Bideona, meaning “the good way” in Basque, represents the next chapter of Rioja. Founded in 2018 by MWs Andreas Kubach and Sam Harrop, Bideona challenges the traditional focus on oak-aged Tempranillo, instead prioritizing freshness and drinkability. Based in Rioja Alavesa, the region’s smallest and northernmost sub-zone, Bideona vinifies tiny plots averaging 0.3 hectares and captures the distinct character of individual sites. Inspired by pre-industrial winemaking, they manage 300 parcels across historic villages, drawn to Alavesa’s high proportion of hillside vineyards, limestone-clay soils, and cooler, higher-elevation climate, which is distinct from the alluvial, iron-rich soils of Rioja Alta and Oriental. Bideona’s range includes single-vineyard, village, and regional wines, with innovative labeling workarounds due to restrictive DO regulations. Their rapid growth reflects a market craving for site-expressive wines and positions them as key players in Rioja’s evolving identity not just predicated on style, but also on place.