Hugo Mendes
Hugo Mendes' path took an unexpected turn. Though he received a degree in Biotechnological Engineering in 2005, his true passion was wine. That same year, he began working at Quinta da Murta in Portugal's Bucelas region, quickly rising from cellar worker to Head Winemaker by 2010. Throughout this time, his love for wine deepened, and he established himself as "The Wizard Apprentice" through a popular blog dedicated to simplifying winemaking for enthusiasts.
By 2016, Hugo craved the freedom to explore other local grape varietals. He launched a pioneering crowdfunding campaign for wine production in Portugal, the first of its kind. This approach, which he called "patrons," allowed consumers to pre-purchase his wine at a discounted price, essentially financing his independent venture. This successful endeavor became a way to challenge the notion that winemaking required significant upfront capital.
Leaving Quinta da Murta in 2019, Hugo dedicated himself fully to his own label. He focuses on lesser-known Portuguese grapes, working his magic on traditional Lisboa varieties like Fernão Pires, Vital, and Arinto. His exploration extends beyond Lisboa, where he champions Castelão in Tejo and has even collaborated with XXVI Talhas to produce a unique Alentejo talha wine under his "Underdog" label.
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Frequently asked questions
The entire country of Portugal is divided into 14 different wine regions, including in the Azores and Madeira islands. Some of Portugal's most famous winemaking regions include the Douro Valley (known for Port) and Vinho Verde (known for its light, refreshing white wines).
Portugal is becoming more well known for its orange wines, talha wines (traditionally made in clay pots), and palhete (made by blending red and white grapes together).
Portugal is best known for its fortified wine, called Port wine. It is produced in the Douro Valley, which is a UNESCO World Heritage Site and recognized as the world's first demarcated wine region, established in 1756.
Vinho Verde in northern Portugal is another popular winemaking region characterized by rolling hills and lush landscapes. It's known around the world for low-alcohol, refreshing white wines, although the region traditionally focused more on red wines made with the fruit-forward vinhão grape.
The Portuguese island of Madeira, with its subtropical climate, is renowned for its fortified wines. Winemaking here dates back to the 15th century, when Portuguese
explorers brought grape varieties from around the world.
Our sustainable, natural wine shop is located in the Marquês neighborhood in Porto, Portugal. We also ship to countries around the world, including within Europe, the United States, Canada, Australia, China, and more. Review our Shipping Policy to learn more.
In recent years, there has been a notable shift toward sustainable viticulture and the production of natural wine in Portugal. Many winemakers are implementing organic farming practices and embracing biodiversity to maintain soil health and reduce chemical inputs. This commitment to sustainability is not only beneficial for the environment but also enhances the quality of the wines, allowing the unique characteristics of the terroir to shine through. For example, some winemakers are now utilizing ancient terracotta amphorae for fermentation (called talha in Portuguese). This method preserves regional cultural heritage, enhances the wine's character, and aligns with sustainable practices by reducing reliance on modern materials.