Michael Juergens: Bhutan's Wine Frontier

21st Century Entrepreneurship

Michael Juergens is a multifaceted wine consultant, master of wine candidate, author, and punk rock drummer who shared his extraordinary journey of introducing winemaking to the Kingdom of Bhutan. We explored the unique tradition of Bhutanese name-giving by monks, which inspired the naming of his wine brand, Ser Chem, or "alcohol of the gods." Juergens' narrative weaves through his initial accidental marathon sign-up leading him to Bhutan, to the inception of the nation's first wine company under the guidance of local monks and the government.

Juergens elucidates the challenges faced from selecting suitable grape varieties to navigating Bhutan's diverse climatic zones, emphasizing the importance of adaptability and experimentation in winemaking. His commitment to preserving Bhutan's carbon-negative status and biodiversity while introducing grapevines showcases a respectful and mindful approach to environmental sustainability. Juergens expresses the gravity of this responsibility: "The last thing I want is I bring in some new disease or some new fungus or some new pest or whatever that then wreaks havoc on the local environment and ruins the world’s happiest country."

With vivid anecdotes, Juergens shares insights from his varied experiences, from running marathons in extreme conditions like Antarctica to the meticulous process of becoming a master of wine. His journey in Bhutan parallels the marathon's challenges—emphasizing perseverance, adapting to unexpected obstacles, and the profound sense of accomplishment in contributing to something pioneering and impactful. "Sometimes when I’m doing the Bhutan wine company, that’s the way I feel. Like there’s this we don’t know and we’re just going to keep running until we fall down," Juergens reflects, drawing a powerful analogy between his marathon experiences and his winemaking venture.

From the episode, listeners can glean:

• The significance of names and traditions in shaping business ventures, as illustrated by the meaningful naming of Ser Chem.
• The complexities of starting a wine industry from scratch in a country with no prior viticulture, underscored by Juergens' detailed recounting of the initial challenges and innovative solutions.
• The importance of environmental stewardship and careful planning in agricultural innovation, a principle that Juergens deeply respects and incorporates into his work in Bhutan.
• The parallels between endurance sports and business ventures in terms of resilience and perseverance, offering a unique lens through which Juergens views his wine venture.

Juergens' story is a testament to the power of passion, vision, and resilience in turning the improbable into reality. It offers inspiration for entrepreneurs and wine enthusiasts alike, demonstrating that with enough determination, one can indeed introduce the "taste of Bhutan to the rest of the world."