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Aurelio Montes: Chilean wine visionary who transformed the industry by prioritizing premium wines & export markets, pioneering new regions like Apalta & Chiloé. From 1987, his commitment to quality & terroir established Montes as a global leader.

A Visionary’s Journey: The Aurelio Montes Story

From Pioneers to Icons: The Genesis of a Chilean Wine Dynasty

Aurelio Montes, alongside his cofounders, embarked on a transformative journey in the Chilean wine industry. In 1987, Chile was navigating its transition to a free market economy following the Pinochet era. The wine industry, while burgeoning, largely focused on high-volume production. Montes, however, envisioned a different path. "We saw an opportunity," recalls Aurelio, "a perfect wave waiting to be surfed." This bold vision prioritized premium wines and export markets.

A New Wave: Exporting Excellence

Montes’s commitment to quality distinguished them from the pack. Their first vintage in 1988 marked a pivotal moment, establishing their brand and opening doors for other Chilean wineries to explore the international market. This pioneering approach established Montes as one of Chile’s leading exports, with wines now enjoyed in over 100 countries. The launch of Montes Alpha M in 1996 further solidified their reputation as pioneers of high-quality Chilean wines and set the stage for future icons. "It wasn’t just about selling wine," notes a Montes sommelier, "it was about showcasing the potential of Chilean terroir."

Cultivating a Cru: The Apalta Revelation

The success of Montes wasn’t solely based on marketing; exceptional quality was paramount. Aurelio Montes’s expertise in vineyard management played a crucial role. His passion for the Apalta region, which he had been visiting since his youth, led to a significant investment in 1992. "Apalta was love at first sight," he reminisces. By cultivating the region’s unique terroir, particularly on the hillsides—a pioneering approach for South America—Montes helped redefine Apalta as a premium wine-growing area. The planting of Syrah on the hills in 1997 was particularly significant, attracting international acclaim and establishing Montes Folly as a regional icon. Today, Apalta is recognized as a premier Chilean cru.

Expanding Horizons: Beyond the Andes

Montes’s vision extended beyond Apalta. In 2002, they ventured into Mendoza, Argentina. However, Aurelio Montes’s ambition stretched further still to the challenging terrain of Chiloé, Patagonia. This remote region is renowned for its cool climate and unique microclimate that presents particular challenges for viticulture. The initial plantings in 2018 mark a bold step into unexplored territory and promise exciting possibilities for wines from this region of Chile. “We believe Chiloé has exceptional potential,” says Aurelio. “It’s about finding those hidden gems.”

A Legacy of Innovation: Shaping the Future of Chilean Wine

The story of Aurelio Montes is a testament to vision, hard work, and a deep understanding of terroir. Montes’s journey exemplifies the power of dedication to quality, innovation in viticulture, and a commitment to international markets. By focusing on premium wines and pioneering new regions, Montes has not only built a successful business but also elevated the reputation of Chilean wines globally. Their story inspires future generations of winemakers and continues to shape the landscape of Chilean viticulture. "The future is bright," concludes Aurelio, "as long as we continue pushing boundaries."

Photo by Trent Erwin on Unsplash