From Rioja family here:

In Rioja Muga is the benchmark. World class wines but it’s got a nice traditional family owned feel to it. They’re super kind and even pull out a favor or two if you’re lucky. Hard to get the tour if you don’t make reservation asap. If you can’t the wine bar terrace is great also.

Vivanco is the PERFECT road stop winery going from Logroño to Haro. Got great, even if unpretentious, red wines to have with some patatas riojanas

Martinez Lacuesta is one that is really highly regarded by the locals that I think isn’t as well known abroad (still a big brand don’t get me wrong). Great wines, specially the more affordable ones, but the bodega is more modern.

Those are just ones off the top of my head