Jojo Madrid is one of Tatler Asia's Most Influential Tastemakers, recognised for his contribution to the dining scene as partner at Premium Wine Exchange Inc. (PWC), an outlet bursting with luscious reds, crisp whites, blush roses and so much more. “To start a wine business, you need to be passionate about it,” says Madrid. “I’ve been a wine enthusiast since the mid-90s and was always interested in starting a wine importation and distribution company."
With consistent hard work and a heavy serving of passion, his dream came true and is now a flourishing business. Along with his three partners—Eric Recto, Fred Uytengsu and Jeri Jalandoni—and their entire team at local importer Premium Wine Exchange Inc, Madrid continues to ensure that we all have a healthy supply of quality wine.
In fact, education is core to their success; they require their sales team to be highly knowledgable and certified. With regards to his personal Level 4 WSET diploma, Madrid says: “[We want] to be the best wine shop in the Philippines. That means giving customers access to [the best wines]”. These days, they’re able to supply all their customers with delicious drinks from Burgundy, Champagne, and Napa. “[We’ve] established a wine portfolio that is comparable to some of the best retailers in Singapore, HK and New York,” he beams proudly.
We have always placed the customer first.— Jojo Madrid
How did you start?
Having the right partners was critical. My best friend (Eric Recto) introduced me to two other like-minded wine enthusiasts (Fred Uytengsu and Jeri Jalandoni) and the rest is history. The four of us seem to have shared the same vision of introducing the Philippine wine industry to only premium brands from California. We didn’t necessarily want to be the biggest importer; however, we wanted to come up with a well-curated portfolio to share with friends. We didn’t really envision being a major player in the wine industry - which at that time, back in 2003, was dominated by three or four players.