Pago de Carraovejas

What Pago de Carraovejas does

Pago de Carraovejas is a premium Spanish winery founded in 1987 in the Carraovejas Valley in Peñafiel, Valladolid, operating within the DO Ribera del Duero designation of origin. The winery produces and sells estate-driven red wines including its flagship Pago de Carraovejas and the higher-tier Cuesta de las Liebres cuvée. It is wholly owned by Alma Carraovejas SL, a family-controlled Spanish group headquartered in Peñafiel that also operates SV Wines, Ossian (Nieva, Segovia), Milsetentayseis (Aranda de Duero, Burgos), Viña Meín – Emilio Rojo (Leiro, Ourense), a project in Leza (Álava), and the on-site Ambivium restaurant. The CEO is Pedro Ruiz, representing the second generation of the founding Ruiz family.

The winery operates an unusually deep technology stack for a producer of its size, combining Microsoft Dynamics 365 Business Central ERP with the UVATEC vertical solution (delivered with Tecon Soluciones Informáticas) for production, traceability, and regulatory compliance, alongside several multi-year R&D programs: SATELAI (satellite-imagery yield forecasting with GMV), VID VISION (AI computer vision with multispectral drone/satellite imagery via AIR Institute and Spectral Geo), INTELWINES (deep reinforcement learning for irrigation and sulfite reduction with Universidad de Salamanca BISITE), CHAINWINES (blockchain traceability via AIR Institute), and MYCOWINE (mycorrhizal fungi research coordinated by Vitartis). It also uses proprietary OVUM ovoid oak vats manufactured by Taransaud, leveraging golden-ratio geometry for natural convection-driven aging. The business monetizes through three revenue streams: wine sales via DTC e-commerce (tienda.almacarraovejas.com), B2B commercialization through the Alma Carraovejas distribution platform, and on-premise wine tourism at the estate. The winery has been recognized as one of only two globally to hold the WfCP+ climate certification, is B-Corp certified, and held a Top 20 position in the World's Best Vineyards 2025 ranking.

The company primarily serves premium wine consumers, the fine-dining and sommelier trade (including foreign Master of Wine engaged through press programs), and wine-tourism visitors. Its core customer segments are distributed rather than anchored to a single counterparty — a mix of long-tail consumer purchases, regional restaurant/hotel distribution, and recurring tourist visits — and revenue is supplemented by EU-funded digital transformation grants. Disclosed headcount stands at 101–250 employees.

Name

Pago de Carraovejas

Legal name

ALMA CARRAOVEJAS. SL

Website

https://pagodecarraovejas.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Pago de Carraovejas is a premium Spanish winery founded in 1987 in DO Ribera del Duero, producing terroir-driven wines with an integrated AI, satellite, blockchain, and ERP technology stack. Wholly owned by Alma Carraovejas SL, it serves premium consumers, trade, and enotourism visitors via DTC e-commerce, B2B distribution, and on-site experiences.

Ownership category

akta.pro rank

Product category

Premium Winery / Premium Wine Production

NAICS

Wineries (312130), Wineries (31213)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Producer-Owned Retail & Bottle Shops (On-site) (THAFALAL)

Keywords

• Premium wine production
• Ribera del duero wines
• Wine tourism experiences
• Precision viticulture
• Estate winery

Headquarters

HQ city

Valladolid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Wine Sales: Direct sales of premium wines including Pago de Carraovejas, Cuesta de las Liebres, and other varietals through e-commerce and commercialization platforms. The winery operates in DO Ribera del Duero and produces wines that faithfully reflect their origin.
2. Wine Tourism Experiences: Revenue from enotourism activities including winery visits, tastings, and immersive experiences at the Pago de Carraovejas estate. The winery is recognized among the best wine tourism destinations globally.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pago de Carraovejas manufactures, ages, bottles, and markets premium red wines from its Carraovejas Valley estate under the DO Ribera del Duero designation of origin, with Cuesta de las Liebres as a flagship single-parcel wine. The winery also sells immersive paid wine tourism (enotourism) experiences including estate visits, tastings, and dining at the on-site Ambivium Restaurant. Sales run through a direct-to-consumer e-commerce store, B2B commercialization via the Alma Carraovejas group platform, and on-premise sales at the Peñafiel winery.

Product overview

Pago de Carraovejas is a winery in Peñafiel, DO Ribera del Duero producing premium wines from its Carraovejas Valley estate. The company's offerings center on its Pago de Carraovejas wines (core product) complemented by wine tourism experiences (enotourism). The winery also employs specialized winemaking equipment including the OVUM ovoid wooden vat for premium aging.

Differentiator

Problem solved

Functional benefit

Brands

• OVUM: Ovoid-shaped wooden vat (foudre) made by Taransaud using golden ratio proportions for aging red wines, creating continuous batonage through convection flow.

Products and services

• Pago de Carraovejas wines Estate-grown, bottled and marketed red wines from the Carraovejas Valley within DO Ribera del Duero, designed to faithfully reflect the local terroir; range includes flagship Pago de Carraovejas and single-parcel cuvée Cuesta de las Liebres (100 Gourmet points from Salon Gourmets), sold direct-to-consumer via the Alma Carraovejas e-commerce store and to trade through the group's B2B commercialization platform.
• Wine tourism (enotourism) experiences Paid immersive wine experiences at the Peñafiel estate including winery tours, curated tastings, gastronomic pairings and the multi-day Eclipse immersion, supplemented by on-site dining at the Ambivium Restaurant; marketed to domestic and international wine tourists and recognized among the world's best wineries in 2025 with Safe Tourism and BSafe certifications.

Quantifiable outcome

• 34% carbon footprint reduction, exceeding 35% 2030 target
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Tecon Soluciones InformáticascoreTechnology or Integration · 11 November 2025Developer of UVATEC vertical sector solution specifically designed for comprehensive winery management. Implemented Microsoft Dynamics 365 Business Central ERP with UVATEC for Pago de Carraovejas digital transformation project covering all key wine-making processes.
• VITARTIS (Asociación de la Industria Alimentaria de Castilla y León)coreStrategic or Co-development Partner · 1 September 2024MYCOWINE project coordinator for mycorrhizal fungi research in wine production across Castilla y León and La Rioja. Partners include Biotecnología Forestal Aplicada, Bodegas Bilbaínas, Bodegas Fariña, Bodega Matarromera, Real Sitio de Ventosilla, and Bodegas Grupo Yllera.
• GMVcoreTechnology or Integration · 1 June 2024Collaborating entity for SATELAI project focusing on estimation of grape harvest yield using predictive models from satellite imagery data. Project duration June 2024 - September 2026.
• AIR InstitutecoreTechnology or Integration · 1 June 2024Collaborating entity for VID VISION project developing hybrid AI vision models and multispectral drone/satellite imaging for detecting grape stalks in organic vineyards.
• Vitartis (Asociación de la Industria Alimentaria de Castilla y León)coreStrategic or Co-development Partner · 1 February 2023Coordinator of DELTA consortium project for digitization of water processes in food industry. Consortium includes Pago de Carraovejas, Bodega Cuatro Rayas, Huercasa 5ª Gama, and Leche Gaza.
• Bodega MatarromeraminorStrategic or Co-development Partner · 1 June 2022Consortium partner in VINEBOX project for using vine pruning shoots in paper and cardboard pulp manufacturing. Also partnered in CENIT DEMETER climate change project.
• Ence Energía y CelulosaminorStrategic or Co-development Partner · 1 June 2022Partner in VINEBOX circular economy project converting vine pruning waste into cellulose pulp for renewable paper and cardboard production.
• MilsetentayseisminorStrategic or Co-development Partner · 1 April 2022Partner in POLIAMINES project studying polyamines as vineyard stress indicators and relationship with microbiota. Regional consortium with ITACyL.
• DIH-World Consortium (40 Partners)minorStrategic or Co-development Partner · 1 July 2020European Digital Innovation Hubs consortium under Horizon 2020. Pago de Carraovejas participating in AI experiment for intelligent warehouse storage. Partners include PwC, Innovalia, and 37 other organizations across Europe.
• AIR InstitutecoreTechnology or Integration · 1 May 2019International research foundation collaborating on CHAINWINES blockchain platform development for comprehensive wine traceability from vineyard to table.
• Universidad de Salamanca - BISITE GroupcoreStrategic or Co-development Partner · 1 January 2019Grupo de Bioinformática, Sistemas Inteligentes y Tecnología Educativa collaborating on INTELWINES project for AI techniques in vineyard irrigation and sulfite reduction.
• ITACyL (Instituto Tecnológico Agrario de Castilla y León)coreStrategic or Co-development Partner · 1 January 2014Regional agricultural technology institute collaborating on soil microbiology study and other research projects including French oak barrel composition studies.
• Universidad Complutense de MadridcoreStrategic or Co-development Partner · 1 January 2014Academic partner in ITISOST project studying soil microbiology differentiation across estate zones and relationship with fermentation processes.
• Universidad Politécnica de MadridcoreStrategic or Co-development Partner · 1 January 2014Academic partner in terroir zoning and soil study projects, collaborating on precision viticulture techniques and vineyard management.
• Universidad Politécnica de MadridcoreStrategic or Co-development Partner · 1 January 2009Collaborating on terroir zoning project for detailed edaphological characteristics of estate parcels and vineyard restructuring.
• Bodegas TorrescoreStrategic or Co-development Partner · 1 January 2008Project leader of CENIT DEMETER national consortium addressing climate change in viticulture. Over 20 partners including universities, research centers, and other wineries collaborating on climate adaptation strategies.
• CIFOR-INIA (CSIC)coreStrategic or Co-development Partner · 1 January 2004National forest research institute collaborating on rapid extraction methods for phenolic compound evaluation in grapes. Developed methods capable of extracting >99% anthocyanins and >90% proanthocyanidins.
• Simonit & Sirch (Master Pruners)minorStrategic or Co-development PartnerVine longevity specialists working with viticulture team for over three years on pruning techniques to avoid wood diseases and create healthy, balanced vines.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bodega Matarromera: Ribera del Duero winery with whom Pago de Carraovejas collaborates on VINEBOX and CENIT DEMETER projects. Comparable as a Spanish premium wine group operating multiple DO wineries, with similar mid-size scale and direct-to-consumer focus.
• Bodegas Torres: Spain's largest family-owned premium winery with extensive international distribution. Co-recipient of WfCP+ with Pago de Carraovejas and project leader of CENIT DEMETER climate adaptation consortium in which Pago de Carraovejas participates. Directly comparable premium Spanish wine producer with similar family-ownership and sustainability positioning.
• Vega Sicilia: Iconic Ribera del Duero winery and the region's most prestigious producer. Directly comparable on DO, premium positioning, ultra-premium single-vineyard bottlings (like Único vs. Cuesta de las Liebres), and family-ownership structure. Competes for the same high-end Ribera del Duero allocation and on-trade listings.
• Marchesi Antinori: Italian family-owned premium wine dynasty with multi-region portfolio (Tignanello, Sassicaia via joint venture). Comparable family-ownership model, multi-DO/multi-region expansion strategy, and premium positioning with strong tourism component.
• Bodegas Protos: One of the oldest and most recognized Ribera del Duero wineries. Directly competes in the same DO with similar premium positioning, export-oriented distribution, and Spanish heritage branding. Comparable scale and on-trade presence.

Broad incumbents

• Pernod Ricard: Global wine and spirits conglomerate owning premium wine brands across multiple regions (including Spanish assets via Campofrío/Bodegas). Represents the consolidation-driven competitive dynamic facing independent family wineries and a potential strategic acquirer.
• Marqués de Riscal: Historic Spanish premium wine group with wineries across Rioja, Rueda, and Douro plus a luxury hotel (Hotel Marqués de Riscal). Broader portfolio than Pago de Carraovejas but comparable in premium positioning, tourism integration, and multi-region Spanish wine operations.
• E. & J. Gallo Winery: World's largest wine producer with broad portfolio spanning value to ultra-premium (including premium imports). Represents the scale and distribution capability Pago de Carraovejas would need to compete for global premium shelf space outside Spain.

Emerging players

• Familia Torres (Chile / Miguel Torres Chile): Bodegas Torres's Chilean subsidiary and broader Torres international operations. Comparable as a Spanish-origin premium wine group with international expansion, climate-adaptation R&D, and family-controlled structure — though at materially larger scale.

Regional players

• Bodega Cuatro Rayas: Rueda DO winery collaborating with Pago de Carraovejas on the DELTA water digitization consortium. Comparable mid-sized Spanish cooperative-style winery, though focused on Rueda whites rather than Ribera del Duero reds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PagoCarraovejas
• Facebookfacebook.com/PagodeCarraovejas
• LinkedInlinkedin.com/company/pago-de-carraovejas

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pago de Carraovejas