Félix Solís hopes to attract tourists to wine museum in Pagos del Rey

By Richard Siddle

Published: 20 May, 2014

Félix Solís Avantis, one of Spain's largest and most historic wineries, has opened a museum dedicated to the history and culture of the country's wines.

Its new museum, the Pagos del Rey Museo del Vino in the town of Morales de Toro in the province of Zamora, is part of a wider initiative to try and promote wine tourism to the region of Toro, centred around its Pagos del Rey wine brand.

The museum project has cost €2million to build and is situated in the old building of local co-operative Viña Bajoz. The exhibition stretches across more than 2,000 m² spread over two indoor floors and large gardens.

Félix Solís Ramos, the group's export and marketing manager, said of its new museum project: "Toro is a relatively undiscovered region of Spain in terms of tourism and wine for the UK market but it has an easy to remember name, fantastic quality - the use of bush vines that give great concentration - and priced unbelievably. The region itself is fascinating. That is why Félix Solís Avantis has embarked on promoting what this fascinating region has to offer."

The museum has kept the original 28 concrete fermentation tanks and the tour includes an audio visual system which gives visitors the chance to have a sensory experience of the whole winemaking process.

Another exhibit shows where wines are located in Castilla y Leon, and along the Duero River. Visitors will also have the chance to visit the ageing cellar which has 2,000 oak barrels containing the Bajoz and Finca La Meda wines.

Wines from across the Pagos del Rey region will be available to taste incorporating Ribera del Duero and Rioja and Rueda appellations.

Printer friendly version