It is a special year for Condor Wines - how do you feel about reaching this milestone?
When Maria and I started Condor Wines in 2011, we had the spark of an idea supported by a passion for the region, ambition to create our own business and enough experience to know how to start.We were just trying to build something we believed in and make it a credible business. We had a small range, very little money and no certainty that it would work.So, to still be here 15 years later - and to have grown into one of the UK’s leading South American specialists - is something we are incredibly proud of.
Lee and Maria Evans, third and fourth to the left, stand proudly with the rest of the Condor Wines team that have done so much to promote South American wines in the UK
What means the most is the relationships we have built along the way.The core of our business today is still supported by the producers and customers who believed in us in those early days, and that is our proudest achievement of all, building strong collaborative relationships that have lasted for most of our 15 years.
It’s also exciting because it doesn’t feel like the end of something. It still feels like we’re evolving, learning and pushing forward. The team continues to expand and the launch of Flight of the Condor this year has brought a lot of that original energy back into the business.
When you first set out and launched Condor Wines what your initial objectives and how much have they changed over the years?
At the beginning, the objective was quite simple: to build a sustainable business around our connection with South America, particularly Maria’s home country of Argentina, and find new wines to enter what was becoming a fast-growing segment of the market.
We wanted to represent producers properly and bring something different to the UK trade.
The core philosophy hasn’t really changed. We still focus on quality, relationships and long-term thinking. But naturally the scale and ambition of the business has evolved over time and there a now more people in the team responsible for driving the business.
Now, we think much more strategically about portfolio balance, customer support, sustainability and how we continue to stay relevant in a changing market. But the business is still driven by the same curiosity and passion that started it.
Why were you so committed and focused on South American wines?
Lee Evans has become the face for South American wine in the UK
Maria is obviously from Argentina and a lot of it comes from the time we spent living there together. I completely fell in love with the culture, the people and the wines. There was a warmth and authenticity there that really connected with me.
At that time, South America was still heavily associated with a fairly narrow range of styles in the UK. But when you travelled around the regions and met producers, you realised how much diversity and potential there was.
We felt there was an opportunity to tell those stories better and help people see South America in a broader, more exciting way. That’s what has motivated us ever since.
Where do you think Condor Wines has made the biggest difference?
I think we’ve helped bring a more human and regional perspective to South American wine in the UK.
From the beginning, we tried to focus not just on varieties like Malbec, but on the people, places and stories behind the wines. We’ve always wanted customers to understand where a wine comes from and why it tastes the way it does.
We’ve also worked hard to support our core business of wine merchants, brewers and wholesalers and the wider trade with education, tastings, events, producer UK visits and trips out to South America. Bringing customers out to South America and connecting them directly with producers has probably been one of the most rewarding parts of what we do.
What are you most proud of - your greatest achievements so far?
A proud moment - two times over - for Condor Wines to win the prestigious IWC South American Specialist Merchant Award on two occasions
Honestly, the relationships with our customers and producers and those we have built across our team.
Awards and growth are obviously important and we’re very proud to have won International Wine Challenge Specialist Merchant of the Year (South America) twice. But the thing I am most proud of is that many of our producers, customers and team members have stayed with us for a very long time.
That tells you something about the way the business has been built.
I am also proud that we have continued to evolve. Launching Flight of the Condor - and moving into New Zealand for the first time - this year was a big moment because it showed we still have that adventurous spirit and willingness to keep moving forward.
What have been the most difficult times and how did you get through those?
The early years were difficult. Financially, it was very tough at the beginning and there was a lot of uncertainty. We relied heavily on support from family and friends just to get the business off the ground and I have lost count of how many times we moved debt from one 0% credit card deal to another.
Fortunately, we have managed money and costs carefully and the bank and financial institutions became more supportive as we became more established, but I am proud to say we’ve been operating debt free for a few years.
More recently, the industry has faced enormous pressures with Brexit, the pandemic, inflation, changes to excise duty, waste packaging and evolving consumer habits. It’s one of the most challenging periods the trade has experienced in a long time and it’s much harder to run a wine business in the current environment.
What gets you through those moments is relationships and adaptability. We have always tried to stay close to our customers and producers, communicate openly and keep evolving. You can’t stand still in this industry.
What is your trading philosophy in terms of choosing the producers you want to work with?
For me, it always comes back to three things: quality, people and price.
You can have amazing wine, but if the relationship doesn’t work, it’s very difficult to build something long term. We look for producers who share similar values around integrity, collaboration and authenticity.
We also want wines with a real sense of place and identity. That’s incredibly important to us. We’re not interested in wines that could come from anywhere.
Similarly, what do you look for in a potential customers and trading partners who are going to be tasked with selling your wines?
Condor Wines has been able to base its success by building long-standing relationships with a growing base of independent wine merchants many of whom it has been able to take on trips to South America
Customers who have similar values and who are engaged and curious.
The best relationships are partnerships where both sides are trying to grow together. We love working with customers who are interested in stories, education and helping consumers discover something new.
How do you think the wine industry has changed during the times of Condor Wines?
The industry has become much more competitive and demanding commercially and there is increased bureaucracy. Margins are tighter, consumers have more choice and the pace of change is quicker than ever.
At the same time, consumers are also more informed and more curious. There is far greater interest now in sustainability, regional identity, lower alcohol styles and authenticity.
I also think storytelling and experiences have become increasingly important. People want connection and context, not just a grape variety on a label.
You have done so much to promote South American wines - what do you see as the biggest points of difference that South American wines offer you?
South America still offers an incredible sense of discovery.
There is huge diversity across climates, altitudes and winemaking styles, but there is also often a generosity and drinkability to the wines that consumers really respond to.
I also think South America still represents strong value at many levels of the market. You can find wines with real personality and quality at price points that are increasingly difficult to achieve elsewhere.
What have been the biggest changes to wines from South America over the last 10 years?
There has definitely been a move towards greater freshness, precision and site expression.Sustainability has also grown in importance and there has been a huge increase in certification of this area, very few producers in South America spoke about this 10 years ago
A decade ago, a lot of wines were bigger, riper and more oak-driven because that is what international markets important to South American wineries expected. Now there is much more focus on terroir, balance and drinkability.
You are also seeing producers explore cooler regions, higher altitudes and different winemaking approaches. The category feels much more diverse and confident than it did 10 or 15 years ago.
How would you like to see South American grow and develop over the next 10 years?
I would love to see people move beyond seeing South America through just one or two varieties or styles.
There is still so much opportunity to grow awareness around regional diversity and premium wines. Countries like Uruguay are also becoming increasingly exciting and deserve far more attention in the UK market, the wineries there are innovating and evolving at a dramatic pace.
Ultimately, I would like consumers and the trade to see South America as one of the world’s most dynamic and complete wine-producing areas - because it genuinely is.
If you can have a crystal ball what is next for Condor Wines - how do you hope the business can grow and develop in its next 10 years?
Condor Wines has expanded into New Zealand and is now working with two producers - here Lee Evans is with Ant Moore (middle) and viticulturist, Braden Moore of Ant Moor Wines in Marlborough
Lee Evans with winemaker Alastair Maling MW and general manager Simon Jones of Mt Bountiful in North Cantebury
I hope we continue to evolve while staying true to what made the business successful in the first place.
Flight of the Condor is already opening new opportunities for us and I think there’s still a lot of potential there. But South America remains absolutely central to who we are.
More than anything, I’d like us to continue building strong relationships, supporting our customers well and keeping that sense of adventure and curiosity alive within the business.
Any thankyous you want to make?
Firstly, to Maria, because none of this would have happened without her.
Then to our team, producers and customers - many of whom have supported us for years. We’ve been incredibly fortunate to work with good people throughout this journey.
And finally, to the independent wine trade. Those early customers who took a chance on us played a huge role in helping Condor become what it is today.
Anything else to say?
Just thank you, really.
Fifteen years goes very quickly when you are busy building something, and we certainly haven’t done it alone. We still feel hugely passionate about wine, about South America and about the people we work with.
There’s still a lot more to do, and that’s probably the most exciting part.
* You can find out more about Condor Wines here.
