From A Wine Lover’s Bucket List: Eve Bushman spends a week touring and tasting in Chateauneuf du Pape
What’s on your Bucket List?
While a normal person wants to check off going to Mars, driving a racecar or meeting a president, wine writers have lists that almost always include visiting wineries in far off places. Having Shiraz in Australia, Tempranillo in Spain, Chianti Classico in Italy and Malbec in Argentina are on our lists, but top of the list for me has always been France. I had two days in Bordeaux years ago and a week in the Garda DOC in Italy that just wet my whistle for more, so when a small group of wine writers was being put together, to visit Chateauneuf du Pape for arguably the best Rhone wines in the world, I poised my pencil over my list and made a huge mark – YES, please, take me!
Quick travel tips: Bottles are priced much less at the source, even with shipping costs; we saved in buying a case to have sent home. If you can’t get winery appointments, or don’t have the time, we found several tasting rooms in town – as well as several places for meals. None of us in our party spoke fluent French, and though it would have helped, we were fine communicating in English. You can drive your own car, on the right side of the street, but there are many roundabouts, toll roads and narrow roadways.
Eddie Bushman at Pegau
Domaine Pegau
Our first day in France began with a sunrise at our friend’s Villa in Monoblet. From there we traveled 90 minutes for a tour and tasting at Chateau (wines labeled from the Cote du Rhone area) and Domaine (Chateauneuf du Pape area in Rhone) from Pegau. We have a few Domaine Pegau wines in our cellar and really looked forward to visiting the real deal.
From our host we learned that there are five towns in Chateauneuf du Pape that produced 95% red and 5% white wine grapes. They use 13 grape varieties and any given bottle only has to use one grape. Pegau – properly pronounced as “Pay-Go” – uses all 13, including blending white with red grapes. For their Cote du Rhone property Pegau makes 44% red wine and one Rose wine.
We learned that they are an old school winery, as far as winemaking techniques. When finished wine is ordered only then is a bottling truck ordered and labels created. (There are different laws for different labeling around the world, so that is the reason they have to wait to print the labels.)
Only old oak is used for aging and some barrels are 90 years old. Stainless steel tanks are only used for their white wines; some high-end whites also spend time in wood barrels and concrete eggs. They do not de-stem any of the wines, which for me meant that the terroir would show earthiness and tannins.
Now, onto the tasting!
We sampled two Chateau Pegau Vallee du Rhone and two Domaine Pegau Chateauneuf du Pape, a white and red in each category, aged between 2019 and 2021. My personal preference on these leaned more toward the Chateauneuf du Pape wines and of particular note was the 2019 Cuvee Reservee that used all 13 Rhone grapes and 80% of that was Grenache. These wines were priced between 10 and 45 euros – which is pretty close to the same in American dollars.
Instagram: @Domaine_Du_Pegau
Website: https://pegau.com/
Roger Sabon Wine glass
Domaine Roger Sabon
Next up we visited Chateauneuf du Pape’s (CDP’s) Domaine Roger Sabon for a tasting.
Our host explained that this past summer they experienced drier weather producing smaller berries over 18 hectares. Sabon, like Pegau, has both a Domaine for the CDP wine area and a Cotes du Rhone label. Five percent of their appellations are producing white wines. They blend before aging, have four different soil types and also have a distillery. All of their wines are at least 70% Grenache and are aged in large barrels.
For the tasting they offered us new and older wines, including wines from the Lirac appellation – not in Chateauneuf du Pape – with amazing aromatics and flavors.
My favorites were a 2020 Chateauneuf du Pape Reserve that had just been bottled in March and contained 80% Grenache and the remaining 20% was made of Syrah and Mourvedre – the classic GSM blend. I noted delicate fruit aromas and subtle fruit flavors – red to blue fruits – as well as a pepperiness.
My second favorite was the Prestige label, a 2020 Chateauneuf du Pape that was all black fruit, cracked pepper and earth that had a nice sweet spot. That blend was also a GSM.
My ultimate favorite of the day was the final wine we tasted: the 2012 Prestige that had huge aromatics with earth, mint, dark fruit and an extra long finish. It was a real treat to be treated to an older vintage as it showed how well these wines did after a decade of aging.
Instagram: @Roger.Sabon
Website: http://www.domainerogersabon.com/en/
Domaine de la Mordoree
The next day we went to Domaine de la Mordoree for an extensive vineyard tour – with the most amazing rocky and sandy soil that walking on it was difficult. The idea of the roots below, struggling for water that made them strong, left a huge impression on me. I had never seen this kind of large rocky terrain in a vineyard before. And the sandy sections were so pure and soft, it was quite a difference. The vines are between 40 and 60 years old.
Farming in the Domaine was certified organic in 2013 and is now also biodynamic. There are 30 workers brought in for nighttime harvests every year. The father and head of the household had died, and the mother and daughter “continue in a masculine world” according to our guide.
After the tour we had a tasting of their new white, rose and red wines. My first favorite was the 2019 La Dame Rousse – Lirac, also known as “The Red Lady” on their website, which was 50% Grenache and 50% Syrah. Very dark berries, forest floor, tannin, dry and spicy and with a price tag of only 14.50 Euros. My second favorite was their 2020 La Reine de bois Chateauneuf du Pape that was rich, velvety, smooth and balanced. Top notch indeed and 56 Euros.
Instagram: @Domaine_Mordoree
Website: https://www.domaine-mordoree.com/?lang=en
Domaine Andre Brunel and le Clos du Caillou
Our next day in Chateauneuf du Pape was spent at Domaine Andre Brunel and le Clos du Caillou! At Andre Brunel we learned that the namesake had passed away in February and his son Fabrice, Andre’s longtime apprentice, then took over as winemaker. Some of the Grenache vineyards are 135 years old. One other interesting fact is that in a recent blind tasting of a 1959 Andre Brunel vintage the wine was thought to have been a Burgundy instead of a Rhone!
We tasted in the winery, during a day of noisy pressing, but it didn’t keep us from enjoying several wines. Along with their Chateauneuf du Pape label we also sampled blends from their Cotes du Rhone Villages. My favorite was a 2020 Chateauneuf du Pape Les Cailloux that was a 60% Grenache blend with Syrah, Mourvedre and Cinsault. The wine had been aged in a Burgundy barrel.
Onto le Clos du Caillou where some of their wines are grown within the CDP boundaries and some are outside of it in Cotes du Rhone territory. The Cailloux area, mentioned above in a wine from Andre Brunel, is just outside of CDP but has the same soil and terroir. Some of their vineyards have sandy soils and some are pebbly.
Their Grand Reserve wine is their most famous and comes from pure sandy soils, which for the winery means:
“elegance, fine tannins and aging potential.”
le Clos du Caillou bottless and quartz
Their new winery, Domaine de Panisse, began in 2020 and the wines have all sold out. In 2007 they went organic and were certified as so in 2010. They are also biodynamic but are not yet certified for that distinction. Grenache is their number one produced grape, followed by Syrah, Mourvedre and other Rhônes. They only work with used barrels.
We tasted seven wines and the most memorable one for me was the Les Quartz Rouge – Chateauneuf du Pape 2020 for its fresh red fruit, richness and smooth balance. The grapes used – 80% Grenache and 20% Syrah – came from the vineyard that just happened to be just outside of the Chateauneuf du Pape region. Our host said the wine had a 20-year aging potential. The wine was priced at 55 Euros.
Instagram: @Domaine_AndreBrunel @ClosDuCaillou
Websites: https://domaine-andre-brunel.fr/
https://www.closducaillou.com/
La Barroche winery
Domaine la Barroche and Château Mont Redon PLUS The Terroir and Castles
Next up we visited Domaine la Barroche where the sandy soil with quartz stones took over the vineyards. The same 12 people do the harvest every year; and the group also sorts the grapes in buckets by hand for the 2,000 cases of wine they produce a year. During the de-stemming process they discard any too-dry berries. Then, later, the winemaking process is “like slow cooking at low temperatures” according to our host.
We tasted wines from their Liberty (stones), Julien Barrot (signature) and Fiancée labels. Every wine I tasted I noted as distinguished: the 2020, 2019 and 2016 Julien Barrot Chateauneuf du Pape, 2020 Liberty blend and the 2020 Fiancée Chateauneuf du Pape.
Chateau Mont- Redon
Before our tasting at Mont-Redon I took a few moments to look over their colorful brochure and large maps.
I read,
“The secret of our skill is hidden in the poor soils in which the vines grow.
Originally the Alps, Chateauneuf du Pape, round puddings stones are what make our wines special.
Our Lirac and Cotes du Rhone are at their best on the plains, also stony, neighboring those of Chateauneuf du Pape.”
Château Mont Redon will be celebrating their 100-year anniversary next year, with the same family at the helm since 1923!
We tasted a 2021 Roussanne Viognier Reserve Cotes du Rhone, 2020 Oratoire St. Domaine Martin Rhone Valley, 2020 Lirac GSM, 2018 Reserve Gigondas and a 2020 Chateauneuf du Pape. Learned that they don’t export their wines until they are at least five years old – as the U.S. consumer is not known for aging their wines – and we should be buying the 2019s now.
Terroir tour Day Courtesy A 2 Pas des Vignes Hebergements and Spa
Next up was a fabulous tour of the different rocks – including beautiful quartz – and different soils all throughout the Cote Du Rhone and Chateauneuf du Pape with Nicolas of “A 2 Pas des Vignes Hebergements and Spa”! (He and his wife Emilie own four homes to rent, and a spa on the premises.) Castles – all minutes away – include the Pope’s Palace, Chateau de Vaudieu, Chateau La Nerthe and Hostellerie du Château that also has a lovely restaurant. I highly recommend a stay at 2 Pas as the pricing is more than reasonable as well as being in the center of Chateauneuf du Pape. Nicolas offered us the tour, though he is not a tour guide, but I also suggest a tour so that you can get more of a sense of the terroir and history.
Nicolas from A 2 Pas des Vignes Hebergements and Spa
Instagram: @DomaineLaBarroche @ChateauMontRedon
Websites: https://www.domainelabarroche.com/
https://www.chateaumontredon.com/
Instagram: @a2pasdesvignes
Website: https://sites.google.com/view/a2pasdesvignes
Domaine du Grand Tinel bottle shot
Domaine du Grand Tinel, Domaine Saint Prefert Et Domaine Isabel Ferrando and Vieux Telegraphe
My final installment from my time in Chateauneuf du Pape is a visit and tour at Domaine du Grand Tinel that’s been making wine for 7 generations! (My husband Eddie covered me for another day – see his coverage from Domaine Saint Prefert Et Domaine Isabel Ferrando and Vieux Telegraphe below.)
Lucien Jeune, born in 1904, is known for two things, first he passed a law forbidding UFOs from landing in the vineyards – making the area more appealing to inquisitive tourists – and he was also mayor for 25 years. Grand Tinel began in 1972, combining estates owned by Lucien Jeune and Georges Establet, when their children married in 1968.
Domaine du Grand Tinel wine glass
To this day harvest is all done by hand, the have two wineries from two different terroirs: Domaine du Grand Tinel and Domaine de Saint Paul. They don’t make all of the white Rhone varieties, and they focus on the three major reds: Grenache, Syrah and Mourvedre. Some of their vines are over 100 years old. They only use new oak barrels for the whites and used for the reds. Wine is sold through Negotiants, mostly to the private sector of French buyers. Bottling and labeling is done in house.
These were my favorites from the tasting: The 2020 Chateauneuf du Pape Blanc, the 2020 Cuvee Cotes du Rhone (Roussanne based), Domaine Saint Paul 2019 Chateauneuf du Pape (Grenache and Syrah based, 70 year old vines), 2018 L’insolite (100% Syrah) and 2006 Chateauneuf du Pape Cuvee Heres (100% Grenache).
Eddie and friends (I was back at the Villa with a cold) visited Domaine Saint Prefert Et Domaine Isabel Ferrando and Vieux Telegraphe…these are his memories of the day:
Eddie’s Telegraph
My day began at Domaine Saint Prefert and with an introduction and discussion with owner Isabel Fernando, and a tasting of the latest vintages. The 2021 Blanc Famille Isabel Fernando Chateauneuf du Pape was a great sample of their wines. The 2020 Colombis from Chateauneuf du Pape was outstanding as well.
Saint Prefert Isabel Ferrando
The afternoon brought us to Domaine du Vieux Telegraphe. Vieux Telegraphe has been a family run winery since 1891. The sixth generation of the Brunier family is continuing the tradition of making excellent wines. Daniel Brunier gave us a wonderful tour and explanation of their winemaking style. The tour included a walk through their newly constructed caves for wine aging and storage.
The tasting began with Clos Roquete, a very approachable wine made from 33% Roussanne, 33% Clairette, and 34% Grenache Blanc. This wine was so good, we bought a bottle for dinner that night. The 2020 Blanc was outstanding as well. We tasted the entire flight ending with the 2019 Rouge Chateauneuf du Pape made from 65% Grenache Noir, 15% Mourvedre, 15% Syrah, with Cinsault, Clairette and others at 5%. As a special treat, Daniel opened their 2010 rouge Vieux Telegraphe Chateauneuf du Pape. This wine was truly a standout in all the wines tasted on the trip so far. The wine had aged well and still had the ability go age a couple of dozen more years. Many Vieux Telegraphe wines were included in the case we had shipped home.
Instagrams: @DomaineDuGrandTinel @isabelferrando_stprefert @VieuxTelegraphe
Websites: https://www.domainegrandtinel.fr/en/#historique
https://www.vieux-telegraphe.fr/
Eve Bushman has a Level Two Intermediate Certification from the Wine and Spirits Education Trust (WSET), a “certification in the first globally-recognized course” as an American Wine Specialist ® from the North American Sommelier Association (NASA), Level 1 Sake Award from WSET, was the subject of a 60-minute Wine Immersion video (over 16k views), authored “Wine Etiquette for Everyone” and has served as a judge for the Long Beach Grand Cru and the Global Wine Awards. You can email Eve@EveWine101.com to ask a question about wine or spirits.
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Nomadica Wines ‘s Owner Kristin Olszewski; Source: instagram.com/nomadica
Today’s conversation with Sommelier / Businesswoman Kristin Olszewski from Nomadica Wines has been edited for length and clarity. For the full, un-edited conversation, visit our YouTube channel here.
Joe Winger: We’re here today with Kristin Olszewski from Nomadica Wines.
What’s the most important message you want to share today with our audience?
Kristin Olszewski:
I think the biggest message that I want to get across is that everyone should be drinking more wine. That’s my mission in life to just bring consumers back to the wine category.
Source: instagram.com/nomadica
Joe Winger:
Outstanding. And how how are you trying to get that done?
Kristin Olszewski:
I’ll give a little context on my own history and how I came here.
My undergrad degree is in sustainable agriculture and I ended up dropping out of Harvard Medical School to become a sommelier – typical journey.
I just really fell in love with wine. I worked in restaurants to pay for school and wine was always the thing that captivated my interest.
Source: instagram.com/nomadica
I feel like it’s the intersection of history, agriculture and gastronomy. And then also there’s something so fun and communal and – you’re getting a little tipsy. It’s everything.
But I spent a decade-plus in Michelin restaurants all over the country, everywhere from three Michelin stars, Saison in San Francisco, Husk in Nashville, Osteria Mozza here in LA.
When Nancy Silverton was on a Netflix show called Chef’s Table, I started noticing a different customer coming into the restaurant. Usually as a sommelier, you’re talking to a very specific demographic of people. I would say 45 plus male white wine collector. That’s my demo. And when Nancy was on Chef’s Table, young people started coming into the restaurants, a lot of women, and I noticed they didn’t want to drink wine.
They would drink tequila, beer, cocktails, like anything but wine.
That always felt like such a missed opportunity because wine, it’s the most ancient beverage. Our people have drank wine for millennia. It’s also in an age where we care about what’s natural, what’s minimally processed, what’s better for you.
Great wine is literally just grapes, yeast, water, and time, so I started digging into why aren’t you drinking wine? And I found out a few things.
One, people felt like wine wasn’t a good value. If you weren’t going to spend a lot of money on wine, you couldn’t get a great wine, which is untrue.
The other one is people feel like they needed a PhD or some level of education or knowledge in order to access wine, which, again, is not true.
I want to be people’s guide, hold their hand and walk them into the world of wine. So I started Nomadica to do that on a larger level.
Source: instagram.com/nomadica
Joe Winger:
That’s beautiful.
You mentioned two things. We’re going to go into both. Your background in Michelin restaurants. I’ve heard heavenly amazing stories. I’ve heard horror stories.
Can you share an experience and what you learned from?
Kristin Olszewski:
Everyone always asks me if I watch The Bear or not. And I’m like, no, I can’t.
Some positive stories, Michelin restaurants have changed a lot from when I started working in them. I think work has changed a lot for the positive. I remember one of my first serious jobs in a scary restaurant. You have your hair pulled back because you don’t want it to get in the food.
I had one small piece of hair hanging down above my face and the chef takes a match from the stove, lights a piece of my hair and says don’t ever have a hair hanging down in your face again.
Some of the wonderful stories are having the opportunity, especially at Mozza, you taste each bottle you open there.
Source: instagram.com/nomadica
When I was at Mozza, it was a $5 million dollar all-Italian cellar with 90 pages of the best Barolo, Brunello, Etna Rosso’s, just things that like collector’s dream about tasting.
And I feel so lucky to have tasted things like Conterno Monfortino, which is the type of wine that you want to smell for three hours before you drink it.
When you have a wine like that, it makes you realize why collectors obsessively chase bottles, there’s something so romantic and intangible, and having a wine like that, you realize you’ll never have A wine that tastes the same at any moment in time ever again.
It’s just such a lucky experience.
Source: instagram.com/nomadica
Joe Winger:
I’m curious about how that experience inspired you to open Nomadica.
Kristin Olszewski:
My entry point into wine was always through farming. I majored in sustainable agriculture.
I was an avid farmer. I ran our community garden in college and was focused on permaculture. I lived in India and farmed for a while there.
Source: instagram.com/nomadica
And I always say great wine is made by great farmers, great wines made in the vineyard, not the cellar.
So when I was looking at starting Nomadica, that sustainability ethos, it was always my starting point, but I was really shocked when I found out how bad glass bottles are for the environment.
30% of glass is recycled in the US. The rest just goes into a landfill. It’s highly energy intensive to make, to ship, because it’s so heavy.
The fact is, most wine does not need to be in a glass bottle.
Yes, that Barolo I mentioned absolutely needs to be in a glass bottle. That needs to be aged for years before it even comes into its own.
But for a $20 – 30 bottle of wine that you’re going to pop open and drink it on a weeknight or on a not special weekend does not need to be in glass.
So that’s how we started.
Cans at 70 % reduction in carbon footprint. Our newly launched bag and box wine is almost a 90% reduction in carbon footprint.
Source: instagram.com/nomadica
Joe Winger:
I sampled your sparkling white, your white, your red and your rose, they were dangerously drinkable.
Can we talk about where the fruit is sourced from?
Kristin Olszewski:
Absolutely.
The name Nomadica is really a fun double entendre because you can take it wherever you want to go. Of course, cans and boxes can be found in places that bottles can’t.
We source our fruit from all over.
We’re truly a nomadic winery.
Our head winemaker spent time at some of the best wineries in California, like Eric Kent Cellars, which makes award winning Chardonnay and Pinot Noir, and also Kosta Brown.
Before that he spent 10 years doing vineyard management in California. So through Corey, we’ve really got a handle on some of the best fruit. A lot of our wine comes from Mendocino. A lot of our grapes come from Mendocino or Lodi. I’m such a Sonoma girly. Our winery is located in Sonoma, and so I always find myself drawn back to that region.
Source: instagram.com/nomadica
Joe Winger:
Are there any vineyards you’d recommend us touring when we come to Northern California?
Kristin Olszewski:
I think the Sonoma Coast is the best wine region in California. They’ve fought very hard to become designated as their own AVA, which is very important in terms of quality.
The oceanic influence, what we call a diurnal shift, the extreme temperature change between night and day, like Hirsch and Littorai.
I think if anyone ever wants to see proof in the pudding of what great farming can do, you need to go see Littorai.
Ted Lemon was one of the first Americans to ever be a winemaker in Burgundy and he brought all of his practices back, was one of the first people to practice biodynamic agriculture in California and really brought that style of farming onto a larger scale.
When you go visit his vineyards, it’s like teeming with life. You look next door at a conventionally farmed plot, which is just like dead and sad looking. And then you taste the wines and you’re just knocked on your butt because they’re so good.
Source: instagram.com/nomadica
Joe Winger:
Nomadica Wines has several varieties. White, Sparkling white, Rose, Red, Orange.
Can you walk us through the taste profiles of any of your favorites – what’s the aromas, what are the profiles?
Kristin Olszewski:
Something really cool about our wines is everything’s practicing organic. No pesticides, no synthetic fertilizers, all of our wines are fermented dry. Naturally zero grams of sugar per serving. They have nice fruit notes, but none of the wines are sweet.
Crushable bright flavor.
Across the gamut, our entire portfolio has a brightness and a freshness to it. All of our wines are like slightly aromatic because I love an aromatic variety, but part of the thought that we put behind the brand is that I wanted to take that sommelier curation and put it in the restaurant, on the retail shelf so that when you’re serving Nomadica at your home, at parties and the beach, 99% percent of people will love it.
I’m doing the work on the back end on blending, sourcing, creating these flavor profiles that’s really taking that wine experience, that decade plus of developing my own palette and giving it back to the consumer.
Source: instagram.com/nomadica
Joe Winger:
Are there any favorite wine and food pairings for you with your wines?
Kristin Olszewski:
I love an aperitif. Our sparkling rosé is definitely my favorite wine in our gamut. In a can you always have the perfect pour because sometimes you don’t want to open up an entire bottle of wine.
When we do that in my house, it usually gets drank. It doesn’t go back in the fridge.
Sometimes you just want a glass of sparkling. And I love that.
I love that with a charcuterie board and cheese. I also love Rose with green salads.
I think one of the best things about living where we live [Los Angeles] is we have the best produce on the planet.
I still run some wine programs in Los Angeles and I’m actually opening up a restaurant in Silver Lake next year, an Italian restaurant. Orange Wine is like the hottest trend.
I was doing the wine list at a restaurant in Hollywood called Gigi’s and I noticed I was selling more orange wine by the glass than all other colors combined, which was just mind blowing to me.
Source: instagram.com/nomadica
We made what I think is the best orange wine coming out of California.
There’s a lot of talk about natural wine, orange wine. They’re not all created equal. My winemaker and I tasted through my favorite Italian skin contact wines and decided on a really concrete flavor profile source.
My mother in law in Orange County is drinking her orange wine with her friends. So I really feel like I’ve achieved something. That with sushi is a mind blowing pairing.
Then our red. We found Teroldego growing in Northern California, which is a grape that’s indigenous to Northern Italy from the Alto Adige.
It’s really Alpine, like dark fruit, like a Zinfandel, but really refreshing and bright acidity and a little bit more tannin than a Zin [Zinfandel] has.
There’s a perception that we had to overcome about can and boxed wine. People think that it’s low quality.
Whenever I pour our red for somebody, the response is always, “Wow, oh my god, that’s so good.”
No matter your level of wine knowledge, you can see what I’m trying to do when you taste our red wines.
Source: instagram.com/nomadica
Joe Winger:
What’s next for you and Nomadica?
Kristin Olszewski:
Right now we’re in hardcore expansion mode. We were the first people to do fine wine and can, and I grew really slowly at my own pace.
I wanted to build the brand.
A lot of people just run to retail shelves and they want to be in every grocery store on the planet. I didn’t want that. I wanted to be, at the Four Seasons, at the Ritz Carlton, at music venues.
I wanted to be in places where people don’t typically expect to see wine in cans and boxes.
We are one of the highest velocity items at Whole Foods in our category.
We just launched all of our box wines at Total Wine in California, Texas, Florida, Colorado, and New York and got some really big plans for next year.
So keep your eyes peeled. People are about to see me everywhere.
That’s my goal.
Source: instagram.com/nomadica
Joe Winger:
Having a canned wine at some of these nicer hotels is a challenge.
What lesson did you learn by accomplishing that rather large challenge?
Kristin Olszewski:
That’s the best thing about how we’re positioned. Not only am I a sommelier, my VP of sales is a sommelier. My winemaker has an incredible reputation. Every person on my team comes from the wine industry and we have the best product.
When we’re sitting down and tasting with these buyers, these people that are in our industry. They recognize it. I always say taste out of a wine glass. Everything tastes better out of a wine glass. The second that they taste it, these are people who taste wine all the time and they taste a lot of bad wine.
So that has been amazing.
We’ve always had the industry behind us. It’s a huge differentiator for us. So I think it was slow build. Everything takes a lot more time than you think it will, which is I think the biggest lesson that I’ve taken away from this business over the last seven years.
But you got to build your brand first.
Joe Winger:
You seem like a deep-souled individual. Whether it’s wine or otherwise, is there an overall message that you want to share to inspire the audience?
Kristin Olszewski:
We are in a time where sustainability is more important than it ever has been. You can’t base your entire brand about it, but I think it’s an absolutely necessary component to any consumer product that’s coming out today.
One of my missions in life is to have that conversation about sustainability and have it with other brands because it needs to be convenient.
Otherwise, consumers will not buy it, care or participate or choose a sustainable option. That’s my big thing.
Joe Winger:
What are the best ways to follow your journey and to learn more about you?
Kristin Olszewski:
You can buy Nomadica online and our new rosé yuzu spritz, which is delicious at ExploreNomadica.com. And then our socials are at Nomadica on Instagram.
And if you want to follow me. I’m at Kristin__O.
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What makes an American whiskey a true bourbon is a special set of rules: it has to be made with at least 51% corn, distilled at a certain proof, and aged in new oak barrels.
Kentucky and Tennessee both have storied histories of producing excellent bourbon, with differences in water and climate producing distinct flavors.
Kentucky’s limestone water and Tennessee’s pure spring water are both famous for helping yeast thrive during fermentation.v
Differences in flavor profile come from the type and provenance of the grains used, the type of yeast used, water quality, the proof at distillation and the particular wood used to make oak barrel.
Even the location of the barrel warehouse, the circulation of air between the barrels being stored and where the barrels are within the warehouse (high up or near the bottom) all conspire to give impart flavor differences.
Heaven’s Door Kentucky Straight Bourbon, Ascension
Heaven’s Door Kentucky Straight Bourbon, Ascension, is a unique blend of two premium Kentucky straight bourbons aged for over five years and non-chill filtered, boasts warm and slightly sweeter notes of vanilla and baking spices. The limestone-filtered water of Kentucky, renowned for its purity, plays a key role in developing these rich flavors.
Heaven’s Door Tennessee Straight Bourbon, Revival
Heaven’s Door Tennessee Straight Bourbon, Revival, also aged for over five years and non-chill filtered, offers a drier profile with complex and sharp flavors. Unlike many Tennessee bourbons, Revival skips the “Lincoln County Process” – a charcoal filtering step – allowing the natural flavors of the local non-GMO grains to shine through, resulting in a lingering finish with hints of caramel, cinnamon, and nutmeg.
“We wanted to fan the flames of this old debate
between Kentucky and Tennessee bourbon
and showcase
our outstanding expressions of both styles.
We’re excited to hear what consumers think and how they experience these two classic bourbons.”
Alex Moore
Master Blender and COO
Heaven’s Door Spirit
Heaven’s Door marries art and craft in every bottle, drawing inspiration from Bob Dylan’s restless spirit to continually innovate. By sourcing non-GMO grains and honoring each state’s natural elements, the distinct character of each bourbon is evident in every sip.
Lehigh Valley, are you Following your Heart and Need Media Attention? Reach to Publicity For Good, CEO Heather Holmes explains
Lehigh Valley, are you Following your Heart and Need Media Attention? Reach to Publicity For Good, CEO Heather Holmes explains
Publicity for Good is a millennial run communications firm that provides high-level disruptive, publicity and social media services for wide array of purpose driven clients in the food, beverage and beauty industry.
In 2016 by Heather Holmes former miss Ohio international celebrated publicist and Forbes 30 under 30 nominee publicity for good has built a reputation as the countries number one PR agency for CPG brands that have social causes built into their DNA.
Publicity For Food CEO Heather Holmes
Today’s conversation with Heather Homes from PublicityForGood.com has been edited for length and clarity. For the full, un-edited conversation, visit our YouTube channel here.
Joe Winger:
Heather Holmes from PublicityForGood.com. I’m a big fan because you’ve helped us facilitate a lot of previous conversations about food and drink and nutrition and all the things we like talking about.
What’s the most important thing that you want to share with the audience today?
Heather Holmes:
I really want to take away the unknown or worry about getting in the media. I want to make it more accessible to amazing brands and people.
So I definitely want to share tactical advice that if someone is reading this, they have a good story in business, they have the confidence that their story is good enough and they could absolutely make an impact and grow their business by getting in the media.
Joe Winger:
Starting with the basics, let’s pretend I have a company, I think I want public attention. I want to reach out to someone like you.
So what should I be thinking about? What do I present to you as a step one?
Heather Holmes:
Step one is really the intentionality of why you want to get in the media. What’s your goal? Are you wanting to reach more people? Are you wanting to get your story out there?
Are you wanting more sales and more people to buy your product?
You really need to know. Where you’re going first, and if you don’t know where you’re going, or you don’t have a vision, then it’s really hard to help you.
But if you have clarity there, then we can really pull back and help you identify your story, how you’re different, your why, and why your product and or company, would be really great to be in the media.
The PublicityForGood Team
FlavRReport.com on YouTube
Joe Winger:
Now, looking at the grand scheme of the campaign, what kind of a campaign should we be looking for: expectations, results?
Heather Holmes:
After we know our outcome that we’re wanting to get more sales, more backlinks, or name in the media, then what I like to do first is work with every entrepreneur, and even if you have a product, to really reflect in “why your story matters”
Why does your product matter?
If you’ve never been in the media before, I take people for an exercise where I have them draw on a piece of paper, them as a baby, to where they are now.
I have them write the key pivotal moments that have happened in their life that have made them start that company, because those little components are absolutely a part of your story.
I’ve been in the media 700 plus times: Inside Edition, Fox News, The New York Coast, incredible media, but it hasn’t always been about being a publicist, right?
Yes. I’m the founder of Publicity For Good, but a lot of that has been my story or building a seven figure company from an airstream.
Now I have almost two under two with a third on the way.
So you need to have your key pivotal moments because those are things you can talk about in the media.
Then we need to look at what’s going on in the news and how we bridge the gap between your product. Relevancy.
Joe Winger:
People may not know you are a former Miss Ohio International. Can you tell us a lesson you learned from being a former Miss Ohio International that you’re using in today’s work?
Heather Holmes:
It’s really all about your platform and reaching new audiences.
When I was building my company I decided I wanted to get into pageants. I wanted to meet a community of like minded people that wanted to make a difference in the world.
It was a way for me to have a platform because at the time I was talking about why you absolutely can build a profitable business. But also make a difference in your community and make a difference amongst your team. And really just build an incredible legacy.
So that was why I did the pageants.
I did a bunch of publicity and again, it made me relevant and timely because that was what got me in the media because I was Miss Ohio and I was only Miss Ohio International for a period of time.
So it gave me that relevancy. So you have to be relevant.
You have to bridge the gap between what’s happening in the news, or we often use Awareness Days, National Nutrition Month, National Social Media Day, and you have to position your product or yourself as the solution.
[For example], we were talking about an incredible juice brand, but most pitches I see are very promotional, right? It needs to be how you or your product simplifies people’s lives. How are you adding value? Or you don’t have a product you need to inspire people.
Joe Winger:
You’re growing a 7- figure business. What’s it like growing a huge business while you’re taking care of your kids and for a while you were living out of your Airstream
Heather Holmes:
We lived out of a 23 foot airstream for 3 1/2 years. I went from dating to engaged, to married to [my first child] Rose, who’s almost two, who lived in our airstream with us.
The year the pandemic [hit] was our first million dollar year.
I think a lot of the reason why it was that year is because when March hit, everyone was so scared that we lost about 40% of our business, number one.
Number two, we had to hustle and grit to make it. There was no choice of failing. All the distractions were gone.
When you’re in an Airstream, all you have is your laptop, but we had no external distractions, and then everything else was closed.
So the only focus we could do was our business and we had to scale out of necessity because we didn’t want to lose what we had put so much time in.
Fast forward, we now have 22 acres where we live and we have two under two, we have one on the way, we’re a full time team of 40, and it’s not easy.
I say transparently, it’s a hot mess. There are so many miracles that happen every day, but life is one, right? I can’t turn off my founder hat and publicist hat and then “Oh, I’m a mom”. It’s all one.
So yes, I might have Rose [my daughter] on a call with me from time to time, but I’ve learned that the more you step in and embrace your life, who you are and the realness, sometimes people opt out and that’s okay.
And this is my legacy.
I like these missions that we’re doing good work to us is way more than a business. We want to grow your brand and mission and we take it so seriously.
So it’s not perfect. It’s not perfectly scheduled. I’m a full time mom, all the time on the weekends when the kids are sleeping, we’re working.
We know where we want to go, and these clients and ambitions that we’re aligned with and supporting are helping people with their health.
Joe Winger:
What an incredible story to share.
Heather Holmes: I have so much to share. Like I was adopted when I was a week old to having two under two and another one on the way and building a business and building a homestead.
It’s so crazy. Austin, who’s my husband, the first week we were dating, we’re all about intentionality. I have the journal and we mapped everything out.
This year, we were going to get engaged then married. Austin and I,l we will have been together almost five years.
We’ve had a kid every year. Rose will be two in June.
We want to build a business. We want to impact our clients, brands, and scale their business. We want our team to get better and flourish in their personal lives too.
This is our mission and I’ve seen so many miracles happen from getting in the media on a personal level.
I was talking to [a business owner client] and her business grew by 40% from getting in the media.
One of my favorite cookie brands, a mom had an incredible heart story. She went on our local news and she brought in $12,000 worth of sales, just the local people wanting to support her.
On the flip side, when people Google my name, it’s like my social currency, there’s all these articles. So I have so much peace in that. Our kids will see the good work we’re doing.
Joe Winger:
You’re talking to an audience of foodies. What is your favorite meal?
Heather Holmes:
We just had Indian food last night that my husband made and it was so good.
We used to live in San Diego and I think San Diego has the best food. It’s all fresh. We’ve traveled a lot. We’ve been to Bali, their food is pretty incredible too. Where we live [now] we’re right outside of Asheville and Charlotte. So they have some good restaurants, but like I’m not in the phase right now where I’m the foodie like I used to be.
[At our house] we have chickens and we have fresh eggs. So I’m obsessed with fresh eggs every morning. You’re living a good life when you can go get your eggs and have them at home with some goat cheese.
And honestly, I love Livermuth. Crazy. So I’d say some Livermuth fried in a cast iron with some eggs and goat cheese. It’s the simple things that I really do love.
Joe Winger:
Heather Holmes with Publicity for Good. As we wrap up, whether it’s a potential client, a potential vendor, someone wanting your help with publicity, what are the best ways to find, follow you, websites, social media, etc?
Heather Holmes:
You can go to PublicityForGood.com You can find me on social media as well.
https://www.linkedin.com/in/heatherdesantis
https://www.instagram.com/heatherdesantis
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Acclaimed Allentown Xplorer Spirits Pours at Taste of Kutztown June 11
Acclaimed Allentown Xplorer Spirits Set to Pour at Taste of Kutztown June 11
Cocktail lovers, get ready to explore amazing sips from Xplorer Spirits at Taste of Kutztown taking place June 11 at Kutztown Park
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Kachava
Spirits Begin by Exploring
Kishor Chokshi is a world-class engineer who was working in Glycerin distillation at a factory in Tanzania, Africa. Like so many others, he wanted more out of life for his family and himself; and risked it all to pursue that goal.
That ambition led him across the world to land in Allentown, PA where he decided to leverage his world-class science skills from Glycerin distillation to spirit distillation and created Kilimanjaro Distillery.
The Chokshi family founded Xplorer Spirits and Kilimanjaro Distillery.
Related: Taste of Kutztown is set to deliver a delicious day for a good cause on June 11
In conversations with Kishor and his co-founder and daughter Niky, we quickly learn how much these two names (Xplorer and Kilimanjaro) really influence the Chokshis, because whether it’s in life or your taste buds, they want to explore the world and they want to inspire you to explore with them.
Also, just like Tanzania’s Mount Kilimanjaro, they aspire to compete with the very best in the world and win! Based on their awards and how quickly their company is growing, they’re on their way to victory.
Let’s Get Tasting
Xplorer offers 10 different spirits and in the last few years, they’ve won several awards including Platinum for Wheat Vodka from The Sip Awards, Triple Gold for Apple Pie Moonshine from Micro Liquor Spirit Awards and Gold for Bourbon Whiskey from Great American International Spirits Competition and Double Gold for their American Gin in 2021 at the World Spirit Trophy Competition in Germany.
Xplorer Wheat Vodka
Wheat from America’s mid-west, fermented and distilled to a smooth, neutral profile.
Subtle on the nose. Clean with gentle vanilla and cream.
As you take a sip, notes of vanilla, cream, and lemon peel fill your mouth. It lingers into a long finish of whipped cream and citrus. So clean, soft and delicate. An extraordinary taste.
Xplorer Potato Vodka (Gluten Free)
Continuing to celebrate Pennsylvania’s local farmland, their potatoes are sourced near the Lehigh Valley to use in the fermentation and distillation. This is an advantage as the area’s potatoes are known for a crisp profile and a hint of natural sweetness.
The aroma hits your nose immediately. Lemon peel, light spice, rye bread.
Your mouth gets notes of custard, vanilla and spice. Finishing with vanilla pudding, anise and the subtlest smooth spicy note that lasts extra long and begs you to take another sip.
Xplorer American Gin
Made with 14 different botanicals sourced from across the globe including: Europe, Madagascar and Tanzania.
Juniper, coriander, cardamom, cinnamon, cubeb berries, grains of paradise, orange, lemon and a blend of 5 proprietary herbs that are vapor infused for an exceptionally clean and dry finish.
The nose flirts with you, gushing citrus and gin’s trademark touch of juniper.
The mouth continues its romance with a full-bodied experience. So many of the international ingredients balanced well: dry juniper, coriander, citrus, lemon, refreshing, crisp, smooth. The finish is fresh, fruity, light, bright, refreshing.
Xplorer Rooibis Flavored American Gin
Rooibos is from a plant that grows in South Africa. The leaves are used to make a herbal tea infused with the health benefits of anti-oxidants and polyphenols from the Rooibos herb. And today we get to enjoy it in this bottle.
Once again starting with the juniper nose you’d expect from a quality gin. The mouth is more herbal, nutty, with slight pepper. The finish is smooth with spices. These are all traits that come with Rooibos. It adds a texture and dimension that’s subtle, unique and adds meaty, earthy pairing options like roasted lamb.
Xplorer Bourbon (High Rye)
Sourced exclusively from North American corn, rye & malt.
The nose is a delicious balance of caramel, vanilla and the slightest hint of sweet corn. The mouth is luscious! A big kiss of maple, caramel and vanilla with the rye and spice that you want from a rye bourbon. A finish that hugs you tightly with light oak and spices; and gently, slowly relaxes its romantic embrace.
I’m personally a fan of rye bourbon and this is one of the best tastes I’ve had in recent years, including attending several grand tastings. For me, this bottle is a winner.
Xplorer Chocolate Bourbon
Made using Xplorer’s own Bourbon Whiskey, with cacao from Uganda, Dominican Republic & Ecuador.
The nose hits you from a mile away. Strong, deep, several layers of varied cocoa flavor. If you’re a chocolate lover, get ready!
The mouth is creamy and indulgent, but not heavy. Smooth, complicated, balanced. Ending with rich & creamy notes of dark chocolate, maple, and caramel.
Xplorer Honey Bourbon
A local favorite!
All-natural Pennsylvania dark honey blended with Xplorer’s own Bourbon Whiskey creates a very special bottle. Whiskey connoisseurs need to give it a taste. The specially-sourced dark honey creates a magic outcome.
On the nose you’ll find sweet caramel, honey and vanilla. The mouth is very special! Very complex honey with maple, caramel and cream. A smooth, rich finish that goes on and on.
Xplorer Peach Bourbon
Made with ripe peaches famous from South Carolina and Georgia
The nose is a full waft of sweet ripe peaches. The mouth continues smooth peaches and adds cream and vanilla for the end. A delicate, consistent balance.
Xplorer Peanut Butter Whiskey
The newest treat from Xplorer.
The nose offers fresh-roasted peanuts, caramel and toasted nut butter. The mouth is smooth caramel peanut butter with a hint of vanilla. Ending with creamy roasted peanuts and vanilla.
Xplorer Pennsylvania Dutch Apple Pie
A local favorite for a reason! A special blend; and no matter how good you’re expecting it to be, it still manages to surprise you with how good it is.
Whiskey, vodka, local Pennsylvanian apples, Tanzanian cinnamon and spices make for a bold and spicey adventure.
On the nose you’ll find cinnamon, vanilla, all-spice and apple.
On the mouth is a burst of apple. Like a carnival candy apple with cinnamon and hazelnut. The layers and details dance on your tongue with a finish that brings in whipped cream and cinnamon.
It’s a fun tasting experience!
As you can imagine, the diverse selection attracts a wide range of customers.
Some are attracted to the award-winning acclaim, some traditionalists are attracted to their high-level vodka, gin and high rye. The bar crowd and younger drinkers are loving their flavored whiskeys.
Kishor Chokshi at Kilimanjaro Distillery
You can find many of the bottles at your local bar or liquor store. If you’re in Pennsylvania, look for the “local” section, but Xplorer Spirits has grown outside the East Coast, traveling to shelves nationwide.
Here’s a pro tip, try the peanut butter together with the apple pie. Incredible!
One of the key reasons for the incredible aromas and flavors is Kishor’s use of quality ingredients. See the video below as he shows us how the honey actually drifts on the honey bourbon bottle.
Xplorer Spirits are Quality Ingredients and a World-Class Process
Xplorer strives to celebrate Pennsylvania’s rich agricultural heritage in each bottle, sourcing local ingredients whenever possible and using Kishor’s decades of science expertise to carefully craft the finest small-batch spirits.
From every step of the process: from mash to ferment, to distill, and finishing up with in-house bottling, the experience is truly artisan.
At their Kiliminjaro Distillery headquarters, the 12x distillation removes impurities and leaves the bottle with cleaner taste and aroma. Compare that to others, even the most high-end competitors are only distilled 6-7 times.
The difference is obvious and the results are truly outstanding.
Xplorer Spirits Perfect Pairing
We discussed the quality ingredients in the bottle. But we need to discuss the quality ingredients outside the bottle, the father-daughter combination that makes up the brand.
If dad Kishor is the science, then daughter Niky is the vibrant spirit. Her voice, her energy; she’s a star.
Whether’s she’s leading a boardroom of executives through her next marketing strategy, or guiding a bar full of patrons through a tasting, her infectious energy compels you to take a sip and love what you taste.
The only thing better than Niky’s passion for their drinks is seeing Kishor beam as he proudly watches his daughter work.
Giving Back To the Lehigh Valley
Xplorer Spirits and Kilimanjaro Distillery are proud local businesses in Allentown.
During Covid-19, they were quick to pause their work and use their machinery to make much-needed hand sanitizer for the Lehigh Valley community
They continue to give back and proudly support the community that has given them so much over the years.
Related: Wine Lovers Cameron Diaz, Katherine Power introduce Avaline White & Rosé Cans
On June 11, they’ll be pouring as a part of Taste of Kutztown. In an event full of tasty options, they’ll stand out, not just for their outstanding and award-winning flavor, but also for their pride in the community.
Taste of Kutztown takes place June 11 at Kutztown Park. 439 E Main St Kutztown, PA
For more information: https://www.unation.com/event/7684877
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Winter Restaurant Week is here! Amazing deals on Hellertown and Lower Saucon’s best bites from Jan 15 – Jan 21
Winter Restaurant Week is here! Amazing deals on Hellertown and Lower Saucon’s best bites from Jan 15 – Jan 21.
The Hellertown-Lower Saucon Chamber of Commerce, a proud partner of the Greater Lehigh Valley Chamber of Commerce, is kicking off 2023 in the most delicious way possible with their annual Winter Restaurant Week!
Winter Restaurant Week from Jan 15 – Jan 21
From Sunday, January 15th – Saturday, January 21st, food lovers from across the Lehigh Valley can get a taste of everything that the Hellertown-Lower Saucon food and beverage scene has to offer. Participating locations will offer a variety of specials that include, but are not limited to, “set-price” or “prix fixe” menus, gift card deals, and discount opportunities.
Healthy shakes from The Vibe Nutrition
Patrons will have a chance to return to their favorite spots with added incentives or try new eateries during Winter Restaurant Week.
As of January 1st, thirteen outstanding restaurants and eateries are participating, with more to come.
There are so many wonderful, hard-working restaurants and eateries in the Borough of Hellertown and Lower Saucon Township, and this is a great way for them to gain the exposure they deserve. There is a wide range of dining options, something for everyone!
Winter Restaurant Week is also a great opportunity for the community to come together
Winter Restaurant Week is also a great opportunity for the community to come together and break bread with one another, all while supporting the local economy and reinforcing the wonderful communal feeling of the Hellertown – Lower Saucon area, and is something fun to spice up the winter months.
Yum! Tacos from Wings on Main
Kat Brown of Yianni’s Taverna adds:
“We are looking forward to welcoming guests in the new year to experience our authentic Greek and Mediterranean cuisine.”
Yianni’s Taverna will be offering a three course, pre fixe menu for $39.
Lauren Musselman, owner of The Vibe Nutrition, located at 650 Main Street in Hellertown, expressed her enthusiasm:
“We are excited to be participating in Winter Restaurant Week.
It is a big incentive for us because we want the community to see how important good nutrition is. Everyone has a New Year’s resolution, and we have the solution for you. The Vibe has everything for you, from weight loss to weight gain, energy needs, and we can’t wait to serve you in the new year.” The Vibe Nutrition will be offering 15% off any meal combo during Winter Restaurant Week.
Special thanks to our Winter Restaurant Week Bronze Sponsor, Lindsay O. Albert, Taxes and Accounting for her support of this local initiative.
Lindsay is an advocate for a vibrant Hellertown community. Also thanks to B104, our Marketing Sponsor, for sharing the excitement of this weeklong event.
Finally, another enticing opportunity is the chance to be a winner! Check our Hellertown-Lower Saucon Facebook page for a chance to win gift cards to the participating eateries and listen to WAEB and B-104 on your radio or iHeart app for a chance to call in and win gift cards.
Participants (as of 1/5/2023):
- The Hellertown Crossroads Hotel
- The Springtown Inn
- The Vibe Nutrition
- Yianni’s Taverna
- Nick’s BBQ
- Vassi’s Drive-In
- PA House
- Wings on Main
Participants’ Specials: Offers can be viewed at Hellertown Lower Saucon Winter Restaurant Week as they are added.
Pricing Information: Varies depending on each establishment’s offer.
Sponsors (as of 1/1/2023):
- Bronze Sponsor: Lindsay O. Albert E.A.
- Marketing Sponsor: iHeart radio/ B104
For more information on this event and any upcoming events, visit the Hellertown-Lower Saucon Facebook page, or the Affiliated Chamber’s Instagram or LinkedIn pages.
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Great Coffee is Affordable, if you know where to go, get answers from Maurice Contreras at Volcanica Coffee
Great Coffee is Affordable, if you know where to go, get answers from Maurice Contreras at Volcanica Coffee
Just about everyone has their coffee preferences. But the truth is, most of us aren’t enjoying coffee the best it can be and we don’t even know it. The beans, the grinding, the flavor (or lack thereof).
And before you ask, nope, good coffee doesn’t need to be expensive. Actually most great coffee is more affordable than the bad stuff you’re currently drinking. True story.
But I wanted to get answers and advice from a coffee expert, so I had a conversation with Maurice Contreras from Volcanica Coffee.
Maurice Contreras, Volcanica Coffee
Native Costa Rican Maurice Contreras started Volcanica Coffee to import excellent-tasting coffee from volcanic regions, such as his homeland, to consumers. He started the company in his garage and now operates a coffee plant near Atlanta with 20 employees, including his wife and two adult children.
What is your favorite thing about coffee?
My favorite thing I like about coffee is really the flavor. That actually was how I got started. I’m from Costa Rica and for a long time I would do annual trips with the family. It was a family vacation. One of our trips we did a coffee farm tour. And just got to learn about coffee. And this is back in 2004. One of the things that dawned on me is how coffee in Costa Rica was so much better than coffee in the United States. I just didn’t understand why a 3rd world country had better coffee. The quality of coffee in the United States has really come down over several decades. So that’s when I thought that there was an opportunity to bring better tasting coffee or specialty coffee as it’s known today to the United States. That was really how it got started. It really was more about the flavor and just enjoying the richness of a Costa Rican coffee.
Is there a simple reason why first world coffee just isn’t as good?
Yeah, the general sense was because it became more of a highly produced, big production, big coffee house; and I’ll tell you a quick story. A lot of people don’t know this, the word Maxwell House, it actually is a chain of hotels. Some of them are still in existence. And so Maxwell House started from the Maxwell House Hotel in Memphis, Tennessee. They served breakfast and they had really good coffee and it became really popular. It became very famous, and then eventually it became its own brand Maxwell House, and then it ended up getting acquired by corporate conglomerates. And that really good tasting coffee just turned into [not-great] coffee.
So that’s really what happened to coffee in the United States. At one time, back in the 1920s, 1930s, 1940s, people would really appreciate good coffee and then just kind of lost sight of what good coffee was.
From a coffee lover’s point of view, what would you say to convince them to give your coffee a try?
That coffee really is an enjoyable drink to be appreciated and enjoyed for the flavor of what it is. It’s not just something to wake you up. But really coffee and all the different varieties, there’s a lot of flavor notes, a lot of different flavors to be enjoyed. A lot of it depends upon the different regions. My recommendation is try it out and get some good coffee with some flavor notes that you enjoy. Like, for example, Ethiopian coffees, they have a lot of berry notes, a lot of fruit tones, even red wine notes. Some of those things can really open up people’s perspective on coffee.
Before we jump more into coffee, I wanted to ask you about your background as far as the work you did before Volcanica Coffee
My career was in marketing specifically I was in the wireless telephone industry. It really was just about creating a brand. I was part of the startup team at TracFone Wireless which is now a part of Verizon. I was the National Director, I created the brand. In fact, there’s still a lot of things in the brand that I created. I had a passion for marketing.
It was kinda like, “Hey, gee whiz, what if I created my own brand and just created a business?”
And so I actually was on a hunt for a couple of years thinking what would be a good business? And then I just kind of stumbled on coffee because it was staring me in the face.
There’s such a message in there. The success you’re currently riding is because you took industry knowledge of marketing, a personal passion for coffee, and took the risk of putting them together in a business start-up.
Yep, that’s true. It was a risk because I was making a good living, I had a young family, I didn’t wanna affect any of that. It was something part-time, working nights and weekends, that’s how it all started out. I
How did your family feel about that? Was there anxiety?
It was definitely a struggle and I loved spending time with them and being with them. But part of how I resolved that was I would just wake up early in the morning and spend 1-2 hours before I had to go to work doing this. I didn’t want to neglect my family and I didn’t.
There’s so many people out there who aspire to take those steps and they always find reasons not to, but you found a way. When people are drinking your coffee, they’re not just drinking delicious coffee, they’re supporting someone who took a huge chance, who followed his passions.
So segueing to the actual coffee part now.
Your website mentions coffee regions and how the region’s soil contributes to the taste. A lot of our audience who’s into food and wine will realize the terroir aspect is very familiar to that.
Can you pick two or three regions and explain their soil and how it contributes to the taste?
I’ll start with African coffees. Their soil is very unique. Coffees from Africa tend to have a lot of berry notes, a lot more flavor of fruit which is very unique and very different compared to coffees from Indonesia.
Indonesian coffees tend to be lower in acidity. Acidity provides flavor but they’re still very good tasting coffees, even though they’re lower in acidity.
Also the coffee in Indonesia, Sumatra, for example, Papua New Guinea, and even Hawaiian Kona coffees, those tend to have a lot of boldness. When you taste the cup, your mouth just tends to [recognize] that bold flavor, which you don’t get in African coffees. So those are a couple examples.
So really it is like old world wine versus new world wine. A noticeable difference in mouth feel depending on what region you’re going after.
When people ask, Hey, what kind of coffee should I buy? I always ask, what kind of flavors do you like? Start there. Then for people that are experimenting, try different coffees from different regions.
You mentioned that you’re from Costa Rica. So tell us more about the Costa Rican volcanic regions.
It’s the most popular coffee growing region in Costa Rica, the Tarrazu area, which is very mountainous, goes up to 5,000 feet above sea level south of San Jose. Very steep.
The coffee beans, because of the volcanic soil, have a lot of flavor. It’s a very mild flavor, but very flavorful as well. And because of the elevations, the beans are also very dense. They’re a harder bean. In fact, there’s a designation strictly hard bean that is used in the industry because of that.
Being from Costa Rica I came here [to the U.S.] when I was a baby. My mom would tell stories about how she would assist with her father, which is my grandfather, in the harvest. Because my grandfather was a teacher, he would work out in the rural areas of Costa Rica where the coffee bean farmers worked. They would assist during harvest time with picking coffee beans off the tree. There was the connection going back a couple generations in our family.
There has been a coffee influence throughout generations of your family.
Yes. For decades, maybe even a century, coffee was the number one product for Costa Rica. Today it’s tourism.
I’m glad you brought up tourism. We cover a lot of travel. If somebody wanted to visit Costa Rica, maybe even a specific coffee lover, is there a place you can recommend to come visit?
One of the farms that we work with actually has an Airbnb right on their plantation. We’ve had several customers that have made trips there and have gone and stayed at the house. It’s gorgeous.
More people are working from home and making coffee at home. A lot of us making coffee wrong. Can you just walk us through step by step the best way to grind and brew your coffee?
The single largest improvement in the freshness of your coffee is by grinding your beans at home. A lot of people don’t know this: buying ground coffee, because it’s in smaller particles, tends to deteriorate very quickly. So you’re not enjoying the best of what coffee can be.
So first of all, grind at home and it’s the type of grinder.
We recommend a burr grinder. The other type of grinder is a blade grinder, which is a cheap type grinder, which does not do as well as a burr grinder.
Second thing is you wanna match your grind type to how you’re brewing. So there’s different levels, how fine or how course you want the coffee. If you’re doing a French press, you want to have a coarse grind. The opposite spectrum is an espresso grind. It’s almost like very fine sand. So if you had coarse coffee and an espresso maker, you’d have a bad cup of coffee. And the opposite too. If you had a French press where you’re using espresso ground coffee, you would not have a good tasting coffee. A lot of it has to do with the extraction and this is the chemistry behind coffee.
Then in the middle of that would be like a traditional drip grind, which most people have which is a medium coarseness of a grind type. That works best to pour over or a drip grind.
Once you buy the equipment, you’re saving quite a bit of money by doing this all at home. More value and quality out of doing it at home?
Oh yeah. A cup of coffee outside can cost $3-6. At home, 50 cents per cup. Plus you’re controlling the flavor, how hot it is and how fresh it is.
How many cups do you think the average coffee person drinks per day?
The average is between one to two cups per day. Wall Street Journal says 66% of Americans have had coffee within the last day.
So with volcanic, you’ve mentioned low acid. Tell us more.
Low acid coffee is actually a natural occurrence. There’s no additives that need to be added, at least we don’t add anything to our coffee. It’s just how it’s sourced. How it’s brewed also affects acidity.
So for example, the cold brew method tends to lower the acidity of coffee. Even more than if you brewed it traditionally in a drip grinder. It benefits people who suffer from acid reflux; and different types of indigestion abnormalities can benefit from low acidic coffee just because the pH is a higher number.
We have a lot of customers thanking us because they could not drink coffee before they heard about our low acid coffee, so now they can drink coffee again.
We have a blend of different coffees called the low acid coffee, plus 12 or 15 other coffees that are also rated as low acid. We rated them, we’ve done the pH levels on all of them, and all of them fall into that category of being lower in acidity.
Volcanica has built up a really strong community on your social media avenues. What have the results been like?
We’re on all the major socials: Instagram, Facebook, Twitter, TikTok. It’s very easy to find us. We take customer feedback really seriously. We’re always looking for input and ideas.
We’ll get a request [to] carry a type of coffee or coffee from a region and we’ll always look into it.
We offer 100% customer satisfaction. We take returns, even when the customer just didn’t like a coffee, which is no fault of ours.
When someone does suggest a new bean, a new region, is that an easy outreach to investigate, or is that a whole process?
It is a whole process.
What’s a great online shopping strategy for finding the right coffee beans?
Align yourself with a brand that has a quality product. Look at customer reviews, their roasting technique. Then it’s a matter of what type of coffee do you like? What flavor notes? Something mild? Berry notes? Lower in acidity?
So I go onto your website to buy some beans. What’s a safe way to pick a bean that I’ll probably enjoy?
We carry over 150 different coffees, which is a lot. Visiting our website you have to know your preferences. Having some [filtering/search ] tools out there would be beneficial to people helping the selection process, that’s actually on our roadmap for the future.
Part of the reason why we have 150 coffees is because we’ve been listening to our customers over the years.
Tell us something about Volcanico Coffee that not everyone knows.
We love to give back. We’ve been blessed, we’ve been very successful, so we donate 1% of our website sales to an organization called Charity Water. They build water projects in impoverished communities around the world. This year we’re actually sponsoring a well in Ethiopia for a particular town. We know that we buy a lot of coffee from Ethiopia and we’d love to give back to them.
What is the future of coffee?
The future of coffee is specially curated lots. We call them our “Private Collection”. Farmers that are actually fermenting their coffee with mango, peach, different types of fruits. We have a few of them right now. We’re hoping to be carrying more in the near future.
Our audience is listening right now. What would you like them to do?
If you’re interested in finding out more about coffee and experiencing coffee, start exploring. We offer a great cup of coffee. Great different flavors and varieties. We even offer decafs, flavored coffees, something for everybody.
Website: https://volcanicacoffee.com
Facebook: https://www.facebook.com/gourmet.coffee.beans
Twitter: https://twitter.com/VolcanicaCoffee
Instagram: https://www.instagram.com/volcanicacoffee
