XXX is a Balinese wine brand that’s initially conceived to support insufficiency grape farmers. Today, XXX has partnered with 180 farmers whose harvests are paid 1000% higher. Not only that but XXX also pioneering winery, factory and plantation tour as an innovation in ‘raising the bar’ the Indonesian tourism industry.
XXX is a story of beautiful faith, perseverance, and innovation, reflecting direct, fair trade values and principles. It started from a dream of bridging the gap and building communities by empowering insufficient farmers. However, today, XXX had partnered with 180 farmers whose harvests are paid 1000% higher. The name ‘XXX’ winery originates from the winery’s location along the beautiful XXX in Gianyar, Bali.
XXX is recognized as 100% Indonesian wine in collaboration with the ZZZ R&D Vineyard and local Balinese grape farmers. The integrated farming concept result in a sustainable good harvest – that has opened up parts of the world previously thought unsuitable to wine production.
XXX winery selects its fruits from leading vineyards in the most exclusive grape growing areas on the north coast of Bali called Buleleng. The dry, sunny weather, rich latero-volcanic soil are an ideal condition for grape growing in Bali. XXX production facilities spread over 2 hectares land with state of the art grape processing equipment imported from France, all stainless steel fermentation and storage tanks with temperature control from Indonesia, automatic bottling line from Italy, cold storage for finished products, laboratory for quality control, sustainable solid and liquid waste management and supporting facilities.
Since 2016, XXX Winery had participated in various international competitions and won multiple awards in Vienna, Singapore, Korea, China, and Japan. In the 2016-2017 period alone, XXX had obtained 33 international awards. XXX wine also received a positive response when circulated at the 70th Cannes Film Festival. In 2017, XXX Winery was awarded the Most Creative Indonesian Company by one of the most influential national business magazines.
Being a pioneer in the winery tour with the possibility of experiencing wine tasting, professionally guided factory tour and grape plantation tour in Indonesia shows the innovation of XXX winery in ‘raising the bar’ from just an ordinary winery, to a new alternative tourist destination that could positively contribute an authentic gastronomic tourism experience in Bali.
Starting from just an ordinary city girl, XXX who loves practicing yoga, graduated with a Masters in Financial Engineering from Cornell University, never imagined that she would now spend most of her life interacting with wine farmers and distributors. Like most of her university colleagues, she had a dream to be a ‘Wolf on the Wall Street.’ However, fate stated; otherwise, she had to go back home to accompany his mother, YYY who was about to spend her retirement and look for opportunities to open a hotel business in Bali. In short, instead of opening a hotel now she is the CEO of XXX Winery.
In 2009, YYY and XXX vacationed in Bali and found the lives of grape farmers in North Bali suffering so much because their crops were so undervalued than the market price. The price of grapes is only Rp500 (3 cents) per kilogram. Not a few grape farmers in Buleleng whose income is just less than US$67 in a year. Crop disease, poor marketing, and failed harvests forced many farmers to borrow money at high-interest rates off local lenders – the middlemen who distributed the grapes to big companies and controlled the price. Grape farmers were in lots of debt; they even had to sell their cows to maintain their vineyards.
This condition is because at a mere -8 degrees latitude, low-quality grapes considered unfit for consumption flood the Balinese market, destined for the omnipresent sidewalk religious offering. The climate wasn’t the most significant barrier to quality wine – education in farming sustainability and viticulture standards was. From this situation, noble ideas from YYY and XXX began. What is in their desires is being a two-way bridge between people in the agriculture sector and the market. These ladies want to narrow the gap of the rich and poor farmer. Intending to provide a solution to the wine farmers in 2010 ZZZ Vineyards (a business unit of XXX) established a cooperative approach to help local grape farmers with an area of planting covered 80 hectares, and YYY and XXX then planned the construction of a wine-making factory in Bali.
The construction plan was realized in 2011 where the XXX Winery plant stood on an area of 2 hectares with state of the art grape processing equipment imported from France, all stainless steel fermentation and storage tanks with temperature control from Indonesia, automatic bottling line from Italy, cold storage for finished products, laboratory for quality control, sustainable solid and liquid waste management and supporting facilities. Three years later, XXX’s first series went on sale. XXX believed that they have a purpose of elevating prosperity of grape farmers one step at a time with one bottle of XXX wine. Within its organization, XXX established and implemented sustainability principles both in their interaction with stakeholders, namely developing a diversified and performing agriculture in Indonesia with reduced impact on the land; recycling solid and liquid wastes at every steps of the production; social responsibility in the local community by creating jobs; constant training of the workforce; and harmonious relationship with trading partners and consumers.
The Farmer Partnership Agreement implemented advanced viticulture techniques after thorough research at a research station high on the slopes of Mount Agung to test grape growing in the New Latitude at high altitudes, and consultation was done to try and improve yields and make the system fairer for everyone involved. Currently, grape farmers are prosperous and able to send their children to university. Now 180 farmers work in collaboration with XXX enjoy an average price for grapes 1000% higher than they collected before the agreement, where 500 other farmers are queuing in the line to become a partner. Under the agreement, XXX secured exclusive rights to grapes grown in the region in return for; First paying off the local farmer’s existing debts that hinder their decision to join, providing technical assistance and training for fertilization and soil management – encouraging two quality harvest per years instead of three mediocre ones. The farmers now have a stable income at a rate significantly higher than they received in the past. Another grape farmer has also doubled its production from seven tonnes per harvest to an average of 14. This increase in productivity and quality is a point of great pride for being a grape grower, who hopes the tradition will continue for the generation to come.
The name ‘XXX’ winery originates from the winery’s location along the beautiful XXX beach in Gianyar, Bali. Moreover, to honor unparalleled bountiful Bali’s nature, XXX have featured the majestic Bali Mynah, locally known as Jalak Bali, a rare white bird that once almost extinct. Especially known with it distinctive ocean blue ring circle around its eyes. XXX added that XX could also mean ‘morning dew’ a word taken from the Greek word ‘Siba.’ This name gives hope, by drinking XXX wine people can get much inspiration.
XXX wines currently made of four grape varieties, Alphonse Lavalle, local red wine, local green, and Moscato grapes, produces 500 thousand bottles of wine a month in eight variants of wines sold at a retail price of Rp. 200-400 thousand per bottle provides an alternative to these new consumers who’re looking for a twist-top wine that tastes good with dinner. The resulting wines, designed to be poured young, are sweet, with low alcohol content, and are a perfect pair for the complex, spicy flavors of Indonesian dishes seems to answer the growing demand for wine which reaches 21 million bottles per year in Bali alone where imported products still dominate 95% of the market.
Distribution and marketing efforts of XXX were seen from 21 authorized distributors throughout Indonesia. XXX products have also been available in various modern retail networks, hotels, restaurants and cafes spread across major cities in Indonesia, duty-free shops in international airports and regularly participated in international music shows – Java Jazz Festival. Also, regular wine tasting and food pairing guided by renowned chefs and co-branding with Wonderful Indonesia show XXX’s seriousness to be a market leader in Indonesia. Since 2016, XXX Winery had participated in various international competitions and won multiple awards. In the 2016-2017 period alone, XXX had obtained 33 international awards. XXX wine also received a positive response when circulated at the 70th Cannes Film Festival. In 2017, XXX Winery was awarded the Most Creative Indonesian Company by SWA magazine.
Currently, XXX is also pioneering of wine tours in Indonesia which provides several choices of wine tours that have proven innovative to formulated authentic services and offered unique experiences. A professionally guided tour begins by learning the process of making wine at the factory, presented in an educational and detailed manner from ‘A-Z’ and ending with wine tasting is the most popular tour offered by XXX. Visitors satisfaction is evidenced by more than 90% positive reviews from TripAdvisor, Facebook, and Google reviews. Some of them even reported that the XXX wine tour provides a great experience. XXX winery tour is an effort ‘in raising the bar’ from an ordinary winery, to a new alternative tourist destination that could positively contribute to authentic gastronomic tourism experience in Bali.