M by Michael Mondavi Wine
Filed under: Wine
After reading the ins and outs of the Mondavi clan in The House of Mondavi book, I'm even more intrigued to see what former Mondavi CEO and chairman Michael Mondavi has cooked up with his first wine. The 2005 M by Michael Mondavi is made from 100% Cabernet Sauvignon from his Animo vineyard in Atlas Peak, Napa. The wine was aged for 22 months in French oak and bottle aged for a year. You can pick up M by Michael Mondavi this fall for a steep $199. In a recent interview with Steve Heimoff, Mondavi explained how he reached this price. He explained that his team bought a bunch of top cult wines and did a blind tasting asking themselves how much they would pay for each wine. Because their wine came out strong they prices it below some of the super-pricey cult wines and above some of the ones it showed better than. Of course the costs of managing the 15-acre vineyard were also a factor.
Heimoff's interview also reveals that Mondavi has learned his lesson about rapid expansion. He says that at his Folio Wine import and production company they have just two rules, only work with those they respect and want to spend time with, and only sell wines they would like to serve to family and friends.
