Francisco Gonzales explains how his family built a wine business across over 1,000 hectares, with operations in Spain and Mexico. Despite falling U.S. alcohol consumption, he argues wine has real health benefits and social value. Their brands Cherrozzo and a Rueda Verdejo label are gaining traction in Mexico.
My dad visits us and tells us, come with me to see the vineyards. We saw several, we didn't like them, and then one arrived and then five arrived. But to buy them. Yes, and we bought them. Because when I tell someone, come with me to see the vineyards, I'm going to have a drink or two, not going to buy them. This is where it was. This is where it was. Also an interesting business, real estate. There are more than 1,000 hectares of very valuable properties. But at the same time, we like the world. And also, as a diversification strategy, the initiative was my dad's, it wasn't mine, it was 100% his. I supported it and I continue to support it, because we also like to have different eggs in different baskets. And we still believe that regardless of this trend of significantly lower consumption, as we have seen the Heart Laker consumption statistics, the wine issue is still going strong and will continue to thrive. Well, in the United States, I think it has dropped tremendously. But more than anything. Yes, but especially the Heart and also alcohol in general. But it's not the same if you have a drink that has 15 grams of alcohol, or 5.5 or 7 of a beer, than if you have one with 30 or 40. Right. And besides, wine is also a social lubricant. Exactly. Antioxidant. Hmm. It has other things. Right. So, yes, I like it. We have a super director, Fernando Saratiegui, who oversees the business from Spain. And here in Mexico, Federico Martinez also oversees it, who is very good. Which of the brands or labels do you handle? Which is the one that sells the most here in Mexico? Cherrozzo. And one that is starting to grow is made from Rueda, which is a wine, a verdeo grape that you've surely heard of, the Alvarino. Well, verdeo is made from Rueda, and that is better than any Arborinho. And it is gaining a lot of popularity here in Mexico.
