Joe Wehinger (nicknamed Joe Winger) has written for over 20 years about the business of lifestyle and entertainment. Joe is an entertainment producer, media entrepreneur, public speaker, and C-level consultant who owns businesses in entertainment, lifestyle, tourism and publishing. He is an award-winning filmmaker, published author, member of the Directors Guild of America, International Food Travel Wine Authors Association, WSET Level 2 Wine student, WSET Level 2 Cocktail student, member of the LA Wine Writers. Email to: Joe@FlavRReport.com
Legendary Pittsburgh Restauranteur Joseph Costanzo Jr. Reveals all in his Tasty Memoir with “On The Rocks”
On the Rocks chronicles the real-life journey of restaurateur Joseph Costanzo Jr., from his rise to success in the 1990s as a owner of the highly acclaimed Primadonna Restaurant, radio host, columnist, and aspiring politician to his sharp fall in the early 2000s, ending in an investigation and a stint in federal prison.
Costanzo is a complex character, whom readers will admire for his confidence and rebuke for his arrogance, will love for his generosity and despise for his egotism, and will learn from in both his attention to detail and lack thereof.
This driven, not-your-average-Joe is an unforgettable character who achieves the seemingly impossible but can’t help getting in his own way. Come along with Joe for a bumpy ride on the rocks
Today, we’re having a conversation with all three: Joseph Costanzo Jr., co-writersMaria C. Palmer and Ruthie Robbins.
The conversation has been edited for clarity and length. Find the un-edited conversation on our FlavRReport YouTube channel.
Something that I find amazing, this book has been 17 years in the process. Is that an accurate piece of trivia?
Maria C. Palmer: 100%. Yes, that is a very accurate piece of trivia.
So way back 17 years ago, what sparked this for you?
Maria C. Palmer: A couple of things. I think that because the restaurant was such a significant part of our lives, and it was always the highlight of my father’s life. Once it went away, the spark kind of went away, too. And I wanted to bring that back in my Dad. So I started asking him lots of questions about his life. Specifically for a family history. At the time, being a writer myself, in addition to grant writing, I’m also a writer and I can really spot a good story that has commercial value.
On The Rocks co-author Maria C. Palmer
There were just so many wonderful elements to his story. So I started recording some vignettes of different things that had happened throughout his life. But not really knowing and or intending at the time that it would be a book.
But as we went on, I saw that the potential was there and I was lucky enough to still be in contact with my former teacher, Ruthie Dines Robbins and brought the project to her and asked her if she would be willing to work on it with me.
It was really from there that we decided it would become a book and that we would work together diligently for probably 10 years together.
Ruthie Robbins: I’m only 7 years.
Joseph Costanzo Jr.: They had it in Maria’s voice originally. Ruthie was in a book club and they said, “Put it in Joe’s voice and they had to go back and change the whole book.” I watched 11, 000 emails back and forth.
Ruthie Robbins: We were not primarily emailing. We were mostly talking and texting, and that year was the pandemic year. So I was off teaching that winter and the following fall.
Before we get into the restaurant itself, what was the writing process like?
Maria C. Palmer: I can speak to the family history and just the overall process of it. It was really challenging. Because whenever you’re writing a memoir or a biography, You’re not writing a Wikipedia page. So it’s not from the time somebody is born until the time that they pass away.
You’re picking the most poignant time in their lives. Not only cherry picking all the good things that happened during that time period, but you’re picking some of the challenges too, because that’s what makes a good story.
It was challenging to figure out what the storyline was going to be and sometimes to tell those hard parts of the story.
What was even more challenging, was just the nebulous nature of the publishing industry. I just thought you wrote a book, it’s on Amazon and then people buy it. And that could not be further from the truth. Query letters. Polished one page, a 90,000 word manuscript. A whole book proposal. An entire business plan of why we’re writing the book and why it’s going to sell into the market. Requiring that much to not even get a thanks,, but just no response whatsoever.
Ruthie Robbins: Totally agree. The writing was not arduous part because Maria and I get along so well.. We’re real partners, but this publishing thing. We really didn’t understand the process, so it is difficult, and especially in this genre, [competing with] the celebrities and athletes and reality stars who wrote memoirs. They want a name on the shelf that someone will pick up in a bookstore.
Mr. Costanzo, one of my favorite parts of this book is the wine mentions. Tell us your “Pin on the wall” story.
Joseph Costanzo Jr.: Yeah we’re in a tough neighborhood, but we brought in a lot of people outside the area and upscale people, limos, what have you.
I had a bus boy and he was a really good worker. He became a server and he came to me after he got the drink order and said, ”what’s a pin on the wall?”
I never heard of a “Pin on the Wall”. So we went to the bartender. He didn’t know either. We looked it up, nothing.
So I went out there to ask the customers, so we could make it for them – and one of the most mortal sins at the Primadonna was making Joe Costanzo look bad – I said, excuse me what’s in a Pin on a Wall and they all started laughing. The guy said, “Pinot Noir.”
They’re laughing at me. That’s bad. So I went in and I really did a job on this kid. My wife grabbed me by my tie and pushed me downstairs to my office.
I was in this kid’s face because he really wasn’t real serious about the situation. If you’re going to be the best at what you’re doing, you can’t be messing up like that.
He ended up being great. Chris, who was the server, became a maitre’d and a great employee of mine. He was very loyal. I really went overboard with him and I did feel bad about it.
Reviews are incredibly important. The amount of work and effort you put in to get your Four Forks Review. Tell us a little bit about what happened.
Joseph Costanzo Jr.: Because the area was an old steel town which had a reputation of a lot of fighting, a lot of drinking, a lot of drugs, nobody would come into that area to eat.
I knew I needed credibility, and the only way I would get credibility was through the Pittsburgh Post, because the dining critic, Mike Kalina, who was a syndicated columnist, had tremendous credibility. KDKA TV, Post Gazette, New York Daily News.
For two and a half years, I kept reaching out to him. This is in a time before cell phones and emails.
But I knew if he comes down and gives us a good review, people from outside the area, from the upscale areas of the city are going to come in. That’s what happened.
But he did say to me, “You deserve four, but I’ll only give you three because you’ll never handle the business.”
That Friday night, June 3rd 1988, he was 100 percent right. People were lined up at the door. I was used to doing 10-15 dinners a night. We did over 200 dinners that night and it was a total joke. People waited two and a half hours. When food came out of the kitchen, people actually applauded. People were begging me to get him a bottle of vodka because they couldn’t get a drink at the bar.
We were short of service. We were short of bartenders. I made it all work in the next couple of weeks and I hired people.
I don’t want to ruin the upcoming movie or TV series, but when you trimmed it down, how much heartbreak was there in cutting out so many stories?
Joseph Costanzo Jr.: It was very tough. We had a book signing in August. I kept telling people they were in the book, and they were in the draft I read. But there were final touches that I didn’t see and we lost a lot of names and alot of stories. So I really felt bad. I found the actual early draft and sent copies to those people. This should be in a book, but it will be in the movie, I guarantee you.
Ruthie Robbins: It was so hard. We did a lot of fact checking when we wrote, because memories are so unreliable. We talked to people who were in the original book [draft] and they expected to be more. And on top of that, you try to end the chapter on a cliffhanger. When you take out a story that changes the number of pages in the chapter, it changes the pace of the book. That was a terrible editing challenge.
Maria, what was that like for you as the author and the daughter?
Maria C. Palmer: Originally the book was written partially in my voice and partially in my Dad’s voice. It started chronologically for me in my twenties and [had] flashbacks because the story starts in 1986 and I was very young at that time. It was confusing and it didn’t work. Everything that I wrote and all that I put my heart and soul into was all cut from the book. So now I have another book project that I’m working on.
But I will echo what my father and Ruthie said. It was hard because everybody did have a significant piece to the Primadonna story.
Mr. Costanza, it would be an easy assumption to say you’ve lived a big life. Are there one or two things you would have done differently in the stories of the book now looking back on them?
Joseph Costanzo Jr.: Sure. When you are hitting all home runs, you tend to believe that everything that you do is gonna be a home run. I had the most popular restaurant in Western Pennsylvania. Maybe I’m going to do something else, maybe I’ll go into politics.
I spent about $300,000 of my own money to put my name out there. Most people loved Joe Costanzo, but now when you get into politics it’s not that way. So that was probably my biggest regret.
My wife begged me not to do it. She said, Joe, we have a miracle here and you’re going to try for another miracle. And she was right. You may or may not like Joe Costanzo when you read the book, but you will love Donna Costanzo.
Joseph Costanzo Jr.: And that’s bottom line. Everybody says the same thing. Joe, it was great. What he did is impossible, but his wife was a saint for putting up with all this stuff that a restaurateur has to go through.
The theme of hospitality comes out in the book, but you so clearly love people. What has it been like getting all these people’s responses to this story?
Joseph Costanzo Jr.: This has been unbelievable for me. People are very happy that this all happened this way. I treated people really well and people wanted to reciprocate. So exhilarating to me. My life has been very boring, but now it’s really gotten to the point where it’s been great thanks to Maria and Ruthie.
Ruthie Robbins: It’s heartwarming. Especially from former students, the outpouring has brought me to tears sometimes. It’s reconnecting with people over the book. That has really been so wonderful
Maria C. Palmer: This has been such a 17 year journey. I always believed that there was something special about this story. Seeing that exactly what I felt in my gut for 17 years is actually playing out in real life.
Whenever we’re in Pittsburgh, it is almost surreal because people are talking about “On The Rocks and it’s really cool and crazy to know that something that you created means so much for people.
Joseph Costanzo Jr.: The big thing which is amazing to me is that the book came out August 8th, 2023. For two weeks, the book was the number one bestselling ebook on Amazon for culinary memoirs. Ahead of Anthony Bourdain’s, Kitchen Confidential and Stanley Tucci’s Taste “On the Rocks” for over two weeks was the number one overall best-selling ebook. Now that’s hard to believe because this was just a Western Pennsylvania thing and Bourdain and Tucci are worldwide known authors and entertainers.
Tell us where we can find the book and all the ways we can keep in touch with this story.
French Bloom delivers flavor, elegance and subtlety without the boozy battle.
You want to celebrate. You want to “pop the cork”, enjoy the flavor, but you don’t want the after-effects. The drunkenness. Certainly not the hangover. And women? Of course there needs to be ways to elegantly celebrate even (and especially) during pregnancy. Imagine a pregnant-friendly wine?
It’s a situation that should have been solved already. But now it has and with style. It’s a subtle, elegant, flavorful answer.
French Bloom Re-Invents the Game
Now everyone can share “moments of pleasure” as their website mentions. French Bloom’s organic de-alcoholized chardonnay and pinot noir, alcohol-free French sparkling cuvées combine French tradition with innovation.
French Bloom Co-Founders Maggie Frerejean – Taittinger and Constance Jablonski
The Team Behind French Bloom
Maggie Frerejean – Taittinger and Constance Jablonski bring different and complementary skill sets. Equally important, they bring the desire for the vision and the motivation for innovation.
Through their innovative and female-founded brand, French Bloom gives an alternative and inviting drink to those wanting to celebrate elegantly and differently, making the most of the precious moments shared with friends and family.
If the names sound familiar, Constance is a globally-working fashion model you’ve seen representing Estée Lauder and countless luxury brands.
Maggie is director of the Michelin Guide and married to Rodolphe Frerejean-Taittinger, chief executive of Champagne Frerejean Freres.
Carl Héline, the former head of Champagne Krug, joined French Bloom.
Let’s Taste French Bloom
Le Rosé
Pale pink in the glass. Rose petals, freshly picked red currant, raspberry aromas on the nose. Indulgent white peach notes on the palate. Elegant. The organic French grapes give a nice acidity. Well-balanced complexity of minerality and freshness. Tartness and a rounded balance on the finish.
Certified Vegan- Organic- Halal
0.0% Alcohol
Pregnant-friendly
Low Calorie
Sulfite-Free
No preservatives
No sugar added, 4,2g/ 100ml
A blend of de-alcoholized organic French Chardonnay and Pinot Noir wines, organic grape juice, Gensac spring water and natural organic flavors such as lemon.
Le Blanc
Organic French Bubbly, 0.0% Alcohol
Medium golden amber in the glass. Minerality and pear aromas on the nose, that just keep opening and opening. Pear, banana, melon, white flowers. An explosion of complexity on the palate. As the flavors open, Granny Smith apple, spicy citrus. A full-bodied mouth with a luxurious, zesty finish that keeps going.
De-alcoholized organic wine, organic grape juice, French sparkling Gensac spring water, organic lemon juice, organic natural flavors.
Celebrate with Style, Health and World-Class Flavor: Jøyus Non-Alcoholic Wines is pouring for you. Not just for #SoberOctober, but its award-winning tastes help you celebrate all year-long.
Jøyus non-alcoholic wines not only taste like wine, but great wine. With the industry awards to prove it.
Recently I sat down with Jøyus leader Jessica Selander.
This conversation has been edited for length and clarity. You can find the full, un-edited conversation on our YouTube page.
Can you give us a personal story, maybe that includes the celebration of wine, if you have one?
Jessica Selander: The story is very personal and the funny thing is I get so nervous before talking about things because when I started Joyus, I did not originally [think about] doing things like this, being so face forward.
I thought I would create a product that I was really excited about. Eventually I came to realize, how do I do that without telling the “why did I do it?”
The whole reason that Joyus exists and it influences everything I do is because I’m sober. I quit drinking alcohol 17 years ago now, which just feels like a fantastical amount of time.
For me, it’s been very rewarding. I’m very glad about it. But it was definitely something that was really hard and very personal. It wasn’t something I shared about publicly. So that’s also why this is a journey of getting comfortable talking about my sobriety, my recovery.
I like the taste of wine. I like beautiful glasses. I like the smell of wine. I love the community and people; and hanging out and celebrating. It literally says ’let’s celebrate’ on our bottles. How great sparkling is for summer, but sparkling is such a happy thing.
You know what I mean? Something good happens in your life and people are like, let’s celebrate. Let’s pop some bottles. New Year’s Eve is such a beautiful idea of let’s start over. Whatever happened last year, whatever terrible things went down, there’s a brand new year.
It’s a new idea that we can celebrate either that past year that was good or celebrate the potential of a new year. That’s going to be better and that’s sparkling.
And for me, I didn’t have any options.
I started Joyus nine years ago. People ask me how long the company’s been around and we launched about two years ago. So it took me a very long time to figure it out, to save up the money to do it because as you can imagine, nine years ago, people thought it was crazy.
They’re like, ‘That’s a terrible idea. Nobody wants that’. And I’m like ’I want it’.
Having quit drinking, I had a lot of friends that also didn’t drink. I had a lot of people in my life too, who were just light drinkers – could give or take alcohol. Then I have two kids and there’s a huge percent of the population that quits drinking for nine months [because they’re pregnant], sometimes even longer.
You can get into medications, you’re not supposed to drink on it. Anxiety medication, not supposed to drink on it. Heart medication, cancer treatments. There’s a lot of medical stuff too, that you could go down the list.
So I get a lot of people now who are like, ‘Oh, it’s not alcoholic. It’s trending.’ And that’s a thing now.
Early on in my sobriety, I actually used to drink a lot of soda pop out of glass bottles, and then eventually discovered non alcoholic beer.
Non alcoholic beer is definitely having a really cool movement right now. There’s so many different options for non alcoholic beer, but the beer has always been around.
I was like, this exists and it tastes like beer. What’s up with non-alcoholic wine?
There was one sparkling [non-alcoholic wine] in the entire country and that’s all you could find. There was one white and there was one red and that was it.
For me these options were really sweet. They were very affordable, which is nice, but they didn’t have the complete experience that I was going for. I wanted non alcoholic wine that tastes like wine.
I wanted something that I could bring to a gathering and bring to a get together and have it feel appropriate and look appropriate and just look like everybody else’s [alcoholic] bottles. Smell like everyone else’s bottles that you just wouldn’t even know that it was non alcoholic until you saw it on the label. And that’s what I did.
So after trying to find it for forever, eventually I was like, I’m going to do it myself. And I had no idea that this whole sober curious, non alcoholic world would take off like it has at exactly the right time.
So part of me is very frustrated that it took so long. But part of that too, it was like saving up the money to start the company.
This is a bootstrap company. I like making my own decisions. A side effect after getting to this point is I’m 100% in control of all the decisions, which also means that I can control the quality because [it] is incredibly expensive to make.
Let’s talk about your sober story. What it means to you, how you got there, what your mission is, how that helps others.
Jessica Selander: So for me, I can’t drink alcohol. What happens when I put alcohol in my body is that I make decisions I don’t want to be making.
I tried a lot of things. I tried cutting back and it didn’t work. I tried replacing [the drinks and that didn’t work].
My life became pretty chaotic.
I stopped drinking and once I get my life in order, then everything will be fine. I can drink again.
Then after not drinking for a period of time, I was like, Oh, you know what? There’s actually something to this and it’s something deeper and it’s probably the best thing I ever did, honestly, in my life.
I would not be the person I am today on the inside if I had kept drinking.
I have a wonderful spouse and I’ve got amazing kids and I’m able to be a parent and be a person and do that clear eyed and there’s a lot of my upbringing was not the most positive.
Sober curious, it’s a hashtag now.
I’m not saying alcohol shouldn’t exist. I’m not that kind of person whatsoever.
On a personal level it is so exciting to see other brands pop up. The first time I tried non-alcoholic tequila, it blew my mind. It was amazing. The spirits are interesting because some people build it up from science and some people are de-alkalizing; taking the alcohol out.
So that’s the really interesting thing about this. Normally spirits are completely separate from wine, which are very separate from beer, but in non-alcoholic, we’re all in the same swimming pool and everybody’s doing it differently and everybody’s got their own take and you can try one non-alcoholic whiskey and it’s incredibly different from another one.
Community not competition is one of our core values. Normalizing non drinking is a big one. It’s not necessarily replacing alcohol either. I’ve talked to people in the wine industry who are very offended by the idea of non alcoholic wine. I’m like no, it’s backwards. You’ve got it backwards. Non-alcoholic wine is a love letter to wine. You love wine so much that you still want to have it. You just can’t have this one piece that’s in it [the alcohol], but I want everything else.
I want to cheers that glass with other people. I want to drink that red with a really strong stinky cheese. I want to pop that celebratory cork. I want to Rose all day. I just can’t.
I think that wine is very important culturally. It’s so interesting historically. The process is this fascinating mix of art and science. I love everything about it. Getting deeper and deeper into it too, because I want Joyus to be around for forever and I want to make the best possible non-alcoholic wine.
There’s so much stuff to perfect that I could spend the next 50 years just working on non-alcoholic red – period.
You mentioned you’re seeing other competitors in the marketplace. How many different ways are there to make non-alcoholic wine? Are some ways higher quality than others?
Jessica Selander: I can give tips. Our wine is a dealcoholized or alcohol removed wine, which means it’s gone through the whole winemaking process.
It’s aged, it’s fermented, and then we have removed the alcohol from it. Our bottles also say it’s non alcoholic. Sometimes you’ll see a bottle in the store and it just says non alcoholic on it. It doesn’t say dealcoholized or alcohol removed. They’re interchangeable. That means it wasn’t fermented.
So if you’re looking for a wine that is really going to taste like wine or have that fermented taste, look for dealcoholized or alcohol removed.
[Look at the label on the bottle] look for dealcoholized or alcohol removed, because it could say that it’s a non alcoholic red or a non-alcoholic grape [varietal] and it might just be a juice, that hasn’t been fermented or ages but comes in a wine bottle.
What are your goals in the present moment and in the near future to help your company continue to be a leader in the industry?
Jessica Selander: I think goals are accessibility. Normalizing sober drinking. Making [non-alcoholic bottles] easy to find. We do ship off our website, which is great. We’re shipping from Seattle. We ship everything ourselves. If you’re out East, it’s going to take four or five days to get to you.
Also starting to talk to restaurants, getting into more restaurants is a big one. I’ve had anniversary dinners with my spouse and I’m drinking an Arnold Palmer.
I’m calling restaurants and I’m calling grocery stores and they’re still really skeptical that it can be good and that people want it.
Do you think it’s just audience reaching out? Is there a tipping point?
Jessica Selander: Yes, that really helps having people being in a restaurant and saying, “Hey, what do you have that’s an alcoholic?” Because restaurants are saying nobody’s asking for it.
Here I am double digit sober and I had never gone into a restaurant and asked for it.
I would look at the [menu’s] non alcoholic section, which is always juice, soda pop, iced tea and stuff. If it’s not on the menu, I would never ask them for anything. Here I am for over a decade, not telling them that I want this thing. So we started doing more education on social media and online.
If you walk into a restaurant, ask them “What do you have that’s not alcoholic?”
Just pregnant people alone. There’s a large percentage of the population.
Is there science that says a pregnant woman can drink this and have zero concerns?
Jessica Selander: Yes. So this is super interesting. In the United States we’re the most strict in terms of alcohol. If you go to the UK, they have different, actually higher limits for how much alcohol can be in something. The US’s rules come from prohibition when you can’t sell, make, transport alcohol.
The government said once it gets under 0.5%, it’s not alcohol anymore. So that’s where that number comes from and sometimes people see it and say, “Oh, there’s a little bit of alcohol in this.”
There was a study done in Germany where they tested a lot of grocery store items. What they found was there’s a lot of stuff in our grocery stores that had a little bit of alcohol in it. Very ripe bananas, which we feed to toddlers have some alcohol in them. Orange juice is another one.
American hamburger buns. But it also makes sense, bread, yeast and we have more sugar in our products, right? Bread actually has more alcohol than people realize.
Let’s talk about your wine’s flavors and aromas and the winemaking process to get there.
Jessica Selander: I knew what I wanted and I was incredibly picky about it.
We launched with the sparkling white and the sparkling Rose’ and people were asking for a Rose’ with no bubbles.
I thought it would be easy. It was not easy.
Stills are very different from sparkling. I’m a balance of “I know what I want. I’m going for this thing and very focused”, but then I’m also balanced with listening. So we do a lot of focus groups. I do want feedback. I do want opinions.
We were working on it. Everyone’s saying it’s good, it’s great. But I didn’t think it was good enough. We were supposed to launch it in summer and I pushed everything back. Back to the drawing board.
What if we did this? What if that? Talking to people, reading science and chemistry books
Was it like working for the right blend?
Jessica Selander: It’s tweaking so many different things and pieces in the blend. But it doesn’t always work out. If you tweak a blend, sometimes other notes will come forward that you’re not expecting, or sometimes you’ve diminished things that you didn’t intend to diminish.
The still Rose is a great example, it didn’t have that click and so I just kept working on it. And that’s the one that won Double Gold and Best in Class in the San Francisco International Wine Competition, which is one of the biggest and oldest blind tastings in the world and the biggest and oldest blind tasting in the U.S.
Can you share any details and lessons you learned taking on the world of winemaking?
Jessica Selander: There’s so many things. We’re not just making wine. We’re wholesale, we’re distributing, we’re direct to consumer. We have so many different facets.
I could talk for hours about how our wines are very low in sugar and they don’t have the alcohol in them. So our [bottles] probably freeze easier than anything else on the market. So shipping during the winter.
I’ve had conversations with other non alcoholic people too. Everybody’s doing it differently and that’s the hard part too, where I feel like there’s a solution for every problem.
We’ve gotten better and better at winter shipping, but it’s not quite there yet. Figuring out what can we ship in that’s going to have thermal protection, but isn’t going to contribute a ton of garbage. We’ve got the most eco-friendly, innovative winter shippers. They’re made of corn.
They’re expensive as hell, but it’s better than styrofoam. We have to keep everything under 50 pounds for UPS and 12 bottles of sparkling is 51 pounds in these corn shippers.
That thermal protection is still not enough, so we added heat packs.
Let’s talk about your wines.
Jessica Selander: We have four varietals. We’ve got our sparkling white, a sparkling Rosé. Still Rosé, a Cabernet Sauvignon. I love our red a lot. The reds are hard. They’re the most complicated; red wine has the highest alcohol content to begin with.
What flavor notes should we be looking for?
Jessica Selander: It’s definitely an American Cab. More fruit forward. It’s not grape juice. It’s fermented, it’s aged in American oak so you’ll get some green-ness to, like forest floor. The longer it’s been open the more tasting notes you’ll get. I like it more and more throughout the week because the fruit notes settle down. Black currant, cherry, some leather
The still rosé, watermelon, a nice floral to it.
Sparkling rosé. Slightly floral. Some orange blossom to it. Blackberry, but some people say raspberry. Some people say strawberry. They’re very summery
I think sometimes tasting notes feel in excess because we all taste things very differently.
Our audience is foodies. Let’s talk a little bit about some of your favorite meals that you think would pair that your favorite pairings with your wines
Jessica Selander: I bake. I come from a big family, so I can pretty much cook anything.
I heard someone say one time that baking was more science. And cooking was more art and I do agree with that.
Let’s talk about the wine competitions. How you see them, what the experience has been like, and of course, what their results have been.
Jessica Selander: I did not know that competition was as big of a deal as it is [which was a blessing]. So what happened was I was beating my head against the wall being like, “They taste like wine!” And my brother said, nobody believes you. You have to enter them into wine competitions. You need to prove to them in their own landscape that you belong there.
So, here’s this competition. The first one, the sparkling rosé won gold and sparkling white won bronze.
Then I looked deeper into what the competition was [and realized it was the acclaimed San Francisco International Wine Competition & World Spirits Competition ]. It was a blessing because I think I would have been scared to do it. Then [next year] I do it with the Still Rose and the Cab. Then hearing back, you’ve got the highest a non-alcoholic has ever gotten and you’re Still Rose is the best non-alcoholic wine of any varietal entered from all over the world.
I was only wondering if it was even going to place, and here it ends up winning the best.
I was at a grocery store [today] I’ve been trying to get into for two years where the head buyer won’t even try it. So it’s [frustrating] but the more of these awards that we stack up, at some point in time they have to not ignore it. They’ll be like, Oh, this is a real thing.
We haven’t [hit that goal], it’s not normalized yet. We’re in over 300 stores and in almost in every state.
If you want more non-alcoholic near you at a restaurant and grocery store, what are the step-by-step, simple direction
Jessica Selander: This is super easy for people.
So if there’s a grocery store or a local market that you shop at already, you just go into the wine department and say, “Hey, what non-alcoholic wine do you have?” And let them know you want it. Verbally say it
It’s the same thing in restaurants. I do it myself now too, where I get the menu and I’m not seeing what the stuff on it. And I just ask and say, Hey, what non alcoholic stuff do you have?”
Tell us how we can learn more about Joyus. Shopping and following on social media.
And on the website, there is this Find Joyus store finder map. So you can look on there and find us closest to you and working hard to add new stores pretty much weekly and email, email us. There’s a contact form on the website. Email. If you’re like, Hey, there’s a store by me. I want them to carry you. Email us. And we will call them and we will try, we’ll do our best and we’ll call them again three months later and we’ll call them again.
Pasadena Magazine Presents the Inaugural Taste of Pasadena 2023: A Culinary Extravaganza!
Pasadena magazine is thrilled to announce the debut of its highly anticipated culinary event, the Taste of Pasadena 2023!
Taste of Pasadena 2023
This spectacular inaugural celebration will take place on Friday, October 6th, 2023, at the Pasadena Convention Center Historic Exhibit Hall C, running from 7:00 pm to 9:30 pm.
“The Taste of Pasadena is…
an immersive celebration of culinary excellence, culture, and community”
“The Taste of Pasadena is not merely another event; it is an immersive celebration of culinary excellence, culture, and community,” says Malina Saval, Editor-In-Chief for Pasadena magazine.
“This event promises an unforgettable evening of delectable experiences,
featuring unlimited tastings
from top chefs and
renowned restaurants spanning the San Gabriel Valley and beyond.”
Guests can look forward to a wide array of culinary offerings, handcrafted cocktails, live music, and captivating experiences that will engage and delight every guest.
Pasadena Magazine Presents the Inaugural Taste of Pasadena 2023
Ticket Information:
The inaugural Taste of Pasadena will take place on Friday, October 6th, 2023, at the Pasadena Convention Center Historic Exhibit Hall C from 7:00 pm to 9:30 pm and this is a 21+ event.
General ticket prices are $85 ($100 at the door the day of the event). Early Bird Pricing is available for $60 until Friday, September 22nd, 2023.
For more information and to get your tickets today, please visit Pasadenamag.com/taste.
Razz-Mez-Tazz made of mezcal, mango, spicy bitter, agave and Tajin.
Black Gold prepared with Neft vodka, simply syrup, cucumbers, and activated charcoal
Wolfsglen, Westwood’s premier cocktail and dining destination, features New American cuisine and a hot Cocktail Scene. They’re getting a lot of rave reviews already!
Located at 1071 Glendon Avenue in Westwood, Wolfsglen is Westwood’s premier cocktail and dining destination featuring New American cuisine with a global Angeleno influence complemented by an array of expertly crafted cocktails.
Inspired by the legacy of John Wolfskill, a former state senator and pioneer rancher who played a pivotal role in the development of the land where Westwood Village now stands, Wolfsglen blends history, culture, and cuisine into a one-of-a-kind dining experience.
Sammy Espinoza – General Manager, Photography by Tonelson
Quietly opening its doors in November 2022, Wolfsglen is the brainchild of new hospitality team CFO Mark Garcia, Director of Operations Fernanda Hay, General Manager Sammy Espinoza, Chef Fidel Guzman, Sous Chef & Pastry Chef Moriah Castañeda, and Bar Manager Edward Ruiz.
Wolfsglen’s culinary journey begins with Chef Fidel Guzman
Wolfsglen’s culinary journey begins with Chef Fidel Guzman, whose New American seasonal menu embraces global Angeleno flavors, showcasing the finest seasonal and fresh ingredients.
Photography by Tonelson
Starter Dishes
The To Start features delectable dishes like Brown Butter Labneh, Hummus with chili crisps, Burrata with grilled and flambé peaches, Esquites, Mushroom Arancini, Shrimp Toast, Steak Tartare, Shawarma, and Bone Marrow & Black Garlic, among others.
Photography by Tonelson
Handmade Pastas
Handmade Pastas take center stage with Chef Fidel’s Rigatoni Diavola, Cacio e Pepe, and Bolognese, each prepared to perfection.
Photography by Tonelson
Mouthwatering Entrées
The Entrées boast mouthwatering selections such as Pan Roasted Pork Chop with a togarashi-whiskey glaze, Steak Frites, Wolfsglen Burgerwith candied bacon, spicy aioli, and arugula,Beyond Burger, Roast Chickenwith aji verde and pea tendrils, Seared Salmonserved with a pineapple ginger glaze and miso potato purée, Seared Striped Bass, and Cauliflower Steak with curry and raisin chutney.
Photography by Tonelson
Leave room for dessert
Don’t forget to leave room for dessert! Culinary duo, Chef Fidel Guzman and Sous Chef & Pastry Chef Moriah Castañeda present an array of tantalizing options, including Homemade Peach Pie, Mango Sweet Rice, Deconstructed Strawberry Cheesecake, and Ricotta Donuts with blueberry compote and lemon curd.
Photography by Tonelson
Wolfsglen’s bar program
Wolfsglen’s bar program, originally created by Fernanda Hay, now under the expert guidance of Bar Manager Edward Ruiz, offers a diverse range of perfectly balanced and playful cocktails. Signature creations include the Razz-Mez-Tazz made of mezcal, mango, spicy bitter, agave and Tajin, Purple Rain comprised of gin, blueberry purée, lemon, and butterfly pea flower, Geisha’s Kiss with Masumi sparkling sake, elderflower liqueur, and lychee purée, and Black Gold prepared with Neft vodka, simply syrup, cucumbers, and activated charcoal, with even more to try.
In addition, Wolfsglen also offers specially select White Wine, Red Wine, Rosé, Sparking, and Beer + Cider.
Courtesy of Wolfsglen
Wolfsglen’s is the ideal destination
Nestled in a historic two-story building developed in the 1930s, Wolfsglen showcases beautiful high ceilings, modern design, a lush patio for al fresco dining, and private event spaces. It is the ideal destination for lunch, dinner, drinks with friends, intimate gatherings, or special events. With its rich history, elegant ambiance, and mouthwatering cuisine, Wolfsglen promises an unforgettable dining and drinking experience for everyone!
Wolfsglen is open every Sunday and Monday from 5:00 pm to 10:00 pm, every Tuesday, Wednesday, and Thursday from 11:30 am to 12:30 am, every Friday from 11:30 am to 1:00 am, and every Saturday from 5:00 pm to 1:00 am.
Wolfsglen offers Howlin Hour every Tuesday through Friday from 2:00 pm to 6:00 pm and Late-Night Howlin Hour every Friday and Saturday from 11:00 pm to 12:30 am.
For more information about Wolfsglen or to make reservations, please call 310.208.1071 directly or visit www.Wolfsglen.com.
Chile’s Santa Ema Winery brings Premium Flavor to your next meal.
Chile’s Santa Ema Winery brings culture, family and premium wines to focus over their multi-generational history. Have you tasted one of their bottles? It brings dimension to light dishes, like seafood, heavier like BBQ, even dessert.
Today I have the opportunity to speak with Santa Ema’s Jaime Merino about life, history, flavor pairings and what’s next for Santa Ema.
I don’t know if people truly understand how busy wine professionals are. Would you mind just giving us an idea of how much you’re traveling and how you spend your time?
Jaime Merino: Yeah, absolutely. You know that in the wine industry, it is extremely important to be in front of the distributors that are our commercial arm into the different states.
We need to have an importer because we are an imported brand. So our wine’s coming from Chile. In order to get into the U.S., we need to have an importer. So we spend a lot of time in front of the importer and virtually every week we’re in touch either via video calls or phone calls or face to face, taking the wines into each one of the states, we need a distributor in those states.
That is the representative of the wine. So we assigned the brand to a set distributor in New York, for instance, and then that distributor with their sales force is going to take the wines to the trade, to the street. So it’s going to take it to the wine stores, going to take it to the restaurants, going to take it to the clubs, depending on the legalities of each one of the states.
Therefore, we need to spend a lot of time with the distributors and the sales forces of those distributors to make sure that they have the information for each one of the wines that they’re gonna be pushing. And then not only with the Salesforce of the distributors, but also with the trade and their sales forces.
Because any one of us as a consumer walking into a wine store that has already made the decision that we want to buy a wine, we probably have a budget. And also we probably have an idea that we want either a white or a red, but then we need to start diving into the details. Do I want domestic? Do I want imported?
And then if it is imported, do I want old world, new world? Then you start narrowing to the point that you’re going to say, I want to buy a wine from Chile.
Then that opens a new box of alternatives. So you can imagine the process of getting to one particular bottle of one particular supplier needs a lot of skimming into this very interesting and complex wine industry.
So let’s talk about the historic brand. Can you share a little bit about the history?
Jaime Merino: Yeah, absolutely. Santa Ema with one M, because we come from Chile.
But Santa Ema is a family owned company. It is owned by a family, last name Pavone, that their roots go back to Piedmont, Italy. So today, the company is run by members of the third and fourth generation of the family, and the founder of Santa Ema is the grandfather of the third generation, a gentleman named Pedro Pavone, that migrated from Italy, a little region in the Piedmont, Italy, called Rivalta.
And he migrated into South America, went across the Andes in a sidecar motorcycle and established himself in the heart of the Mao Valley, southwest of Santiago, the capital city in Chile. So he established himself in that area in 1917. And established his family, grew his family, and with his son, Felix Pavone, they bought some land and one of the properties that they bought in Isla del Maipo was actually devoted to agriculture, and that particular property, the name was Chakra Santa Ema, that is like an orchard Santa Ema or Farm Santa Ema.
So that is the origin of the name / brand that we use. Because Santa Ema was a staple landmark in that particular region.
They planted vineyards, they started producing wines that initially they were selling bulk.
But then in 1956, they founded Ema Winery, and they started producing their own wines to be bottled and started selling in the domestic market. Throughout the years and throughout the development of this company, pretty much done by Felix Pavone, we’re talking second generation.
The first exports of Santa Ema happened in 1986 into Brazil. When Brazil was just starting into becoming a wine consuming country. Today Brazil is one of the engines in South America in terms of top markets for wine consumption.
So ultimately it started as a father son business that grew and evolved into a multi generational still family business.
Yes. And probably different to many families involved in the wine industry and in the wine business for the Pavone family, this is it. So this is what they do. This is their life. This is their reputation.
Basically, they are not in the wine business because it’s trendy, because it’s fashionable. No, this is a business for them with family members hands-on. Today we have members of the third generation and fourth generation so we are undergoing a very interesting times to the winery because you can imagine that the members of the third generation are people mid 50s to early 60s and then the members of the fourth generation are their early tp mid 30s. Professionals coming from college with sometimes different visions from traditionally what the family has done.
A second ago, you mentioned regions. Let’s talk about the vineyard and the regions and the soil types Santa Emma uses and works with.
Jaime Merino: The winery and most of our properties are established in the Maipo Valley in Chile. Maipo is probably one of the most traditional valleys and wine regions in the country. Chile, for those people that have a rough idea of what Chile is, first of all, we need to look at South America.
If you look at South America, and – I will challenge people reading this to grab a map and look at South America – you’re going to notice that South America is shaped as a cluster of grapes. Therefore, no secret why South America is a very good vineyard paradise, as it is referred to sometimes, and that’s why we have very strong countries in South America producing wines.
Of course, Argentina, Uruguay, Brazil producing these days. Peru becoming a very interesting offering of wines. There is wine produced in Bolivia, Chile. We’re going to start seeing a lot of wines coming from South America. But then if we go back to Chile, Chile sits on the western side of South America.
It runs north to south, and it roughly expands for 4,000 miles, but with an average width that is no more than 180 to 200 miles. So the best way to picture Chile, as I normally explain to consumers and trade, take the northern tip. take the southern tip, flip it upside down, and bring it to the west coast in the U.S.
So now, the northern part of Chile is going to be from Los Angeles all the way down to Baja California.
Baja California, that is super dry and desert, that is going to be your Atacama Desert in Chile. The central part of the country, It’s going to run from San Diego all the way up to San Francisco, so it’s going to be pretty much the agriculture area of the country.
That’s why, when we move, into October, November, we start seeing a lot of peaches and plums and fruits coming from Chile because we are in the opposite season. Then if you go from San Francisco up to Seattle; and all the way up to Alaska, that is going to be the southern part of the country. So you’re going to go into the lake districts, ultimately you’re going to go into Antarctica.
So that is a good way to picture how Chile looks from north to south, that will be like moving from south to north on the western side of the U. S.
Now, if you grab Chile and you put it across the U. S., it will span more or less from New York all the way up to Seattle. So that is going to be the length of the country if we put it across the U.S.
I love those comparisons.
Jaime Merino: Appreciate that. Yeah, just to give a sense of location and a sense of what people should find there because sometimes at least here in the U. S. Chile is known for some ideas of certain regions, like for instance, the northern part of the country because of the Atacama Desert and the geysers in the in the northern part of Chile, or if you go to the southern part of Chile and you go to Torres del Paine, that is a very touristic area. Or ultimately, if someone is a little bit more exploring with an exploring soul, they can jump into Easter Island, that is also Chilean territory, and that will be more of the Polynesian side of Chile.
In terms of the Maipo Valley, it sits pretty much in the central part of Chile in the belly bottom of the country, Santiago being the capital city, and Maipo surrounds the Santiago to the south and runs from the foothills of the Andes, starting at 1,000 to 3, 000 feet above sea level, all the way to the coast, so we’re moving east to west, bordering the Pacific Ocean.
That is going to be pretty much what you’re going to see in Maipo. And that applies pretty much to most of the wine regions in Chile, running east to west. With very few exceptions, most of the valleys in Chile, Maipo for instance, they take the name out of the river that runs through the valley that waters the vineyards and all the agriculture activity that happens in the valley.
So Maipo Valley is because there is a Maipo River that runs from east to west. And then, since you’re coming from the Andes, starting at 3,000 feet and then going through the central part of Maipo and into the ocean you have very different growing conditions in Maipo Valley.
So most of the time I tell consumers when you are exposed to a bottle of wine coming from Chile that on the front label reads Maipo Valley, try to ask where in Maipo, because the conditions are going to be totally different.
Just to give you an example, here is a Sauvignon Blanc Select that reads Maipo Valley, but this is a central part of the valley that is only 25 miles inland from the ocean. So we have good, cool conditions to be able to produce a very expressive, fresh, crisp Sauvignon Blanc.
But then, on the other side, I have a Cabernet Sauvignon, also from Maipo Valley, but here we have a combination of fruit coming from a vineyard that we have at 1, 000 feet above sea level, with fruit coming from a vineyard sitting roughly at 500 feet above sea level.
Okay, so it is extremely important to understand this. Probably people are wondering why the altitude is so important or how the altitude could impact in terms of the style of wine that we’re going to produce. In simple words, if any of you come to visit us in Maipo, say January, February, March, that is our summertime, the first thing that I’m going to do is to make sure that you’re wearing a hat, that you have enough water, and most importantly, that you have sunscreen on you.
Okay, so let’s take this example now to the vines. Can we control the amount of water that the vines have? Yes, because our vineyards are planted with drip irrigation systems, so we can control the amount of water that each vine is getting.
Can we give hats to the vines? No, they need to find their own ways to protect themselves by growing extra leaves, trying to generate a very populated canopy of leaves to protect the clusters. What do the clusters do? Because we cannot put sunscreen on the clusters, so they need to naturally grow thicker skin to protect the fruit.
And just because of that thicker skin, you’re gonna have more structure, more tannin, more varietal expression. So that’s why it makes a very important difference where you’re planting your fruit or your vines in order to determine the style of wine you’re gonna get.
The higher you go, the more robust wines you’re going to be able to produce just because of this natural protection the vines develop.
We’re going to talk about your bottles.
Because we have a lot of foodies reading. What kind of foods would be great to pair with each one?
Jaime Merino: Before I go into the specifics of the wine, and particularly to all the foodies, I am one of those. Let me tell you that anytime that a winemaker that is going to be,”the winery chef”, is thinking on the wine that he’s going to be producing, he should be thinking immediately with what type of food he’s going to be pairing that wine.
That is probably one of the key aspects to understanding wines, and this is going to be at the same time an invitation to all our viewers, foodies or not foodies, to break taboos.
And what I mean by this is that probably our grandparents and eventually our parents were of the idea that whites are for seafood and shellfish and reds are for meats and game and why?
Why? Break taboos, play with this. This is a life element that we need to challenge to see how it performs with different types of foods and different types of elements. Also one of the other big differences that I find in Chile, comparing the U. S., in Chile, wine is part of the diet.
So for us, any meal lunch or dinner could not exist without a glass of wine to go with whatever type of food we’re going to be having. That is also a huge difference being part of the diet and not just looking at wine and approaching wine as a special occasion product that we’re going to be consuming.
Having said that, I have in front of me three of the most popular wines in our portfolio:
Santa Ema Select Sauvignon Blanc
Sauvignon Blanc is our Santa Ema Select Terroir. So Chile, in terms of whites, produces Sauvignon different types of white varieties. Chenin Blanc, Pinot Grigio, that is extremely popular, but Sauvignon Blanc is the queen of the whites, and Chile has a very strong reputation for Sauvignon Blanc.
One of the things that you need to be aware of is that stylistically, what we try to accomplish here is not the super grassy, grapefruity, very exuberant nose that you will find in Sauvignon Blancs coming from New Zealand. Sometimes you’re going to find that in Chile. But the style of wines in Chile in general is more geared towards France, the old world.
So this is going to be like a crossover between New Zealand and Sancerre. You’re going to have more minerality, you’re going to have a little bit more complexity, and not that you’re going to open this bottle and you’re going to have that very exuberant nose that is going to be extremely, Intriguing. No, it’s a little bit more tame.
It has a very nice refreshing acidity. It has a very crispy style with very interesting citrusy notes to it, making it a very good wine to enjoy at the end of the day, just because you want to hit a glass of wine at the end of the day or to be paired with food.
What type of food?
In my world, I will do ceviche all day long. If not, I will go with some oysters. Maybe with a delicate white fish – flounder or cod, for instance. Not too elaborate, not too much abusing on dairy products, cream or butter. The more simple, the better.
Cabernet Sauvignon from Maipo Valley and I have Merlot from Maipo Valley. I’m going to leave Merlot to the end. Although in tasting order, most probably. We’re going to do first Merlot and then Cabernet Sauvignon, but I’m going to explain the reasons why I’m leaving this Merlot to be the last one.
Santa Ema Select Cabernet Sauvignon
Cabernet Sauvignon from the Maipo Valley. In terms of the fruit, a combination of fruit coming from the central part of the valley and fruit coming from our vineyards in the foothills of the Andes. Just to give a little bit of the extra kick, extra structure, a little bit more of a backbone.
A Cabernet Sauvignon by the book, meaning a very honest, true expression of the variety. We use a combination of French and American oak barrels. We want a little bit of the expression of both types of wood. American most of the time is going to be more chocolate, more vanilla, more of the “sweet tastes” that you will find in wine.
French is going to give you more of the leather, the tobacco, a little bit more of the complexity. And that is the reason why we use a combination of both types: American oak barrels and French oak barrels. But not to abuse the oak, so we keep a percentage of the wine in American, and percentage of the wine in French, normally six to eight months, sometimes up to 10 months.
Then we blend it all together and we put it back in the bottle just to keep a good expression of fruit.
Red meats, strong cheeses, it works extremely well. So if you guys like grilling, barbecuing, big time, a perfect match to go with anything that you’re going to be grilling, barbecuing, but please leave the barbecue sauce in the pantry or the refrigerator because the sweetness of the barbecue sauce is going to kill most of the wines that are going to be pairing with it.
If you want ribs with barbecue sauce, fantastic! Drinking wines that are going to be suited for that is going to be challenging. I’m telling you try to keep your meats as clean as possible in terms of any super hot, spicy additions or the sweetness of barbecue sauce.
Santa Ema Reserve Merlot
Santa Ema has been working with Merlot for many years to the point that our reserve on Merlot is one of our flagships in the portfolio. Iit is a very particular wine because we use American oak barrels that are produced by a cooper in Missouri specifically for this wine with specs that are determined just for this wine.
What is the secret is that these barrels are toasted inside at a certain level of temperature that is going to allow a caramelization of the wood. That is going to be transferred ultimately into the wine via very distinctive notes of vanilla, roasted coconut, and sometimes nuances of chocolate, to the point that in certain markets, this wine is referred to as the cookies and cream wine or the chocolate kiss wine.
It’s a very interesting bottle to explore and to renew your vows with Merlot.
We have a very strong influence of Italian dishes here, so say a lasagna, chicken parmigiana will go extremely well with this, a Mexican dish with mole sauce, not too spicy mole, not too much in the heat side of mole, but more in the profile taste of mole. And if you really want to throw a curveball to this Merlot, try to venture and pair it with tiramisu and see what happens.
Phenomenal ideas.
Just to give you a little thing in relation to food and wine pairings. Many years ago, in a wine event here in Atlanta with Alton Brown, that is one of the Food Network celebrities, we put together a seminar “How to destroy a wine” and the whole concept of it was, me choosing wines, Alton Brown cooking and in the last minute doing something to what he was cooking for me to be able to say, ‘Alton, you destroyed my wine.’
So it was a very interesting experience and particularly for the consumers attending a very eye opening experience that very simple things like [preparing] a green salad that you drizzle some olive oil and you put a little bit of salt and pepper and in the last minute you say, ‘Okay, I’m going to pour this with the Sauvignon Blanc.’
Then Alton asking me, ‘Do you want me to squeeze some lemon on your salad?’ Sure, absolutely. But you destroy my wine. The show [had ]little tips and things like that.
Is there anything that we haven’t talked about that you really feel the audience wants to hear about or you want to share?
Jaime Merino: Today, one of the biggest challenges that we have as a country, Chile has a very good established reputation as a wine producing country, but most of the time perceived as a good value producing country, inexpensive wines coming from Chile. So you’re going to find brands out there, sometimes retailing for $5, 6, 7 a bottle.
And that’s fine. But that is one aspect of Chile. There’s another aspect of Chile of more premium, super premium, ultra premium wines.
I feel very often that consumers are afraid to venture into those more expensive wines. And sometimes when I’m talking more expensive, normally they retail between $15 and $18 a bottle.
That is a new Chile that needs to be discovered because that is where most of the interesting revolution in terms of the wine industry is happening right now.
My invitation is to go to your preferred store, go to the South American section or Chilean section, if there is one, and see what they have from Chile. Okay. That really
Where can we find these wines? What’s the website? And how can we follow you on social media?
Jaime Merino: Okay if you want to know a little bit more, go to www.SantaEma.CL the CL is for Chile.
If you want to follow us on social media, Instagram and Facebook
The easiest way to buy Santa Ema is go to wine.com and see what is available in your region,
Secret to BBQing a Juicier Chicken? Shark Tank’s Turbo Trusser revealed by Brian Halasinski and Kirk Hyust.
Want juicier chicken? Yes. More flavor? Yes. Get it all setup in seconds? Yes. Two guys who love good food decided to tackle the problem.
Luckily, a Chef and a Builder were on the team. And luckily the team has business smarts, creativity and can-do spirit. Lastly, the team got global attention by winning their way onto hit TV show Shark Tank where Kevin O’Leary got excited by the flavors, the team and their product.
Today Turbo Trusser partners Brian Halasinski and Kirk Hyust stopped by for a conversation about delicious food, creating a great team and the secret to cooking.
The below conversation was edited for length and clarity. Find the full conversation on our YouTube channel.
Can you guys share a memory about how being in the backyard with your family and friends inspired you to create the Turbo Trusser?
Brian Halasinski: Kirk and I have been working together on inventions for the last eight years and oftentimes we’ll have an idea that’ll come up and we’ll text each other and we’ll write it down in a notebook and then we’ll come and visit it later.
It just happened that I was getting ready to make chicken for my family and I was going to do a rotisserie chicken and I was trying to figure out how to tie this bird up with traditional strings. So I got my iPad and I’m watching a video.
I have to pause the video. My hands are covered in chicken juice. And after it was all done, it wasn’t done well.
I texted Kirk because he’s a trained chef from the culinary Institute. There’s gotta be a better way. We started working on the Turbo Trusser from there.
After your success on Shark Tank, Turbo Trusser has become a global hit. How have your backgrounds inspired where you are today?
Kirk Hyust: I’ve been a building contractor for 25 years. Before that I was a chef. I got burnt out [being a Chef] and then I started building things and that’s how Brian and I met. I renovated his house for him.
I was in the middle of inventing a wrench and Brian saw it [and said], ‘I want to start inventing too. You want to be inventing partners.’
We still haven’t quit our day jobs. We work seven days a week. Luckily working for us a lot of the time is cooking. Which is good.
You mentioned you are a trained chef. Tell us about your chef side.
Kirk Hyust: I went to the Culinary Institute of America in Hyde Park, New York. Classical French cuisine. We’re from Ohio, so I like meat and potatoes and hearty casseroles.
Do you have a favorite dish?
Kirk Hyust: Fettuccine Alfredo and Turbo Trusser chicken.
Brian, can we touch on your background and how how you ended up with TurboTruster?
Brian Halasinski: I have been in the pharmaceutical sales industry for the last 20 years. I have a fairly flexible schedule to where I’m on the road and can be on the phone and be multitasking quite a bit when I’m working.
I’ve had that entrepreneurial spirit in a way. Then when I met Kirk, he had invented this wrench and he was working on my house and he was there for it was a pretty decent sized project.
So over time we became friends. I became interested in the whole process of inventing.
And then with that, you could actually take your invention and license it to somebody, basically renting out your idea and collecting a royalty. Kirk and I always thought that would be great.
We did a couple of products and we licensed them. Didn’t end up working out […]. We learned a little bit about the failures. And then ultimately that day I texted Kirk and said, listen, we got to come up with a better way to trust a chicken or Turkey. And we looked out there and there was nothing available other than butcher’s twine, which has been the way it’s been done for a hundred years.
A huge majority of people cook chicken and turkeys the wrong way. That’s my assumption.
When we compare your final chicken to a poorly done chicken what’s the difference?
Kirk Hyust: Trusting actually is a technique that brings all the meat together. If you don’t trust a bird, you’re actually cooking five pieces of meat separately. You got two wings, you got two legs and thighs and a breast. What you do, when you truss a bird, you actually bring all the pieces together and it cooks as one piece of meat, so it’s cooked more evenly and it’s juicier.
If you don’t cook it, if you don’t tie it up, if you just throw it in the oven or on the grill, what happens is all the meat cooks separately. The breast is gonna be done before the legs. The wings probably are going to dry out and they’re going to be inedible. Because when you use the Turbo Trusser the wings are great.
It makes one ball of meat essentially and cooks it as one piece of meat instead of five.
Is it the ego of the grill master? Or how do we help people realize they can have a better bird?
Kirk Hyust: That’s a really good question because we get that a lot. People have never even heard the term truss. To truss a bird.
Your bird’s gonna be a lot better, but it’s gonna take you about five minutes to do it when it takes 20 seconds to use our product. Especially a Thanksgiving Turkey because that will dry out a lot faster than a chicken.
Brian Halasinski: With the Turbo Trusser, the way it’s designed it’s going to hold the stuffing in place too. So the stuffing’s not going to dry out the way it closes the cavity.
If you’re going to do a rotisserie, you absolutely have to tie that bird up or your legs and wings are going to be just flopping around the whole time.
Can we talk a little bit about the process going from zero to where we are today?
Brian Halasinski: It was when we came up with the concept.
First, we started making prototypes. We made them out of cardboard. Then we made them out of wood. Kirk’s got all these tools so we could easily cut things. Then through trial and error with prototypes that we could make cheaply, we ended up with a very similar design to what we have today.
Then from there, we found a local fabricating shop that was able to laser cut out some samples for us so we could actually cook with them. We did all these things, refining the process and refining the product down to where we wanted to make it. Then we had to make a decision: make this here in the U.S. or go overseas.
Kirk and I made a decision based on our beliefs and our values that we wanted to make it here in the U.S. Being in Ohio, we were close to Cleveland, Ohio. This was the rust belt. There’s still a lot of manufacturing here.
So within one hour of our headquarters, we were able to source everything we needed to mass produce and launch this product to the world from Canton, Ohio.
Kirk Hyust: We had six prototypes by the time we got to our seventh one. That was the one that we stuck with. We just kept refining the prototypes until we landed on the seventh one, which is that what in the stores or online.
Can you tell us a little bit about from prototype one to seven? How did we get there?
Kirk Hyust: When you’re doing a prototype, obviously you have to solve a problem. When you build a product, it has to work correctly or you’re going to get bad reviews.
But we started out with a couple different designs. We bought a chicken and a turkey; and we put this contour gauge on the leg, so that made the dips that you see now where the legs go into. Then we were in my shop, cutting it out and it looked like [bird] wings so we ended up putting the heads on it because it already had wings that the legs sat into the cradle.
It’s a lot of detail.
Kirk Hyust: Yes, exactly. We just got our patent […] issued for the very first time. Even if it’s a piece of stamp metal and 2 wires. How intricate it really is.
Kirk, between your chef skills and your contractor skills. A perfect combination of bringing those two skill sets together.
Kirk Hyust: It is. We have sales and numbers and Brian’s also creative. […]The technical stuff, the websites, we develop everything together, but we have our strengths, he has a master’s degree in business. So he’s trained really well for that.
So it’s lie our strengths and weaknesses definitely fit together with each other.
Can we just talk through in the most simple, basic steps, how to use the Turbo Trusser?
Kirk Hyust: It’s really very simple. I usually buy a five pound bird. [With] smaller birds, it still works. It goes up to a 10 pound chicken.
Then you take the plastic off, pull the packet of giblets and everything out of the inside. Rinse it off. Pat it dry with a paper towel and if you have time, put it in the refrigerator and let the skin dry out. Put the Turbo Trusser on it, hook the legs in, hook the wings.
Use duck fat or some kind of a binder to put your spices on it. Salt and pepper, your favorite rub, something spicy, something sweet. Coat it with some kind of oil, or ghee or olive oil.
Put it in the oven at 375 for an hour and a half until it hits 165 degrees. That’s pretty much in a nutshell how easy it is.
Brian Halasinski: The Turbo Trusser is just three pieces. You got the main piece. Then you have two hooks. The hooks are going to go through the holes on the body of the chicken. You’re going to put the sharp end through the hole. It’s going to lock into place with the other end.
So it’s simply, put the two hooks into the Turbo Trusser body. You hook them onto the wings. The legs go into the cradle and in 20 seconds, you’re done.
How do we get that strong-willed Backyard Grillmaster to give the Turbo Trusser a try?
Brian Halasinski:Just telling them to keep it simple and go back to what people have been doing for 100 years. And that’s using string to tie it up. Only we came up with a simpler solution. So it’s what everybody’s been people don’t do it because they’re intimidated, but now they don’t have to be. The turbo truss are so easy to use.
Anybody can use it. Even if you have dexterity problems, you’re never going to figure out how to, you’re not going to be able to tie up a bird if you have problems with your fingers, right? older people, maybe they have arthritis and it’s hard for them to tie a knot. Now with the turbo trusser, you can do that without fear and you can, it’s simple and effective.
As we wrap up, tell me about the Shark Tank experience.
Kirk Hyust: It was crazy.
Brian Halasinski: I’ll give you a high level view. We launched our product on November 1st of 2021.
Right away we went online and we applied for Shark Tank. It was 100% online. Before COVID they would do open casting calls like Like American Idol.
About 50, 000 people apply. They narrow that down to about 125 people that tape [a TV segment], and maybe 100 or so will end up airing on television for the season that you’re in.
So we apply, we have no sales, we don’t hear a word from them for a couple months. So we launched the product. We did pretty well. We sold like $50,000 worth of Turbo Trussers in the first two months of being in business with nobody ever heard of us.
We went back and we re-applied again, we got some sales numbers. Eventually they called. I Six months after we initially applied, they called us.
You basically work down through the process every week. They’re giving you something new to turn in, to make a video.
Our first video, we came up with the idea to wear the chicken and turkey costumes. We said we wanted to stand out. We know that Shark Tank is television. If it’s not good TV, people aren’t going to watch it. They loved it.
We made it all the way down through. We went all the way out to California and taped [our episode]. We ended up getting a deal with Kevin O’Leary, which was incredible.
Kirk Hyust: Brian’s a salesman. I’m not used to that. So when I was on Shark Tank, I messed my lines up. I went blank for a couple seconds. I missed my cue to go over to my spot and I was really flustered, but I recovered, but man, that was the worst part.
Tell us the website, social media, where to find you, where to browse your products, where to learn more about you.
Brian Halasinski: The first thing for our product is TurboTrusser.com.
You can make your decision if you want to buy from our website, or you can go to Amazon Prime across the country.
You can find us on all the regular social media at Turbo Trusser on Facebook, Instagram, TikToK
You can find me, Brian Halasinski on LinkedIn, connect with us and be happy to chat or answer any questions with anybody.
You can reach out if you have any questions. I write a lot of the PPAs (provisional patent applications) and stuff. So any kind of questions, how to cook a good bird we’re accessible. We want to help we want to help anybody out there that we can, because we’ve had a lot of people help us along the way.
Eila Wines Shows off the best of Oregon’s Vintage with Intense, Complex Taste
Oregon’s Willamette Valley continues to impress with their small allotment, high quality wines. Is Eila Wines a daily drink? Having tasted through their current portfolio, they’re more for a special night.
These wines are for memories and savoring. You don’t want to rush the experience.
Eila Wines Process
According to their website, their winemaking uses varying amounts of whole cluster during fermentation with ambient yeast, minimizing extraction.
Harvesting dates are chosen to retain acidity/freshness balanced with phenolic ripeness and maintaining moderate alcohol levels.
Then the wine is fermented in small batches and aged in a low impact mixture of new and neutral French oak barrels.
2021 Chardonnay Eila Wines
2021 Chardonnay Eila Wines
An excellent example of why Willamette Chardonnay’s are gaining national popularity.
Grapes are sourced from Von Oehsen Vineyard in the Eola-Amity AVA at an elevation of 400-500’. Harvested in early September 2021. Crushed then pressed, fermented in barrels. Stored on lees with minimal battonage. 42% new oak from a Damy puncheon.
Medium gold in the glass. Light and delicate on the nose. Lemon, peach, orange blossoms. Crisp citrus, orange blossom, dried fruit flavors.
With only 109 cases produced, this is a special bottle. If it’s still available, buy it immediately and hold onto it for a special night.
2021 Indigo Pinot Noir Eila Wines
2021 Indigo Pinot Noir Eila Wines
Complex is too simple of a word for this bottle. It delights in throwing you twists and turns; and taking your mouth for a ride.
Grapes sourced from Witness Tree Vineyard in the Eola-Amity AVA at 500’ elevation. Harvested early September 2021. Fermented using 38% whole cluster. Aged in 40% new oak oak.
Deep ruby in the glass. Medium body with blackberry, black currant on the nose. White pepper, licorice, dried herbs, A multi-dimensional flavors, while still being light on the tannins.
This bottle deserves to breathe. Seriously. Open it, decant it, savor it. But whatever you do, don’t rush it. Let it be a marathon and your mouth will thank you.
The winery itself describes it as “a richer, darker wine” and they’re not wrong.
Sourced from Prophet Vineyard in Eola-Amity AVA at a 440-600’ elevation. Harvested mid- September 2021. Fermented using 25% whole cluster. Aged with 20% new oak.
It transformed from a kitten to a tiger after giving it substantial breathing time. Deep ruby in the glass. Medium body. Blackberry, blueberry, raspberry on the nose. Velvety pleasures in the mouth. Bell pepper, dried spice. A sultry finish. Highly enjoyable.
With only 120 cases produced, I would stand in a long line just to taste this wine again.
2021 Violet Pinot Noir Eila Wines
2021 Violet Pinot Noir Eila Wines
A unique wine, unique flavor, for a unique palette.
Grapes sourced from Le Cadeau vineyard at 600-700’ elevation in the Chehalem Mountains AVA. Harvested mid-September 2021. Fermented using 27% whole cluster. Aged with 25% new oak.
Medium ruby in the glass. Red currant and cranberry on the nose. Heavy cranberry on the palette. An elegant wine with tart acidity. The tart acidity wasn’t my favorite choice. I admire how it kept opening. I struggled to find a food pairing and found it bold on its own. I always enjoy tasting unique wines. Perhaps I’d like it more next time.
Incredible Bordeaux wines from Chateau Haut Grelot leads the way with Julien Bonneau
Today Chateau Haut Grelot’s Julien Bonneau visited to talk Bordeaux winemaking, their legendary wine region, his family’s pioneering legacy, his favorite food and wine pairings.
Chateau Haut Grelot’s Julien Bonneau
Can you tell us a little bit about what inspires you about the wine business? Maybe a memory or wine celebration.
Julien: As you imagine in Bordeaux, or even in France, most of the wine business is a family business. It’s very father and a son or daughter. There’s always this kind of takeover.
Chateau Haut Grelot’s Bonneau Family
I grew up with my father and he was always into wine, tasting wine. ’Oh, you should smell the wine and making me discover the wine from when I was a very young child. And so I didn’t want to take over the company.
I didn’t wanna take over the story about the wine, but I had one weakness: I love wine actually. I like wine very much, so it was very hard to say no.
Chateau Haut Grelot
I don’t want to take over. But I like wine anyway. I went to business school. I went to New Zealand and England to learn the wine trade. It was a very nice experience.
Then I came back to the wine business and started again to make wine, to discover the wine business through the company. That was probably my first step. When you start taking a foot in the wine business, then you never go back.
Obviously, it’s a passion to grow and grow because making wine is like growing a child. You start from the vineyard and then you go to making wine and then to age the wine in barrels. Then you put it in a bottle just to show your wine to your customers.
Chateau Haut Grelot’s Julien Bonneau
Looking at your winery’s history. 1920, 1927 was a big year for your vineyard. 1975 was a big year for your father.
Can you tell us a little bit about the background of the vineyard? Up to the more modern technology your vineyard has pioneered.
I’m the fourth generation in my family’s wine business. So my grandfather used to have cows for breeding. Vineyards, asparagus, as well. So it was just a culture after the war.
My father started in 1978 and he focused on the wine business.
He wanted to make and grow quality wine. Very tasty wine. [His goal] changed a lot of things about the process of winemaking to develop very aromatic, long aging. So we started to make a range of wine: white wine, rosé, a bit sparkling as well.
He went to see the customer directly in the north of France, in Europe. He tried to sell directly and not through negociants. That’s the main story because in AOC Blaye which is north of Bordeaux on the right bank of the river, negociants were necessary through the distribution to sell the wine.
The big challenge was, ‘No. You don’t want to pay more for my wine, I’m going directly to the customer. I don’t want to go and to carry on sitting through a negotiation because you don’t trust me on quality wine and you don’t pay more for the wine. So we’ll stop sending to negociants. And go directly to the customer, private customers, wine shop, restaurant, wine importers.’
That was 1984 and 1985. It was a very different direction. It changed a lot compared to what happened in Bordeaux at that time. We started to control our distribution. From that time, he developed a lot of quality wine, he invested in new vineyards, bigger and bigger, and also buying some barrels and new equipment to make very good quality wine.
He loves saying ‘I was the first in 1990 to make green harvesting.’ Green harvesting is cutting some grapes in August. So one month earlier than the harvest to remove a bit of quantity and to make better quality. So he removed grapes in the vineyard to produce better concentration on the grapes left on the field.
That was his focus, it was an improvement in quality wine. From that time, we carried on. What I changed is, I make more wines, different wines, different quality wines. But still focusing on quality wine. I do more than 30 wines – different quality, colors, and winemaking process.
Let’s talk about your region, and how those elements inform the wines that you’re making?
Julien: We are located in AOC Blaye, north of Bordeaux, one hour driving up.
On the right bank of the river. So opposite to Saint-Estèphe, you have AOC Saint-Estèphe, you cross the river, the main river, and you are in AOC Blaye.
Where we are located we are mostly very gravelly. We have two types of terroir. For the red grapes Merlot, Cabernet Sauvignon, Cabernet Franc, Malbec.
Gravelly soil to help have early harvesting and early maturation for nice harvesting. The second is more on clay soil, for the Sauvignon Blanc for the Semillon and Muscadet to make more powerful wine. Two very distinguished terroirs.
The climate is very moderate, oceanic influence but also very warm during the summer. We are very hot right now. It’s a very hot summer so that’s helped a lot to have very ripe grapes.
North of Bordeaux is quite hilly so it helps to have very nice exposure to the sun. For us, it’s very important to have ripe grapes. So we need to look for the sun and remove the leaves in front of the grapes. It helps to keep the freshness in the wine and still have very ripe grapes.
Let’s talk about your winemaking process.
AOC Bordeaux or AOC Blaye Côtes de Bordeaux, we have very strict rules. We need to have the vineyard on a hill. You need to respect 6,000 bottles per hectare of production.
Then we have nine months of winemaking before bottling it. So for us we make one year, even sometimes two years after, focusing more on quality wine.
AOC rules are just a basis. We try to make higher quality by aging and also to decrease the quantity of grapes per hectare to focus on sun contact for the grapes to have very ripe and very juicy grapes before harvesting. So we are very much challenging and controlling this aspect.
For example, in September, I walk every day, all my vineyards, just to check on the quality.
We try to get the aroma window. According to the evolution of the aroma on a grape, on a palate, we say ‘the window is there’, so we need to get it. It’s not only analysis from a laboratory, but it’s mostly from the palette. ‘How’s it taste?’
It’s the same as when you cook, you taste your sauce all the time.
Let’s talk about your wines. Can you talk us through some of the wines that you have?
Première Cuvée Red 2020, Blaye Côtes-de-Bordeaux
Première Cuvée Red 2020, Blaye Côtes-de-Bordeaux
Ruby red in the glass. Lovely nose with red berries, vanilla and spicy flavors. Very drinkable. Fruit forward with medium body. Well-balanced with long and aromatic finish
Château Haut Grelot Sauvignon Blanc Côtes de Blaye 2022
Château Haut Grelot Sauvignon Blanc Côtes de Blaye 2022
Classic Bordeaux blend: 90% Sauvignon Blanc, 5% Sémillon & 5% Muscadelle. Floral, crisp, elegant. Exotic fruit on the nose with grapefruit and wild herbs. Generous citrus on the palate. Full body, almost velvety with a decadent finish.
Perfect to pair with seafood, chicken, fresh salads and cheese boards.
Pin Franc Red 2020, Blaye Côtes-de-Bordeaux, red wine
Pin Franc Red 2020, Blaye Côtes-de-Bordeaux
Big gush of red fruit, red currant, raspberry, blueberry on the nose. Big body, well-balance. Very muscular with silky and structured tannins. A long finish.
Enjoy as an aperitif or pair with game, pigeon, lamb, turkey, or as a dessert with chocolate.
Chemin de l’Estuaire Red 2020, Blaye Côtes-de-Bordeaux
Chemin de l’Estuaire Red 2020, Blaye Côtes-de-Bordeaux
Powerful, bold, muscular. 100% cabernet sauvignon. A v ery special bottle, aged for 16 months in small oak barrels. A lush, velvety mouthfeel with medium tannin and a long, vanilla finish.
Boir Pour Voir 2020, Blaye Côtes-de-Bordeaux, Orange Wine
Boir Pour Voir 2020, Blaye Côtes-de-Bordeaux
100% Sauvignon Gris
On the nose, citrus and orange zest aromas. Light body, light tannin. A tart bitterness on the palette with medium finish. Enjoy as an aperitif, or pairs with hard cheeses and desserts.
Julien: We have a wide range of wine. But I’m going to start with…
[Première Cuvée Red 2020, Blaye Côtes-de-Bordeaux, red wine]
Which is very fruity wine. This one is more classic Bordeaux style.
For the white is [Château Haut Grelot Sauvignon Blanc Côtes de Blaye 2022].
For 90% and very fruity, juicy, very aromatic fruit, grapefruit, and also passion fruit and it’s very easy drinking very easy drinking, very crisp.
The red is 70% of Merlot, 30% of Cabernet sauvignon. Wine aging on the lees a bit just to bring a bit of fatness. Strawberry character.
Both wines are very drinkable. Don’t need to age too much. Lovely with sushi, seafood, tuna, all fish. It works pretty well with meat. So that’s my two first classic range of Bordeaux style.
Then I have Parfum, which is 100% Malbec. [Chemin de l’Estuaire Red 2020, Blaye Côtes-de-Bordeaux]. Fruity, easy drinking, not too heavy as Argentina wines or Malbec wine. It’s more of a freshness and very licorice character.
The Cabernet Sauvignon is aged in barrels for one year, very select grapes.
We make a very good balance between the fruit from the Cabernet and the barrels. From aging typical from wine. That’s two different wines which is this one a bit more on the liquorized fruit freshness side, and this one is very elegant.
Lastly is orange wine. Bois Pauvoir, which is a sauvignon grape. [Boir Pour Voir 2020, Blaye Côtes-de-Bordeaux]
The story of this wine was Bois Pauvoir. It’s orange wine. I never made it before, but I wanted to make a wine which says let’s try to see how it’s going. And that means in French, “let’s try, you will see.”
Going back to cooking, what are some of your favorite things to eat with these bottles?
Julien: I’ll say for Sauvignon Blanc, this one is lovely with tuna. Rare tuna. Even tataki tuna. It has a very fresh character, very nice acidity and it’s very well matched with tuna.
This is one who can match pretty much with many things, but if you like pasta with tomato. Easy drinking freshness. Very drinkable. Not too heavy and you have acidity in a tomato with pasta and that keeps your freshness.
It pairs well with game. I like pigeon with a side of onions. Even lamb is very nice. It works pretty well with white meat. You can say beef as well. Roasted beef on a barbecue with carrots and peppers.
That’s very long, which is very a bit unusual, but it’s lovely with cheese. Even with fish in tomato sauce. Sea bass or grilled octopus. Yeah, it could be a very nice match.
How can we find more about you and your wines?
It would be fantastic to go on Instagram and follow us and follow our story about how we try to develop in the U.S. You can also visit our website to learn more.
Napa Wine: Malek Amrani’s The Vice Wine Invites a new Generation of Wine Lovers to Open a Bottle.
Winemaker Malek Amrani’s The Vice Wine is about as personal of a brand as it gets. Each batch is crafted from single grape varietals sourced from hand selected Napa Valley vineyards that best express the grape varietal and the region.
Passionate labor, sustainable farming, a long expertise of the wine industry and a current understanding of the consumer’s wine trend.
The Vice Wine’s Winemaker Malek Amrani
Today I sat down with The Vice Wine’s Malek Amrani for a conversation about luxury sales, Napa Valley’s legendary grapes, following your passion and inspirations and the future of wine for the next generation.
The conversation has been edited for length and clarity. The full conversation can be found on our YouTube channel.
I just want people to understand how busy you are sharing your wines with the world. Can you share a little bit about your average calendar week?
Sure, thank you. First of all, thank you so much for having me today. I just literally just walked in three minutes ago I was in Miami. So I landed in San Francisco a couple hours ago and just got in here So speaking about travel, a lot of what we do is travel because you can make the best wine in the world, but it’s really the ability to go out and sell it that makes us successful or not.
It all comes down to sales. On average, for me, for the last eight years, I average about five, six nights a month at home. A lot of my time has been spent on the road. Although this year I’m trying to shift gears a little bit and spend more time here in Napa Valley and less time on the road.
Got it. So what inspired you to get into the world of wine? Any memorable celebrations?
What inspired me to get into wine was my love for it. I was fortunate enough to start tasting wine at an early age with my father. And I graduated high school at 16 in Casablanca, Morocco.
Went to Senegal, West Africa for med school. I did a year there and realized that it wasn’t for me. And speaking of celebration, I really wanted to do something that was quite celebratory on a daily basis and fun. I moved to New York and the first six months in New York I really just tried to survive and bounced around and did all types of jobs.
But then I quickly realized that I needed to get my hands on wine and not have to pay for it and then meet people as well, because I was new to New York and I had no friends, no family. So I wanted to meet people. I realized that working in the wine industry, wine bars, and restaurants would be ideal to fulfill the two needs that I had at the time.
I dove into the wine industry early on at the age of 18. And between 18 and 21, I worked in the restaurant world a lot. I was working 2-3 jobs consistently. I was fortunate that when I was 21, I got a job in distribution representing Diageo and Moet Hennessy Brands in Manhattan to on-premise accounts, basically restaurants, bars, hotels, and whatnot.
And during that time, I also got inspired to start importing small batch boutique wines to New York and selling them too, selling them to people I knew and make a name for myself in the industry through imports as well, beyond the territory that I had at my first job.
Then in my mid twenties, I was doing it. I realized I had done it all in the wine business, except to make wine. The wine region that I’ve always been a big fan of was Napa Valley. So I looked for a brand that kind of was a solution to what I was looking for one, a Napa Valley winery that made wine for that everyday occasion that I can afford accessibly and to a winery that made more than the classic three or four varietals: Cabernet, Sauvignon Chardonnay, Sauvignon Blanc, Merlot and there aren’t many really.
And lastly a winery that kind of broke down Napa Valley to the sub regions that there are because Napa has such a very diverse terroir and sub regions, 16 in total today. Wow. So I couldn’t find one. So I decided to make one, start one, create one.
You worked at the biggest wine company in the world. How did you go about getting that job?
And then what kind of lessons did you learn while being there?
It was out of luck. I was a buyer for a restaurant on Park Avenue in Manhattan. And I was talking to my sales rep. I asked him if he liked his job and I really didn’t think about applying or anything. He thought that I was interested in a similar position and out of luck, they had open positions and he spoke to my first manager at the company and she called me and she asked me to meet with her.
I honestly didn’t know what she wanted to meet about. I thought she wanted to meet about the restaurant where I was working; and work on some program or something. And in less than 48 hours, I had a job. So I was quite lucky.
But how intense and how it is working at Moet Hennessy or LVMH is a big umbrella.
It’s the number one luxury company in the world. They certainly do a lot of things, they are number one for a reason. And at the same time, I was with the sister company that also owns part of the Moet Hennessy Diageo. Diageo is the biggest liquor supplier in the world and at the time they had wine as well.
So in a way it is easier to walk in anywhere and say I have Johnny Walker or Veuve in my portfolio. But at the same time, from a sales perspective, it was very not aggressive, but very goal-driven. And I found myself that out of 116 months of employment, I was a top quarter performer for 112.
So it was extremely competitive and I wanted to be the best at what I did. All the time. A lot of it really has to do with building relationships and working harder than the competition and doing a lot of things right and never promising something and not delivering.
Is there a major lesson that you learned while working at that global luxury company that has helped the Vice wines?
Yes, I think, many things. My first, probably my most important lesson was to intertwine your personal life and your professional life in this industry. You can’t really separate them and be successful at it. I think it’s just making it work. It is a fun industry, we do go out a lot and get to enjoy a glass of wine during the day or two or three.
At the same time it is work and finding the balance between the personal and the professional and making one feed the other in a sense. It’s one of the biggest advantages that one can do to succeed in this industry.
I think you fulfilled two fantasies that a whole lot of wine people dream about doing. One being rockstar salesman at these amazing companies. The other becoming a winemaker.
Any advice for someone who wants to be who you were a few years ago?
Advice? Yeah, absolutely. One, it takes time. You have to be patient; and persistent and consistent.
To build relationships and establish and build a territory and build certain sales revenue. It doesn’t happen overnight. You first gotta establish relationships and relationships come down to trust. The second thing is it really comes down to being patient and consistent.
Outlasting the competition because there’s such a huge turnover in the industry. So if you trust the process that if you stick around long enough and do certain things right for a long time, people will turn over in the industry and there will be opportunities that will pop up left and right and they will be yours for you to capture.
Personally, one of the things that really made me successful, and a lot of people may not do it, is that for 10 years in Manhattan, I commuted on a motorcycle 12 months a year. The subway was fast, but I never wanted to miss a phone call.
When the average salesperson is probably seeing 5, 6, 7 accounts a day, I was seeing consistently 15 to 20. So I was able to have a bigger territory and see my clients on the regular without appointments. I was on a motorcycle. I was the guy just going to show up and just say hello and I was in and out, just checking on you, see if you need anything versus I have to make an appointment, find parking, all that kind of stuff.
The work ethic definitely, 15 in a day is a very deliberate choice with time and energy.
Your wines are called “Vice”. Was there a “Vice moment” where you knew it was time to move on and become a winemaker?
That moment probably lasted a couple of years. There was a lot of self questioning and self doubt on the daily because I had, at one point, two very successful businesses.
One, I worked my job on a W-2 and the other one, my own business, my imports business. And I was doing pretty well at the time in my mid twenties and, within three, four years, I may have paid a little bit over a million dollars in taxes. How do you let all this go and jump into the vice and, basically not have a revenue?
Especially in the beginning stages, it took me a couple of years to really decide what to do but The Vice, the idea started in 2013.
Winemaker Malek Amrani
We really became a business in 2016. And I let everything go for The Vice in 2018. It took some time. At one point I was having three businesses happening all at once, and it was very stressful.
So that “Vice Moment, it wasn’t like sudden. It wasn’t quick. It was a long vice moment.
Tell us about the regions that The Vice grapes are sourced in and equally important, how the heck did you get grape sourced from these in-demand areas?
So I chose Napa Valley because Napa, one, is their vice to me, hence the name of the Vice Wine, name of the brand. My vice is wine, but their vice is Napa. And I’ve always been a huge fan of Napa.
And Napa is the apex of the American wine industry is what set the tone for us, what opened, it’s what really led this American wine revolution in a sense. It all started really with Napa back in, in the 60s and 70s. So I wanted to shoot for the top because of that aspect.
And also, it’s just part of the American dream. As an immigrant, there is nowhere on the planet, I can’t imagine myself going to France, Italy, or Spain, and walking right into their top wine region and say, I’m going to do what I do today. I have no doubt I wouldn’t be welcomed.
Napa did just the opposite and welcomed me and gave me an opportunity, not just as a wine region, but as a community.
The second thing, how I got into having access to these grapes, a lot of it is street work. Putting in the time, coming a lot to Napa and hanging out at a lot of places where winemakers hang out for lunch or dinner and talking to the bartenders and doing my due diligence and investigating on my own and really networking and knocking on doors. Not being afraid to knock on doors and introduce myself to people and tell them about what my plans are and see if they’re willing to sell me some grapes.
In this industry, when you buy, when you contract to somebody, you pay a little bit of what the grapes are worth when you first pick the grapes and then the rest within time in the new year or so.
A lot of what I’ve done in the beginning was pre paying. So I pre paid for the grapes while they were still hanging on the vines. It’s almost like buying the fish while it’s still swimming in the ocean. So in that sense, they owed me versus I was at the mercy of a lot of the growers to sell me grapes. They already had the money, they already got paid.
So they had to work with me in a sense and again, being honest, not being late on payments and having good relationships with the growers goes a very long way.
Can you share your Napa Dream with us that you put on your bottles and let us know what that means to your family?
Yeah, so I’m sipping right now batch number 100, the Napa Dream. So we make our wines in batches. Every single wine, and I made a little bit over 130 wines to date. Every single wine has a number.
It started with number one, which was a Chardonnay 2013 vintage. And when I first started The Vice, I had this long term vision, but I didn’t envision myself to be here today with batch number 100. So batch number 100 is an homage to batch number 1.
I named it The Vice and not my last name. As you see, most of the wine industry, it’s someone’s name on the label. I didn’t want to do that. The Vice to me is what wine is: a Vice. Napa is my vice. So it’s very personal.
But at the same time, the craft beer industry really had a boom in 2008 – 2020. What made it really successful were the names. Craft beer has some really wild names. You look at the name and packaging, and it’s what probably draws you to open the can, you buy it and try it.
At the time in 2013, there weren’t many un-conservative names in the wine business. It was still very conservative names and people’s last names. There was 19 crimes and there was The Prisoner.
I thought The Vice would be a very good name, One, because it meant something to me and Two, it’s very edgy and it’s borderline bad.
It’s not bad. It’s not bad unless you do too much of it. That’s what vices are. If you overdo it, then they become bad. They become addictions, a lot of things, and it’s an easy name to remember.
I’m going to assume almost every wine lover knows Napa Valley. Touch a little bit on the region of Napa, the soil your vineyards are using, and how that influences your aromas and your tastes as we actually get into the bottles themselves.
When people talk about Napa Valley, most of the time we talk about how this perfect Mediterranean climate that we have here, its location about 35 miles east of the Pacific Ocean, the Bay, San Pablo Bay, which is an extension of San Francisco Bay, the microclimate.
We talk a lot about the microclimate, but one thing that I think makes Napa the best wine region in the world, in my opinion, is that Napa has half of the world’s recognized soil.
It’s a paradise for someone who is really into soil because there’s so much diversity here. More than anywhere else when it comes to soil diversity, we make wine from 14 out of 16 sub regions of Napa, but within the same AVA. Within the same sub region, we have different soils.
So a lot of the wines that we make are single vineyard wine You do get to taste the purity of the terroir from a specific soil type. It’s something honestly that we can talk about for days and it’s fun for most people.
Going a little deeper in that for a moment.
We picture you in Manhattan, probably very well-dressed at that old job. Now you’re working a farm. What was it like the first time you stepped onto that vineyard.
What that experience was like for you?
For me, honestly, I always felt that my calling was to be in the countryside. Although while Napa is the countryside, it’s like the Hamptons of the West. It’s still probably the most expensive agricultural land in the world.
It’s very beautiful. But being in touch with nature and being a little isolated from the hustle and bustle of civilization, which is usually in the cities. I find a balance when I’m here in Napa because I do travel a lot. I’m on the road and I’m back to the cities trying to sell wine across the U S and also across the world.
Vineyard life, farm life, it’s my balance. It’s my happy place being in the vineyard. I’m sure you can’t picture me, but I do wear a lot now. I never thought I would ever be wearing cowboy hats a lot. But I do wear them because it covers my head pretty well from the sun.
Walk us through your favorite wines. Let’s talk about aromas and flavors and color and what you love about them so much.
First thing, I don’t have favorites. All my batches are equal to me. Every single batch has a story; is a labor of love. But the wine of the moment right now is my orange wine.
So I started making orange wines in 2020. Orange wine is the oldest winemaking style in the world. Five, six thousand years ago, when they started fermenting grapes to my knowledge, they were white wine grapes.
Today, all white wine, we take the varietals, we press or break the skin of the grape and capture the juice immediately, discard the skin. Orange wine is basically pretending to make red wine with white wine grapes. So there’s skin contact.
So we basically ferment the juice out of the grapes with their own skins and what you get in return, you get some type of orange hue in the wine. The wine I’m opening right now is my Orange of Gewurztraminer and it’s called Brooklynites because that’s where I got the inspiration out of Brooklyn. And we’re doing really well with it. It’s just been very successful for us. It’s up and coming.
This wine, Orange Wine, reminds me of Rosé of 15 years ago when Rosé just started to make a comeback or just started to grow in sales and popularity.
I also feel like with orange wine, I feel like it’s a generational thing.
If you look at Sauvignon Blanc, for example one of the top white wine varieties right now, 20 years ago, no one was really drinking Sauvignon Blanc, but it was really the Gen X that made it popular.
Same thing with Rosé I feel like Orange is just at its infancy stages right now, and it’s having it’s moment. Driven by millennials and Gen Z’s also Gen X and boomers when they see it on a wine list and they see it in the store, they get curious, maybe a little embarrassed that they haven’t had an orange wine.
They’ve been drinking wine for decades already. So there is a little sense of curiosity when it comes to orange. So it’s doing really well for us. It’s 3,000 case production right now. Our total production of The Vice is 27,000.
And Gewurztraminer, the varietal means spicy. I won’t call it spicy. I’ll call it flamboyant. Because it just pops out of the glass with so much roses, lychee, peach, apricot.
It’s a really pretty varietal and this orange wine of Gewürztraminer is certainly a treat. Very well said.
The 2020 Chardonnay. The mouthfeel, the balance, when you were creating it, how did you decide what it was going to be like?
It is an homage to batch number one, Chardonnay.
So I really wanted to create something almost like there’s a legacy and a celebration for reaching that milestone of making a hundred wines. I wanted to go back to very traditional winemaking. The birthplace perhaps of Chardonnay is Burgundy. And in Burgundy, a hundred years ago, they were not bottling every single year.
They bottled when they needed to. They had good vintages, bad vintages. So it wasn’t this cycle.
Now, the majority of the industry doesn’t age Chardonnay for more than 12 months in oak. Most people have a misunderstanding of oak and malolactic fermentation in wine.
I hear it all the time, people saying, I hate oaky chardonnays because they’re too buttery, too oaky. There’s two different things. Oaky and buttery are two different things. So the malolactic fermentation, the conversion of malic acid into lactic acid, is what gives you that creaminess in Chardonnay.
And predominantly, all red wines go through it. But in white wines, Chardonnay is the only one that goes through malo. And it is a style that’s fading. It’s boomers who love the buttery Chardonnays.
But when it comes to oak you really don’t find anybody aging Chardonnay for 30 months.
It’s a little bit crazy to do, but this was my vision as a celebration. And the funny thing is that I just came back from Miami and the joke, everybody that tasted it. They’re like, wow, what a delicious wine and how did you get the idea? And I was like the joke here in the cellar in Napa was when I was making this wine, everybody here was like, who’s going to drink this wine?
And the joke was Florida will drink it because they love big oaky Chardonnay. But the reality now in the valley and other markets too. The younger consumer is actually loving this wine because it doesn’t have much malolactic fermentation. Only 25% of the wine went through malo. So there is a little kiss of butter.
Almost like buttered popcorn, but without being too buttery, without having greasy hands. And then the oak flavor here is just amazing. Because it just pops with butterscotch and vanilla and full spices and it’s a super long finish. You take a sip and five minutes later, it’s still sitting in your palate which is quite unique for a Chardonnay.
You had a vision before you produced the bottle. How close to reality did it become, and what were the challenges to get it there?
To explain that I have to give you the background. Everything I do is not out of just because I decide to.
Everything I do is it backed by the marketplace. Most winemakers, they have an idea, they go apply it. I have so many ideas. All my ideas actually are based on creating demand that’s already in the marketplace or about to be. So a lot of what I do is research and development.
I’m not going to wait to get a market watch article last year to tell me that this varietal or this segment is trendy. I’m seeing it live in the marketplace. I’m seeing it live with the consumer. I am doing tastings in stores. I’m doing tastings at restaurants, hosting dinners, and seeing what the consumer wants.
So I’m seeing it before the rest of the industry. Everything I do is based on where the trend is going before it even becomes a trend. And it is a gamble because not everything comes to fruition. But that’s the basis of what I do is based on the wine enthusiasts, people that drink wine, their interests and what they want to have in the, what they wanna see.
Let’s talk about your Pinot Noir.
This is my house Pinot Noir. We call it the house because this is what I envision to be the house Pinot, basically a Pinot Noir that you open and whether you drink a glass or finish the bottle. If you drink a glass, you can put the cork back on it and it will be good for at least four or five days.
All our wines are made in a traditional style and they’re exposed early on to oxygen. So they’re oxygen resistant compared to conventional wines. When you open the wine; conventional wine by the second or third day, they already flatten out and turn into vinegar cooking wine. The Pinot Noir here is for the everyday occasion and it doesn’t require any food, although this pairs well with everything.
This is the only red I’ll probably pair with any type of fish. It really is a very good wine on its own. Doesn’t really require food. I make a lot of big Cabernets and big heavy varietals like Petite Syrah and certain Malbecs. Very good. You drink a glass and you start begging for food because some wines really require that.
The House Pinot is my go to wine for that everyday, anytime occasion. It is from Carneros, so it’s Southern Napa, and it’s made in a traditional Burgundian style.
What makes this wine actually unique is that a huge amount of of Pinot Noirs now in California are laced with something else to be a varietal on the label, like Pinot Noir or Cabernet. All you have to be is 75% to 85% based on the county. So there is a lot of blending and we’ve seen a lot during the past few years.
The emergence of jammy Pinot’s. It’s all cut with something big and heavy. Pinot is supposed to be lean. A beautiful aromatic varietal with high acidity. It’s supposed to age really well. So we’re going back to that traditional burgundy style.
The wine next to it is a red wine blend.
We make 14 different cabs, so many different red wine varietals. All these wines I make are 100% single varietal. I don’t like to blend. I just love to showcase the true expression of the varietal from the terroir that it comes from of Napa Valley.
I made this wine and I called it Millennial. This is batch number 96 Millennial. And this wine is a blend of different varietals. It’s like a world blend almost. It’s 63% Petite Syrah, 22% Malbec. 8% Tempranillo, Spanish varietal, 7% Primitivo, an Italian varietal, and 1% Charbonneau which is a very rare varietal that we have here in Napa. So multiple varietals, I called it the Millennial because, I found that the millennial consumer is looking more for a style when it comes to a red wine, something that’s medium body, fruit forward, softer tannins. And they’re not really much into what vintage is it, what’s the region, what’s the AVA, they are still very price conscious.
So the retail price for is $29. It’s our least expensive red wine that we make. And it’s a really mouthful of a wine. It’s very juicy. It’s like lava cake in a glass. Although it’s dry, it’s got no residual sugar. It’s still so fruit forward. And there are so many flavors from lava cake to blueberry compote to raspberry jam.
We did not put anything. No vintage, no AVA, no nothing. We just wanted to focus on the blend itself and, that’s a red wine, it tells you exactly who it’s made for.
I’m not sure if you see yourself as a foodie. Any food pairings that you recommend with your wines?
Yeah, I certainly consider myself a foodie. Half of my time alive is spent going from one restaurant to another. Granted, I don’t eat at each one of them all the time, but I do try to eat a small dish everywhere I go and try different things, different cuisines, and I love, as someone that was born in Morocco, I love flavor.
Maybe part of my success in winemaking has to do with my palate. And my taste for my open mind, the taste for food also, and being willing to try different flavors.
When you say Napa, people think Cabernet right away. No one would ever think of orange wine first. Maybe not anytime soon, hopefully one day, but as of now, everybody thinks Cabernet. And. Cabernet to me or some red, big red varietals I think the best friend for our big wines.
My favorite pairing right now is this orange wine. I find myself drinking a lot of Orange lately. And this orange gewurztraminer, favorite companion to Southeast Asian cuisines like Thai, Vietnamese does really well with it. I’ll say Indian cuisine with curries and or even Middle Eastern cuisines. The orange gewurztraminer does really well with them.
I really like to keep it simple. I love to cook with a lot of herbs and spices.
You don’t want to overwhelm it. You don’t want to ruin the taste. You want to enjoy it by keeping actually the food that goes with it simple. Just 1, 2, 3, 4 herbs or spices just to enhance the dish. and bring out the flavors of the wine.
Talking about the Vice team, you have a world class CMO and you have a genuine superhero. Can you talk a little bit about your team?
We met in 2008. We actually worked together and we’ve been together now since 2008. We’ve been married 10 years. Tori is my partner, but life partner and business partner, of course.
Her background is fashion. So she was a creative director at her last job. And she went to Parsons in New York for fashion. Her entire life she knew she wanted to be in fashion.
I wouldn’t be here today, The Vice would not exist if it wasn’t for Tori. She was crucial, especially for the creation of The Vice, the label, the marketing aspects of it. And today she’s 100% on board with The Vice. She has no other job. She’s the CMO of The Vice.
My assistant winemaker; he’s the joy of every day life. His name is Bruce Wayne and he’s an eight year old Tibetan Terrier. He’s got a better nose than any of us. He loves to be in the cellar because of the cool temperature. And as I said probably in the beginning, intertwining personal and the professional. Having him around most of the day when I’m here in the Valley, or just having him come with me, he’s a very good boy. It certainly adds a lot of happiness to what we do and it, it helps with the craft of The Vice.
You mentioned that Tori has a fashion background. What was the transition from fashion to to wine like?
Her transition was similar to mine. It was more of a hobby, part time fashion project and part time helping The Vice. And then last year, we had a baby, our first baby. After she went back to work after her maternity leave, she realized that she wanted to focus on the baby a little bit and also full time on The Vice.
Where do you see The Vice in 5 years? What can we look forward to?
Thank you for asking. The vision since day one was to be an international brand. Today we are in four international markets and 14 states in the U. S. But this secret fantasy that I’ve had since day one about creating The Vice was for the French to drink The Vice.
The French don’t drink American wine. In fact, if you are from Burgundy, you probably don’t even drink Bordeaux, or you don’t drink Sancerre, or you don’t drink Provence. They’re into their own wine regions.
Globally where we will be 5, 10, 20 years, I don’t like to really put deadlines and time limits because the passage of time does things that, it’s very subjective.
The last three years were great for our business. If anything, it spurred us to grow more than we expected. Our long term goal with The Vice is to leave a legacy in the valley and for the brand to inspire the next generation of people to be the voice for a fresh voice in Napa.
From a sales perspective, we are at 27,000 cases. We want to be at 100,000 cases. We want to be in a million cases. But most importantly, we want to maintain the quality and the integrity of the wine that we make.
Younger audiences are booking for healthier wines
There is a lot of formula wine. Wine that has probably 30 ingredients you and I can’t pronounce because it’s not FDA regulated and you know they make it taste consistent year after year and there’s a lot of chemistry that goes into it.
Our wines are very simple. There are two ingredients, grapes and a little bit of CO2 to maintain stability. So long term for us is to continue to be a true craft wine, real wine that’s good for you if you drink it in moderation.
How can we shop your wines? How can we find you?
Thank you for asking how you can help. I see myself as an ambassador of Napa Valley, so I encourage you to please discover Napa and keep it as the leading wine region in the world. We are a one stop shop for Napa Valley. We have the most diverse portfolio of Napa Valley wines at a great price point.
Please check us out, www.TheVice.com. Please follow us. Please don’t hesitate to reach out. Fun fact is that our corks have my phone number on them. You can text me, call me, DM me, FaceTime me. If I’m not in an awkward situation, I’ll pick up. But I’m very accessible. I’d love to I’d love to hear from you.
I’d love to answer your questions. I’d love to help you discover the wine industry, but specifically Napa. I’d love to help you not only discover it and enjoy it as well.
That is incredible. So thank you. I really appreciate your time.
