Radio programmes at the Cariñena Wine Museum: Onda Cero, COPE and Radio Marca.

This autumn, the Cariñena Wine Museum has become a real recording studio for radio programs open to the public , with the recording and live broadcast of some of the most recognized programs on Spanish radio. This initiative, promoted by the Cariñena Designation of Origin with the support of the Government of Aragon and the Provincial Council of Zaragoza , is part of a broader promotional campaign that seeks to strengthen the region’s image as a wine tourism destination, coinciding with the year in which Cariñena was designated the European City of Wine 2025 .

The initiative not only aims to promote Cariñena DO wines in the main national media, but also to open the museum’s doors to new visitors, offering a different experience: seeing how live radio is made and, at the same time, discovering the contents of a renovated cultural space that has been added to the DO’s tourist offering in 2025.

Gente Viajera inaugurated the cycle

The series of broadcasts began in early September with Onda Cero’s programme ‘Gente Viajera’ (Travelling People), hosted by journalist Carles Lamelo. For two hours, the programme showcased the tourist attractions of the Cariñena region, with a special focus on the “Ruta del Vino de las Piedras” Wine Route and the Grape Harvest Festival, which last year was declared a Festival of National Tourist Interest.

Visitors to the museum enjoyed interviews with experts, reports recorded in different municipalities within the appellation, and live broadcasts highlighting the region’s attractions. Regular contributors to the programme shared their views on the local cuisine, cultural heritage and wine tourism experiences that have made Cariñena a benchmark for travellers seeking destinations with their own unique identity.

Radio Marca and tourism in Cariñena

One of the major new developments in this campaign has been the participation of Radio Marca, the sports radio station that also devotes airtime to tourism and culture through the programme ‘Paralelo 20’, directed by Marcial Corrales.

El Cariñena Wine Museum acogió dos grabaciones de este espacio el miércoles 17 de septiembre, con entrada libre para el público hasta completar aforo. Las sesiones se dividieron en dos franjas: de 11:00 a 12:00 y de 12:30 a 13:30 horas, y se emitirán a nivel nacional el sábado 20 y el domingo 21 de septiembre, de 9:00 a 10:00 horas. Además, podrán escucharse posteriormente en formato podcast en la web de Radio Marca.

The programme featured guests from leading institutions and sectors: José Luis Campos, Director of Communications for the Cariñena Designation of Origin; Sergio Ortiz, Mayor of the town; a technician from the museum itself; Teresa Ladrero, Vice-President of the Provincial Council of Zaragoza; Antonio Serrano, President of the Designation of Origin; and Carmen Gracia, Manager of the Wine Route of Las Piedras.

During the recordings, topics of great interest were discussed, such as the upcoming Harvest Festival, the wine tourism opportunities offered by the towns in the appellation, and the evolution of Cariñena wines in the domestic and international markets. The regular contributors to ‘Paralelo 20’ also shared their tourism and cultural perspectives, reinforcing the appeal of Cariñena as a destination for all types of travellers.

La Brújula and Herrera on COPE complete the calendar

The broadcast cycle will continue on Wednesday, September 25th with “La Brújula,” Onda Cero’s current affairs and economic analysis program, hosted by Rafa Latorre . The broadcast will run from 7:00 PM to 11:30 PM from the Cariñena Wine Museum and will feature a dedicated segment on current events in the Spanish wine sector. It will highlight the importance of the wineries and vineyards of the DO Cariñena as an economic and cultural driving force in Aragon.

Later, on October 1st , it will be the turn of “Herrera en COPE,” one of the most-watched morning programs on Spanish radio. This time, the special broadcast will be hosted by Alberto Herrera , son of journalist Carlos Herrera, alongside Jorge Bustos. From 10:00 a.m. to 1:00 p.m., the program will offer interviews, discussions, and special content on wine, gastronomy, and tourism in Cariñena.

A unique experience for the public

All of these broadcasts, organized by the DO Cariñena, are supported by the Government of Aragon , the Cariñena Town Council , and the Campo de Cariñena Wine Route . The most notable feature is that they are free admission until capacity is reached , allowing residents and visitors to participate in a rare experience: experiencing live radio in a unique setting like the Cariñena Wine Museum.

In addition to seeing firsthand how journalists, technicians, and contributors work on a national program, the public will be able to tour the museum’s galleries, which narrate the region’s winemaking history from its origins to the present day. The space has been renovated with interactive content, historical artifacts, and audiovisual resources that reinforce the connection between tradition and innovation in wine.

The objective is twofold: to consolidate Cariñena as a top-level wine tourism destination and to showcase the museum’s new phase, which aims to become a cultural center of reference for visitors drawn to the region by its wines and history.

Cariñena, European City of Wine 2025

These activities are part of the promotional agenda linked to Cariñena’s designation as the European City of Wine 2025 , a recognition that distinguishes the town as the wine capital for a full year and is accompanied by multiple cultural, tourist, and promotional activities.

The combination of major events such as the Harvest Festival with live radio programs aims to project the image of the Cariñena DO throughout Spain and strengthen its wine tourism brand internationally.

An invitation to discover the Cariñena Wine Museum

Want to attend? Check the broadcast schedule and plan your visit to the Cariñena Wine Museum so you don’t miss this unique experience. Whether you’re a radio or wine lover, experiencing these broadcasts live will give you a firsthand look at the essence of Cariñena: winemaking tradition, hospitality, and shared culture.

You can listen to the programs already broadcast at the following links:

TRAVELING PEOPLE – ONDA CERO