Luis Manoja — The Origin of SOMM

Luis Manoja Díaz has dedicated more than three decades to understanding wine from a profoundly human perspective: service, emotion, and experience. Born in Torremolinos into a family with ties to the hospitality industry, he grew up surrounded by tables, international clientele, and uncorked bottles, where he discovered that wine was much more than a beverage: it was culture, memory, and emotion.

With over 30 years of experience in fine dining, he founded some of the first specialized wine shops in Málaga in the late 1990s, in addition to creating spaces dedicated to the culture of wine and spirits, becoming a leading figure in wine service training and education.

His career as a sommelier has been recognized with prestigious awards, including the Golden Nose of Andalusia and third-best wine taster in Spain, as well as numerous other awards related to gastronomy and wine promotion. His profile combines front-of-house experience, technical training, and a special sensitivity to olfactory physiology and sensory analysis.

As founder and director of Réchaud Hospitality Service School, Luis Manoja has trained new generations of sommeliers, instilling a vision based on passion, discipline, and respect for the customer. His philosophy is clear: wine should evoke emotion, create memories, and transform the experience of those who discover it.

SOMM was born from this same philosophy.
A natural evolution of a lifetime dedicated to interpreting aromas, terroirs, and sensations.

Because for Luis Manoja, wine has always been more than just a liquid.
It has been emotion.
Memory.

Identity.

And today, that emotion becomes fragrance.

A lifetime dedicated to the search for high-end wines and products capable of awakening emotions, creating memories and generating moments of connection and friendship.