About us

Launching Summer 2021, el VINO blends a Californian spirit with a Valle de Guadalupe wine, everyday ease with an elevated aesthetic, high fashion with terroir grapes.

As with all the best things in life, the creation of the el VINO brand flowed naturally. The four founders – Daniela Vargas Dieppa, Ramya Giangola, Sofia Ajodan and Jessica Flesh, who all met working in the fashion industry - found themselves discovering Bruma, a small hotel and winery in Baja California’s wine region of Valle de Guadalupe. An immediate connection was felt with Bruma’s head winemaker Lourdes (Lulu) Martinez Ojeda, who subsequently became the fifth member of the el VINO tribe. Together they saw an opportunity to break down the more intimidating, masculine industry of wine, by setting forth a female founded wine brand, whilst collaborating with creatives to elevate the aesthetic of your everyday wine.

The wine is produced in the Mexican wine region of Baja California by Lulu herself, who is the fourth generation of winemakers in her family. She blends her family’s history in winemaking with her fifteen years honing her craft whilst living and working at the Chateau Brane-Cantenac in Margaux, alongside a philosophy of low intervention, resulting in wines that contrast freshness and acidity with strength and sophistication.

For el VINO, Lulu created a wine reflecting the spirit of the brand, which is beautiful, vibrant and fun. The resultant wines are fresh, floral and herbaceous in style.

The underlying philosophy that Lulu adopted whilst making the wines with el VINO were game changing: making wine should be just as much about pairing it with your life, as well as pairing it with your food! Fresh rose’s for big lunches with family and friends, all sat around a thoughtfully set table, with the wine served from a beautiful pichet. The act of drinking the wine adding just as much to the experience of drinking it than the wine itself. More than a wine, it’s a lifestyle!