The Vivanco Family

The Vivanco family is synonymous with wine, culture, and an enduring commitment to preserving and sharing the profound legacy of viticulture. Spanning over a century, their dedication has culminated in the creation of the Vivanco Dynasty Museum of Wine Culture, an institution that stands as a beacon for wine lovers and cultural enthusiasts worldwide. The Vivanco story begins in 1915 when the family produced their first batch of homemade wine in La Rioja, Spain. This marked the start of a passionate journey through generations. In 1990, the family established Bodegas Dinastía Vivanco, a modern winery that balances traditional methods with innovative approaches. Situated in Briones, the winery benefits from 400 hectares of vineyards, each reflecting the unique terroirs and microclimates of the region. The Vivanco family’s mission has always been clear: to craft wines that express the essence of La Rioja while celebrating the art and science of winemaking.

The Vision of Pedro Vivanco

Born in 1930, Pedro Vivanco, the patriarch of the family, was the driving force behind their cultural and oenological endeavors. A passionate collector, Pedro began amassing wine-related artifacts in 1970, inspired by the rich history of winemaking. His dream was to create a space where the world could appreciate wine not just as a beverage but as an integral part of human history and culture. This vision took shape over 12 years, resulting in the Vivanco Dynasty Museum of Wine Culture, which opened in 2004.

Located in Briones, the museum is a testament to Pedro Vivanco’s dedication and the family’s shared passion. Designed by architect Jesús Marino Pascual, the 9,000-square-meter space is divided into five permanent exhibition halls and a temporary exhibition area. Unlike traditional wine museums that focus on winemaking tools and processes, the Vivanco Museum explores the 8,000-year relationship between wine, art, and humanity. It showcases artifacts and artworks that depict wine’s role in archaeology, mythology, religion, and artistic expression.

Among its treasures are representations of wine by Picasso, Sorolla, and even Walt Disney, alongside ancient Egyptian relics and Roman artifacts. The museum also houses the world’s largest corkscrew collection, a personal favorite of Pedro’s son, Santiago.

The Next Generation

Santiago Vivanco, Pedro’s son, is the current managing director of the museum and the family winery. With a degree in law and a master’s in Viticulture, Oenology, and Wine Marketing, Santiago has infused the project with his love of art, literature, and history. He emphasizes that wine is more than a drink; it is a cultural symbol and a tool for connection. Under his leadership, the museum has welcomed over 140,000 visitors annually and has become a global reference for wine culture.

The Vivanco Foundation complements the museum’s efforts by promoting wine culture through publications, traveling exhibitions, and art competitions. It also supports the digitalization of one of the world’s largest wine libraries, providing resources for wine enthusiasts worldwide. Their commitment to wine transcends generations and borders. Their museum is not just a collection of artifacts but a living narrative that celebrates wine’s profound impact on human history. Visitors leave with a deeper understanding of wine’s cultural, artistic, and social significance, embodying the family’s belief that wine is a bridge between people and cultures.

Through their dedication, the Vivanco family has ensured that the story of wine will continue to inspire and connect future generations.