The Museo del Vino occupies a restored 19th-century bodega on Calle Princesa — one of the old urban wine warehouses that once dotted the town centre before production moved to larger facilities outside. The building itself is part of the exhibit: thick stone walls, dark wooden beams, and the lingering smell of oak that no renovation quite removes.
The permanent collection covers the full history of winemaking in the denomination — from Roman-era amphorae found in the area to the modern era of temperature-controlled stainless steel. There is good material on the Cencibel grape (the local name for Tempranillo) and why the limestone soils of this particular valley produce something different from the Tempranillo grown further north.
The visit ends with a tasting of local wines. Allow about an hour. The staff are generally knowledgeable and happy to recommend which bodegas in town are worth visiting next.