These conversations are always pleasant and informative, but sometimes there are visits so inspiring they change your perspective on wine. My interview with João Veríssimo, affectionately known as Jota, founder of Aura Wines, was just such an encounter.
From barber chair to wine vision
Born and raised in the Algarve, Jota spent 16 years in hospitality, developing a deep understanding of wine culture. He eventually became a barber and opened a barbershop, but the idea for Aura Wines was already taking shape. Committed to putting Portuguese wines on the map, he held onto the concept for nearly a decade. Until a haircut changed everything.
Leon Baldridge, who would later become Aura’s co-founder, started visiting Jota’s shop. Over time, they became friends, and Jota shared the idea he had carried for years. Together, they began exploring how to bring it to life.
At first, exporting seemed like the natural path, but Jota quickly recognized the limitations of a purely export-focused model. “If you focus only on export, you don’t have credibility with the producer or the importer,” he told me. So instead, they launched an online shop. It performed reasonably well, but in an overcrowded digital marketplace, it was difficult to stand out. Then they received a sign, quite literally.
Baldridge was walking through Tavira when he noticed a simple “For Rent” sign. On impulse, he called Jota, who was on vacation, and suggested a physical shop. Jota’s response was immediate: “Let’s go!” There was no long search or elaborate planning, just a chance encounter, a phone call, and a decision that brought Aura Wines to life.
Once the space was secured, new challenges emerged. Both founders were already committed to other work, so staffing became the next hurdle.
That’s where João Romão came in. He had been helping with marketing and already had strong wine knowledge from working in another shop. During a dinner meeting, where, Jota admits, a lot of wine was consumed, the conversation turned to opening the physical shop and shifting Romão’s role. Intrigued but cautious, Romão eventually joined the project. Aura Wines officially opened its doors on March 2, 2024.
Passion, not trends
At Aura Wines, every bottle is carefully curated. The team knows not just what’s in the glass, but the winemakers, the vineyards and the stories that give each wine its identity.
“We don’t look for trendy wines,” Jota told me. “Vegan wines, low-intervention wines … Those labels don’t matter to us. What matters is the person behind the bottle. It’s about the passion people have for making wine.”
Portugal vs. Big Wine-Making Powerhouses
Aura Wines carries only Portuguese wines, so Portugal’s place in the global wine conversation naturally came up.
Ask most wine drinkers to name great wine countries, and you’ll hear France, Italy, and Spain. Portugal doesn’t always make the list and that’s exactly why Aura Wines exists.
The world’s major wine producers excel at marketing. Portugal, by contrast, tends toward modesty. As a result, its wines are often perceived as “cheap” rather than exceptional value. As Jota put it, “If you want the best wine, you buy Portuguese wine… it just happens to cost less.”
Portugal has also mastered the art of blending, combining multiple grapes to create something complex and expressive. “You try a wine from the Douro that might have 12 or 15 grape varieties,” Jota said. “The wine becomes a reflection of the entire landscape.”
Wine at a personal level
Jota’s connection to Portuguese wine runs deep. He shared a story that captured just how emotional wine can be.
During a meeting with a wine seller, a bottle was opened. Jota took a sip and began to cry. Instantly, he was transported back to his grandfather in Alentejo.
“It was rough in the mouth but smooth in the throat,” he said. “That’s exactly how people from Alentejo are.” He described them as rough around the edges but warm and generous people who give unforgettable hugs.
“My grandfather was missing part of his arm,” Jota recalled with a smile. “So he could only give three-quarter hugs, but they were the best hugs.”
“That’s how it felt,” he said. “Like a hug.”
“If you find a wine where you can feel the people from that place,” he said, “that’s the wine you should drink.”
The future of Aura Wines
Celebrating its one-year anniversary, Aura Wines is still young, but the vision that began in a barbershop is already clear: to give customers the best possible experience with Portuguese wine.
For Jota and his team, every bottle represents more than what’s in the glass. It reflects the landscape, the history, and the people behind it. Customers are invited to taste before they buy, a sign of the team’s confidence in every wine they carry.
After spending time at Aura Wines, it becomes clear that the shop is about more than retail. It’s about a connection between people, places, and stories. You don’t simply leave with a bottle; you leave with a deeper appreciation for what Portuguese wine represents.
Saúde!
By Kristina Maloney
Kristina Maloney is a wine writer based in Portugal, telling the stories behind Portuguese wines and the people who bring them to life. Writing as the “Cork Dork,” she explores wine culture across the country, making it approachable, engaging, and just a little less intimidating – CorkDorkPT.com
