Case study · Madrid Region
Every glass of the DOP Vinos de Madrid, also by ear.
Decanta Madrid brings the wines of the Madrid DOP to the region's bars with an accessible tasting note with a NaviLens code and a QR: varieties, food pairing and tasting notes read aloud by the phone.
Madrid
DOP Madrid Wines · Hostelería Madrid · Saborea Madrid
51 wineries
110 brands in Arganda, Navalcarnero, San Martín and El Molar
Bars and restaurants
Wine by the glass with a NaviLens card in each venue
Salón Gourmets 2024
«Activa tus Sentidos» tasting with ONCE at IFEMA
The client
Decanta Madrid
DOP Madrid Wines
Decanta Madrid is the ongoing campaign promoted by Hostelería Madrid, Saborea Madrid, the City of Madrid and the Madrid Regional Government to drive consumption of DOP Madrid Wines by the glass in the region's bars and restaurants.
The denomination brings together 51 wineries and 110 brands in four sub-zones: Arganda, Navalcarnero, San Martín de Valdeiglesias and El Molar. The initiative was officially presented in May 2024 and counts dozens of participating venues in the city and the region.
As part of IFEMA's Salón Gourmets, Hostelería Madrid ran the «Activa tus Sentidos» tasting with ONCE, winery Las Moradas de San Martín and ACYRE Madrid chefs: a blindfold tasting to train the hospitality sector in serving people with visual impairment.
§ The challenge
Making the DOP Madrid Wines understandable with eyes open or closed.
- 01
Wine is told by sight
Labels, back labels, tasting cards and handwritten chalkboards: the wine world is conveyed in writing, with small typefaces and lots of secondary information. For a blind or low-vision person, choosing and enjoying wine by the glass at a bar is almost impossible without help.
- 02
A DO spread across the whole region
The DOP Madrid Wines brings together 51 wineries and 110 brands in four sub-zones (Arganda, Navalcarnero, San Martín de Valdeiglesias and El Molar). Bringing that diversity onto the bar of a Madrid venue in a comprehensible way is a commercial and narrative challenge.
- 03
Hospitality that also trains
For accessibility to work, the card alone is not enough: the waiter, the sommelier and the chef must know how to serve a person with visual impairment. The initiative is born with a vocation to train the sector, not just produce signage.
§ The solution
An accessible tasting card for every wine and every venue.
Every wine joining Decanta Madrid comes with a brief card with the essential information: winery, vintage, varieties, run, food pairing and visual, olfactory and gustatory phases.
That same card embeds a NaviLens code and a QR: the first is readable from several metres with the free NaviLens GO app and delivers the card aloud and in the user's language; the second allows anyone to open it on their phone with nothing installed.
The card is handed out at the bar, hangs from the bottle's neck or accompanies the service: the same piece works for a blind person, a curious customer and a sommelier using it as a cheat sheet.
§ The «Activa tus Sentidos» tasting
IFEMA, April 2024: thirty blindfolds, three Madrid wines and ONCE.
Thirty participants — with and without visual impairment — blindly taste three DOP Madrid wines (Albillo Real, Senda and Initio, from Las Moradas de San Martín) and three paired tapas by chefs Juanma Muñoz Vera (Restaurante Kiosko de la Alameda, Guadalajara) and Xandra Luque (Clínica Universidad de Navarra · ACYRE Madrid), with technical staff from ONCE.
§ Why it matters
Accessibility reaches the bar counter.
51 wineries
110 brands of the DOP Madrid Wines with a homogeneous accessible tasting card: same template for Arganda, Navalcarnero, San Martín and El Molar.
Wine + training
The blindfold tasting with ONCE complements the NaviLens card: the hospitality sector learns how to welcome, take orders from and serve people with visual impairment.
Replicable model
The «NaviLens card per glass» format is directly transferable to other Spanish DOs, to cider, to oil or to a craft-beer list.
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