“At any point in time, people can dump wine on you,” Eric added. “The atmosphere of the wine battle is just so much fun… you don’t necessarily know what to expect.”
Jess said the atmosphere gave her an instant sense of belonging.
“I felt like I was adopted for the day,” she added. “It’s literally just every piece that we love about Spanish culture, and I feel like you get a glimpse into it when you go to this event.”
“We first went to Haro for La Batalla in 2007 and have been going back every year since,” says Toby Paramor, managing director of Stoke Travel, a UK tour company that organizes trips to the festival. “It was the most surreal, joyful, authentic little discovery.”
While Paramor says his company’s beer and wine-inclusive package trips are also aimed at giving travelers a deeper experience of La Rioja, festival organizers are worried about its popularity and the preservation of its cultural roots.
José Luis Pérez Pastor, the local culture and tourism minister, says the festival began “with faith and friendship” and he is adamant it must not turn into just another party.
“This is the only way to have a truly transforming experience — with respect and authenticity,” he said.
“It’s not just about drinking. Attending the Mass is an important cultural moment, even if not in a religious sense. It reflects centuries of tradition.”
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