Hans Joseph Backhoff Guerrero, is a graduate of the School of Engineering and Food Sciences at the Technological University of Monterrey, Mexico. He has also earned a Master’s degree at Cardiff University in the UK and has extensive studies in wine-making and Oenology from his time in Bordeaux, France.
Hans made his first wine from mangoes when he was 15 years old, and his first red wine at Chateau Lafite Rothschild in 2003 during his professional studies in Bordeaux. In 2008, Hans took over the role of CEO for Monte Xanic. His innovative vision has led to the development of new products using state-of-the-art technologies. One of his priorities was to produce quality wines with a consistent profile. Monte Xanic has grown and evolved by showcasing its award-winning wine brands and leading-edge wines in the Mexican market.
Before taking over as CEO, Hans held many other positions within well-known wineries such as Chateau Lafite Rothschild, Calon Segur in Bordeaux and Chalone Wine Group of California. He was President of the National Wine Mexican Council -CMV (2019-2023).
Media Inquiries – hbackhoffg@montexanic.com.mx | https://montexanic.com.mx/en/home/
What’s the ONE THING most unique, authentic, & memorable about your winery brand?
Monte Xanic has its own story of 5 friends in love with Mexico and a profound belief in the potential of its land. It is a love story about good wine and life. It is not that different from many other stories of bold and visionary people, who dare to take risks for what they believe in. Stories about close friends who endure and become family.
Almost forty years ago, when no one believed that Mexico could produce high-quality wines, these five friends showed determination, hard work, and a bit of audacity, and changed the path for Mexican wine. Monte Xanic is the result of that friendship, one that overcomes storms, moves mountains, and exists because life with friends is to be enjoyed and shared, just like our wines.
Since then, we’ve accomplished many things. We have been awarded more than 500 medals in the most relevant worldwide wine contests, and we are one of the top three most valued Mexican wine brands. Monte Xanic is currently the leader in premium wine in Mexico. But above all this, Monte Xanic is still the purchase preference of our long-time clients. I am proud to be part of this 37-year history and am working with our talented team to accomplish our goals of next-level quality, growth, and notoriety for Mexican wines. For me, this is the best part of my journey.
Describe how and what you’d do with your winemaking career or winery business if you were not constrained. Sky’s the limit!
We dreamed big since the first moment!!! We believe (and I speak now for the founders and my own father) that Monte Xanic could be a big company and a big brand that would make the difference in the wine markets. Back when no one imagined that it was possible to create a premium Mexican wine that all Mexicans could be proud of, they envisioned it as a reality. “If we don’t sell it, we’ll drink it” was one of the founders’ favorite sayings.
The dream now is to do it internationally, to keep growing and changing in terms of developing new consumers and of course to amplify our markets and keep investing in process improvements in enology and sustainability. As a winery, the company has pioneered practices within the industry by continually incorporating state-of-the-art technology in all its processes, from the field to bottling, always respecting the winemaking tradition, caring, patience and the art of making fine wine.
What is the One Wine most emblematic of your brand and/or winemaking style? Tell us its story.
From a brand perspective, Gran Ricardo is our top ultra-premium wine. It’s been 30 years since the first harvest and now many consider this the best Mexican wine in the country. In 1994 we became the first Mexican winery to offer an ultra-premium wine with Gran Ricardo, which today tops the segment with a market share of over 40% and has become a worldwide benchmark for Mexican wine.
Gran Ricardo is a tribute to Ricardo Hojel, Monte Xanic founder. This wine showcases the investment and vision to produce the most iconic and qualitative wine possible. A wine appreciated and recognized in Mexico and the world, it has been awarded more than 50 medals in international competitions since its first edition. Gran Ricardo reflects the passion for Mexican wine; it is the achievement of a dream. It represents the essence of Monte Xanic’s quest for winemaking excellence. Stay tuned for this wine review, coming soon.
Bonus Question – What are your wholehearted convictions related to the wine business? Not your wines!
One of the most important steps in winemaking is “feeling”, which is the art or the human side of the production. To be a good winemaker, you must possess experience and knowledge to interpret Mother Nature. Our responsibility is to correspond to the level of grape that we receive and transform it to the same level of wine we produce. Rarely, this can happen vice versa.