Breaking Free: The Journey of Pangaea Estates

Stagnation and frustration can manifest in various ways in our lives, especially in our work. For Travis Braithwaite of Cape Town, South Africa, it meant embarking on a daring venture that would challenge the norms of the wine industry. Pangaea Estates, a revolutionary wine label, would source its components from five different countries on four continents, and be made by none other than Michel Rolland, an influential consulting winemaker. Travis Braithwaite’s desire to break free from the constraints of the industry parallels the challenges and opportunities faced in a globalized world.

Drawing inspiration from the manufacturing industry, Braithwaite noticed that the best cars, leather, chips, and software all come from different countries. He questioned why the concept of using components from different regions had not been applied to the production of wine. With this in mind, Pangaea was born. The wine would bring together Cabernet Sauvignon from Napa, Merlot from Bordeaux’s Right Bank, Petit Verdot from Dehesa del Carrizal in Spain, Cabernet Franc from Helderberg in South Africa, and Malbec from Valle de Uco in Argentina. These diverse components challenged the traditional model of winemaking.

One cannot help but consider the environmental impact of such a geographically diverse wine. Braithwaite acknowledges that shipping the juice, as an unfinished product, to Napa for blending and bottling has the biggest environmental footprint. However, the use of stainless steel containers, which are reused multiple times, mitigates some of the impact. Despite this, Braithwaite encountered numerous challenges in the decade-long process of creating Pangaea.

The journey began in 2010 when Braithwaite first started considering the concept. The name “Pangaea” came to him early on but was initially set aside as he explored other ideas. However, a friend pointed out that Pangaea perfectly encapsulated the concept, leading Braithwaite to embrace it as the name and brand. Braithwaite also took the time to travel to wine regions with deep viticultural histories and a shared ethos with the traditional Bordeaux lineage. He observed that the language of winemaking transcends linguistic barriers, as winemakers all over the world strive for similar goals.

To bring his vision to life, Braithwaite knew he needed the expertise of Michel Rolland. After cold-calling Rolland’s laboratory and a year of strategic planning, Braithwaite finally met with Rolland in Argentina. Their meeting resulted in an agreement, with Rolland becoming a 25% owner in the business. The first blending session took place in South Africa soon after, bringing together all the component samples.

Pangaea Estates embodies the spirit of breaking free from the confines of tradition. It challenges the wine industry to embrace the opportunities of globalization. Travis Braithwaite’s audacious concept and relentless pursuit of excellence have paved the way for a new era in winemaking. As we savor a glass of Pangaea, let it remind us that breaking free can lead to remarkable achievements.

The blending session at South Africa with Michel Rolland was a whirlwind of activity. Braithwaite, the founder of Pangaea, wasted no time in arranging for samples from five different regions to be sent for the session. He was also smart enough to have a film crew present to document the whole process.

Michel Rolland, known for his fast-paced approach, wasted no time in getting down to business. He meticulously smelled, tasted, and took notes on each sample. He was impressed by the strength and boldness of each variety, but knew they needed to work together harmoniously.

After Rolland’s initial review, the group started experimenting with blends from the 2015 vintage. They tried four different blends, discussing the elements of each and revisiting the ratios. Finally, they arrived at the perfect blend – the fifth and final wine.

The entire process took about an hour and a half, but Braithwaite and his team were crystal clear on their target consumer. They knew their wine would appeal to collectors, creatives, wine enthusiasts, and anyone who gravitates towards innovative concepts. This understanding of their audience directed their business model, including price point and distribution strategies.

Their efforts paid off, as the inaugural release (2015 vintage) of Pangaea’s wine quickly sold out. They allocated a small percentage to the US, Asia, and Europe. They also kept some library stock for themselves and other opportunities that may arise.

While the success of Pangaea is evident, there are two areas of the story that continue to intrigue me. Firstly, the environmental impact of the wine industry and how Pangaea addresses it. Secondly, the wine industry’s perspective on global sourcing of component parts, similar to what other industries do. These topics are often controversial and provoke pushback. However, Pangaea’s ability to tackle these challenges head-on is commendable.

Regardless of how audacious the concept of Pangaea may seem at first, the team’s determination and willingness to iterate make it clear that they will continue pushing through the obstacles. I, for one, will be keen to follow the progress of Pangaea and see how they navigate these complex issues.