deClaramunt: Born from Friendship and a Love for Wine
For centuries, wine has flourished on the Iberian Peninsula, shaping the economies of its kingdoms and fostering connections among people. It has been a catalyst for conversation, commerce, and innovation in both agriculture and industry. As it journeyed to the New World, wine created an entirely new narrative of its own.
In the 2010s, Xavier and Eduard Llaguno-Mercader met Eric Lopez in Miami, Florida. What started as a friendship quickly turned into a shared passion for great wine, food, and cigars—anything that celebrated taste and craftsmanship. Years later, that love for crafted goods led them to take a leap of faith, embracing all of the challenges that came ahead. However, The inspiration for our brand begins much earlier than this.
In the early 20th century, Victorino Lopez Hontañon (Eric’s great grandfather) created a brand called ‘La Borla.’ He produced, exported, and marketed his wines from his native Asturias, Spain. La Borla was primarily sold in pre-revolutionary Cuba. It did not survive into the modern day as a brand. Although La Borla did not endure, its spirit lived on through stories shared across generations in the Lopez family, inspiring the deClaramunt project.
Meanwhile, the Mercader family nurtured their own vineyards in the town of Claramunt. For centuries, it was customary for each family in the region to cultivate their own land, producing wine, olive oil, and other goods.
Wine is deeply embedded in Catalan culture, traditionally made for personal enjoyment and forming an essential part of the Mediterranean diet. Xavier and Eduard’s family, like many others, tended a small plot of vines and olive trees, with a wine cellar nestled within their home.
In 2017 we found the perfect oenologist partners in the town of Batea, just a few hours away from the town of Claramunt. In 2018, we launched in the United States, starting in Eric’s home state of Florida. Since then, we have shared great wine and great experiences with thousands of people around the world. deClaramunt is more than just wine, it is an experience to savor.
From The Ground Up
Building a brand from the ground up is daunting work, and involves taking many risks. Many that create their own brands have thousands of connections in their industry, backing from powerful and well-known people. Creating a beverage brand is often seen as a ritzy affair; a venture in which only the rich, famous, and the ultra wealthy see success.
deClaramunt fought an uphill battle from its start. Our founders peddled our wines door-to-door on the streets of Miami. They had recently graduated college, and decided to dive head first into the beverage industry. They had very few connections, only basic knowledge, and likely made fools of themselves on numerous occasions. This did not stop them.
Our brand is shaped by the people and the moments we all share. We’re part of the everyday, celebrating life’s simple joys together. deClaramunt embraces authenticity and approachability as a brand.
The DeClaramunt Name
The name deClaramunt is homage to the town of La Pobla de Claramunt, and the family that founded it in the 10th century. It is also the hometown of two of our own founders – Eduard and Xavier. The Claramunt castle still sits upon the mountain overlooking the town over 1000 years later. The miles of winding rocky roads beneath will tell you a million tales.