In the 1950s Don Alberto Zuccardi set up his own irrigation system and transformed parts of a desert into flourishing vineyards. Today, the Zuccardi family is one of Argentina's most respected wine producers.
"When we say we are bottling passion, we really mean it. Passion is the pay for us.
We believe that good wines are created by good people in healthy vineyards." This is José Alberto Zuccardi's quote. Since 1985 Familia Zuccardi has been managed by him, the son of Don Alberto.
Innovation A motivating FACTOR
In the 1950s Don Alberto Zuccardi was a young, innovative man who started his own irrigation company. His company specialised in irrigation techniques for the grape and soft fruit industries in the region of Mendoza, close to the Andes Mountains of Argentina.
Some years later in 1963 as a way of demonstrating the effectiveness of his prefabricated concrete and irrigation system, the founder of the Familia Zuccardi purchased a part of the dessert himself. Here he demonstrated the system to growers.
Innovation has ever since been an important motivation for the Zuccardi family. They have their own research area and all in all 32 different types of grapes are grown in their yards. All grape picking and pruning is carried out by hand. Almost no chemicals are used, and 60 percent of the grapes are grown organically.
Since the computer was introduced two decades ago, every aspect of production is recorded in minute detail on the winery's database. All this to ensure the best quality of every bottle produced. But even more important, "We are always looking for something better," states José Alberto Zuccardi as another example of the family's innovative spirit.
Fourth largest exporter
Familia Zuccardi is not among the largest wineries in Argentina. In terms of production, they are medium size, but in terms of export they are the fourth largest. 65 percent of Zuccardi's wines are distributed to some 35 different countries. Only 35 percent of their production is sold in the Argentinean market. The average for the 1200 wine producers of Argentina is 10 to 90-10 percent export and 90 percent to the domestic market.
"During our first 10 years, we produced wine only for our domestic market. The export started in 1983, and has been through a healthy growth since. Today, every day is a step into a more globalising world and our challenge is to always be perceived as a respectable provider. By differentiation, not by copying, we believe Familia Zuccardi will strengthen its position, but the ambitions will never be to become huge," states José Asensio, the export manager of Familia Zuccardi.
Q for quality
He continues: "Right now there is an oversupply in the global wine market. There are many vineyards that have more focus at their financial situation and price of the wine, rather than the quality of the wine. But the customers will be looking for alternatives to volume suppliers; in the long term they will pronounce their judgement of poor quality."
Mr. Zuccardi explains: "We have no ambitions of being a volume producer. Our goal is to focus on quality. It might be though in a short run, but it will be good in the long run. We will stay consistent on quality."
Zuccardi has a brand that emphasis this it is represented by the letter Q
Q for quality. Zuccardi Q is the Zuccardi's premium quality range. It is made from grapes aspecially selected and hand-picket from the winery's top vineyard, and matured in oak barrels for one year prior to release to the market.
Looking for something better
They also use another letter in the alphabet to brand their wine Z as in Zuccardi. Since they always are searching for something to top what has already been achieved, a new brand will soon be released: Zuccardi Zeta.
"This is why bottling passion is a factual statement, not only a profiling statement for our family," says José Alberto Zuccardi. "Some grapes are good, but certainly some are superior. Some lots in the yard are better than others, but we the people working at all parts of the process can do a better job at all single parts. As a result of all these, we can stretch for the next, higher level."
It is not that many wineries that are certified to meet international requirements of management systems and food safety. Zuccardi has.
Zuccardi says: "Certification fits into our philosophy to be better today than yesterday. For us, the certification process is an important tool in developing the winery and in the end, the wine."
Searching for the right personality
But wine is not only about innovation, it is also about passion, about tradition and about roots. Ema, the 75 year old wife of Don Alberto and the mother of José Alberto is still taking care of one of the most important functions at the winery. When the Zuccardi family are searching for new employees, no one is employed without Ema's acceptance. All first interviews are carried out by her not only searching for the right skills, but for the right personality.
"The next generation will follow the original values, trust me," says José Asensio, the export manager, before
he corrects himself. "Trust Ema!"