Wine Wine Leaders Leaders Quality Masters and Value of An Interview with Austin Hope, An Interview with Winemaker and President, Hope Family Wines Troublemaker wine (left); Hope Family Wines tasting room (above) Daniel Pi, Chief Winemaker, Trapiche

EDITORS’ NOTE process quickly, but we still distributors’ time, making it more diffi cult for Trapiche represents the richness of diver- because Malbec farmed at different altitudes in Austin Hope ar- pump our barrels with ni- the family companies like ours, which are sity in . Throughout its history, it has varying microclimates shows notably different rived in Paso trogen and still shovel our few and far between. At day’s end, we’re all understood, like no other, the strength of the aromas and fl avors. This richness of diversity Robles in 1978, skins out of the tank. in this together, and we can’t get hung up on viticulture in Argentina and it has specialized is found in more than 2,400 acres of our own Austin Hope when his fam- Why has Paso Robles selling direct. in obtaining the best from every site to create vineyards and by obtaining grapes from more ily moved to the grown into such a strong We wouldn’t have been able to get unique wines. Trapiche has an in-depth un- than 200 independent growers in the best wine small farming town in search of new opportu- region for wine? to where we are without these distribution derstanding of viticulture in Argentina and has regions of Mendoza. nity. His parents bought land and planted both We’ve known the qual- channels. A prime example is that one-third mastered culling the most desired nuances from What is the strength of the viticulture vineyards and apple orchards. He was just eight ity of the region for 30 years of our business is actually export, mostly to each vineyard to craft wines that showcase this in Argentina? years old when the grapes came on line in the but it took a long time to Canada. Watching this growth and expan- distinctive growing region. Having been blessed with a privileged ter- 1980s and he began learning in the vineyards get a core group of producers sion take place as a result of distribution is Trapiche is focused on the Malbec roir, I credit the “Five Secrets of the Andes.” alongside his father, Chuck Hope. After graduat- that were consistently creat- tremendous. grape. Would you highlight this focus and Tucked away in the high altitude valleys, each ing with a degree in fruit science from Cal Poly ing high-end wine, represen- How hard is it to differentiate brands Daniel Pi; Trapiche Oak Cask Malbec 2012 and Trapiche vineyard discuss the range of wines that you offer? element brings something special to the wines: San Luis Obispo, Austin followed his father’s ad- tative of Paso Robles. When we got here, there in such a crowded space? and the Andes mountains (right) We make a Malbec for every occasion, sunlight – great exposure means thicker skins vice and sought employment with Chuck Wagner were only 10 wineries and now there are more It’s extremely difficult. This industry is, every price point, and every palate. The Oak leading to structured, complex wines; altitude – of Caymus Vineyards – the Hope family had previ- than 200 in the area. fi rst and foremost, about quality and price. A EDITORS’ NOTE Daniel Pi served as Head Cask wines are an enticing reserve range with the wide temperature range means slow ripen- ously sold grapes to Wagner The best word that defi nes the region is good example is . Hope Family Professor at Don Bosco Oenological University of great balance between concentrated, aromatic ing, creating colorful wines with good tannin for its Liberty School label. Austin worked with “diversity.” Within this area, there are 12 dif- Wines makes a Liberty School Chardonnay of Mendoza. Since 2009, he has served as judge and fruit and oak notes that add fi nesse, harmony, structure; continental climate – Pacifi c winds Wagner in Napa, both inside the winery and the ferent microclimates, which is very unusual. exceptional quality that is priced at $12. The permanent member of the tasting panel of the and complexity. The Broquel tier is one of are sheltered, creating a dry, desert-like cli- administrative offi ces, learning the nuts and bolts You can literally go a few miles in any distributors, the gatekeepers, and the consum- Argentina Wine Awards, a prestigious annual the oldest and most successful, manifesting mate where Malbec thrives; water – vines are of the wine business from one of California’s most direction and see different soils, different ers all expect low price points on Chardonnay, international wine competition held in Mendoza. the encounter between quality and heritage – irrigated with the purist snow-melt waters; and respected producers. It was then that he realized rainfalls, and different temperatures that which, in turn, forces us to drive price down on they are wines with an elegant structure and soil – vines here struggle and clusters develop he not only wanted to grow grapes but also man- all yield a different flavor profile. Having a a product that we believe stands out in the mar- WINERY BRIEF Established in 1883 at the foothills of interesting complexity. The Single Vineyard in a controlled balanced way. age his own label to bring his fruit directly to mar- Mediterranean climate, our proximity to the ket. However, with an oversaturated market- The Andes in Mendoza, Trapiche (trapichewines-usa. series is a selection of the three best Malbec Has technology had an impact on the ket. The Hope family began producing Liberty ocean is huge because we have this big val- place, value perception is something we have com) is one of Argentina’s oldest wineries and its wines of each harvest. It aims to communi- way you produce the wines or is it still done School wines in 1995 and founded Treana in ley that draws in marine air. The diurnal shift to work with. largest exported premium brand with availabil- cate the extraordinary potential of Argentina’s as it was in the early days? 1996. After beginning as the assistant winemaker, from daytime to nighttime temperatures is In order to distinguish our fi ve labels, we ity in more than 70 countries. Trapiche maintains vast array of terroirs and their effect on its Over the past years, Trapiche has made a Austin became winemaker for the Hope portfolio great for growing wine grapes. Drawing from invest in full-time salespeople around the coun- one of the country’s most diverse portfolio of wines – flagship . The wines are produced series of investments to enlarge the crushing, in 1998. Under Austin’s leadership, Hope Family these different areas allows us to create excit- try who spread our message and increase our including a range of award-winning – that separately to reflect Trapiche’s foundation: fermentation, and storage facilities. In November Wines (hopefamily wines.com) now produces fi ve ing, dynamic blends that are sourced solely visibility. People crave a personal relationship speaks to the viticultural history of the region. Trapiche the richness of diversity. This concept repre- 2008, along with the celebrations of our 125th distinct labels: Treana, Liberty School, Candor, from Paso Robles. with products, which plays to our message of sources premium grapes from Argentina’s best wine- sents Trapiche’s tribute to the grape growers, Anniversary, Trapiche opened the doors of its Troublemaker, and Austin Hope. In 2009, Austin How is technology impacting the wine- a small family-run business in a blossoming growing sites, including more than 2,400 acres of whose name is displayed on the label, who new winery, founded in 1912 and located on Hope was named “Winemaker of the Year” at the making process? region like Paso Robles. When consumers feel proprietary vineyards and a stable of more than 200 deliver their premium grapes and give iden- a 25-acre estate, among vineyards and olive California Mid-State Fair. Technology has made a massive impact, connected to our story and try our products, independent growers. tity to our wines. trees. It was acquired by Trapiche to be recycled especially in fi ltration. We used to run the wine we have achieved the goal of sharing Hope What are your distribution channels and restored, incorporating the latest technol- What is the history of Hope Family Wines? through a fi lter to take the heavy solids out but Family’s brand. Would you provide an overview of the his- and what are the key markets for Trapiche? ogy and equipment for the production of its I’m a third-generation California farmer. new technology has provided us with fi lters that Are there certain rules for consump- tory and heritage of Trapiche? Trapiche has distinguished itself as the high-end wines. Quality, innovation, and diver- When we started out on this wine-making ad- effortlessly yield cleaner wine with a more pure tion that should be followed in terms of Founded in 1883, Trapiche has been mak- Argentine brand with the most recognized sity have always been Trapiche’s fundamental venture, we looked not only at our own taste. As a result, we are making better quality food and wine pairings? ing high-quality wines for over 130 years. It is presence worldwide while establishing itself drivers, the basis on which it stands and moves vineyards, but tapped into the Paso Robles com- and sounder wines that will age better. At Hope Family Wines, we believe that a three-time winner of the Argentinean Wine as the world’s favorite Malbec. As I previously forward. munity of winemakers to determine how we Are you content with distribution it is our job to demystify wine and make it Producer of the Year award of the International stated, the wines can be found in more than What are your key priorities for Trapiche wanted to position our product. today? approachable. As a beverage that often ac- Wine and Spirit Competition U.K., and is the 70 countries. Our main market is Argentina as you look to the future? We decided exactly how we wanted to A lot of people don’t like the three-tiered companies food, we need to get away from largest exporter of wine in Argentina. Trapiche where we sell 50 percent of our three million- It is important for us to continue to de- bring our concept into the winery, and we system – they want to be able to go direct. That the rules and intimidation, and trust our in- has been exporting since the case production. Our largest export market is velop the new terroirs of Argentina and show never strayed from our original vision. is a great tool to start off with but we like to look dividual preferences. I am excited to see the 1970s and, today, is in over 70 countries around the United States and second is Canada. The the quality of them to the consumers. Argentina At Hope Family Wines, we use cutting- at it as a partnership with multiple channels. wine industry becoming more dynamic and the world, including the United States, which is U.K., Netherlands, Scandinavia, Latin America, is a great wine country with many opportuni- edge methods to produce our wines while Hope Family Wines has 50-plus family farmers approachable as younger generations em- the main destination of our exports. Trapiche is Japan, and South Korea are important markets ties to continue growing the brand around still maintaining the integrity of our original that work with us on a daily basis so there is brace education through online sources that owned by the Bemberg Family and is based in as well. the world. We are also showing not only dif- practices. When we started, we were produc- no way we’d be able to distribute 400,000 cases are right at our fi ngertips. Each of our wines Mendoza, the main growing area of Argentina. You have said that Trapiche represents ferent terroir but other grape varieties such as ing 50,000 cases and, as we grew, we worldwide without a great distribution team. has unique qualities that lend themselves to Our own vineyards are in the more prestigious “the richness of diversity” in Argentina. Cabernet Sauvignon, , and Cabernet Franc. never changed how we made the wine. That With the growth and diversity of the wine certain food pairings but one should have fun appelations. What does this mean? These are also very distinguished in Argentina is one of the biggest things that we see in this industry over the past 20 years, we have seen with them because they also pair with every- What makes Trapiche wines so special Trapiche is able to bottle a diverse selec- and this is something that we have to pursue industry – when people grow, they start look- a tremendous change in distribution. Some of thing as a result of their balance and complex and how has the brand remained so rel- tion of wines offering a Malbec for every oc- while maintaining our position as the world’s ing for ways to cut corners or to replicate their the big wine companies are monopolizing the profi les.• evant all these years? casion, every price point, and every palate favorite Malbec.• VOLUME 37, NUMBER 3 POSTED WITH PERMISSION. COPYRIGHT © 2014 LEADERS MAGAZINE, INC. LEADERS 111