That aside, I think the main problem with this article is that it completely misses the point of the project. I really think TVOM offers something unique in South America in the mix of Argentineans and Americans working together for a common interest.

Furthermore, I think some of the points that Felix Salmon slammed The Vines of Mendoza (TVOM) for are precisely what make it so much more than “an expensive hobby for billionaires.” What The Vines offers is the possibility to achieve a previously-unattainable dream, complete with the liberty to involve oneself as much or as little as one desires. Why this “remote-control” aspect should count against the company is anyone’s guess. It would be ridiculous to suppose that most wine-enthusiasts have either the time or money to live on a vineyard year-round. So why not enjoy the product of a few acres – a couple thousand bottles, I might add – secure in the fact that the land and harvest is being taken care of when one is not able to be always in Argentina. It seems ridiculous and pretentious to quibble over the detail of whether or not the owner’s lack of physical presence means his or her interest in and love for wine is merely a “vanity.” Furthermore, as the author himself points out, the entire venture, while certainly not cheap, comes at a fraction of the price of land in Napa or France. Therefore, these two defining aspects of the company – the price and the degree of involvement – are precisely what make TVOM so different and so much more accessible to the non-billionaire wine enthusiast.

Lastly, I think Salmon overlooked the cooperative aspect of TVOM, and how much this group-mentality affects the culture of the company. In the same way that you can be slightly or very involved in the harvest of your own grapes, TVOM also provides the opportunity to become a small or large part of a business venture.

Julian F. Bedel

Many thanks for taking the time to compose this post on The Vines of Mendoza, but I have to disagree with some of the points in here. I’m the first to admit we’re open to feedback and constructive criticism – in fact, I welcome it as a way to improve this business. But the fact is, the crux of our model is simply based on an unabashed love of wine and winemaking, not one of globalization.

You wrote about the benefits of winemakers visiting the region and learning about the history and connecting with the winemakers – and contrasted that with Vines’ “turnkey opportunity.” Yet it’s not so black-and-white. The Private Vineyard Estate owners have the option to manage the process as much or as little as they’d like, based on their commitments or personal preference. We’re making the possibility of vineyard ownership become a reality for these people, and we’ve seen the joy it’s brought our owners through the time and dedication they’ve given to their own vineyards.

I can certainly appreciate your perspective on my company, but I felt it was imperative that I responded with my thoughts as well. The Vines of Mendoza was started from an intense love and admiration for the winemaking process, and it’s something that our Private Vineyard Estate owners share. You’re welcome to visit us in Mendoza any time!
In the meantime, please visit my blog for more thoughts on this – here

Thanks,
Michael Evans | CEO and Co-Founder | The Vines of Mendoza

http://en.wikipedia.org/wiki/Varietal
http://www.jancisrobinson.com/articles/i nside050301.html

Worst marketing idea ever:

Malvinas terroir.

1) Argentina is amazing
2) Mendoza is one of the best places to visit in Arg.
3) The Vines was very quaint and the vineyard tour was stunning.

Vanity winemaking it may be; however, it would be pretty neat to own a vineyard if I had the extra money. Have you been there? Seems like this article was a bit out of left field……

Plus – it is a solid business idea…even if you don’t agree with it.