In 2000, the four Joseph brothers of the Philippine Wine Merchants founded the Grand Wine Experience mainly to raise local awareness about wines and spirits. Since then, the Grand Wine Experience transformed itself from a humble gathering to become the grandest wine event in Southeast Asia featuring wines and spirits from 22 countries, bringing in winemakers, wine connoisseurs, oenophiles, celebrities, dignitaries and the like.
This festivity does not only focus on lavishness and extravagance but also of good cause, foundations like Lingkod Kapamilya of ABSCBN is one of the beneficiaries of this event. Not just that, one of the Joseph Brothers, Chairman Robert Joseph is a well-known tourism advocate in the country and he uses this event for his advocacies in promoting the tourism industry of the Philippines with the help of the Department of Tourism.