Once I tasted three wines from The Vice Wine and began to learn about co-founder Malek Amrani, I had to discover more. Born and raised in Morocco, Amrani came to the United States in 2004 and flexed his passion for wine and competition. He became a Team USA athlete, a Level 3 Sommelier, and the top sales professional for Moet Hennessy & Diageo. Now? Malek Amrani and his wife Torie Greenberg have built The Vice Wine on a foundation of classic, premium California vineyards and a knowledge of what the consumer wants and needs – the best quality wines with the best value. The result of their hard work and perseverance is a luxury wine brand of small batch, single variety offerings from hand selected vineyards.
I caught up with Malek Amrani during a lively, laughter-filled, one-on-one zoom conversation. Enjoy the read!
Malek Amrani – Photo Credit: The Vice Wine
Grape Experiences: Malek, when did you decide to become a winemaker?
Malek Amrani: I’ve had the passion for wine beginning at a young age. My journey in the wine business started behind the bar then working at Diageo Hennessy in NY and afterwards I became an importer of small batch wines from around the world. However, I’ve had a vice for Napa Valley wines all along and am a huge fan. For me, it’s the best wine region in the world.
GE: What prompted you to come to the United States?
MA: I’ve lived in the United States since 2004 – I came from Morocco by myself at 17 years old. I knew in Morocco that I didn’t want to go to university so as soon as I finished high school I wanted to work. I was exposed to the internet in 1994 and felt that I could acquire knowledge and education by following that route. Everyone at home expected me to be a doctor or go to university, but I had other ideas…. I attended “New York Streets University!” Now, I consider New York City my hometown.
GE: You’re now bouncing between California and New York on a regular basis? How is the coast-to-coast lifestyle?
MA: It’s brutal and exhausting. In New York, I sell wine and in California, there’s plenty of office work, but there’s also Vitamin D!
GE: With a name The Vice, it seems like you may have a few vices of your own? Am I right?
MA: You’re right – I have three – Napa Valley wines, working out to compete in triathlons and pizza. By the way, our Zinfandel is great with a margherita pizza.
GE: Has there been anyone who has inspired you in the wine business?
MA: There has never been one person. Instead, it’s always been the immigrants who historically went to France, for example, to make a name for themselves – people like Hennessy in Cognac and those coming to Napa and other parts of California. The pioneers created a legacy – they paved the way and I wouldn’t be here today if it wasn’t for them. I’ve always been inspired by that.
Photo Credit: The Vice Wine
GE: What is the brand’s philosophy or mission?
MA: The mission is to offer luxurious, accessible wines grown sustainably with minimal intervention and that represent the wine region and characteristics of the varietal. I want The Vice Wine to stand out with a diverse portfolio. Right now we have 17 different varietals.
GE: Can you tell us about the winemaking process at The Vice Wine?
MA: We contract grapes from single vineyards found in 14 of the 16 subregions in Napa Valley. We have 3 custom crush facilities in Napa and 3 different facilities for bottling. Our total production was 25K in 2020 and in 2021 there may be more… or less.
Sent as samples were three wines from The Vice. Sipped with a good friend at the lake, “The House” Sauvignon Blanc 2019 ($23) was an easy drinking, food friendly example of this variety from Napa Valley. Bright and refreshing tropical and citrus fruits with just-right acidity and a lingering finish was complex, balanced and memorable.
“The House” Pinot Noir 2019 Napa Valley ($25) is from grapes cultivated in organic vineyards with volcanic soil located on the foothills of Mount Veeder and the Mayacamas mountains on the Napa Valley side of Carneros. Fresh and elegant, I discovered aromas of earth, dark fruit, rhubarb, cedar and mint. The palate burst with notes of spice, lush red berries, cranberries and black tea surrounded with bright acidity and well-integrated tannins. The wine is unfiltered and spent 9 months in French oak before bottling.
“The House” Cabernet Sauvignon 2019 – Napa Valley ($29.00) is 100% Cabernet from vineyards in three distinct Napa Valley AVAs – Calistoga, Chiles Valley District and Los Carneros. Powerful yet fresh and young, I found aromas and flavors of black fruit, plums, earth, cedar, black cherries and touch of chocolate. Elegant and complex, the wine was aged in 18 months in French oak barrels.
MA: That’s right. The Tri Tasting Kit is an opportunity to chat with consumers so that they can hear the story and understand how to balance drinking wine and life! “The Tri” is the only wine blend we do and it’s based on the triathlon’s three disciplines (swimming, biking, running). The blend of 18% Cabernet Franc, 52% St. Laurent and 30% Malbec is in honor of my friend and mentor 2016 US Olympic Team Member Joe Maloy. The percentage of the blend celebrates Maloy’s time spent on each discipline.
GE: You’re passionate about fitness, nature… being outside. When and how did that begin?
MA: I was born to be in fitness. I always played something in my entire childhood – swimming, tae kwon do, running, soccer, tennis, biking, motorcycling. When I moved to New York, I wanted to be healthier and more positive… also I wanted to look good since I didn’t speak much English and was insecure about my accent.
GE: What sort of future plans can we expect from The Vice Wine?
MA: First, I want The Vice Wine to be an innovator and leader in the industry. We’re working with orange wines and have a Semillon already, a Gewurtztraminer soon and more to come. Our entire portfolio (except for two luxury canned wines) is in bottles and we want to produce more wines in that format.
GE: What was the last book you read?
MA: “Sapiens” by Yuval Noah Harari.
Photo Credit: The Vice Wine
Malek Amrani shared, “There’s so much that goes into that glass of wine. The process is tough and rough. It involves the unpredictable factors of nature and more, but it’s a great industry that I hope more people join.”
Cheers! ~ Cindy
