Why bring French wines to Spain: diversity, curiosity and wine culture

🍷 Why want to sell French wines in Spain? 🍷

At first glance, it may seem odd: why import French wines to a country that produces some of the best wines in the world?

However, at Altervino, we believe that this question is precisely the starting point for a broader reflection on curiosity, diversity, and wine culture .

1. Because wine has no borders.

Both JP and I have lived and worked in different countries in the wine world: France, England, Mexico, Spain, Dubai… That experience taught us something fundamental: wine knows no borders .

My first job was in Mexico in 2007. I spent four years promoting wine culture in a country where it wasn't a very popular beverage. I thoroughly enjoyed promoting everything from Argentinian Malbecs and Chilean Carmenere to American Zinfandels, not forgetting the classic Spanish and French wines. And how fortunate I was, and especially for consumers in general, to discover so many different horizons! Without a doubt, this cultural opening to the world of wine enriched the Mexican market, both for domestic wine producers and consumers.

Behind every bottle and every winery, there's a story, a landscape, an accent, and a way of seeing life. And when wine is authentic, honest, and well-made, its language is universal .

In that sense, bringing French wines to Spain is not an act of competition, but of curiosity and openness : offering wine lovers new voices, new accents within the same language.

2. Because the current offer is limited.

In Spain, the French wine that reaches the consumer is usually a very limited selection: big brands, historical labels or already established names.
But France is much more than Bordeaux and Burgundy .

Behind these iconic regions are hundreds of small producers, authentic winemakers , who produce wines with identity, sensitivity and a deep respect for their land.

That wealth rarely makes it to the shelves or wine lists here.
And that's where Altervino comes in: giving visibility to what is normally not seen , opening a window to that real diversity.

3. Because we want to break down prejudices.

There's a widespread—and mistaken—idea that French wines are "expensive" or "inaccessible." In reality, that's simply a reflection of what the market has chosen to portray. Wine knowledge isn't built solely on what is produced, but primarily on what is offered .

If a country only imports luxury goods, it's logical that the public will think that everything is expensive.

Our mission is to prove the opposite: that there are honest, fresh, expressive and affordable French wines , capable of moving you without the need for prestigious labels or exorbitant prices.

4. Because we believe in exchange, not competition.

Spain and France are two great wine cultures that enrich each other. Bringing French wines to Spain is not about competing with Spanish wine, but about enriching the consumer experience .

Trying a Chenin from the Loire can help you rediscover a Catalan Xarel·lo; tasting a Syrah from the Rhône can make you appreciate a Monastrell from the Levante in a different way.

Wine is best understood when it is compared, shared, and discussed .

🍇 In summary.

Selling French wines in Spain is, for us, a way of broadening horizons .
To invite people to look at wine with curiosity, without prejudice or bias.
It is worth remembering that wine, in its purest essence, is culture, dialogue, and shared pleasure .

Long live wine!!

Maxime Bazart.