In the arid landscape of the pre-Andes mountains in La Rioja, at over 1700 meters above sea level, Bodega Chañarmuyo defied conventions and planted a vineyard where few believed it possible.
This is the story of a bold vision, told through the voice of Montserrat Chamas, the winery’s Brand Manager and Sales Representative.
From the initial challenges of establishing high-end wine production in an unexplored territory, to the creation of luxury wine tourism experiences that capture the unique essence of this high-altitude desert. Discover how Chañarmuyo, with the passion and expertise of professionals like Montserrat, is redefining the concept of origin wine and marking a new milestone in Argentine viticulture.
Chañarmuyo stands out for being a pioneer in the production of high-end wines in a region without a consolidated winemaking tradition. Could you share the initial challenges and the vision that drove this project?
The project, which began in 2001, was established in a territory practically unknown to the Argentine wine world. Chañarmuyo lacked the reputation of areas like Mendoza and presented significant logistical challenges, from obtaining machinery to labor. My family, originally from Buenos Aires and Corrientes, settled in La Rioja for work reasons. This is how they discovered the region and believed in the potential of this high-altitude desert, where the unique characteristics that altitude brings to wines can be leveraged, and an innovative product can be created. Furthermore, this entrepreneurial drive managed to revitalize the town, which at that time had few inhabitants because the younger population was moving to other parts of the country in search of work. Therefore, the winery also presented itself as an opportunity to foster rootedness and a return home. We bet on the area and its people, and the rest was history…
How does the specific terroir of the Chañarmuyo region influence the unique characteristics of your wines? What aspects of this terroir do you consider most valuable?
Chañarmuyo is located in the pre-Andes mountains, over 1700 meters high, which is fundamental for the identity of our wines. The stony soils and controlled drip irrigation, along with the large thermal amplitude between day and night, contribute to creating high-altitude wines with very particular organoleptic characteristics.
What are the focal points of Chañarmuyo’s current investments? Are you focused on production expansion, technology, or product diversification?
Currently, the main focus is not on quantity, but on quality, and on aiming for the concept of a “boutique winery” with a special emphasis on the designation of origin and uniqueness. We are exporting to more than 15 countries in America and Europe, markets that increasingly demand practices that pay attention to sustainability. This sustainability is understood not only in the environmental sense but also at the social and communal level of the region where it is produced. From this comes the decision to invest more in innovative practices, such as carbonic maceration, on which we have a project underway, and not in indiscriminate expansion, which is very demanding on the environment. In this sense, we also make investments in training in viticulture for the people involved, in cooperation with the Institute of Technology of Chilecito and the University of La Rioja… In addition to being immersed in the town, carrying out several social responsibility projects.
We are exporting to more than 15 countries in America and Europe, markets that increasingly demand practices that pay attention to sustainability.
Chañarmuyo is recognized for its innovation in wine production. Could you describe some of the innovative techniques or technologies you use in your processes?
In this aspect, innovation is combined with traditional practices, always considering the unique characteristics we have in Chañarmuyo. For example, in the winery, we have a nave with stainless steel tanks, but also with barrels. Furthermore, we have installed a laboratory there for R&D activities.
Regarding agricultural practices, the harvest is done by hand during the early morning hours, but all irrigation is by drip. We are in a desert; we are aware of the challenges this presents. Both practices respond to the specific demands of the place and our objective of valuing and preserving resources.
The winery’s organic certification in 2016 marked an important milestone. What motivated this decision, and how has it impacted the quality and recognition of your wines?
At Chañarmuyo, we did not take organic certification merely as a “calling card” for foreign markets that demand these types of practices. Although it clearly provides a positive imprint on commercial expansion and we comply with all the requirements of regularly conducted audits, the sustainable practices carried out in the company respond to a genuine interest and need to preserve everything that makes the environment of the area so unique. Water management, through the implementation of drip irrigation, for example, is a technique that seeks to achieve the best management of a resource as complex as water in a desert location. Even in the company’s wine tourism area, in the construction of the hotel and its subsequent decoration, environmentally friendly materials were sought, and elements from the winery were recycled to avoid waste. Furthermore, in daily practice, we seek to raise awareness among visitors and instill the respect that nature deserves.
What was Chañarmuyo’s strategy to enter and consolidate in international markets? What challenges did you face, and how did you overcome them?
Our stance for international expansion was both a gamble and a challenge. As wine producers in a region of Cuyo that is not traditionally recognized as a wine-growing area, a creative strategy is demanded for positioning. Precisely, we decided to highlight the “origin” aspect, emphasizing the unique qualities of the project, such as its altitude, corporate social responsibility, and this location far from Mendoza.
We wanted to focus on consumers who seek premium wines and transparent production processes, who lean towards higher-end and less mass-market/commercial alternatives, thus responding to their needs for responsible and specialized consumption.
In addition to wine production, Chañarmuyo offers tourist experiences. How does wine tourism complement the winery’s value proposition?
Wine tourism emerged as a natural extension of the brand experience. It highlights direct contact with nature and deep respect for the environment, which is precisely the type of experience sought by tourists visiting Northern Argentina, a region rich in imposing landscapes and ancestral traditions. The experiences most valued by those who visit our boutique hotel are related to the authenticity of the place, the fluid dialogue it has with the natural environment, and the fascinating history of the local community. Our guests can enjoy exquisite regional gastronomy, more adventurous plans like kayaking in the nearby dam and mountain trekking, and of course, a visit to the winery with a tasting of our high-altitude wines. We also have a close relationship with tourism professionals in the area, which allows us to offer unique tours to places of interest such as Talampaya National Park, recognized for its geological formations and paleontological richness. Conceptually, we seek to attract those people who wish to relax and reconnect, integrating the sensory experience of wine with the natural and cultural appeal of the area.
What are Chañarmuyo’s future plans in terms of expansion, innovation, and market positioning?
Chañarmuyo’s future plans are centered on several strategic axes. Firstly, the winery seeks to deepen the valorization of origin and move closer to premium consumption. This implies a strong focus on innovation, exploring new grape varieties and developing original blends that highlight the unique characteristics of the Chañarmuyo terroir.
Furthermore, we intend to significantly boost wine tourism. We plan to expand the existing boutique hotel facilities and create a wine spa, seeking to offer even more complete and attractive experiences to visitors.
Finally, the winery is focused on providing high-quality experiences adapted to the needs of specific markets, thus consolidating its position in the wine market.
Editor’s note:
Chañarmuyo is more than a vineyard; it is a testament to vision, resilience, and a profound respect for nature. From pioneering high-altitude vines in a land once deemed impossible, to crafting exceptional wines and immersive experiences that celebrate their singular terroir, Chañarmuyo stands today as a beacon of Argentina’s new frontier in viticulture. As they continue to innovate, elevate, and share their story with the world, one thing remains clear: in Chañarmuyo, the extraordinary is simply the standard.
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