Muriel Wines’ portfolio stays true to its Rioja roots
On the cusp of its 100th anniversary, it is easy to see how far Muriel Wines has come. Yet Rioja is still central to the operation, even if its reach is now global.
Few people envisage a global operation when they start a winery. Certainly, when José Murúa Villaverde established the first winery in Elciego, Rioja Alavesa in 1926, it was a modest operation. Although making wines with Rioja’s native grapes, it was far removed from Muriel Wines, the global brand it was to become.
The trajectory towards international renown began with José Murúa Villaverde’s son in 1986. Julián Murúa re-established the winery – creating Bodegas Muriel – and kickstarted its growth. He also cemented a family tradition; his son, Javier Murú́a, joined the company in 2000, beginning its transition to the third generation, and starting its export operation.
With success, and over a number of years, Julián and Javier Murúa expanded the company beyond the town of Elciego. They first turned to other parts of Rioja Alavesa, then to the other sub-zones of Rioja. Once firmly established in their home region, they turned their attention to the rest of Spain, with wineries in Rías Baixas and Ribera del Duero, as well as bottlings from other key Spanish DOs.
Moreover, Muriel Wines has established itself as a leader beyond Spain. Its brands are now present in 50 countries, evidence of the extraordinary effort it has put into export development. An impressive 80% of its wines are sent to foreign markets – the UK featuring prominently in that figure – though domestic consumption is also growing. In total, around 10 million litres of wine are sold each year.
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The selection sold by Muriel Wines is a wide-ranging taste of Spain’s native grapes and top denominations. It is, however, still led by Rioja. Five of Muriel Wines’ eight wineries are to be found in the Rioja region: Muriel, Viña Eguía, Luis Alegre, Marqués de Elciego and Conde de los Andes.
These varied projects mean the many facets of Rioja can be explored by one company. Muriel is the original brand, the foundation on which the others were built. Viña Eguía offers modern styles, approachable for international markets. Luis Alegre specialises in making wines from individual plots.
At the other end of the spectrum, Conde de los Andes is a historic property, famous for its more than 1.5 kilometres of cellars, that makes ageworthy reds and whites. Marqués de Elciego, meanwhile, is the most exclusive winery in the portfolio, making limited-edition releases.
Yet other regions are also given space to thrive. Tempranillo is also the star at Valdecuriel, Muriel Wines’ Ribera del Duero property, offering a point of comparison to the Rioja wines. Pazo Cilleiro, on the other hand, shows a very different side of Spain: Albariño with Atlantic influence.
Muriel Wines also encompasses Real Compañía de Vinos, which offers easy-drinking local varietal wines. Even if its heart is still in Rioja, Muriel Wines has built a formidable reputation on bringing the best of Spain to the world.
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