Michael Juergens is the founder of the Bhutan Wine Company and the visionary behind the development of Bhutan’s nascent wine industry. A longtime wine expert, certified sommelier, and Master of Wine candidate, Juergens began his journey in wine over three decades ago. By day, he is a senior partner at Deloitte, where he leads the firm’s Winery Solutions & Services practice, advising some of the world’s most prestigious wineries. But it was a 2016 visit to Bhutan—originally for a marathon—that set him on a new path. Surprised to find no vineyards in a country with ideal growing conditions, Juergens began exploring the possibility of cultivating wine grapes in the Himalayan kingdom.

In 2019, after extensive research, local collaboration, and a green light from the Bhutanese government, he planted the country's first vineyards. Today, the Bhutan Wine Company farms nine vineyard sites across elevations ranging from 500 to over 9,000 feet, experimenting with varietals including Chenin Blanc, Pinot Noir, Cabernet Sauvignon, and Riesling to discover what best expresses Bhutan’s unique terroir. In 2023, the company released its inaugural vintage, a micro-release called “First Barrel,” which fetched international attention when a single 7.57L bottle was auctioned at Bonhams for $18,750.

Juergens has been outspoken about building Bhutan’s wine industry with integrity, aligning with the country’s Gross National Happiness ethos by focusing on sustainability, community development, and cultural integration. Beyond the vineyards, he has also launched Bhutan Wine Co. initiatives that support local employment, cooperage, and food and beverage programs tied to wine culture. In 2025, the company will release its first commercial wine and open a wine bar and tasting room in Thimphu. His efforts have positioned Bhutan as a remarkable new voice in the world of wine.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com