180-Flat Rock Cellars – Sharing Your Passion – with Ed Madronich

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Today our guest is Ed Madronich from Flat Rock Cellars.

We start the show talking about manufacturing and that the winery grows the grapes, creates the wine, and sells the bottled wine.

It can sometimes be easier to sell Ontario wine to international people because Canadians tend to have pre-conceived ideas about Canadian wines, based on wine produced in the 70’s, 80’s and 90’s.  However, other wine regions did not have great wine initially either.  Canadians tend to be very hard on ourselves.

Understanding why Ontario is excellent for making great wine, is important for knowing that Ontario makes great wine.  To make a great a wine, it takes great soil and climate.  Flat Rock Cellars is on the Niagara Escarpment, which is all limestone.  Winters are cold in Ontario, however, grape vines need a dormant period to produce fruit.

Ontario has amazing soil, and amazing climate.

The biggest obstacle to Ontario winemakers is having to break down pre-conceived notions about Ontario wines.

We discuss how blind tastings versus knowing what the wine is, and seeing the label and the price tag affects a person’s opinion.

Flat Rock Cellars has a very special location on the Niagara Escarpment bench, and a special vineyard, and a gravity flow winery.  We discuss what the “bench” area of the Niagara Escarpment is, and why the soil there is so special.

We talk about how Flat Rock started from scratch, the farming and nurturing of the vineyard, it is a big commitment.  It has been right from the ground, up.  Soil and weather conditions dictate the variety of grapes you can grow.  They are focused on growing the varieties that grow best in Ontario.  

Of any new business, no matter what you do, when starting a business, you are going to do it somewhat differently than someone else.  Entrepreneurship can be tough, and scary.  You learn quick and you make adjustments.

When asked, “what do you do”, Ed says he “shares his passion for wine”. 

There are lots of big brand wines out there, however you taste the passion behind the smaller producers. 

When Ed does something, he wants to make sure he is truly passionate about it, and this makes all the difference in the outcome of what is delivered, and personal satisfaction.

The winery is in a great spot, and the view is spectacular.  People don’t realize how special Niagara is for growing and how beautiful the area is.

Toronto is less that 2 hours away.  The wineries are beautiful.  Great little towns.  There is a lot of tourism available.

To contact or visit Flat Rock Cellars:

Flat Rock Cellars website:  https://flatrockcellars.com/#

Facebook:  https://www.facebook.com/FlatRockCellars

Twitter:  https://twitter.com/Winemakersboots

Instagram:  https://www.instagram.com/flatrockcellars/

About the author, Jurgen

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