
Beyond Rioja: 5 Underrated Spanish Wine Regions
Ronda, Spain at Puente Nuevo Bridge.
Most travelers who come to Spain for wine often go to the same few places. Rioja. Jerez. Even Catalonia for cava.
Spain remains one of the world's most influential wine-producing countries, with the largest vineyard area globally and the third-highest production in the European Union after France and Italy. As of 2024, domestic wine consumption reached 9.76 million hectoliters, a 1.3% increase from the previous year, driven in part by stable prices and a rebound in tourism that bolstered on-premise sales in restaurants and hotels. That same year, Spain's wine tourism industry was projected to generate $4.1 billion, representing 11% of the European market.
Nearly 3 million people visited Spain for wine tourism in 2023, an 18.2% increase from the previous year. While much of this activity centers on established hubs like La Rioja and Ribera del Duero, the sector's expansion reflects broader interest in Spanish wine culture—including lesser-known regions now drawing attention for their distinct production methods and grape varieties.
Beyond the major names, a quieter movement is reshaping the country's wine production and attracting a new kind of visitor as slow travel and quiet travel (and even silent travel) take greater hold over tourism.
'For discerning travelers or collectors, the Málaga wine region offers some incredibly unique finds,' says Nicky Lloyd, founder and CEO of Rootz Wine Tours, via email. 'In Axarquía and Manilva, look for aromatic muscat wines that showcase the purity and freshness of the Mediterranean landscape. Ronda's high-altitude wines have a distinct minerality and elegance that you won't find in many other places, offer a great ability to age and evolve over time. Antequera's wines, with a focus on local varieties and traditional winemaking methods, offer a fascinating glimpse into the region's past.'
These five underappreciated regions are gaining attention among travelers seeking something unfamiliar.
Lovers Rock in Antequera, Spain.
Antequera sits at a crossroads in Andalucía. Its history stretches back millennia, but its wine production has largely remained outside the spotlight. Local producers work with grapes sourced nearby and focus on small-scale bottlings with distinct characteristics.
The area's climate and elevation allow for flexibility in winemaking approaches, but production remains limited. What the region offers is accessibility and a quieter setting just outside the main tourist corridors. Between Seville and Málaga, Antequera is easily reached but often overlooked, offering a slower pace and a more personal experience with its wines.
Lloyd notes there's also a real push here towards eco-conscious viticulture.
'Unlike some of Spain's larger, more industrial wine regions, Málaga's winemakers often work with small, family-run operations that prioritize sustainability as a way to preserve the land for future generations,' Lloyd says. 'Organic and biodynamic farming practices are becoming increasingly popular, especially in places like Ronda and Antequera, where the terrain and climate lend themselves to low-intervention farming. Producers here are dedicated to reducing their environmental footprint, using organic fertilizers, and embracing natural pest control methods."
Frigiliana is a village in the province of Málaga, located within Axarquía, a comarca—or district—of Andalucía in southern Spain.
To the east of Málaga, Axarquía clings to steep hillsides that resist mechanization.
'Axarquia remains a very traditional place for wine production in particular,' says Lloyd. 'Here, old-world techniques still shape the character of the wines. The only way to prune and pick the grapes is by hand. They still use mules to plough the hillside in between the vines."
Lindsay Gregory, founder and director of the Luxury Villa Collection, suggests a lack of rain is the major factor as well.
'They have to use local autochthonous grape varieties and methods, which need less water because of this,' says Gregory. 'Also, many of the wineries are mostly bio-natural or organic, so they have to be totally in tune with the land."
The region is known for sweet moscatel wines, though red romé grapes native to the area are also widely used. With more than 2,200 hectares under vine, Axarquía is part of the Málaga and Sierras de Málaga denominación and is home to numerous small wineries.
Nearby Frigiliana is considered among the most scenic villages in Andalucía, and tastings are often paired with visits to whitewashed hill towns. Though not widely visited, Axarquía is the primary subzone for wine within the Málaga area, making it relatively easy to reach for those willing to move beyond the usual stops.
El Puerto de Santa María in Andalucía, Spain.
Part of the Cádiz-based Sherry Triangle, El Puerto de Santa Maria is frequently passed over in favor of Jerez de la Frontera. But this smaller town features historic bodegas and sherry houses producing high-quality wines with deep roots in the region's past.
Producers focus on sherries including manzanilla, palo cortado and amontillado, often using methods passed down through generations. Family-run operations dot the town's narrow streets and offer access to tasting experiences in more intimate settings than those found in larger cities.
El Puerto de Santa Maria is one of three key towns in the sherry-producing area, and though it receives less attention, it remains central to the region's identity. Traditional bodegas and aging facilities are still in use, and some are paired with on-site dining that features regional specialties.
Ronda, Málaga, Spain.
Perched above a deep gorge in southern Spain, Ronda has emerged as a serious wine destination with a focus on small, independent producers.
"Malaga is a curious region. It has 49 wineries, 28 of which are in Ronda,' notes Lloyd. 'However, the area under vineyard is equally distributed between Axarquia, Antequera and Manilva. The majority of the wineries in Ronda are small boutique organic wineries with a production of less than 15,000 bottles per year. Whereas the coastal regions of Axarquia and Manilva mainly produce sweet wines and dry wines from muscat and Pedro Ximénez, Ronda has a greater focus on full-bodied, aged red wines.'
Boutique operations work with varietals including petit verdot and malbec. Many tasting rooms are located just outside town, with views over the countryside and surrounding mountains. Some of the area's most noted wineries occupy restored historic buildings, including a 16th-century monastery.
'Ronda is definitely taking off as a wine destination in its own right,' says Gregory. 'The 'Sherry Triangle' is now firmly on the map thanks to local initiatives like International Sherry Week, which was founded by Chelsea Anthon 12 years ago, working with a growing list of English-speaking Sherry educators.'
Lloyd echoes the growing tourism infrastructure in Ronda. 'The region has built up a solid following over the last 10 years for its consistently and well-made, high-quality, fruit-driven wines with good aging potential. The region offers an ideal climate for wine making with consistently warm springs and summers to encourage perfect ripening of the grapes.'
Alquézar, Somontano de Barbastro, Huesca, an autonomous community of Aragón, Spain.
Set at the base of the Pyrenees in Aragón, Somontano has become a center for experimentation and modernization. The region's name means 'beneath the mountain,' and its diverse topography supports both native and international grape varieties.
Growers work with moristel, parraleta, syrah, gewürztraminer and merlot. Winemaking here gained momentum in the late 20th century, and many producers combine modern facilities with long-established techniques. Wineries such as Sommos and Viñas del Vero have helped shape the area's reputation for innovation.
With fewer visitors and proximity to historic villages and national parks, Somontano appeals to travelers seeking a quieter destination. The wines are varied, with crisp whites and structured reds, and the setting offers a contrast to Spain's more heavily trafficked regions.

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles

Associated Press
10 hours ago
- Associated Press
"Wine Olympics" returns to China as international expo opens
YINCHUAN, CHINA - Media OutReach Newswire - 11 June 2025 - The Fifth China (Ningxia) International Wine Culture and Tourism Expo opened Monday in Yinchuan, capital of northwest China's Ningxia Hui Autonomous Region, with the Concours Mondial de Bruxelles (CMB) -- dubbed the 'Wine Olympics' -- returning to China after seven years. The opening ceremony of the Fifth China (Ningxia) International Wine Culture and Tourism Expo in Yinchuan, northwest China's Ningxia Hui Autonomous Region. (Xinhua/Wang Peng) The four-day event has attracted over 1,100 domestic and international guests, featuring 14 activities such as a winery and wine exhibition, an innovation competition, and an art biennial. Making its China debut in 2018 in Beijing, the CMB has this year brought together nearly 400 international judges and over 7,000 wine samples, including a record number of entries from China, according to CMB Chairman Baudouin Havaux. 'This event opens a new era for the global visibility of the Chinese wine industry,' Havaux said. He added that it is no coincidence the 32nd edition of the CMB is being held in Yinchuan, as it clearly reflects the growing strength of Chinese wine, especially that of Ningxia. A visitor (1st R) tastes wine at the Global Wineries Exhibition during the Fifth China (Ningxia) International Wine Culture and Tourism Expo in Yinchuan, northwest China's Ningxia Hui Autonomous Region, on June 9, 2025.(Xinhua/Yang Zhisen) The region boasts a unique terroir for making top-class wine, with its prolonged sunshine and a cool, dry climate aiding the cultivation of grapes. After four decades of development, Ningxia has become China's largest wine-producing region. The eastern foot of Helan Mountain is widely regarded as a 'golden zone' for grape growing and high-end wine production. By the end of 2024, Ningxia had more than 600,000 mu (around 40,000 hectares) of wine grape plantations and an annual wine output of 140 million bottles. Its wines are exported to over 40 countries and regions. Hashtag: #AdministrativeCommitteeofWineIndustryZoneofNingxiaHelanMountainsEastFoothill The issuer is solely responsible for the content of this announcement.
Yahoo
12 hours ago
- Yahoo
Shiji Releases 2025 Hospitality Distribution Technology Chart: Navigating a Rapidly Evolving Ecosystem
Consolidation, AI, social media booking, and direct channel growth define the next era of hotel distribution. BARCELONA, Spain, June 11, 2025 /PRNewswire/ -- Shiji, the global hospitality technology innovator, today announced the launch of its 2025/2026 Hospitality Distribution Technology Chart, offering the industry's most up-to-date visual guide to the ever-changing world of hotel distribution. Now in its tenth year, the annual chart has become a trusted reference for hoteliers, investors, and tech providers seeking clarity in a crowded and complex technology landscape. The 2025/2026 edition captures a year defined by market consolidation, social media's rise as a direct booking channel, and a new wave of AI-powered, API-friendly solutions. A Snapshot of the New Distribution Reality From new players to evolving categories, the chart reflects key shifts in how hospitality companies connect with travelers across channels. The 2025 update introduces three new sections: Marketplace, Social Media with Booking, and Upselling. These additions highlight the growing influence of non-traditional booking paths and revenue opportunities. Meanwhile, a surge in brand evolutions and strategic acquisitions continues to reshape competitive dynamics. Key Trends Identified in the 2025/2026 Chart Include: The emergence of Marketplace platforms as important distribution avenues. Social media evolving from an inspiration tool to a booking engine. Upselling solutions becoming central to revenue strategy. AI integration across nearly every category of hotel technology. A shift toward end-to-end platforms delivering unified experiences. Growing emphasis on direct booking performance and ownership. Demand for open APIs and interoperable systems as hotels seek flexibility. The Rise of Social and Alternative Booking Paths For the first time, platforms like Douyin (TikTok China) and WeChat appear on the chart in a new "Social Media with booking" category, acknowledging the growing role of social commerce in travel decisions. Likewise, the "Marketplace" section spotlights new platforms giving hotels more distribution options outside traditional OTAs. Technology that Drives Revenue and Flexibility Hotels continue to invest in tech that delivers clear ROI, whether through smarter upselling, better direct booking performance, or enhanced business analytics tools. Open APIs and flexible integrations are no longer just nice to have; they are mission critical. An Industry Compass "The hotel distribution landscape is evolving faster than ever," said Natalie Kimball, Vice President of Strategic Accounts for Americas and EMEA at Shiji Horizon Distribution. "Our 2025/2026 chart helps hoteliers make sense of that evolution by tracking not just the companies involved, but the trends shaping their decisions." The Shiji Hospitality Distribution Technology Chart was first launched in 2015 and is curated with input from independent experts and hospitality stakeholders worldwide. It is freely available for download and widely used by hotel brands, consultants, and media. To download the full 2025/2026 chart and accompanying industry analysis, click here: Hotel Distribution Technology Chart 2025/2026 About Shiji Shiji is a multi-national technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail, and entertainment industries, ranging from hospitality technology platforms, hotel property management solutions, food and beverage and retail systems, payment gateways, data management, online distribution, and more. Founded in 1998 as a network solutions provider for hotels, Shiji today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets. For more information, visit Media Contact:Gabriella Alverio AlborsMarketing Manager, AmericasShiji (404) 948 - 4001 View original content to download multimedia: SOURCE Shiji Group Sign in to access your portfolio

Travel Weekly
14 hours ago
- Travel Weekly
NH Collection debuts in Spain's Balearic Island and Costa del Sol
NH Collection Hotels & Resorts, Minor Hotels' premium brand, unveiled two openings in Spain — the NH Collection Ibiza and NH Collection Marbella — marking the brand's debut in the Balearic Islands and Costa del Sol. NH Collection Ibiza The five-star NH Collection Ibiza, located in the heart of the city, highlights the destination's social scene, nightlife, gastronomy and cultural attractions. The 38-room property is located steps from the main marinas and the Dalt Vila Old Town, a Unesco World Heritage site, and a 10-minute walk from some of Ibiza's best-known nightclubs. Its contemporary design is the work of Spanish architecture firm Ribas & Ribas, and the guestrooms, decorated with wooden floorboards recovered from yachts and stainless-steel wall cladding and some featuring private balconies overlooking the marina and Old Town, were designed by Baranowitz & Kronenberg. The property features three eateries: SLVJ Ibiza, Arrogante and Rhino Bar. NH Collection Marbella The NH Collection Marbella is located near the destination's Golden Mile, halfway between the city center and Puerto Banus and a 10-minute walk from the beach and boardwalk. The 163-room property offers easy access to the Marbella Congress Centre and guestrooms with views of the sea or the mountains. Amenities include a year-round restaurant with a terrace, extensive gardens and a pool and poolside bar.