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The 2024 trade mission offered a carefully curated balance of professional engagement and cultural immersion. The itinerary began with a welcoming reception and walk-around tasting at the historic Parador de Olite, followed by a dinner featuring regional cuisine and the first introductions to Navarra’s wines.

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From May 14–20, the buyers visited 19 wineries across the region, participating in technical tastings, one-on-one meetings, vineyard walks, and cellar tours. These immersive experiences allowed each importer to gain firsthand insight into the winemaking philosophy, terroir, and sustainability efforts of each producer. Over 200 wines were tasted throughout the week, with a strong emphasis on Garnacha and rosado—two pillars of Navarra’s identity.

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Complementing the business agenda, the mission incorporated cultural touchpoints, including a guided visit to the Baztán Valley and meals at emblematic restaurants, reinforcing the connection between wine, place, and people. The presence of bilingual guides and full logistical coordination ensured a smooth and productive experience for all participants.

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The impact of the mission was immediate and tangible:

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• All six buyers identified multiple wineries of interest and began follow-up within days of returning home.

• Sample requests, virtual tastings, and commercial conversations were initiated with several producers.

• The diversity of rosado styles and the modern expressions of Garnacha generated enthusiastic responses across the group.

• Wineries that received particularly strong feedback included: Pago de Larrainzar, Tandem, Otazu, Inurrieta, Azul y Garanza, Viña Zorzal, and Monjardín.

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Conclusion:

The 2024 mission reaffirmed D.O. Navarra’s strong positioning in the U.S. market. With a combination of authenticity, innovation, and quality, Navarra captured the attention—and commercial interest—of top-tier importers, laying the groundwork for future growth and long-term relationships.