Clayey calcareous soils, which are the best soils for vineyards and wineries, and optimum climatic conditions typical of this region, have turned Upper Rioja into an unbeatable vineyard land.

Wine and vineyard are the economical and industrial centre of the region, where some of the older and famous Rioja wineries still survive. But here wine is more than a product; it is the expression of a people full of life and culture.

Haro, as Rioja's capital wine, has encouraged traditional craftsmanship related to wine: oak barrel, small wineskin, etc.