Lo Despidieron De Su Trabajo Y Creó La Quinta Viña Más Grande De Chile - AURELIO MONTES

Francois Pouzet・2 minutes read

The founder of Montes vineyard, Aurelio Montes, faced challenges but believed in Chile's wine potential, focusing on high-quality products with a diverse team of partners contributing expertise in various areas. Despite initial setbacks and financial risks, Montes vineyard became a major player in the wine industry, emphasizing quality, innovation, and a dedication to personal fulfillment over monetary success.

Insights

Montes Winery's success story showcases the importance of starting small, focusing on quality, and adapting to unforeseen challenges in the wine industry, ultimately leading to international recognition and high-end product positioning.
The emphasis on teamwork, diverse expertise, and mutual respect among partners in establishing Montes Vineyard highlights the significance of individual contributions, independence in specialized areas, and a shared vision for long-term success in the competitive wine market.

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Recent questions

How did Montes Vineyard start?
With buying grapes and leasing winery services.

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Summary

00:00

Montes: From Grapes to Global Recognition

The company was founded without resources, buying grapes and leasing winery services to sell the product at a low cost.
As the product gained prestige, they expanded by buying more grapes and renting a larger winery space.
Eventually, they started buying land, planting vineyards, and creating their own winery.
The founder, Aurelio Montes, has significant experience in the Chilean wine industry.
He worked at Undurraga and San Pedro vineyards, gaining expertise in exports and commercial aspects.
Chile was not initially recognized for wine production globally, with low consumption and minimal exports.
Montes believed in Chile's potential for quality wines and focused on high-end products.
Few winemakers shared his vision initially, with most producing cheap, mass-market wines.
Life's unexpected turns led to Montes being let go from San Pedro vineyard in 1989.
Despite challenges, Montes emphasizes the unpredictability of life and the need to adapt to unforeseen circumstances.

13:32

"Montes: A Successful Wine Business Partnership"

The idea of starting a wine business arose, leading to the formation of a partnership with four friends.
The partners had diverse expertise, with one focusing on marketing, another on finance, one on engineering, and the last on winemaking.
They decided to establish a vineyard, utilizing a small plot owned by one of the partners.
The success of the venture was attributed to the mutual respect and independence each partner maintained in their respective areas.
The partners worked diligently for about a year to set up the company, including naming the society and labels.
Within the first year, they achieved their goal of producing 10,000 boxes of wine, leading to further success in subsequent years.
The success of the venture allowed one partner to work as a consultant for other vineyards, significantly boosting their income.
The name "Montes" was chosen for the vineyard, symbolizing the partners' contribution and the Hispanic identity of the brand.
The vineyard, Montes, has become a prominent player in the wine industry, exporting 95% of its production after 34 years.
The name "Montes" was selected due to its easy pronunciation, Hispanic connotation, and the abundance of mountains in Chile, aligning with the country's topography.

26:50

Viña Montes: Winemaker's Role in Business Success

The winemaker is crucial in establishing a connection with consumers, contrasting with an engineer or fanaticista.
Marcamonte was generated by four partners with slight ownership differences due to capital contributions.
Initially lacking a vineyard, the partners sourced grapes from known locations in Chile, ensuring quality raw materials.
Starting with two wines, they expanded to create Monte Alfa, focusing on better raw materials for quality recognition.
The company's unique approach of buying grapes, renting winery services, and minimal investment led to gradual growth and prestige.
Participating in international fairs like Expo Pro Vine and Vinitaly helped establish their presence in the market.
Initially named Discovery Wine, they rebranded to Viña Montes S.A after a failed fair experience due to miscommunication.
Political and social challenges in Chile made selling Chilean wine difficult initially, but the return to democracy and free trade agreements boosted their venture.
Rapid growth led to high bank debt, forcing them to mortgage personal assets and seek external investors to stabilize finances.
Overcommitting to raw material purchases without guaranteed sales led to a significant financial setback, highlighting the importance of cautious business decisions.

41:07

"Success in Wine Project Defies Projections"

Be cautious with projections and numbers in projects, as they often don't align with reality.
High profitability is linked to high risk, as experienced in the case of a successful packaging project.
International markets embraced the wines due to correct packaging, pricing, and quality.
The project exceeded expectations, achieving remarkable success in a short time.
Viñamonte ranks fifth in Chilean exports and tops the list for wines priced above $40.
Despite tempting offers to sell the vineyard, the founder values the project's success and personal fulfillment over financial gain.
Maintaining happiness and passion in work is prioritized over monetary success.
The founder's daily routine involves work, sports, and relaxation, with a strong focus on enjoying life.
The technical aspects of winemaking are preferred over commercial projections and sales.
Success is attributed to a cohesive team, hard work, appropriate decision-making, and empowering partnerships.

55:47

Innovative Vineyard Explores Diversity and Education

Eduardo Chaco's vineyard focuses on innovation, being the first to plant in Balta and Sabayal, exploring new grape varieties and marketing channels like wine clubs to educate and entertain consumers, emphasizing the need for diversity in all areas of the business.

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