Florentino Martínez Monje is the force of nature behind Lubberi. The Luberri winery is located in the village of Elciego, in the heart of Rioja Alavesa where Florentino farms 35 hectares of old-vine Tempranillo, along with some Viura and Malvasia. Along with his wife María José, they started their family winery in 1991. Florentino has lived and farmed in Rioja all his life, working with his father and brothers in the vineyards, learning every nuance of the terruño. He makes wines that express the truth and gastronomy of his native Basque region; wines that make people happy. He became famous for resurrecting and perfecting the traditional style of semi-carbonic, whole-cluster maceration of Tempranillo that is historic to Rioja Alavesa.