The Answers With Jojo Madrid

Few figures have shaped the country’s wine landscape as profoundly as Jojo Madrid. Before he became  a leading voice in the industry, Madrid built a distinguished career in finance, rising to serve as the country head of Jardine Fleming and Merrill Lynch. His fascination with wine began in 1997, a curiosity that soon grew into a calling. 

In the early 2000s, he and a group of like-minded friends founded Premium Wine Exchange (PWX), now regarded as a premier destination for Burgundy, Champagne, and other premium wines. Under his stewardship, PWX has earned a reputation as one of the most trusted and respected wine importers in the country.

What sets Madrid apart is not only his deep expertise but the generosity with which he shares it. A gifted educator and engaging speaker, he regularly leads wine classes for enthusiasts and professionals, guiding everyone, from curious newcomers to seasoned sommeliers, with the same warmth and passion.

His influence extends online as well, where his Instagram account @burgnut88 has become a go-to source for insights, inspiration, and the occasional celebratory bottle.  Ask Jojo about his favorite drinking companion, of which there are many, and he’ll answer without hesitation: his wife, the person with whom every great bottle becomes even more memorable.

What’s the first thing you do in the morning?  

A cup of coffee while reading the New York Times and research written by my stockbrokerage analysts. 

What apps do you use the most?  

Instagram – it keeps me updated on wine-related articles and news. I also want to be updated on what my wine cohorts are drinking.

How would you describe your look? 

I’d say timeless and simple. I value quality over trends. 

What do you do that’s still analog?

My wrist watch. 

What’s your favorite wine region at the moment?  And your favorite producer?

Puligny Montrachet in Burgundy. My favorite domaine at the moment is Alvina Pernot, a rising star in Burgundy. 

What’s the most recent bottle you’ve added to your wine collection? 

Soldera, a Tuscan red that I purchase on every release.  

If you could learn a new skill what would it be?  

Wine blind tasting — it’s something I’ve practiced for years, yet there’s always more to learn. It keeps me humble and curious.

What’s your exercise routine and how often do you do it? 

Suspension training, isometric exercises and some free weights. I try to hit the gym 4 times a week. 

What’s your favorite restaurant? 

Kong. The team executes each dish perfectly. 

What’s your favorite hotel?  

Tokyo Peninsula. 

What have you done recently for the first time?

I went on a cruise in the Mediterranean, which took my wife and me to Istanbul, a bucket list destination. 

Do you have any personal rituals? 

Chess in my free time. It relaxes my mind. 

Who is your dealer and what do they source for you? 

I deal with a handful of trusted Burgundy negociants for my wine requirements. 

Last Netflix Binge? 

The Asset.

What’s the recent thing you regret not buying? 

My dad always said to me that regret is not in his vocabulary. It is also not in mine. I prefer not to dwell on past decisions; it’s unproductive. 

Who do you admire most and why? 

I admire my long-time business partner, Jojo Gonzales, whom I’ve worked with for over 35 years. He has a brilliant and analytical mind and pairs that intellect with tireless work ethic and unwavering integrity. His fairness, trustworthiness, and discipline have deeply influenced the way I lead and make decisions.

What advice do you wish you hadn’t followed ?  

I was advised to not mix passion and work. I once looked at my wine business as a passion project. The business stagnated. What began purely as a passion for wine has evolved into a serious business — my competitive nature has helped me channel that energy into growth and profitability.

What is worth paying for? 

The principle of fairness is always worth paying for. It’s been a guiding principle in how I conduct business — whether in negotiations or in retaining talent.

What do you crave most at the end of the day? 

A glass of wine and the good conversation that flows naturally from it.

This article originally appeared in Robb Report Philippines’ Travel Issue, December 2026.