A man standing on a stone observation point overlooking lush green rolling hills and vineyards under a partly cloudy sky.

Meet Juan, Your Guide

My lifelong quest to learn about the world of wine, which started in Mendoza with my grandfather and continued in the UK with my formal education and professional life, has finally found a place to settle down. I can now call Alsace my home.

Alsace is my adopted land and local wine region. 

Thanks to its proximity to the Rhine plain, Alsace has a history of riches. In spite of its  roller-coaster past split between two countries — or because of it —Alsatians are proud of their heritage. I never felt like a foreigner here and I love cycling up and down the Grand Cru vineyards and visiting the chocolate-box beautiful villages. You are never bored with the plethora of characterful grape varieties making exceptional and varied styles of wines. 

Alsace is the region we want to share with you, and with as many wine enthusiasts and educated wine lovers as we can. 

Meet Your Wine Gurus

I lead a group of wine guides (the local gurus!) who are not only fun wine humans but also have impeccable knowledge of Alsace, its wines, producers, and vineyards. We hold WSET certificates, have worked in wine sales or as guest hosts on local Domaines, and some make wine themselves.

They share with me a passion for people, a care for creating lasting experiences and their love for explaining, passionately, the differences of Riesling in the thirteen soil types of Alsace. They speak French with an Alsatian accent that adds that pinch of German spice to it, and I, 70% French mixed with more than a pinch of Spanish so far :-)

Join us. You will never forget Alsace and the gurus. Our glasses are ready. 

'S'gelt - Santé - Cheers and Salud!

Handwritten text 'JUAN' with an underline.

Juan Lo Bello
Founder & Lead Wine Guide

Four people standing inside a rustic restaurant, holding wine glasses and smiling at the camera. The background features a stone wall, wooden accents, and decorative bottles and framed pictures on a shelf.

Experience & Qualifications

  • I hold a WSET (Wine & Spirit Education Trust) Level 4 Diploma, an expert-level qualification covering all aspects of wine, required to become a Master of Wine.

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  • In addition to teaching WSET courses, I am professor of Global Wine Markets at the EM Strasbourg Business School.

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  • Over 15 years working with global leaders in the wine industry, including: Enotria Wine Cellars, Argento Wine, and Sogrape Finca Flichman.

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  • The umbrella company for my business ventures, including: Wine Guru on Wheels, Team Building Experiences Basel‍, Wine Faults Academy, and El Triumpho Wines.

A man in a blue shirt and sunglasses holding a large map of the Alsace region in France near parked cars outdoors.
A man in a red shirt and red and black cap holding a bunch of grapes, smiling in a vineyard with green leaves and grapevines.
A man wearing a red cap and black t-shirt smiling and holding a bottle of pink-colored drink outdoors on a sunny day, with green bushes and blue sky in the background.

“Juan chaperoned four of us Aussies around the Alsace region in June 2023. His knowledge of the area was amazing, his passion for wine intoxicating, the choice of restaurant for lunch first class, as was the afternoon wine tasting. The Alsace wine region is well worth visiting (especially by bike) and Juan made the day a memorable one. Really nice guy with tremendous knowledge. Would highly recommend it.”

— Nick W. | Australia