This distinction highlights Lavín's work as an entrepreneurial, innovative, and ambassadorial figure for the region. The award ceremony will take place in Rioja Alavesa on a date yet to be determined, with the collaboration of his family.
Juan Manuel Lavín was instrumental in transforming Rioja Alavesa into a prominent tourist destination. His contributions were crucial for the economic and tourism development of Álava through gastronomic and leisure projects, as well as the dissemination of wine culture. The Governing Council has valued his involvement in the sector's progress and the creation of new wine tourism experiences.
His commitment and vision anticipated trends that today characterize the area's tourism offerings.
Lavín's professional career began in 1986 with the Altair restaurant, marking the start of a series of business initiatives linked to gastronomy and events. Alongside his family, he promoted projects like Abadía Catering, always with an innovative vision that merged gastronomy and territory. During the nineties, he championed enogastronomy and in 2000, he created Villa Lucía, a pioneering wine-themed center in Laguardia.
Villa Lucía united gastronomy, culture, and tourism under the motto “To know wine is to love it.” Its restaurant was the first Km 0 of the D.O.Ca. Rioja accredited by Slow Food in the area. Lavín also participated in the creation of the Hotel Wine Oil Spa Villa de Laguardia and conceived proposals such as the 4D sensory project “In the land of dreams.” Furthermore, he created “Villa Lucía with the 5 senses,” an inclusive and universally accessible space that received international recognition. Juan Manuel Lavín presided over the Rioja Alavesa Wine Route, helping to position the region as a quality and sustainable tourist destination.
