Launched in 2003, Flat Rock Cellars’ focus remains on affordable but ‘killer’ pinot noirs, chardonnays and rieslings
Wine is a generational business where wineries around the world operated by the third, fourth or even fifth generation aren’t uncommon. Flat Rock Cellars in Jordan, Ont., meanwhile, is quietly celebrating its 20th anniversary, using the milestone as a chance to reflect and build for the future.
“When we planted half of the vineyard to pinot in 2001, people thought we were frigging crazy. Thinking we could do great things with pinot was a real leap at that time,” explained Ed Madronich, whose family bought the land in Jordan in 1999. Grape vines were planted in 2000, 2001 and 2004, with strong focus on pinot noir and riesling .
The Madronich family hired Australian winemaker Darryl Brooker to come and open the winery. Brooker, who had worked at Villa Maria Estate in Hawke’s Bay, New Zealand and Mountadam Vineyards in Barossa Valley, Australia, thought the winery was based in California during the interview process. His arrival helped establish Flat Rock on firm footing, especially when it came to bottling all the wines with screw cap closures instead of traditional cork closures.
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