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Business case - Doña Paula

Doña Paula’s secrets

November 8, 2010 by Mariano Zalazar | in Business, News

High technology and terroir variety are combined at Doña Paula, a company that aims to be different from the rest through innovations.

Doña Paula is considered an estate winery since 100% of the grapes used for its wines come from its own estates.

Arturo Lafalla, Marketing Manager, explains that “each vineyard offers multiplicity of variables in every place where vineyards are located. The selection of every estate has gone through thorough feasibility and salinity analysis. This way, Doña Paula offers an incredible combination of climate, soil and management for creating that terroir variety.”

The story

In 1997, the Chilean Claro Group arrived in Argentina to fulfill the dream of making high quality wines in Mendoza’s generous lands. That year, Claro Group acquired the first estate located in Ugarteche, Luján de Cuyo, where more than 140 hectares of Malbec and Chardonnay vineyards have been cultivated. A year later, the group bought an estate in Tupungato, which was totally planted between 1998 and 2000. Then, it built a winery with one-million-liter capacity with state-of-the-art technology.

In 1999, Doña Paula carried out its first harvest. “It was a fantastic beginning that would become frustration in 2000 and 2001, when important hail storms damaged most of the production and made impossible the winemaking process for our winemakers,” said Lafalla.

In 2002, Doña Paula started its export business sending a few cases to United Kingdom, United States and The Netherlands. Currently, the winery exports its wines to more than 54 countries.


Doña Paula’s vineyard management is totally craft. Arturo Lafalla explained that “the winery staff performs different tasks throughout the year. The same people carry out pruning, disbudding, thinning and harvest tasks.”

The vineyards of the winery are located in Ugarteche, Luján de Cuyo, which is considered the “mother vineyard”, Uco Valley, Tupungato and San Carlos.

Doña Paula is one of the few wineries in Argentina that uses cold to achieve fermentative macerations and fruit extractions before fermentation.

An innovative company

The Marketing manager pointed out that “one of Doña Paula’s characteristic values is its incessant sense of innovation, both in the technological and winemaking areas. The work environment stimulates this potential value. The idea is to avoid the traditional concept and, in this sense, the winery has plantations of non-traditional varieties strategically selected to carry out winemaking experiences, cloning said vegetal species.”

Lafalla listed some of these varieties: “Pinot Noir, Cabernet Franc, Tannat, Viognier and Carmenere are some varieties that have already been produced, as well as Casavecchia, Ancellota, Riesling, Petit Verdot, Grenache, Marsanne, Aglianico and national Touliba, which are still very young. Their location is selected after a corresponding soil study,” he concluded.

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