Profile: Barcelona Brands

"When people around the world think about Mediterranean sparkling wine, we want ¡Hola! to be one of the brands that immediately springs to mind."

It is an ambitious vision - but then ambition has always sat at the heart of Barcelona Brands, arguably one of the most disruptive, colourful and innovative producers operating within Catalunya's deeply traditional wine landscape.

When co-founder and CEO Christopher Heirwegh talks about the business he created with his wife and fellow co-founder, Christel Weemaes, more than 12 years ago, there is barely contained energy in every sentence. Passionate, candid and unapologetically unconventional, Heirwegh has become something of a self-styled enfant terrible of the Cava world.

Both Belgian-born, the couple moved to Spain over a decade ago, driven by a shared desire to build a different kind of life - one closer to nature, gastronomy and the slower rhythms of the Mediterranean lifestyle. Many dream of doing the same; far fewer actually make it happen.

"We complement each other very well," says Heirwegh. "Christel came from a banking background, so she brings structure and rational thinking, while I've always been the creative entrepreneur."

Barcelona quickly became the obvious place to put down roots, combining creativity, culture and Mediterranean energy with an unusually international outlook.

"I fell in love with wine while working in a wine shop in Antwerp," Heirwegh reflects. "It completely changed my life and opened the door to the wine world. The Penedès fascinated us because it's both historic and full of untapped potential. The landscape, climate, soils and local grape varieties create something truly special."

At the time, however, Cava was struggling to compete internationally, increasingly overshadowed by the rise of Prosecco - younger, trendier, and marketed with far greater lifestyle appeal.

"We felt there was room to inject new energy into the category through branding, storytelling and a more modern, lifestyle-driven approach, while still respecting traditional methods and local grape varieties," Heirwegh explains. "Cava has incredible heritage, but also huge potential for reinvention and premiumisation. We believed sparkling wine from Spain had much more to offer."



Yet despite their determination to challenge convention, Christopher and Christel are equally clear about their respect for the culture and traditions of the region they now call home.

"We never wanted to arrive as outsiders trying to impose something new," they insist. "First, we wanted to learn, integrate ourselves and build long-term relationships with the people behind the vineyards."

Rather than purchasing vineyards outright, Barcelona Brands chose to work closely with growers across carefully selected sites, building partnerships based on trust, respect and a shared commitment to the land.

Still, the company has never been afraid to challenge established norms.

"We start with the consumer and work backwards - the exact opposite of the traditional approach," says Heirwegh. "We don't simply accept the status quo."

In an industry grappling with declining engagement from younger wine drinkers, Barcelona Brands is deliberately rewriting the rulebook - from winemaking and branding to packaging and positioning.

"The DO doesn't necessarily add value," Heirwegh says bluntly. "We're trying to make a traditional product more accessible by creating stories, emotions and connections that go far beyond the bottle itself."

That disruptive mindset is balanced by a strong visual connection to Barcelona's heritage. The embossed bottle design features the iconic panot de flor - the distinctive floral paving tile synonymous with the city - blending local identity with contemporary urban energy.

Packaging and sustainability sit at the centre of the company's philosophy. "Sustainability by design" has become another of Heirwegh's guiding principles, reflected in lightweight bottles, recycled glass that proudly retains its imperfections, and the move towards paper capsules.

Alongside its Cava range, Rosé by ¡Hola! has emerged as a major success story, now accounting for a large share of the business. With its pale peach hue and vibrant Garnacha Negra-led fruit profile, the wine aims to position itself as "the Provence of Spain", combining Provençal elegance with the vibrant social spirit of Barcelona.



The brand is now widely distributed across Europe, including listings with Tesco in the UK.

True to its innovative instincts, Barcelona Brands is also embracing the booming RTD market with the launch of Rosé by ¡Hola! in a 25cl transparent recycled PET can. Already available in parts of Europe, the product is set to launch in the UK this autumn.

"Rosé is about colour, emotion and social energy," says Heirwegh. "The moment consumers see the can in someone's hand at a festival or beach club, they immediately want one. It turns the product itself into the advertisement."

Although Barcelona Brands and ¡Hola! were originally created in Belgium - still one of the company's strongest markets - the business is now seeing growing success across Northern Europe, fuelled by consumers' appetite for Mediterranean lifestyle brands.

The UK, in particular, is becoming an increasingly important focus through an exclusive distribution agreement with Brand Phoenix.

Christopher Heirwegh is a compelling figure: fiercely respectful of heritage and tradition, yet equally determined to challenge convention wherever he sees opportunity.

"We take risks - so challenge me," he says defiantly.

For a wine industry fighting to retain relevance in an increasingly fragmented drinks market, it is a bold and refreshing rallying cry.