It all began with a love story — one that blossomed between continents, matured with time and eventually found its flavor in a bottle.
When the world shut down in 2020, Justin and Cristalle Belo-Pitt were on the brink of a new chapter in their lives. Like many families seeking safety during the pandemic, they relocated to Australia, Justin’s home country. There, they found themselves surrounded by rolling vineyards, crisp air and a slower pace of life. For Cristalle, who had never lived abroad, it was both an adventure and an adjustment.
“I honestly didn’t know how I’d manage,” she laughs, recalling life in Adelaide without household help and with a newborn. “We were in wine country — Barossa Valley, McLaren Vale, Eden Valley — all around us were some of the best wines in the world.”
Justin, who had spent two decades in hospitality, often encouraged her to taste the local produce. But Cristalle, a casual drinker at best, wasn’t immediately convinced. “It was too alcoholic for me,” she admits. “Then one day, he gave me a glass of Moscato — and I was like, oh my god, this is delicious!”
That simple moment of discovery would become the seed of something bigger.
A pandemic baby and a passion project
As the couple settled into their Australian life, a new idea started to ferment — literally. “It was really somewhat of a pandemic baby,” Justin says. With China’s tariffs causing a surplus of high-quality Australian wines, he saw an opportunity. “We thought — why not create something that we can bring home to the Philippines? Something made with heart, but also made for the Filipino palate.”
From that spark came Hearts & Vines, a wine brand that marries Australian craftsmanship with Filipino warmth. What began as a small project grew into a full-scale venture with its own identity, story and purpose.
For Justin, the concept was clear: “We wanted wines that were fruit-forward, fresh and approachable — something that Filipino drinkers, especially first-timers, would enjoy.”
Cristalle became the ultimate taste tester. “I call myself the ‘Jollibee Spaghetti palate,’” she jokes. “Sweet, familiar, comforting. I’m the beginner drinker we’re trying to reach.”
Her unpretentious reactions — “good,” “yummy,” or “not so yummy” — guided Justin in balancing the flavors. Together, they developed a lineup of wines that reflected their personalities: playful, vibrant and a little bit romantic.
From the heart to the label
Naming the brand Hearts & Vines felt as natural as their story. The name was a clever twist suggested by their ad agency, inspired by the phrase “hearts and minds.” For Justin, it perfectly captured what they were creating.
“It ties in with our love story,” he says. “Hearts, because of the passion and connection we put into it; and Vines, because of the craftsmanship and quality that went into every bottle.”
The design also carried that philosophy. Instead of emphasizing grape varieties — like Sauvignon Blanc or Shiraz — the labels highlight adjectives describing the taste: luscious fruity white, smooth sweet red. “Filipinos aren’t used to wine jargon,” Cristalle explains. “We didn’t grow up knowing what Shiraz or Pinot Grigio means. So we wanted to make it easy to understand — colorful, approachable and fun.”
The result? A line of beautifully packaged wines, each labeled in bold Pantone shades that pop on store shelves. “You know how titas shop,” Cristalle laughs. “They’ll say, ‘I want the pink one!’ or ‘Yung purple!’ And that’s perfectly fine — because that’s the point. Wine doesn’t have to be intimidating.”
Made for the Filipino table
Beyond the aesthetics, every bottle of Hearts & Vines is crafted to complement Filipino food and culture. The Sauvignon Blanc pairs effortlessly with lechon, its crisp acidity balancing the richness of the meat. Their Moscato, light and fruity, turns into a refreshing “frosé” when blended with ice — perfect for pool parties or barkada nights.
“Filipinos love to celebrate,” Justin says. “We wanted Hearts & Vines to be part of those gatherings — to level up those experiences.”
Priced affordably at around ₱499 a bottle, the wines are designed to be accessible yet premium. “It’s the same market I talk to with Belo,” Cristalle adds thoughtfully. “People who want to invest in themselves, who enjoy small luxuries that make them feel special.”
From Australia, with love
What makes the project truly meaningful, though, is its deeper connection to their roots. “My mom gave me the gift of legacy through Belo,” Cristalle reflects. “This wine brand is something Justin and I can pass on to our children. It’s our gift to them — a blend of who we are: half-Filipino, half-Australian.”
Their journey from pandemic parents to wine entrepreneurs wasn’t easy — it took nearly three years of research, tasting, branding and countless revisions. But today, Hearts & Vines has found its place, now available in S&R branches nationwide, as well as online through Grab, Shopee and Lazada.
Still, the couple isn’t stopping there. Justin teases that a higher-tier range is already in the works, while Cristalle hints at exciting collaborations with restaurants and events. “We’re just getting started,” she smiles.
From a love story born across oceans to a bottle crafted for every Filipino celebration, Hearts & Vines is more than a wine label — it’s a celebration of passion, partnership and homecoming.
And like a good wine, the story of Justin and Cristalle Belo-Pitt only gets better with time. — Interview by Dinah S. Ventura for TribuneNOW’s Pairfect.
