Ex-City worker devises Ruta 40

26 November, 2010

A former City banker has turned his back on the financial services industry to launch a specialist Argentinian wine business.

Christian Rothhardt has gathered a circle of 12 small, family-owned wineries to form Ruta 40, and plans to sell their wines directly to consumers in the UK.

He developed the idea while travelling in Argentina last year and by the new year had left his job and invested his life savings in the new venture.

“If this does not work I am broke, but I’ll have 30 years’ worth of great wine to drink,” he said.

The majority of the wines involved will be coming to the UK for the first time.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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