Íñigo Torres
Managing Director of Grupo Rioja
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“Connecting with young audiences requires integrating technology”
In a region like La Rioja, where wine represents history, culture, and collective pride, every glass poured at an event such as “De Crianzas con Grupo Rioja” is more than just a tasting — it’s an experience that bridges generations. And one thing this event — held in the lively Laurel and San Juan streets of Logroño — has shown is that digitalization can be a part of the experience without compromising its authenticity.
Grupo Rioja continues to innovate in the way it engages with the public, and one of the key advancements in this event was the introduction of a digital ticketing system. This approach not only optimized event logistics but significantly enhanced the user experience.
“During the planning and organization of the event, it allowed us to centralize all the information and offer an easy, fast registration from anywhere,” explains Íñigo Torres, Managing Director of Grupo Rioja.
The key lies in simplifying without sacrificing detail: attendees could register online, receive a QR code on their mobile phones, and instantly access all the necessary information to enjoy the event.
“The platform sped up the accreditation process and provided attendees with all the information about the participating bars and wines directly on their phones,” Torres adds. A simple, efficient process tailored to the pace of today’s consumer.
Beyond convenience, digitalization has become a bridge between wine and younger audiences — one of the sector’s primary goals.
“Incorporating digital tools is essential for engaging with younger people, because they’re digital natives — this is how they naturally get information, communicate, and manage their lives,” says Torres. This connection goes beyond access; it fosters a deeper understanding of this emerging audience.
“The data we gather gives us insight into young people’s attitudes toward wine, a segment of special interest for the industry,” he emphasizes. The information generated through this system helps wineries track consumption trends, participation habits, and preferences in real time — a valuable resource for shaping future offerings. And most importantly: it does so without altering the essence of the experience, while enhancing its reach, visibility, and accessibility.
Technology doesn’t replace human interaction or the warmth of enjoying tapas with friends — it complements it, making the experience easier and more enjoyable. The public has enthusiastically embraced this new way of participating, confirming that tradition and innovation can go hand in hand — allowing a Crianza to evolve without losing the tradition that defines it.