How does a winery help change the way the world sees an entire country?In this episode of Business of Drinks, we talk with Christian Wylie, Managing Director of Bodega Garzón, one of the most ambitious winery projects in the world — and a case study in building belief in an unfamiliar category.Garzón is not just selling wine. It is helping create the modern market for premium Uruguayan wine.That means overcoming several layers of friction at once: a small country most consumers don’t associate with fine wine, a signature red grape — Tannat — that often needs context, and a white grape, Albariño, that buyers know from Spain and Portugal, but not necessarily South America.And yet, Garzón is growing quickly.Christian walks us through how the winery scaled from 2,000 bottles to 2 million bottles in roughly a decade, expanded from one market to about 60, and grew U.S. depletions by 40% in 2025 vs. 2024. Even more surprising: Albariño has become the growth engine, with on-premise sales up 90% in the U.S.For drinks entrepreneurs, the episode is packed with lessons on category creation, premium positioning, and market-building when demand is not already waiting for you.Christian gets into:🔶 Why Garzón is positioning Uruguay through freshness, drinkability, and Atlantic Ocean influence🔶 How 1,200 microparcels create complexity in the vineyard — and opportunity in the winery🔶 Why Albariño has become such a powerful commercial vehicle for the brand🔶 How hospitality, trade visits, and the Francis Mallmann restaurant help convert buyers into believers🔶 Why the team focuses on the fundamentals: show up, pour the wine, make the placement, follow up, and keep goingWe also talk about the scale of the investment behind Garzón: the LEED-certified winery, the sustainable vineyard program, the olive oil, the golf course, the proximity to José Ignacio, and the broader ecosystem that makes the place itself part of the brand.At a time when the wine market is under real pressure, Garzón offers a different kind of wine growth story — one built on patience, precision, and a willingness to do the hard work of education market by market.This is a conversation about Uruguay. But more than that, it’s about what it takes to make the unfamiliar feel inevitable.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness of Drinks LinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.Erica Duecy LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.Scott Rosenbaum LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.Caroline Lamb LinkedInInstagram @borkalineSubscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!

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