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Getting to Know Meritxell Juvé, CEO of Juvé & Camps

15/01/2025 Interviews

Mother of a daughter and a son, daughter, granddaughter, and great-granddaughter of winemakers, Meritxell has been at the helm of the family holding for nearly a decade. A position that has established her as the youngest woman to lead a major firm in the Spanish wine sector. A significant responsibility that, although undoubtedly weighty, does not prevent her from enhancing the brand with which she was born, grew, and solidified, with the same passion and dedication as someone embarking on a grand project. Yet, she brings the exceptional wisdom acquired from a life spent among vineyards and school desks. Under the motto “cava is a wine of happiness, not just celebration”, Meritxell has transformed her vision into a mission: to bring this iconic wine to tables worldwide.

1. As the fourth generation of Juvé, although you joined the company at 28, you have always been connected to it. What is your earliest memory of wine?
My earliest childhood memories are intimately linked to the vineyards at home, where I used to play with my cousins on weekends. I have been incredibly fortunate to be born into a family with a deep-rooted connection to the land, a passion that is undoubtedly passed down through generations, and I hope to be able to pass it on to my children.


2. As the daughter, granddaughter, and great-granddaughter of winemakers, you must have many references. Which of the pieces of advice given by your family have you applied most in your daily life?
Honestly, it's difficult to single out just one... From a young age, I was taught to love the land, to value hard work, to strive for excellence, to respect nature, and to care for the vineyards.

Undoubtedly, my greatest role model is my father. He is a man deeply committed to the region and passionate about what he does, a fighter and honest... I couldn't have had a better mentor, and I am immensely fortunate to continue learning from him every day and to still have all his support.

A great piece of advice from my father is that “more than clients, we have friends and we must reciprocate.” And I completely agree with him; our commitment is not only to caring for the land and producing wines. Behind the entire process from vine to glass, there are many people involved, starting with our team, restaurateurs, sommeliers, influencers, consumers... without their support, it's clear we wouldn't be where we are.

3. Leading a century-old company must be quite a challenge. What are the initial barriers you encounter when trying to implement new initiatives?
The winemaking tradition and the relentless pursuit of excellence have been the soul of our winery for four generations. It is precisely this constant curiosity to question the status quo that has led us to discover new ways of creating quality sparkling wines. There are no barriers to new initiatives, but there is a fervent commitment to the highest quality.

4. Climate change is a reality that is alerting the entire sector. What strategies are you considering to address the challenges of sustainability?
These are undoubtedly challenging years for the vineyard, as climate change poses a significant challenge, especially with our 100% organic viticulture. Fortunately,
we have an excellent viticulture team and apply techniques that are very respectful of the environment to optimize the use of natural resources, as well as to
preserve and extend the life of the vines. At the winery level, we also work with protocols for optimizing energy and water resources, waste management, the use of ecological and recyclable materials, and reducing our carbon footprint.


5. The cava Reserva de la Familia, a Gran Reserva Brut Nature initially reserved exclusively for the Juvé family, has become a great sales success. How is the new Brut Nature Reserva Rosado being received by the market?
We are genuinely pleased with the positive reception from both critics and consumers. For us, it is a very special milestone, as we approach the fiftieth anniversary of the birth of our most iconic sparkling wine, to present its reinterpretation in a rosé version, maintaining the pioneering spirit of the Reserva de la Familia. A unique gran reserva brut nature rosé born from a distinctive blend where xarel·lo, the emblematic white grape of Penedés, plays a prominent role in its composition, alongside pinot noir and garnacha tinta varieties.


6. Generally, bubbles are associated with celebration. How do we demonstrate that cava is a wine that pairs with everything?
Although they are often associated with celebration, sparkling wines are the most versatile gastronomically speaking, especially the gran reserva brut nature (without added sugars). They can accompany any dish, making them ideal for any meal: vegetables, rice, pasta, leaner meats, legumes, all kinds of appetizers... even dessert. And of course, they are perfect for enjoying in good company.

7. Besides the bubbles, you are also working on the relaunch of still wines under the DO Penedès. What role will these wines play in the identity and future of the winery?
Undoubtedly, with the Espiells wine project, we want to take a step forward, and we are committed to ensuring they soon play a more significant role in the future of the winery. We are working tirelessly and with great enthusiasm to make this happen starting next year.


8. As a mother of two and CEO of Juvé & Camps, balancing work and family life is a daily challenge. What aspects do you consider key to promoting better integration between work and family life?
Effectively balancing is a top priority challenge, which is why we promote a flexible organizational culture and have implemented measures to facilitate a good balance between work obligations and family life (flexible hours, remote work, etc.), recognizing the value of well-being. Personally, I have learned that it is not about choosing between work and family life, but about designing systems that make them compatible. Promoting this vision is not only a matter of social responsibility but also a business strategy to attract and retain the best talent.


10. In a still male-dominated world, what are your thoughts on the role of women in the wine sector?
Possibly in the wine sector, there are still more men than women leading various tasks and responsibilities in wineries, but in recent years there has been a significant shift, and women are increasingly taking on more responsibility. I, for example, am the first woman to lead Juvé & Camps, but I am simply following in the footsteps of a long list of great women who have worked hard, perhaps some in the shadows, to ensure that Juvé & Camps could reach where we are now. Starting with my great-grandmother Teresa Camps and continuing with my grandmother, aunts, my mother, and all the women who have worked and continue to work in the winery.


11. With so many fronts open, you must have little time left, but when you find a moment, how do you usually spend your free time?
I am passionate about my family and friends, outdoor activities, traveling, and, of course, gastronomy, a faithful ally of wine. I am a bon vivant, and I consider myself privileged to enjoy the extraordinary gastronomic experiences offered both in Spain and in many corners of the world.


12. Finally, could you recommend a wine that has pleasantly surprised you recently?
I am fortunate to also be the CEO of our distributor, Primeras Marcas, which allows me to taste and discover great wines, both Spanish and from around the world, and I must admit that many pleasantly surprise me... but I prefer not to mention names because I would surely leave some out.