In the world of wine there are stories that transcend the bottles. Ours began in 1889, when Joaquín Martínez Bujanda planted his first vineyards in Oyón, in the heart of Rioja Alavesa. What started as a family project has become 135 years of winemaking tradition that continues today with the same passion as always.
Joaquín’s foundations
Joaquín, the first generation, chose his home in Oyón to begin our legacy. At that time, making wine required constant manual labor and a deep understanding of the land. Those vineyards were the first steps in what is now our path, establishing from the beginning a commitment to quality and respect for the terroir.
Continuity: Marcelino takes over
Marcelino, Joaquín’s son, took on the responsibility of keeping the family tradition alive. During his tenure, the winery consolidated its presence in Rioja and began to forge the reputation that characterizes us. His vision was key to the solid growth of the family project.
Expansion: D. Jesús and Doña Pilar
The third generation, represented by D. Jesús and Doña Pilar, witnessed great changes in the wine industry. During the 20th century, they knew how to adapt the family tradition to the new times, they bought and gathered estates and vineyards and formed that commitment with the land, maintaining and improving the essence of what Joaquín had started decades before.
The revolution of the 90’s: Carlos and Pilar
It was with the fourth generation, Carlos and Pilar, when the great leap took place. In the 90’s, together with their parents, they took a decision that would mark the future of the family: the creation of Finca Valpiedra. A farm that D. Jesús had bought with great vision in a privileged meander of the Ebro River.
With this decision, our philosophy of Vinos de Finca was also born, a concept that goes beyond simple geographic location. It is about making wines that are the purest and most honest expression of a specific place, where each bottle captures the essence of that particular terroir.
Finca Valpiedra, which would become Gran Pago de España, meets the ideal conditions of soil, climate and orientation. It was not just about expanding the business; it was about finding the perfect place to express everything we had learned in a century of winemaking, applying this new philosophy that would become our hallmark.
Then came Finca Antigua in Cuenca and Finca Montepedroso in Rueda, which is also a Gran Pago de España. Each of them has its own personality, but all are united by the same principles: own vineyards, respect for the origin and honest elaboration. Three estates, three personalities, but only one philosophy: that each wine should be an authentic reflection of the land where it was born.
The return to the origins: Viña Bujanda
Carlos and Pilar also staged a return to their roots with Viña Bujanda. Returning to Oyón, to the town where it all began, was their way of honoring the memory of their ancestors and demonstrating that, after decades of growth, the family’s heart was still beating in the same place.
The fifth generation: Marta and Adrián
Today, Marta and Adrián represent the fifth generation at the head of the family project. They have incorporated new ideas without losing sight of the essence: technology in the vineyard, sustainable practices, wine tourism experiences… All at the service of a philosophy that has not changed in more than 135 years.
Their vision combines inherited wisdom with the innovation needed to meet the challenges of the 21st century. Because if there is one thing they have learned from their predecessors, it is that evolving and maintaining tradition are not opposites, but complementary concepts.
Over five generations, what has remained constant is: the conviction that wine is much more than a product. It is culture, it is memory, it is identity. It is the way to turn the work of many years into moments of enjoyment.
From Oyón to Fuenmayor via Cuenca and Rueda, what unites us is our commitment to the land, to the people and to the time it takes to do things well. Because when a wine is born from the effort of generations, each bottle tells a story that deserves to be told.
Get to know our farms
The best way to understand our history is to experience it firsthand. We invite you to discover:
- Finca Valpiedra – A new way of understanding Rioja wines
- Finca Antigua – A commitment to creative, avant-garde and innovative wines
- Finca Montepedroso – The return to authentic verdejo wine
And if you can’t visit us, you can always enjoy our wines and take a little piece of our history to your table.
