Melipal Winery, Argentina
Building its brand with honesty and pride in the people, the land, and the vines At the Melipal winery in Mendoza, Argentina, the Aristi family is establishing their brand with a focus on quality and personal involvement. The next generation Ignacio Aristi is an agronomist who has always made his living from the land, watching the weather and the soil, trying to predict the harvest. But his work involved commodities. It wasn’t hands-on, and he often talked to his family about his desire to play a more active role in developing a value-added business. In 2001, Ignacio visited Mendoza, Argentina’s premier wine-growing region, and recognized that a winery would provide an opportunity to maintain his commitment to the land while also shaping a distinctive brand that reflected his family’s values and personality. It takes a long time to establish a winery and make it profitable, but that was okay because Ignacio was building for the next generation, his five children. Ownership...