Risk All: Marqués de Riscal’s New Communication Campaign Celebrating Its Title as World’s Best Vineyard

Marqués de Riscal has unveiled its new 360º communication campaign, Risk All, at a press event held in Madrid. The campaign celebrates the winery’s recent accolade as World’s Best Vineyard 2024 at the prestigious international World’s Best Vineyards awards.

This recognition places our winery at the very top of the global wine scene. We believe it’s the perfect opportunity to promote wine culture and bring the story of Marqués de Riscal to new audiences—especially those who value culture, architecture, art, and transformative experiences.

Risk All is a simple English wordplay that subtly echoes the winery’s name, evoking the bold, daring essence of Marqués de Riscal. Through the eyes and artistry of renowned designer and illustrator Isidro Ferrer—winner of Spain’s National Design Award (2002) and National Illustration Award (2006)—the winery will tell three major chapters of its history through graphic pieces that embody its spirit of innovation and risk.

First, the introduction of the Bordeaux method in Rioja (the creation of the Médoc Alavés). In 1862, the Provincial Council of Álava asked Guillermo Hurtado de Amézaga, the Marqués de Riscal, to lead a new initiative: the Médoc Alavés. He hired a master winemaker who introduced the Bordeaux production method to improve the quality of local wines.

Second, in 1888, during the devastating phylloxera crisis, Juana Zavala y Guzmán took over the management of the winery following the death of her husband, Camilo Hurtado de Amézaga. Later, in 1895, Marqués de Riscal became the first non-French wine to receive the Diploma of Honour at the Bordeaux Exhibition—an exceptionally prestigious recognition at the time. Since then, a reproduction of that diploma has adorned the label of Marqués de Riscal Reserva, one of the winery’s most iconic wines.

Third, the construction of the avant-garde hotel designed by world-renowned architect Frank O. Gehry, inaugurated in 2006 in the City of Wine, located in the medieval village of Elciego. The Hotel Marqués de Riscal is an architectural gem that blends art, tradition, design, and wine tourism.

An additional milestone highlighted throughout the campaign is Barón de Chirel, whose first vintage revolutionized Rioja and paved the way for what would later be known as High Expression wines.

The Risk All campaign will unfold across multiple channels, including outdoor and media advertising, experience giveaways at the Marqués de Riscal City of Wine, and many exciting surprises.