At the proposal of the general deputy, Ramiro González, the Provincial Government Council has agreed to grant this posthumous distinction, acknowledging Lavín's remarkable career as an entrepreneur, restaurateur, and promoter of wine tourism, as well as his role as an “untiring ambassador for Rioja Alavesa”.
The award emphasizes Lavín's decisive contribution to the economic and tourist development of Álava through numerous gastronomic, tourist, and leisure projects. His commitment to disseminating wine culture and creating new wine tourism experiences in the region is also recognized.
His commitment to local products, his innovative vision, and his ability to anticipate new forms of tourism development have been unanimously recognized by professionals and sector agents, who highlight his key role in projecting Rioja Alavesa both within and beyond our borders.
This recognition is in addition to the one already granted this year to Mikel Sánchez, whose presentation will take place on April 28, coinciding with the feast day of San Prudencio. In Juan Manuel Lavín's case, the Provincial Council plans to present the medal to his family at a specific event in Rioja Alavesa, on a date yet to be determined and agreed upon with his relatives.
Juan Manuel Lavín (Vitoria-Gasteiz, 1963) was a pioneer of wine tourism and a benchmark in the projection of Rioja Alavesa. His professional career began in 1986 with the opening of the Altair restaurant, which laid the groundwork for future business initiatives linked to gastronomy and events. From there, he promoted projects such as Abadía Catering with his family, integrating an innovative vision from the outset that merged the gastronomic experience with the territory.
In the early nineties, Lavín demonstrated a great ability to anticipate a new understanding of culture and tourism through enogastronomy. This vision materialized in the year 2000 with the creation of Villa Lucía, in Laguardia, a pioneering wine-themed center that combined gastronomy, cultural dissemination, and innovative tourist experiences under the motto “To know wine is to love it”.
