Zaragoza, World Capital of Garnacha 2025, has achieved what few local products dare to dream: making a splash in one of the most iconic media spaces on the planet. The ‘Garnacha10’ campaign, launched by Grandes Vinos, brought Garnacha from the Cariñena PDO to the dazzling screens of Times Square (New York), captivating the attention of over 400,000 people who walk through Manhattan’s busiest square every day.
This bold and unprecedented move in the Spanish and Aragonese wine sector underlines the global ambition of Grandes Vinos, a winery that already exports to more than 40 countries. For 24 hours, the campaign’s message — “The grape that makes you fly” — highlighted the expressive, versatile, and universal character of Aragon’s flagship grape.
From the Vineyard to the Heart of New York
Beyond this high-profile display, the ‘Garnacha10’ campaign also launches an exciting participatory initiative: The World’s Largest Garnacha Ambassadors Mural. Wine lovers can join this tribute through the Grandes Vinos website and enter to win a trip for two to New York, 200 Magnum bottles, or 100 double winery visits.
Ten Expressions, One Versatile Grape
Grandes Vinos produces ten different Garnacha wines, tailored to a wide range of tastes, moments, and moods — from whites and rosés to bold reds, orange wine, low-alcohol and alcohol-free options. Participating brands include Monasterio de las Viñas, Hoy, 49 Millions, Corona de Aragón, and Anayón, each representing a distinct face of the Cariñena terroir.
A City Celebrating Its Most Iconic Grape
As part of the campaign, from June 27 to July 27, nearly 60 venues in Zaragoza are joining the celebration. Customers who order a glass or bottle of one of the 10 featured Garnacha wines will be treated to a second glass or bottle of a different Garnacha — an invitation to explore and savor the full spectrum of this remarkable variety.
Tasting Spain, One Grape at a Time
The ‘Garnacha10’ campaign proves how a deeply local product can resonate on a global stage. From the vineyards of Aragón to the lights of Times Square, this initiative celebrates the deep connection between land, tradition, and international vision. Here’s to Garnacha, to Zaragoza, and to the stories we share through flavor.
