Edition 1497
20 October 2018
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Hollywood duo launch sustainable wine in Algarve

in News · 21-01-2012 00:00:00 · 0 Comments

Actor and filmmaker Adrian Grenier and film producer Peter Glatzer chose Vila Joya’s ‘Tribute to Claudia’ food festival to launch their first range of sustainable wines, SHFT House Wine.

Hollywood duo launch sustainable wine in Algarve

Portugal was introduced to SHFT House Wine at an intimate setting held last Friday afternoon at the Vila Joya boutique resort in Galé, Albufeira.
Speaking to The Portugal News of their invitation to the renowned gastronomic event, Grenier said that they were “very excited to come and not only share what we’ve been doing in the United States, but also to get a glimpse and a taste of life and culture here in Portugal.”
Probably best known for starring in hit HBO series Entourage as well as his role in the movie ‘The Devil Wears Prada’, Grenier co-founded the award-winning SHFT multi-media platform with producer Glatzer (In the Weeds).
SHFT’s aim is to convey a more sustainable approach to the way people live today, exploring sustainability through video, design, art and culture.
During the wine tasting guests were invited to sample what is Grenier and Glatzer’s first venture into the world of wines, born from their love of good wine and eco-conscious beliefs.
Commenting on the previous evening, during which the Chefs spoke about sustainable food, Glatzer said that making a sustainable wine was a “very good fit” for the SHFT platform.
“There were a lot of things that we could have done”, he said, explaining: “A sustainable wine maker came to us and it just seemed like a very good fit because the idea of persuading people to embrace a more conscious approach to life is not what we’re about, it’s about really inspiring people, moving people emotionally and wine seemed like a very good fit for the SHFT ethos.”
“There’s such a deeply rooted history and heritage in wine and it ran narrative really”, Grenier added, reflecting: “Some of the greatest ideas and leaps forward in civilization have come through exchange over wine. It’s a way people get together and communicate ideas and find solutions to the world’s problems and sustainability issues. This is a way for us to come together and communicate.”
The two-week-old wine, produced in 2009, is sourced from the organic and bio-dynamic vineyards of Paso Robles, California (USA). It blends a prominent Grenache with Syrah and Mourvedre varietals with a splash of Tempranillo. It was engineered by Mark Adams who not only makes the wine but also runs the vineyard. It was described during the tasting as being “bolder and bigger than European wines and higher in alcohol content, as California wines tend to be.”
In order to keep the wine and its packaging as environmentally-friendly and sustainable as possible, as well as the sustainable practices employed at the vineyard, no foil enclosures are used on the bottle.
Recycled lightweight glass is used for more efficient shipping, reducing the carbon footprint, and the labels are created with recycled paper and vegetable-based ink.
Grenier said that they are “extremely proud” of their first blend as well as of the “talented young vinter”, Mark Adams.
SHFT is currently in talks with American distributers though for now SHFT House Wine can only be ordered online (www.shft.com/wine). A white is in the planning and is hoped to be launched soon.
Grenier and Glatzer were just two of many international celebrities confirmed to be attending what this year will be a very star-studded festival. It has been announced that singer Sheryl Crow will also be visiting over the weekend.
Carrie-Marie Bratley

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Edition 1497
20 October 2018
Edition: 1497

Read this week's issue online exactly as it appears in print.

Twitter

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