Torres may Distribute Indian Wines Soon
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Posted: Friday, 28 February 2014 12:55
Feature: Torres may Distribute Indian Wines Soon

Feb 28: The 230 million euro Spanish Group, distributing wines in India through the joint venture, Prestige Wines and Spirits may also start handling distribution of Indian wines from the coming fiscal year, according to Miguel Torres Sr., the patriarch of the Torres empire and partner in the joint venture, during a dinner organised at Sevilla Restaurant when he visited Delhi for a day last week, writes Subhash Arora

Click For Large ViewThough the deal might not have been signed yet, it is reportedly at a very advanced stage. Although Miguel Torres Sr. avoided naming the channel partner, it appears to be either Fratelli or Chateau d’Ori. We’d rather wait for finalization of talks and not speculate. In any case, such collaboration bodes well for the Indian wine industry as well as to the bottom line of the Torres JV. It may also indicate a bullish long term vision of the patriarch in the Indian wine industry and domestic production, a very desirable move from the standpoint of the local industry.

The Chinese Connection

This would not be a precedent for Torres. After all, he has entered into collaboration in China to produce wine besides already running a well established distribution company, Torres China, in which Bodega Torres SA owns 90% share, the balance being with Baroness Philippine Rothschild of Chateau Mouton Rothschild. Torres China is the third largest importer in China. Quoting figures from the survey of 2013 carried out by delWine, he says, ‘we are also number three already in India if we don’t include Pernod Ricard and Moet e Chandon which import single brand labels of Jacobs Creek and Moet Chandon Champagne.’

Click For Large ViewHe feels that although there is corruption both in India and Spain, one can discuss and talk about it and in case of journalists like me, one can write about it (he is an avid reader of delWine). But that’s not the case in China. Despite the seemingly strict laws against corruption it is still quite rampant, he says. Nevertheless, production in another country is a long term commitment and it is his foresight and long term astute vision that will perhaps help him decide. 

However, he is quite diplomatic when I ask him if Torres has plans to enter wine production in India. ‘We will see. We like to take one step at a time. Please remember that Torres has a set of values and philosophy. Making money is not the only thing.’ This could be a very pregnant response especially since he is very happy to talk about the distribution in China but not the production.

The Chilean Revolution

Click For Large ViewHe should know! In 1979, Torres entered Chile to produce wine. Ask any Chilean today or read any book on the history of winemaking in Chile and you will know that Torres is acknowledged as having revolutionized the industry there. It is considered the defining moment for wine making as he brought modern techniques into the country. He gives a knowledgeable smile when you remind him of their history. ‘It was a simple business decision. We wanted to expand and I had asked a Chilean friend who was with me in Bordeaux, to scout around for suitable land for vineyards and setting up a winery. He suggested and we purchased land in Curico, 200 kms south of Santiago after I saw and liked it,’ he had told me in an earlier conversation years ago.

The Retired Field Marshal

Miguel heads the €235 million empire and he is supposed to have retired! He confirms to me that the succession plans, about which he talked to me in an interview 4 years ago, have been put in place now. He had engaged an American firm, Ivan Lansberg to do the estate planning. According to the plan, Miguel Torres Jr. has taken charge of the Spanish operations. Miguel has stepped down from the daily routine and is focusing on global issues like climate change but wild horses could not drag him away from the wine business. It appears he is very much present to watch over the shoulders of Miguel Jr. ‘I love to control things by habit. But I don’t control people now,’ he claims.

Click For Large ViewAs the food service at Sevilla Restaurant was slow in the beginning, he quietly slipped out twice to check what was causing the delay and requested Tarun Seth, the F&B Director of Claridges to even show the  latest video on Torres before the scheduled time. He is known in the past to study the Menus for wine dinners he attends throughout the world, to make sure the food-wine pairing is perfect. But he adds quickly, ‘I try not to interfere now. If I find something is not right I make a note of it and bring it up later at an opportune moment.’

Exports and languages

‘UK is our biggest market with 400,000 case exports and Russia has grown to be a 100,000 case-market.’ Perhaps, that’s why he is learning Russian. He is fond of learning new languages-perhaps his way of keeping agile. ‘It’s good for the brain,’ he says softly.  Already, fluent in French and German besides English and Spanish, he has also been learning Japanese. It was interesting to see him converse with a Japanese couple at the dinner with relative ease. But he admits he has given up learning Chinese.

The Spanish, American (run by his sister Marimar in Sonoma County in California) and Chilean vineyards have a total revenue of €235m. He is quite amused when I tell him that the surface area of 2400 hA owned by Torres in the three continents almost equals the total surface of vines in the whole of India. He admits that although they have been growing at 5% every year, last year the sales were flat due to a crash in the Mexican market.

Cava-Cava

Click For Large ViewI have asked Don Miguel many times in the past why they do not enter the Cava business as they are so close to San Sadurni d’Anoia, the Cava producing capital of Spain. He has always expressed his reservations about the project, saying too many people are already doing it and doing it well. It was interesting to learn from him that they are now about to introduce Cava as well. Talk about a man’s never-ending passion for wine and his wine business! When I introduced him to the Connoisseur Members of the Delhi Wine Club, who had been privileged to attend the dinner, and ‘invited’ them to visit the vineyards and winery in Vilafranca close to Barcelona, where they are taken through a train, he corrects me that there is a video presentation first. Extending a personal invitation to them, he also tells them with a beaming smile that the train is now self-powered using solar panels.

Use of Solar energy, limiting carbon foot-prints, tackling the global warning problem (he has been buying land at altitudes for many years, to minimize the effect), looking after the welfare of his employees, sustainable business are topics that bring a twinkle to his eyes when he talks about them.

Supporting FIVIN and wine as food

Click For Large ViewWhile the Indian government drags its feet on bringing wine into the food category due to the implicit ignorance, Miguel and his company are strong and active supporters of FIVIN-an Association formed to study and support wine as a nutrient for good health when consumed in moderation. He says he spends a lot of his time now in promoting the cause of this organisation. As he explains the philosophy, he slips in that he sits in on the board meetings of the 11-member Board every quarter. The Board consists entirely of his family and that of his brothers and sisters. Interestingly, as a policy, the spouses of the children are not allowed to enter the business and they must remain outsiders. The strong foundations based on the principle being carried on for generations, speaks volumes for this successful policy.

There is no doubt that the towering Torres is a living legend of Spain. Honoured by the Wine Enthusiast in 2012 with the Lifetime Achievement Award, Miguel Torres Sr may be a strict father and a conservative at heart, but his humility and simplicity is evident as he goes from table to table, saying goodbye and thank you to the people who have come for the evening and leaving them spellbound-till he comes back, hopefully next year.

Subhash Arora

For an earlier interview with the meticulous man, please visit Star Interview: Meticulous Miguel Torres

In order not to take the spotlight away from the Grand Ol’ Man, we refrained from talking to either Chateau d’Ori or Fratelli about the possible collaboration-as we would normally do. Sumeet Sehgal, Director of Prestige Wines and Spirits Pvt Ltd. neither confirmed nor denied if Miguel had jumped the gun. But one can see the growing confidence in the Indian market for this Decanter Man of the Year 2002, whose company Bodegas Torres was awarded in 2007 as the Green Company of the year by the Drinks Business -editor

 

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