An application for official listings was made to the L C B O. Magnotta were assured the licence was a matter of formality, but only a few days prior to releasing their first wines, a letter arrived stating that no shelf space would be available.

What would have been a crisis for most was seen as a challenge and opportunity for the entrepreneurial Magnottas. They shifted strategy by distributing their wines directly from the winery, passing along considerable savings since the L C B O charges $ 18.- per case for distribution. Other taxes are additional.

The strategy has been successful beyond expectation and Magntota Winery Estates and Festa Juice expanded rapidly.

Magnotta produces fine wines, both VQA and blends for all market segments selling them directly, through its five stores in addition to delivering to restaurants and hotels.

The head office in Vaughan and main retail store deliver proof how well managed, innovative and art- conscious companies thrive. But a successful company also generates economic benefits for the community. In 1996 Magnotta purchased a 350 acre property in Chile, and 150 acres on three favourable location in the Niagara Peninsula in an attempt to grow the grapes possible.

Some of the Chilean vineyard's wines are marketed as super-premium varietal wines at very reasonable prices. In several large-scale blind tastings with varietal wines from France, Italy and California at more than double the price of Magnotta's, Gabe's and Rosanna's products were clear winners. In fact Magnotta wines have, to date won more international and highly regarded awards than any other in the country. Gabe and Rosanna stated:' We do not produce wines to wine medals. We produce wines to wine new customers. If we happen to win accolades along the way, we are proud to accept them on tha basis that we will continue to produce wines of highest quality that our greatly expanding customer base will continue to enjoy."

Consumers can taste any Magnotta wine before making a purchasing decision. To my knowledge, there is no other winery in the province with such a policy.

While Magnotta ships to a number of provinces, numerous Euroepan and American agencies have been vying to represent company's products particularly late harvest and icewines both of which represent excellent value.

Award winning alone has not satisfied Magnotta. True to their innovative, pro-active spirit they recently added a brewing and distilling arm to their winery operations. The distillery products have already caught the market's attention. Magnotta icewine grappa snatched a gold award at Intervin and the Fine Alembic Grappa garnered a silver at the IWSC (International Wines and Spirit Competition in London. " It all comes down to quality and honesty of product.' concluded Rosanna., " You cannot fool today's consumer. When something is good they come back. That is why we are always setting new and higher standards for all our products."

Magnottas seems tom to be doing everything right. In just over 13 years their winery has become Ontario's third largest winery by sales. This success is due to Gabe and Rosanna's " … Uncompromising passion for good wines, creativity, ambition, a little zeal and a fanatical devotion to quality."

Rosanna Magnotta highlighted, " our mission is to deliver the finest quality products to the general public at affordable prices. We have developed diverse and original lines of inexpensive wines that range from generics to reserves and as a consequence we have been successful in broadening our range of customers."

Currently Magnotta produces over 100 wines (VQA and blends), over 10 brands of beers, and a number of spirits, the most famous of which is grappa.

Of late Gabe started focusing on fruit wines - his iced apple, wildberry, raspberry and plum wines appeal to thousands of his loyal customers.

And the future? " … we have more things to more people" reflected Gabe Magnotta.

The winery in Vaughan and Beamsville welcome visitors everyday of the week.

Now he consults and writes to increase wine, beer and liquor awareness. He conducts seminars and would be pleased to consider your requests. To peruse the list of his published books and order please contact him at hirayrberberoglu_3@sympatico.ca

Hryar Berberoglu www.littlefatwino.com