and communications director for the consejo, explained to the drinks business why he feels that this wine region is becoming a popular destination, especially for British tourists: "Rioja is fast becoming a favourite among British travellers, thanks to its world-class wines, exceptional gastronomy, beautiful landscapes, and rich cultural heritage. With the UK as Rioja’s top export market, there’s already a strong connection – and now more visitors are choosing to experience the region firsthand." The consejo claims the number of annual visitors to Rioja wineries to be just shy of one million, putting it at a figure of 900,000. "With medieval villages, bold architecture, and welcoming hospitality, Rioja has evolved from a renowned wine region into a full cultural and culinary escape," he added. Prices for the tour, with ferry travel and three nights of accommodation in Bodega - Hotel FyA on the outskirts of Navarrete, start at £416 per person travelling by car and £358 for those going by motorcycle during the off-season. Ferry travel might not seem to be the obvious choice for visitors hoping to get to this landlocked wine region, with flights from London to Bilbao presenting a speedier option, but Tapiador argued that going by boat offers "a more relaxed and scenic alternative to flying, where the journey itself becomes part of the holiday". "It allows travellers to bring their own car or motorcycle, giving them the freedom to explore the region at their own pace," he continued. "This is especially valuable in Rioja, where scenic drives through vineyards, visits to remote bodegas, and detours to hidden villages are all part of the charm. For wine lovers, it’s also a practical option, with far fewer restrictions on bringing bottles back home. Slower travel, greater flexibility, and the chance to savour every stage of the trip – it’s an ideal way to experience Rioja."

Direct-to-consumer sales

Taking the trip by ferry might also be a major boon when it comes to cellar door sales, both for producers who can shift more bottles, and for travellers who will be able to take advantage of the capacity of their car boot. "Visitors are more inclined to buy multiple bottles – or even cases – of their favourite finds, especially with many wineries offering special discounts for tourists. With the flexibility of travelling by car, wine lovers can enjoy a more immersive, hands-on experience and support local producers in a meaningful way," explained Tapiador. The fly in the ointment is that the allowance for how many bottles one can bring back on a 'booze cruise' is substantially lower than it was prior to Brexit. The newish rules stipulate that each traveller can only take 18 litres of still wine (equivalent to 24 75cl bottles) and nine litres of sparkling wine (12 75cl bottles) from the European Union to the UK without having to pay duty. However, Tapiador is adamant that this still allows for an adequate number of bottles of Rioja to be taken back to Blighty: "While post-Brexit allowances are lower than before, travellers can still bring back up to 18 litres per person – that’s 48 bottles for a couple – which is still generous, particularly when focusing on premium wines or unique cuvées not yet available in the UK. This shift may even encourage more discerning, higher-value purchases and a deeper engagement with the wines of Rioja."