Sponsored by Monard Wines.
In 2024, Johan Monard opened the doors to Monard Wines, the largest and most diverse wine shop in Sitges. With over 1,000 references lining its shelves, it is a place that rivals even the most prestigious wine merchants in Barcelona. But for Johan, the road to this idyllic Catalan town began decades earlier, and thousands of miles away, with an unexpected trip to Chile.
Johan’s earliest encounters with wine began as a teenager, working in his father's fine French wine distribution business in Belgium. "I learned by doing and by tasting,” he says. “My father not only passed on his knowledge but also his passion, which motivated me to keep seeking, tasting and learning.”
The Trip that Started It All
That curiosity would eventually lead him beyond Burgundy and Bordeaux. In the 1990s, intrigued by reports of French winemakers experimenting in Chile, Johan flew out to South America. What he found astonished him: robust, expressive wines from ancient vines planted in diverse, untamed terroirs—and all at a fraction of the price of comparable European bottles.
“I went to Chile out of curiosity,” he says. “But when I tasted the wines, I realized they had something truly special. It opened my eyes.”
Johan eagerly returned to Belgium with two containers of wine, ready to introduce them to his father and the Belgian market. But his father rejected the wines outright. “My father believed that great wine only came from France,” Johan says with a smile. “But I had already given my word.”
With no other option, Johan left the family business and, alongside his youngest brother, founded ad Bibendum in 1997. The name, Latin for "Let’s drink," reflected a spirit of openness and celebration—values that would come to define the business.
Over the next two decades, Johan built one of the most respected wine companies in the Benelux. His portfolio expanded to more than 15 countries and Johan was credited with introducing South American wines to Belgium—a country historically devoted to French wines.
“We weren’t looking for mass production. We wanted winemakers who respected the land, who worked with passion,” Johan explains. “That’s what I fell in love with—the people behind the bottle.”
It’s All About Relationships
Relationships were everything. One such connection began with a volley of faxes sent to the celebrated Leeuwin Estate in the renowned Margaret River region of Western Australia. They politely declined his import requests, citing limited availability, but casually extended an invitation to visit the winery. Johan took them up on it.
“I showed up with a suitcase of Belgian chocolates and my stubborn persistence,” he laughs. “The chocolates helped, but I think it was my passion that convinced them.” A small allocation was granted, the first of many. Over time, Johan became one of Leeuwin’s primary European importers. Later, the estate created special anniversary wines to mark the 10th and 20th years of his company.
But Johan never forgot Chile.
On another visit to South America, he met with the owner of Clos Quebrada de Macul, the producer of Domus Aurea, a wine that had become a cult classic. The owner, a respected lawyer with little knowledge of wine himself, confided in Johan that he had been offered a substantial sum to sell the land for real estate development.
“I told him, ‘If you give this up, you’ll regret it one day. This vineyard is part of something much more important than money.’”
The land was saved. But the winery was also losing its winemaker. Johan sprang into action and introduced the owner to French oenologist Jean-Pascal Lacaze, who still oversees the winery today. Years later, Johan and Jean-Pascal would launch a joint label, Monard-Lacaze. Their first vintage sold out quickly. The second is about to be released, along with a new Carménère.
These aren’t just business stories—they’re personal chapters in Johan’s wine journey. “Wine is not just a product. It’s a reflection of time, place and people,” he says. “You don’t forget the people you build something with.”
Sitges Calling
After selling his share of ad Bibendum, Johan wasn’t ready to retire. Sitges—long a beloved holiday destination—called to him. “I had spent years here with my husband and friends. I loved the atmosphere, the people, the light. And I thought, what if I could create something here? Something that brings all my experience together.”
In 2024, Monard Wines opened its doors in the heart of Sitges. More than just a wine shop, it’s an experience. The space is elegant yet relaxed, with a soaring wall of bottles and cozy tables inviting guests to stay awhile. Wines by the glass rotate monthly, served alongside local and international tapas: international range of fine cheeses, canned seafood, artisanal French pâté, and homemade hummus, just to name a few.
From cult classics to new discoveries, the selection reflects Johan’s global journey and his dedication to independent, quality-driven producers. And it’s not just the bottles—each month, winemakers from as near as Penedès and as far as New Zealand are invited to host tastings and meet customers. For more casual encounters, themed “Discovery Tastings” offer guests the chance to try four wines and some light tapas with friends.
“People often come in expecting a typical wine shop,” Johan says. “Then they see the range and realize they’ve stepped into something different.”
Sitges is known for its mix of locals, weekenders, and international residents, and Monard Wines reflects that diversity. From Catalan cava to Australian Shiraz, and from €10 gems to collectible grands crus, there’s something here for every palate—and every story.
At the heart of it all is Johan—equal parts connoisseur, storyteller, and host.
“In the end, it’s still about people,” he says. “The people who make the wine, and the people who drink it. That’s what brings it all together.”
Learn more about Monard Wines at Passeig de Vilafranca 20, 08870 Sitges.
Phone +34 669 13 87 19
Sponsored by Monard Wines.