The origins of the Lionel Messi Collection In 2023, Lionel Messi embarked on a new chapter in his career with the Swiss wine company MM Winemaker SA : winemaking. Not as a promotional stunt, but as a true wine project that combines precision and passion. MM Winemaker has over 30 years of experience and over 400 international awards. Based in St. Moritz, Switzerland, the team works with historic vineyards in both Switzerland and Italy. The GOAT 10 Collection was presented in October 2024 at Expovina Zurich for the American and South American markets, and the wine will arrive in Europe in 2025. The name refers to Messi's nickname "Greatest of All Time" and his legendary number 10. The collection's goal: to create wines that represent dedication, balance, and exceptional quality. We're regularly approached with requests to include wines from well-known names, but we usually politely decline. Grand Cru wines aren't about the name on the label, but rather about what's inside the bottle. The Lionel Messi Collection, however, is different. It's a serious wine project with a strong foundation, supported by the Swiss winery MM Winemaker SA and overseen by top oenologist Michel Rolland. The winery and its special triangle The Lionel Messi Collection is built on three European pillars: Swiss precision, Italian tradition, and Argentinian passion. Messi's great-grandfather came from the Marche region of Italy, and that family connection played a key role in the selection of Puglia and Sicily. In collaboration with Château Constellation in Switzerland—a modern wine center nestled beneath the Alps—every detail of production is controlled, from fermentation to bottling. The wines are designed to bridge the gap between north and south, just as Messi himself did during his career. The Puglia region: the sun in every grape Puglia, the heel of Italy's boot, is one of Europe's oldest wine regions. Grapes were cultivated here as early as Roman times. The region is known for its red soil, rich in limestone and clay , in which Primitivo thrives. The Mediterranean climate—hot, dry summers and mild winters—produces full, ripe grapes with concentrated aromas. The sea breeze tempers the heat and adds freshness to the wine. This natural balance is precisely what makes the 2022 Lionel Messi Primitivo so appealing to wine lovers and sommeliers. Grape variety and winemaking The wine is made from 100% Primitivo , a grape known for its intensity and aromatic power. Harvesting is carried out entirely by hand, ensuring only the finest bunches are selected. After careful destemming and crushing, controlled fermentation follows to preserve the pure fruit aromas. The wine then undergoes malolactic fermentation, which imparts smoothness and harmony to the taste. The wine then matures for 24 months in oak barrels , which adds complexity and structure. This long aging adds subtle notes of vanilla, cocoa, and spice, without overpowering the fruit. With an alcohol content of 14% and significant aging potential, this is a wine that will last and continue to develop in the years to come. Color, aroma and taste of the Lionel GOAT 10 Primitivo 2022 The wine displays a deep ruby red color with purple reflections. Ripe notes of black cherries, plums, and figs dominate the nose, followed by subtle hints of spice and sweet tobacco. The bouquet opens slowly, revealing layers of black fruit and a light touch of leather and cloves. On the palate, the wine is round and rich. The texture is supple, with soft tannins and a beautiful balance between strength and freshness. The flavors of jammy fruit and blackcurrant are supported by a spicy finish with notes of bay leaf, cocoa, and a hint of pepper. The whole experience is refined yet energetic, just as you would expect from a wine bearing the Messi name. The style of the Lionel Messi GOAT 10 Primitivo While many Primitivos from Puglia are characterized by warmth and fullness, this wine stands out for its elegance. This is du