Interview with Ed Lehrman of Vine Connections: First Installment

Following the theme of my last post about Americans’ increasing awareness of the quality wines that many artisan producers of Argentina are exporting, I’m pleased to post the first installment of my interview with Ed Lehrman of Vine Connections. Along with his business partner, Nick Ramkowsky, they formed a company that not only imports the wines of artisan Mendoza producers, but selectively forges meaningful, long term relationships with them. As Ed Lehrman explains in the interview, this type of involvement encompasses much more than shipping and distribution, extending into representation, consulting, label design and many other crucial aspects which in the end, bring American consumers the types of genuine artisan wines that multinationals couldn’t even conceive of delivering.

Based out of Sausalito, CA, Vine Connections has been at the forefront of the changing of the guard, in terms of tastes, that I described in my last post. Their portfolio includes excellent California, New Zealand and Japanese Saké producers, alongside the wines of star Mendoza winemakers Susana Balbo and Pedro Marchevsky, along with others to look out for, such as Mapema, Tikal and La Posta del Viñatero. If you really want to know what Argentines really like to have at the table and moreover, the breadth that Argentine wines are capable of achieving, I encourage you to explore the types of artisan producers that Vine Connections represents and whose work, over the coming years, will ultimately triumph over the characterless, corporate-backed South American wines saturating our shelves.

I would like to thank Ed Lehrman for taking the time to provide his in-depth responses concerning Vine Connections, its vision and inspiration. Our conversation unfolded over e-mail:

*What is the vision behind your company and what were some of the key experiences that led you and your business partner to get started?

- My partner, Nick Ramkowsky, and I have both been in the wine business since 1986 (we started very young), and we could have done any number of things together. Nick was a small California distributor at the time, and I had just sold my direct-to-consumer wine business where he had been one of my suppliers. A fateful trip together in May of 1999 launched us into the importing/national sale & marketing business. We spent about a week in Mendoza on that trip tasting wines from bottle, barrel, tanks—you name it—and we met some incredible winery owners and winemakers. By the end of the week, we were looking at each other and asking, “How does the 5th largest wine producer in the world hide incredible wines like these from the US?” It seemed like this must be the opportunity of a lifetime for wine guys like us to lead the charge in introducing Argentine wine to the US, and in a way that they would be fully appreciated for their quality and authenticity, and not just their price. As an aside, of the first 12 wines we imported from Argentina, the LEAST EXPENSIVE wine was $22 retail! So in fact, Vine Connections was originally formed in order to be an Argentine wine importer.

*Compared to other importers, what is the depth of Vine Connection's involvement with the producers its represents? (in terms of consulting, marketing, other assistance, etc.)

- It is hard to speak about other importers, since some do quite a lot and some just taste and buy. As for us, we take the approach that we are the winery’s own sales & marketing department and they can use us for as little or as much as they need. That may mean writing back label copy, helping with label design, or determining whether a new blended wine is even a good idea to add to their portfolio.

For all of our wineries, we do the copywriting for all printed materials since we can communicate their stories in English more effectively, and along the same lines, we handle most press relations since we are here and readily available. And I guess the most valuable thing we do would be called “consulting” since we offer our advice on many topics based on our 40 years of working in the U.S. wine biz.

*How does your company forge relationships with producers? In this vein, what is the process like for you when considering an addition to your portfolio? Do the producers come towards you in the way of trade events, do you travel to areas to scout, so to speak, or some combination thereof?

- We are very careful in this regard since our objective as an importer is to build brands and not just sell wine. That requires long-term relationships, so besides tasting backwards and forwards through a winery’s production, we spend as much as time as we can with the owners and the winemakers to see whether there is a good fit for working closely together. When we meet people who already think they know it all about winemaking, marketing, etc., we politely walk away no matter the wine quality. Our initial screen is the wines—they have to be particularly good since that is what we are known for importing. Then we start talking about their philosophies, their dreams, their business objectives, and where we should all eat dinner together (a meal with a potential supplier is always a good way to gain more insight).

This process means that while we have run into some wines that we like, we have sometimes been unwilling to take the winery on. The most common stumbling block for us seems to be that the winery lacks a strong winemaking philosophy, and often because they have abdicated this cornerstone to a consulting winemaker (and most often to foreign winemakers). As time has passed, we have pretty much settled into the idea of only representing wineries owned by Argentines and with Argentine winemakers since the winemaking vision is usually clearer and more grounded in expressing what makes Mendoza so special compared to other regions.

From the first moment that we meet a winery team, it usually takes about 18 months before we come to an agreement, do the ground work, and then start selling the wines in the U.S. It seems to work--we have never lost an Argentine winery and every brand that we represent has achieved a significant level of success.

I wish I could say that finding these producers followed a particular recipe, but in truth, all of our brands have come to us via different sources. The key is to have your radar on all the time so that the best ones don’t slip by accidentally.

*You represent Susana Balbo and Pedro Marchevsky's Dominio del Plata Winery—how did that relationship come about and how far back do you go?

- Well, if it weren’t for the “dynamic duo” of Mendoza, we may never have been Argentine wine importers. We met them on our first trip to Mendoza in 1999, and they were so obviously talented and knowledgeable that they got us thinking a lot about the possibilities. We also formed a trusting relationship so quickly that it became obvious that we would work together, and together push forward a common vision of making Argentine wine part of the daily American fine wine conversation. That seems like an ominous task looking back now—we had no company yet and they were renting a very small winery at the time—but at the time it just seemed like destiny.