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  • Writer's pictureMartin Piskoric

Can Bhutan Transform Into a New Wine Region?

Updated: Feb 27

Guest: Michael Juergens



Portrait of the guest speaker Michael Juergens, an expert in Bhutan's emerging wine industry, smiling warmly.

In an enthralling episode that explores the intersection of passion, expertise, and the uncharted territories of winemaking, we delve into the adventurous journey of an individual who sees potential where others see impossibility. The core message? The discovery and cultivation of a new wine region in the heart of Bhutan, a country renowned for its pristine natural beauty and agricultural wonders, yet untouched by the world of viticulture.


The Unlikely Visionary

Our guest Michael Juergens, a spirited adventurer with a rich background in exploring global wine regions and a fervent pursuit to become a master of wine, brings forth an unusual narrative. His story is not just about wine; it's about the confluence of culture, agriculture, and the indomitable spirit of exploration. "I had this exposure of having been to a bunch of wine regions and knowing what one looks like," he shares, underscoring his unique ability to see potential in Bhutan's terraced slopes, pure water, and bright sunshine for viticulture.


The Challenge of Innovation

Embarking on this venture was anything but straightforward. With no prior model to emulate in Bhutan and a lack of conventional data like rainfall measurements, the journey was fraught with uncertainties. "There's no data, there's no way to analyze it," he recounts, highlighting the reliance on local knowledge and the physical labor of analyzing soil and terrain firsthand. This was a venture grounded in faith rather than data, driven by a belief in the potential of Bhutan's land and the vision of bringing a part of its essence to the global stage through wine.


A Story of Resilience and Faith

The narrative takes a compelling turn with the discovery of a past attempt by Jean Galette, a renowned figure in the wine world, to establish a vineyard in Bhutan. This revelation serves as a moment of reflection and determination for our guest. "If a globetrotting billionaire...can't get this done, what in the world makes you think...this punk rock skateboard kid from Los Angeles can do it?" This doubt is quickly countered with optimism rooted in the advancements in wine technology and a personal willingness to embrace the challenges head-on.


The Parallel Journey: A Marathon in Antarctica

The guest's experience running a marathon in the harsh conditions of Antarctica mirrors the journey of establishing a vineyard in Bhutan. Both adventures are marked by unforeseen challenges, moments of despair, and the ultimate triumph of human spirit and resilience.


"Sometimes when I'm doing the Bhutan wine company, that's the way I feel...we're just going to keep running until we fall down," he explains.

This analogy beautifully encapsulates the essence of the venture: a test of endurance, faith, and the relentless pursuit of a dream.


Key Takeaways and a Vision for the Future

The journey of pioneering a wine region in Bhutan is a testament to the power of vision, expertise, and perseverance. It's a story that inspires not just wine enthusiasts but anyone who believes in the pursuit of seemingly impossible dreams. As the first barrels of wine age, marking the inception of a new chapter in the world of winemaking, the project stands as a beacon of innovation and hope.


The narrative not only highlights the technical and environmental challenges of winemaking in unexplored territories but also underscores the importance of cultural respect, environmental stewardship, and the long-term vision required for such a venture.


"This project is for our grandkids," he notes, reminding us of the enduring impact of pioneering efforts.

Embrace the New

As we conclude this captivating story of passion, innovation, and resilience, we invite readers to open their minds to the new and the unexplored. Whether it's the potential for new wine regions like Bhutan or other ventures that push the boundaries of what's possible, let's celebrate the spirit of exploration and the enduring human capacity to dream big and make those dreams a reality.


The Bhutan wine project not only promises to introduce the world to the unique flavors of a hidden kingdom but also serves as a powerful reminder that sometimes, the most extraordinary opportunities lie in the places we least expect. Let's raise a glass to the pioneers who venture into unknown territories, armed with nothing but their passion and a vision for a better, more diverse world.


In the spirit of exploration and discovery, we encourage you to seek out more stories of innovation and resilience. Whether through the lens of a wine glass or the pursuit of your own personal ambitions, remember that the journey is as enriching as the destination itself.




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