Wine has always been associated with tradition and in areas like the Rioja wine means much more than just a consumer product; it is a symbol of identity and its elaboration an art. Technical advances have brought about an improvement in quality and made it more accessible to all sectors of the public, but the most important change, the one that has really revolutionised the way of perceiving and making wine, is the one that has taken place in the mentality of the consumer. In today’s world, consumers are not content merely to make do with a quality wine, but actively look for wines which offer them something new, that delight the palate, with their own personality, to the point where the wines become, in themselves, the centrepiece of a meal.