The factors behind the change are:

- Clear, decided orientation toward quality
- Introduction of a business mentality (where small companies are the majority)
- Modernization of winegrowing systems
- Meticulous winemaking with the most advanced resources
- Maintenance of the area wine’s essential personality
- Creation of added value based on tradition
- Proper harnessing of the area’s potential
- Conservation of the natural environment
- Reinforcement of strict quality control by Regulatory boards of the Appellations of Origin; QAO Priorat and AO Montsant
- Dissemination and projection of the product, making it known even beyond our borders

This has all allowed the transformation to take place while maintaining the most characteristic traits of the authentic Priorat.

The initiatives taken by a group of persons who believed in the possibilities of the county and who established themselves in Priorat with new ideas and procedures drove the change. Also noteworthy is the value of the effort made by a handful of vinegrowers who resisted the temptation to leave their lands. This made it possible to keep up the vineyards, conserving centenary vines, the harvest of which has laid the foundation for the new Priorat wines.
Together they contributed to the complete, fast-paced transformation of Priorat’s viticultural industry, and the whole county’s energetic reemergence.
From the 1990’s, Priorat has managed to place itself in the privileged position that belongs to it in the wine world. Today, the quality of Priorat wines is world renowned.
The county’s reemergence has been founded, firstly, on knowing how to take advantage of the enological potential and the application of the right vinegrowing, winemaking and aging techniques, as well as the orientation of the production toward customer segments that prize high quality wines. The results are the generation of new income, that has begun to slow the process of depopulation suffered by the area. The reinvestment of this revenue has allowed a progressive increase in the capacity to generate wealth. The restoration of old cellars and abandoned houses, together with new buildings, progressively improves the environment of small towns throughout the county, and boosts development of other economic industries.
Wine is the focal point for an entire culture which attracts visitors’ attention and drives other economic activities.

The characteristics of the Priorat region make it possible to craft wines linked to a specific physical setting, and painstaking personal labor; those now called “highly expressive” and “signature wines”, giving a renewed notoriety to the county.
Here, the terroir takes on its maximum expression as the reflection of the personality of each winemaker who works with small or medium-scale production, avoiding excessive enlargement and industrialization.