Lately, people keep asking me how I got into the wine world—and honestly, I never know where to begin. Ever since I was a kid, I knew storytelling was my thing. What I didn’t expect was that one day I’d be doing it surrounded by vineyards and wine glasses.

Today, through The Way We Wine Now, I help wine brands tell their stories with emotion, strategy, and authenticity. Because making wine is an art, but communicating it is too.

When people ask how it all started, I always hesitate. I could say it began when I moved to China, or maybe earlier, when I was living in Colombia. Or way before that, in a small café in Donostia where we’d grind coffee and talk about terroir without even knowing the word. Or maybe even earlier, during my first job at McDonald’s. I worked the register, and it was there I realized how important how you say something is—not just what you say. Your tone, your attitude, the way you look at someone while offering something… it all speaks.

Truth is, my path to wine has been full of coincidences, choices, and a deep desire to learn.

I studied a degree made up by Deusto University called Humanities and Communication. But soon enough, I wanted to understand the world through a business lens. So I did an MBA, then specialized in marketing, then internationalization, and even fashion and luxury. Communication, connection and brand-building were always my thing—though I didn’t know yet what industry I truly belonged in.

I worked in agencies, jumping from one project to another: one day planning a convention, the next designing a catalogue for car accessories. It was fun, but I kept craving more depth.

In 2013, a scholarship took me to Bogotá (Colombia), where I helped Basque companies do business in the country. That’s when I decided to take the leap to Asia. I sent a bunch of emails to companies with a presence in China until one winery replied. The result? An 8-month project in Guangzhou.

I had no idea where Guangzhou was—or that they spoke Cantonese there, not Mandarin—but I went anyway. That 8-month project turned into four years.

And that’s how it all began. I discovered wine as a cultural product, as an experience, as a universal language. I started studying, tasting, reading. Eventually, I decided to pursue the WSET Diploma in Wines and Spirits. And almost without realizing it, wine had become the center of my life. I had found my industry.

And I wasn’t just telling stories anymore—I was telling stories about wine.

The next big shift came with the pandemic. The winery I worked for went into furlough, and like everyone else, I found myself stuck at home with way too much time and not enough human connection. But almost at the same time, new opportunities started popping up: collaborating on the new DO Cava website, shooting videos for Wine is Social, leading content for various wine-related projects…

There I was, at home and eager to connect with the world—and I realized I could do it on my own terms, choosing the projects I got involved in and how I approached them.

That’s how The Way We Wine Now was born—almost by chance. With the idea of communicating wine with precision, warmth and an international outlook. Helping wineries, appellations, and distributors express what makes them special. Translating technical language into stories that connect and move people.

Since then, I’ve worked with small brands taking their first steps, with marketing agencies, and with major wine groups looking to refine or reposition themselves. I’ve taken part in naming processes, label design, brand strategies, sales kits, social media content, and tasting experiences. I’ve also given talks, led roundtables, trained sales teams, and helped projects uncover what makes them truly unique.

Now, after over 15 years in marketing and sales, I’m still just as passionate—but with more tools than ever. That’s why I also trained as a coach: to help brands and people in the wine world believe in what they do, find their voice, and move with intention.

Because if you don’t believe in your own story, no one else will.

So I guess this is the story of why I do what I do. It’s not a straight line, not a perfectly planned path—and I’m sure I’ve left a few chapters out. But it’s full of intention, tough decisions, and a lot of work that often goes unseen.

And it’s been worth it. Every step, every risk. Because thanks to all of it, I get to do what I love most: help others share what they do—with clarity, emotion, and truth.