José Manuel Echeverría

The Path

Since 1999, José Manuel Echeverría has been co-founder and director of Bodegas y Viñedos Alzania, shaping the project with a steady, long-range approach. The emphasis is on continuity rather than display: building a winery in Navarra with discipline, consistency, and enough clarity of purpose to hold over time. In 2024, he took on a wider regional brief as president of Asociación Bodegas de Navarra, extending that same perspective from one estate into the broader conversation around Navarra wine.

The Work Today

At Bodegas y Viñedos Alzania, Echeverría remains in the combined role of co-founder and director. That position carries both oversight and authorship, especially in how a winery presents itself, explains itself, and reaches the drinker it wants to serve. His work sits on a simple premise: wine has to connect, and connection depends not only on what is made, but on how clearly it is communicated.

Signature

José's signature wines include Alzania, Saenz-Olazabal, Alzania’s Rosé, El Retorno, and 21 del 10. Taken together, they point to a portfolio built around place, distinction, and quality as a marker of identity rather than decoration.

In Their Words “The world of wine has to do communication actions to reach a larger audience, especially young people.” “There are opportunities in specific segments and above all in differentiation through quality.”

Acclaim

His work is associated with communication, with reaching a larger audience, especially young people, and with differentiation through quality. That emphasis places him firmly in the current trade discussion: wine is not only about production, but about making the case for why the work matters, and doing so with enough precision to bring new drinkers in.