The Bodegas Ysios winery “went into science” not by chance. Against the background of a certain crisis of the industry in Europe, associated with a decline in consumption and tougher competition in the segment of mass wines, the producer bet on premium products. The result is an increase in export sales and a premium markup to the average market price of Rioja,” Decanter magazine notes.
Technology and precision instead of tradition and the “by eye” principle
In 2026, Bodegas Ysios intends to strengthen its status as one of the most technologically advanced producers in Spain. The farm’s vineyards of about 65 hectares are divided into more than 100 microparcels, each mapped for soil composition, exposure, moisture levels and temperature dynamics. Satellite analysis, soil sensors and drones are used to assess vegetation.
“We don’t just grow Tempranillo – we analyze each vine as an individual project,” Miguel Sanz, the winery’s technical director, told Decanter.
He said the implementation of precise zoning has reduced variation in raw material quality by 20% in three years and has helped to increase the average score of the wines in international rankings. Ysios’ flagship wines regularly receive scores of 93-95 points from leading critics.
Economics confirms the choice
The economics of the project are equally telling. According to industry analysts, premium Rioja is showing export growth faster than the mass segment. Ysios has increased its share of sales outside Spain – primarily in the US and UK – where margins are 25-30% higher than the domestic market.
“The consumer is willing to pay for origin transparency and sustainability. Technology gives us a proof of quality,” said farm CEO José Luis Benito.
The company also implements sustainable farming practices: reducing chemical load, water management and biodiversity conservation. Part of the investment is aimed at adapting to climate risks, a key challenge for European winemaking.
In the context of stagnating wine consumption in the EU, Ysios’ reliance on science and premiumization looks like a growth strategy. The example of the winery confirms that competitiveness in 2026 is not determined by the volume of production, but by the precision of terroir management and the strength of the brand.
