The Rioja Alavesa Regional Council initiated this celebration three decades ago, seeking to create an event that would reflect the region as a whole while also showcasing its diversity. With wine and vineyards as its common hallmarks, the festival has evolved, defined itself, and continues to surprise us each year, revealing the different municipalities, landscapes, and unique characteristics of each host town.

The festivities begin with performances by several local dance groups showcasing our folklore, followed by the traditional opening address, delivered over the years by prominent figures from sports, culture, media, and society, who become ambassadors for Rioja Alavesa.