Martínez Lacuesta’s 2020 Cuvée was served, as a surprise, at Cayetano Martínez de Irujo’s wedding. A curious story that ended up going viral.

Some stories just happen. This one started on a random Saturday when the Martínez Lacuesta team found out by chance that one of their wines was on the menu at the wedding of Cayetano Martínez de Irujo, son of the Duchess of Alba.

This anecdote, which did not go unnoticed, especially on social media, was recently discussed in an interview broadcast on Radio Haro, in which our CEO Javier Bañales gave a detailed account of how that episode was experienced internally.

No one at the winery knew about it. There was no invitation, no notice, no prior agreement. Until Luis Martínez Lacuesta shared an image of the menu published in the press on the internal WhatsApp group. The headline came from ABC and other national media outlets: the list of dishes and wines served at the wedding.

“It was a complete surprise,” recalls Javier Bañales. “At first, I thought she would have gotten married in Madrid, because we work with several catering companies there. But it turned out that the wedding had been in Seville. Our distributor in Andalusia later confirmed that the wine chosen by the catering company was the Cuvée 2020.”

The discovery spread like wildfire among the team. The menu only mentioned Martínez Lacuesta wine, without specifying which one, but the simple fact that our label was present at such a wedding was enough to spark pride. “From a branding perspective, it’s priceless,” he explained. “It’s those coincidences that reaffirm who you are: a classic, century-old winery with wines that represent Haro and Rioja.”

The most curious thing is that the story did not end there. The next day, at a tasting in Haro’s Plaza de la Paz, the first wine to be presented was precisely that Cuvée 2020. When the attendees learned of the coincidence, the anticipation was immediate: everyone wanted to try the wedding wine. “It went viral,” said Bañales. On Instagram, we exceeded 50,000 views, when the norm is eight or ten thousand. People came asking for it, and in some establishments they were already ordering it by name.”

The most curious thing is that the story did not end there. The next day, at a tasting in Haro’s Plaza de la Paz, the first wine to be presented was precisely that Cuvée 2020. When the attendees learned of the coincidence, the anticipation was immediate: everyone wanted to try the wedding wine. “It went viral,” said Bañales. On Instagram, we exceeded 50,000 views, when the norm is eight or ten thousand. People came asking for it, and in some establishments they were already ordering it by name.”

Post based on the interview broadcast on Radio Haro, which you can listen to in full here.