“Our main challenge right now is translating our red winemaking knowledge to white wine, to create unique, distinctive wines. We have the tools to do it, thanks to the native grape varieties we can grow and the willingness to make great white wines. The same can be said for pink Rioja.”

Ardell concludes: “I think Rioja has a great future in the global wine market. The main reason is that Rioja makes unique wines, really distinctive, because it has been able to preserve its own style coming from its territory, grape varieties and ageing systems. Nowadays consumers look for different wines and Rioja wines are certainly different.

“Tempranillo has been and still is our star variety – the one that gives genuineness to the wines of our region. There is a strong trend to reinforce the growing of this variety, both in red and white.”

Marqués de Cáceres’ Forner adds: “In the end, we believe that only a brand can protect a philosophy based on rules that by far exceed those of the Rioja DOCa.

“Our brand’s commitment, the terroir, the selection of grapes, the vinification, the age of the barrels, the time spent in bottle at the bodega and keeping stocks of top quality wines to guarantee the quality of our prestige wines towards the future are determining factors in our differentiation.

“Possible faults and flaws within the current system cannot wipe out the efforts and sacrifice of those for whom wine represents their history and an obligation to quality.

“To go against the system would destroy our DOCa’s millennial history. We would first propose to continue developing so as to consolidate.

“Quality wines can exceed all barriers and succeed based on their identity alone.”

So Rioja rocks, one way or t’other.