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Business case

Pascual Toso, a USD 30 million winery

September 12, 2012 by Mariano Zalazar | in Business, News

The brand generates exports amounting to USD 11 million. Its products are distributed in over 30 markets. It went from tradition to modernization in 122 years.

The company’s history dates from 1880, year in which Mr Pascual Toso left Canal D’Alba Piemonte, Italy and migrated to Argentina, settling in Mendoza. Then, in 1890, he decided to start his own project and established his winery in San José, Guaymallén.

Eager for expansion, at the beginning of the 20th century, Toso bought new vineyards in Barrancas, Maipú (Mendoza), place where he founded a new winery.

After years of growth and expansion, the company made an important move just a century later. In 2001, the firm hired Paul Hobbs as external consultant for the project of Premium wines. Hobbs’s professionalism joined the abilities of the head winemaker, Rolando Luppino, in improving the company’s winemaking.

This great quality improvement took place along with an important business change. Since 2000, Pascual Toso has been selling its wines abroad, apart from being present in the domestic market. Its products reach over 30 destinations, such as: United Kingdom, France, Germany, Sweden, Switzerland, Norway, Finland, Estonia, Lithuania, Russia, Japan, Korea, China, United States, Brazil, Uruguay, Paraguay, Costa Rica, El Salvador, Aruba, Denmark, Belgium, Ireland, Latvia, Spain, Thailand, Canada, Austria, Mexico, and Colombia.

Including both domestic and export markets, the company garners an overall annual turnover of USD 30 million, of which USD 11 million correspond to exports, through its “Pascual Toso” brand.

The winery at present

Pascual Toso owns a 346-hectare vineyard located in Barrancas, Maipú, where Cabernet Sauvignon, Malbec, Merlot, Syrah, Chardonnay, Sauvignon Blanc, Torrontés, and Pinot Noir grapes grow along with other varieties used for sparkling wines.

It is worthy to mention that nowadays, both wineries built by Toso are in full operation. The bigger one, located in Barrancas, has a production capacity of 6,000,000 liters a year. It is characterized by its state-of-the-art technology.

As regards its facilities, its crush capacity amounts to 3,500,000 kilos and it has a vat capacity of 7,000,000 liters.

Moreover, the winery counts on two bottling lines intended for still wines. One of them operates 7,000 bottles per hour and the second one, 3,000. There is a third line, used for sparkling wines, bottling 7,000 units per hour.

Being 122 years old, the first winery is still working in San José, Guaymallén. Its aspect and equipment is different from the original building, but it maintains the same work culture. There, sparkling wines are produced. Every year, it makes 60,000 bottles by Champenoise method and 9,000,000 by Charmat method.

An important data is that Pascual Toso works under ISO 9001 – 2000 standards.


In the past decade, the winery obtained numerous national and international awards and recognitions: in 2007, it won the trophy “Best Argentine Producer” in the IWSC, in London. Anthony Gismondi, one of the most renowned Canadian wine critics, included Pascual Toso Malbec Reserve Barrancas Vineyards 2009 in his list of Argentina’s Best Value.

A third recognition worthy of mention is Pascual Toso’s performance at the Decanter World Wine Awards 2011. Last year, the winery was awarded 4 medals. Pascual Toso Reserve Malbec 2008 obtained gold medal, while Pascual Todo Finca Pedegral 2006 reached a silver one. In addition, Pascual Toso Alta Reserve Malbec 2008 and Pascual Toso Alta Reserve Syrah 2007 won bronze medals each.

Translation: Carolina Lucesole

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