Abstract
The wine industry has experienced dramatic changes since the 80's. The surge of New Producing Countries challenging the Euro-centred status quo, the decline of consumption in traditional markets, the permanent large imbalances in the sector resulting in global overproduction, the apparition of new consumers, the development of wine tourism… In this period of time, Rioja, a region producing wines since the Middle Ages, has been able to use all its strengths to increase its market share in the wine global market, driving the regional economy to higher and more widespread social welfare. This paper shows the main features of this relation between wine and territory at Rioja, and the reasons for the successful performance of this sector, using a number of approaches (cluster, agro-industrial district, oenopolis) that progressively enlarge the scope of the analysis up to including all potential relations between the main regional sector and the society itself.
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