Lionel Messi Collection - MM Winemaker

In short: yes, Messi now makes wine. And surprisingly, not only in Argentina but also in Switzerland and Italy.

The start of the Lionel Messi Collection

After years of breaking football records, Lionel Messi decided in 2023 to attach his name to something completely different: wine. Not as a fleeting celebrity collaboration, but as a serious project. Together with the Swiss wine company MM Winemaker – holder of more than 400 international awards – the official GOAT 10 Collection was created. The first bottles appeared in 2024, presented at Expovina Zürich. Initially launched only for the American and Mexican markets, the collection is now becoming available in Europe in 2025, with Grandcruwijnen as the exclusive importer for the Dutch market.

Three countries, one story

The collection is more than a hobby project. It forms a bridge between the three worlds that shaped Messi: Argentina (his roots), Italy (the homeland of his great-grandfather from Marche), and Switzerland (his chosen place for precision and quality). The result is a series of wines that seek balance between Alpine freshness and Mediterranean warmth.

Where the wines come from

The collection combines different terroirs across Europe:

• Valais (Switzerland) – Here grow varieties such as Sylvaner (Johannisberg), Pinot Noir Rosé, and Pinot Noir Sparkling Rosé. The vineyards are located on steep terraces and enjoy more than 300 days of sunshine per year. Everything is harvested by hand, as machines simply can’t reach these slopes. Valais wines are known for their freshness, finesse, and distinctive minerality.
• Puglia (Italy) – The southern heel of Italy produces the powerful Primitivo IGT. This wine ages for 24 months in oak barrels and shows ripe black fruit, spices, and rounded tannins. Puglia’s calcareous soils and hot summers give the wine its full, sunny character.
• Sicily (Italy) – The Syrah IGT comes from volcanic soils around Mount Etna. These wines are deep and spicy, with a touch of smoke and Mediterranean warmth, yet always structured and elegant.

Why Swiss wines are part of the collection

The idea arose when Messi spent his winter holiday in early 2024 in the Swiss canton of Valais. There, among steep vineyards and snow-capped peaks, he saw a parallel with his own career. The vines in Valais grow under extreme conditions – cold nights, schist soils, dizzying slopes – and precisely because of that, they produce exceptional quality. For Messi, that symbolized his own path: hard work, persistence, and ultimately achieving the impossible. Remarkably, Switzerland is not the first country that comes to mind when thinking of wine, mainly because 99% of its top-quality wines remain in Switzerland. But that’s what makes it so interesting. Valais is one of Europe’s oldest wine regions, where grapes have been cultivated since the Iron Age. The slopes are so steep that viticulture here is almost heroic. The combination of high-altitude vineyards, extreme temperature differences, and pure Alpine meltwater gives the wines a unique freshness. For Messi, it symbolizes dedication and precision — exactly what he always strived for on the field.

The style of the wines

The GOAT 10 Collection is not intended for mass production but to showcase character. The Swiss wines are crisp, mineral, and refined. The Italian wines are ripe, expressive, and full of energy. Together, they form a story that balances north and south — control and passion.

Interesting facts

• The name “GOAT 10” refers to Messi’s shirt number and his status as the “Greatest Of All Time.”
• Each bottle is officially linked to the Lionel Messi Official Product website.
• The wines are partly made in the historic cellars of Château Constellation in Valais, a modern underground complex designed according to the golden ratio.
• Production is entirely manual – from harvest to selection – with a strong focus on sustainability and precision.

Order Lionel Messi wines online

The wines of the Lionel Messi Collection are available at Grandcruwijnen.nl. They are stored in a climate-controlled Wine Warehouse, where temperature and humidity are perfectly managed. Those who choose ‘Pick up in Dordrecht’ receive an instant discount, visible during checkout. Perfect for anyone who prefers to collect these unique wines in person.