de Hoop Cartier Heir Lifts South American Beverage Industry
A descendant of the famed jewelry making family, Maximilian de Hoop Cartier, 45, is an entrepreneur, philanthropist, art collector, avid traveler and humanitarian. His impact on the beverage industry is unparalleled.
Born in Buenos Aires, Argentina, to Sarah Cartier and Daniel de Hoop, who was associated with the Royal Family of the House of Orange, Cartier spent his early educational years in boarding schools in Argentina.
Moving to Switzerland, Cartier graduated with a Masters of Economics from the University of Lausanne. This renowned school, with its highly international atmosphere and focus on work ethics, was a good fit for Cartier. He taught Business courses there for several years.
Cartier is fluent in English, Spanish, French, Italian and Portuguese. That, and, his constant yen to know more of the world, prompted Cartier to enter the prestigious Glion Institute of Higher Education, where he obtained degrees in Hospitality Management and Winemaking in 1990. For several years, he was assistant manager at an upscale hotel in the Paddington area of London.
However, wine and winemaking became important, and, in 1992, Cartier returned to Geneva, where he became influential in the production, marketing and importation of wines, champagnes and beer. He started producing wine, champagne and cognac in the Bordeaux region of France.
Realizing Europe had little understanding of South American varietals and winemaking styles, Cartier focused on importation of Argentinean wines. Learning Argentina was about to adopt an anti-monopoly policy and force some industries to decrease their production, Cartier flew to Buenos Aires and began negotiations with law makers.
He took control of the San Carlos brewery (formerly Bieckert), an 11,000 square meter plant that produced nearly half of all beers consumed in Argentina during the 1980’s. With training from InBev and Heineken, San Carlos Brewery, under the label Cerveceria Patagonia Primitiva, and Quilmes, quickly expanded production to 50 million bottles a year.
His beers are made from the recipes of Bavarian Grand Duke Guillermo IV, who was prominent in introducing beer to Europe in the late 1800’s. The ingredients are hops, barley, yeast and water.
Within a few years, Cerveceria Patagonia Primitiva and Quilmes were being exported to Uruquay, Paraguay, Brazil, Puerto Rico, the USA, Canada, Japan, Korea, Spain, Switzerland, and the UK. However, bringing a South American beer into Europe required a lot of advertising and a huge “Festival Quilmes” before the public came to love and respect the brew.
Made with 100% natural ingredients and, with all materials recyclable, Cerveceria Patagonia Primitiva beers reflect the nature of Argentina. Small bubbles guarantee quality beer.
Cartier expanded into premium Argentina wines, as well, realizing his dream to introduce these special creations to Europe and beyond.
Argentina is the fifth largest wine producing country in the world. The major wine growing valleys are semi-arid, with clay, gravel or limestone soils. These valleys are at the base of the Andes Mountains, cooled by Zonda winds and famous for great Malbec, Pinot Noir, Cabernet Sauvignon, Tempranillo, Barbera, Chardonnay, Chenin Blanc, Pinot Gris, Viognier and many more varietals. Another feature of Argentina is the absence of phylloxera, a soil parasite that can destroy vines at the root.
Argentinean wines are consistently good, high quality, and, generally inexpensive.
Cartier, on a suggestion from a friend, began a quest to pure mountain water. Searching for several years, the two discovered a pristine mountain spring, its source an uncontaminated glacier, and production for fresh, bottled spring water began. Cartier is one of the world’s largest producers of bottled water.
During the 1998 Kosovo war, Cartier lost touch with his good friend, Ramush Haradinaj. Haradinaj, back in Yugoslavia was leading an army of 100,000 rebels.
When it was safe, Cartier traveled to Yugoslavia to reconnect with his friend and lend support in any possible way. Haradinaj expressed how scarce food and water were for survivors, but farmland in Yugoslavia was destroyed.
That news prompted Cartier to locate a warehouse in Greece and truck food and water to hungry Yugoslavian citizens. This action earned him an award from the Kosovo Liberation Army.
Cartier has been involved in the management of his family’s philanthropic organization, The de Hoop Cartier Foundation. Started by his grandfather, Emile Cartier, this foundation is dedicated to several principles: bringing quality health care, education, to underserved areas of the world and culture, in the forms of music and art to schools.
The de Hoop Cartier Foundation accomplishes this by granting students with limited resources loans, by which they may receive training and education to improve the world.
In recent years, Cartier has chosen to take personal time. Losing his father recently, Cartier has left his businesses in the hands of managers and embarked on a worldwide trip.