History, as we know it, has always been under the influence. Noah drank in the Old Testament and the Romans had a fetish for lavish, alcohol-fueled banquets, their invention of glass blowing contributing to the way wine is currently bottled.
But contrary to popular belief, the Spaniards beat the Romans to the punch. Archeological evidence suggests that peoples on the Iberian Peninsula possessed vineyards dating back to 4,000 BC. The Romans later took over the viticulture in the area, fermenting Spanish wines into greatness. Indeed, without Spanish wine, our world would be a very different – and perhaps much soberer – place.
Today, Spain has the greatest surface area of vineyards in the world, nearing 1.2 million hectares, compared to France’s 900,000 hectares. Data from the International Organization of Vine and Wine shows that in 2013, Spain was the world’s second largest wine producer behind only Italy.
One of the most important players in the Spanish trade is the Torres Group, which is currently the third largest premium wine importer in China. We sat down with Miguel Torres Maczassek, the charming, effervescent CEO of the wine empire, to discover more about the brand’s past, present and future.
Torres has been voted the World's Most Admired Wine Brand for 2014. Congratulations!
Thank you! We are very lucky to have a strong team of over 1,300 people in our company making wines in Spain, Chile and California. Our wines are extremely high in quality and cater to different price points. We export to over 160 countries around the world. Our consumers recognize our commitment to quality and have supported in achieving this great honor.
How has the perception of Spanish wines changed over the years?
This has all occurred in the past 40 years or so. It was Torres' single vineyard Mas La Plana that put the estate on the fine wine map back in the 1970s, when it triumphed at the Paris Wine Olympiad organized by Gault-Millau, beating all comers. It was the first time a Spanish wine had won. This was really the pinnacle; people started to take us seriously after that and it gave us the energy to continue and break new ground.
In China, Spanish wines are gaining market share in all categories. It’s very positive. Some of the best restaurants around the world are now in Spain. Spain is a star and we are very happy to represent it.
Since Torres was founded in 1870, leadership has always passed from father to son. What are you doing differently, if at all?
Ours is a close-knit, traditional family business and we started to make wines 144 years ago, for the past five generations. To make great wines you have to look towards the future, and that means that every decision that we have made focuses on a long-term strategy. With that said, every generation has done things a bit differently. My grandfather, in particular, was the one that started exporting. He used to travel around the world with a suitcase. My father took it a step further and he took great strides in improving the quality of the wines. My generation is focusing on understanding our customer and we are doing many innovative projects that have been very successful.
Torres first entered the Chinese market almost 17 years ago, when wine-drinking culture was still in its infancy. How does China fit into Torres' global business?
We’ve always believed that China has huge potential, but initially we could not find a good importer. Once we did, we also realized that the Chinese market needed to be educated, so we decided to invest. We are now the third largest premium wine importer in China. Everwines, our retail arm, is very successful in giving our clientele an opportunity to sample our varieties and learn more about what we offer. Torres is looking to the future; we have realized that there are many more Chinese cities that are yet to be developed and potential wine drinkers that need to be educated. Wine is now a sign of culture and sophistication. The future is very bright.
Most people are familiar with garnacha, also known as grenache. What are some other grape varietals that too often get overlooked?
Many do not know about tempranillo, which is an aromatic, full-bodied red that is actually the backbone of some of the finest red wines from Spain. We are constantly looking for new grape varieties. The most amazing wine always come with a risk factor; we need to challenge ourselves to go to a place that we have never gone before to create something truly special with our hallmark of quality.
Where do you see yourself and Torres in a decade?
We are focusing on expansion and innovation. Of course, we are the specialists for Spanish wine and that will never change. I am pleased to represent our fifth generation but I also have Mireia my sister and my cousins; we all work together. We are united like a team and this is a guarantee that we can continue our family legacy and take it to the next level. Our generation is also growing up and we are keen to pass on a legacy that will make them proud. Even my son is named Miguel! [Laughs]
What are you drinking at the moment?
I am drinking Mas La Plana Cabernet Sauvignon 2009. It’s an intense, compelling bouquet. Not only is there a rare intensity of flavor, but there is complexity and balance too. It must be drunk sip by sip; it has so many layers of flavor. This is one of the best vintages we have and I highly recommend it.
// Everwines, No. 108, Canton Place, 1-48 Qingfeng Jie, Zhujiang Xincheng, Tianhe District 天河区珠江新城清风街1-48号广粤天地108铺 (www.torres.es, www.torreschina.com)
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