MUST - Fermenting Ideas Wine Summit 2019, Lenz M. Moser

MUST - Fermenting Ideas 2019. Lenz M. Moser is Austrian and born into the wine industry. Moser knows wine, but he is also a businessman at his fingertips.

The Moser family has grown and produced wine for five generations, but they are also part of the Austrian farmer's family since 1610.

After double degrees, business and oenologist, Moser worked at the family farm for 10 years with his father, who in his time and in Sweden was the well-known Austrian winemaker Lenz Moser. For me he was the first who spoke about the symbiosis between music and wine and the one that said that classical music in the winecellar had a positive effect on the wine. Lenz also recorded a CD of the sound from the wine's fermentation process which he then gave away in Christmas present.

Who is Lenz M. Moser
If Dad had a marketing aversion, Lenz M. Moser has a business mind many times over. Therefore, the family property quickly became too small a project. In 1997 he joined the California wine producer Robert Mondavi. As CEO of Mondavi's European office and Lenz M. Moser had nine successful years before the company was sold.

Back in Austria, Lenz M. Moser starts Laurentz V with two partners. The property is located in Kamptal, specializing in wine of the grape grüner veltliner. At the same time, Lenz M. takes on a job as responsible for a German wine import. It is not difficult to see that it is the "deal" that drives this wine entrepreneur. No wonder we find that Moser spends a lot of his time in China, to grow and produce wine.

Chateau Changyu Moser XV in China
Since 2015, Lenz M. Moser has been the winemaker at Chateau Changyu Moser XV. The property is a joint venture between Moser and Changyu, China's oldest, and largest wine producer. This newly set-up castle is located near Yinchuan, in the Ningxia wine region located in northwest China.

Moser talked about the seemingly unlimited resources being used to reach set goals, about the huge Chinese market with interested consumers just waiting to be awakened by news about their own, top quality domestic wine. No doubt a very fascinating lecture about what it is like to make wine in China. But even though we got to know all the favorable conditions that exist for quality cultivation, many questions were raised.

Lecture that raises environmental issues
The development of the wine industry in China, apparently, is without any consideration for the environment. Resource depletion seems to be a fact and the use of new technology is lacking, all very surprising facts to me. Where are the plans and action for sustainable agriculture, fences for utilization, groundwater insights, solar panels, geothermal or other smart solutions?

We can certainly agree that we are living in the present, where the environmental questions are high priority. Who is responsible and who can be held accountable setting up new businesses that not take into account the environment?

The speak, I think, therefore lacked depth due to lack of sustainable insights. These had been extremely dressy arguments, but above all credible reasons for starting a new vineyard in a former desert area in China.

Ful article in swedish, please jump to: https://vinbanken.se