“Ura-what?, Ura-where?”  Selling Uruguayan Tannat has many challenges, recognizing both the country and the signature variety not well known globally.  However, Christian Wylie, General Manager of Bodega Garzón, and owner Alejandro Bulgheroni have risen to the challenge.  So much so that the late, famed wine writer Steven Spurrier once said that “Garzón achieved iconic status in less than a decade.”  Hear all about the journey for Garzón and Uruguayan Tannat in general on this episode of XChateau. Detailed Show Notes: Christian’s backgroundChilean from a British familyStudied agricultural engineering in Chile and enology at UC DavisHe was a hands-on winemaker for a whileAn entrepreneur with fresh herbsMet an Uruguayan woman and got married to her - started the connection with UruguayWorked at Familia Deicas (Uruguay, 6 years), Santa Carolina Group (Chile; 11 years) - turned it around and grew it 3xJoined Bulgheroni Estates in 2016Now has 21 wine estates in 6 countriesGarzon is the headquartersBodega Garzón OverviewGarzón is a place in the NE part of the Maldonado provinceBulgheroni bought land in Uruguay in 1999-2000, started with olive trees and olive oil2006 - bought hills above olive trees for windmills, but Bulgeroni’s wife vetoed it2007 - Alberto Antonini comes and suggests vineyards would be good 34.8० S latitude - the same as Apalta in Chile, Barossa in Australia, and Stellenbosch in South Africa2008 - Vineyards planted~600 acres of vineyards divided into 1,500 lots>20 different grape varieties, but mainly Tannat and AlbarinoAtlantic ocean influenceGranite soils vs. clay in other Uruguayan winegrowing regions2016 - Winery opened 5-acre building on the top of the hill1st LEED-certified winery in the world~100 euro/liter winery capacity cost to build (very high)~$200M in Capex, 120k cases of wine producedHas a PGA tour preferred golf courseUruguayan Wine6,000 ha / ~15,000 acres planted, but mostly table winesGarzón represents ~20% of VCP (premium wines)Exports ~5-10% for most producers, Garzón exports ~67%300 wineries, ~60 VCP wineries, ~25 actively exportingTannat - the national grapeOriginally from Madiran, France“Survival of the Fittest” likely reason for becoming national grape in Uruguay - hot and humid climate did not do well for other dry climate European varieties, Tannat likely had better yieldsThe name comes from the tannins, has the most polyphenols (2.3-2.4x more Resveratrol than Cabernet Sauvignon)Traditional style - big, rustic, tannic, but easier to drink than Madiran; usually overripe fruit, heavy extraction, and lots of oak (heavy toast, American)Garzón Tannat - more fruity, fresh, vibrant; minimal intervention, some carbonic, cold soak, unlined cement fermentation, large vat French oakOther varieties: Marselan (lots in China, now an approved Bordeaux variety), MerlotKey markets for TannatGarzón - Uruguay (~40% of premium wine is Garzon), US, Brazil the three top; export to >50 countries (Nordics, Japan, UK, Canada, Netherlands other key markets; Growing markets - China, S Korea, Singapore, Russia, & Mexico)Uruguay in general - Brazil #1 (mostly low priced, bulk wine)Garzón portfolioEstate = entry-level, mostly sold domesticallyReserva = higher tier based on the quality of grapes, <$20 USDSingle Vineyard = areas w/in estate, ~$30 USDPetite Clos = 1 specific parcel, ~$70 USDBalasto = top wine, ~$100 USD in the US, ~$200 in UruguayNamed after the decomposed graniteBlend of the best reds of different parcels3rd wine from South America sold via La Place de BordeauxMarketing Tannat & Garzón“Taste first, then say what it is”Started Wines of Uruguay 20 years ago, but wines didn’t sell because no one had heard of it, needed to promote everybodyConsumers - banked heavily on social media - has ~80k followers on InstagramCreated a dynamic websiteTrade (e.g. - MS/MW) - “reverse mission” - bring them to GarzónPR - Glodow Nead - has brought Playboy, Architecture magazine, Robb Report, NY TimesWine Critics - great score