Issue link: http://digital.copcomm.com/i/164544
the Staglins, Pahlmeyers and Lawson, a third-generation Blankiets. Napa Valley local, possesses a After Lawson branched off unique combination of talents. He in 2004 and began consulting, studied viticulture at Fresno State he quickly gained notoriety as a and worked as a winemaker but winemaker when he and Denis he made a name for himself in the Malbec joined forces at Kapscándy, 1990s as Chief Executive Officer a newcomer to the high-end of Napa Wine Company. Heritage Cabernet Sauvignon market. has played a vital role in Lawson's Lawson was inspired to capture the evolution. His Spanish-born beauty of a sight that the winery grandfather became the had purchased from Beringer—one first president of Beringer when that had originally been developed Nestlé Corporation bought the when his grandfather was at the winery in 1971. His Canadian-born helm. He was rewarded in 2007 father was a grower and held execwhen they received a perfect 100 utive sales and marketing roles for point-score from Robert Parker's Mondavi, Roederer, and Trefethen Wine Advocate. "Kapscándy was during their seminal years. a tremendous opportunity," said Not only has family history set Lawson. "It was my first foray into the stage for his life's work, family winemaking at that level and it was continues to inspire Lawson at achieved under the guidance of every turn. In 1998, he and wife, Helen Turley." Pavi Micheli Lawson, launched their namesake brand Pavi Wines from a business model that was Rob and his wife, Pavi Micheli Lawson, Qualitative by Design developed as her master's thesis. launched their namesake brand Pavi Success with "the branded side The company whose organicallyof the business" has propelled Wines from a business model that was grown wines are produced at Napa developed as her master's thesis. Lawson's consultancy, attractWine Company could well be a ing clients, some of whom are poster child for the successful virtual brand. famous, into the fold. His approach is a pragmatic one: With annual production now exceeding 8,000 cases, "Understanding where the opportunities lie in the busithe pan-Italian portfolio has plenty of room to grow. In ness is a start, but you also have to drive the business side addition to their domestic Dolcetto ($20) and Pinot Grigio of the winemaking." ($15), Lawson produces an Italian Pinot Grigio, a Vin One such project is Mirror so named for two vineyards Santo, a Montepulciano and has a Super Tuscan in the in St. Helena that mirror each other across the valley works. In describing his winemaking style, Lawson says, floor. Lawson and vintner Rick Mirer, a retired National "I'm from the less-is-more school that uses oak as nuance Football League player, founded the brand in 2008 with a and wants full integration." Cabernet Sauvignon and Sauvignon Blanc and are releasing their second vintage of Howell Mountain Cimarossa (red peak) Vineyard Cabernet Sauvignon (the 2010, $95) The Tipping Point this fall. Mirror is a prime example of Lawson's qualitative During a period in the early '90s that smacks of a approach. "We could have gone the celebrity route but Gladwellian tipping point, the number of Napa Valley's we wanted to focus on the core quality of the project to cult-status wines exploded. Talent and a knack for being grow the brand not by chasing reviews," he says. in the right place at the right time put Lawson at the Not unlike his predecessor Paul Hobbs, Lawson has very center of the action when hillside growers like the also looked to Argentina and Italy for consulting and Colgins and the Bryant Family decided they could add business opportunities. Argentina is proving to be a more value to their operations by making wine. When challenging business environment for wine investors—a these growers became vintners, the era of cult wine fact that has only seemed to fuel Lawson's interest. His was born. first wine, Las Rubias (the blonds) is named after his "In 1992 and 1993, the Cabernets being made by consulting winemakers and new-to-market properties daughters, Alessia and Eliana, and produced from an were all being produced at Napa Wine Company," 11-acre site in the Vines of Mendoza project, an ambitious said Lawson, who was General Manager at the time. 1,500 acre-lifestyle wine estate in Uco Valley. During his lengthy tenure as CEO, he collaborated with "The Vines of Mendoza project has evolved from a talents such as Paul Hobbs, Helen Turley, Heidi Peterson vision and some fallow land that was first planted in 2007," Barrett and Philippe Melka, managing their customsays Lawson, whose belief in the founding team of Pablo crush programs from start to finish. "There is something Gimenez Riili, whose family is a fifth-generation grower to be said for the experience of working side-by-side in the Maipo Valley, and investor Michael Evans gave him with the best in business." At the time, the facility was confidence. "Everything we've done with the project has the largest winery in Napa Valley producing more than succeeded and we're realizing our intention for the wines. 60 labels for high-profile clients, among which were We're seeing quality improve with every vintage." september 2013 / the tasting panel / 137 TP0913_104-156.indd 137 8/22/13 10:32 PM