This festival is derived from the worship of the Greek deity Bacus, god of wine and wine production.
Officially declared an Andalusian Festival of National Tourist Interest, it is held in August to coincide with the beginning of the grape-picking season.
It is also known as "La noche del vino" or “Wine Night”, as festivities continue well into the early hours on this evening of wine and flamenco.
The celebrations begin in the morning with regional music and dancing. One of the most eagerly-awaited moments is the grape treading, a ceremony during which a number of local residents wearing esparto slippers climb into a two-metre-square press to produce unfermented grape juice that can be drunk immediately. It should be pointed out that insects also enjoy drinking the juice, so the best policy is to just ignore them and enjoy yourself.
Throughout the day, thousands of litres of wine are shared out from a number of kegs dotted around the town centre which are manned by merry locals.
Visitors can also witness the transportation of the grapes to the press, with local men carrying baskets weighing up to 50 kilograms on their backs, placing a pillow on their necks to avoid injury.
Meanwhile, other locals prepare the traditional migas (a fried breadcrumb dish) in huge pots heated by log fires. This is accompanied with a summer salad made from cod, tomatoes, onions, peppers, olives and, of course, washed down with fine wine.
For those with greatest staying power, the festivities continue at night with flamenco performances that evoke memories of times gone by when the festival was known as "flamenco nights in celebration of the local wine ".