As soon as you meet Charles Smith of wine producer House of Smith you know you’re in for an exciting time. A former rock band manager, he is engaging, charismatic, sweary and passionate about sharing his dedication to creating authentic wine.
We meet at the launch party held to celebrate the new partnership of House of Smith with Pasqua Wines. A fulsome tasting of House of Smith wines is laid on where Charles Smith is introduced to our select group of journalists, somms and trade buyers by Riccardo Pasqua, CEO of Pasqua Wines.
Charles Smith addresses the assembled hacks and buyers at the ‘Disrupter’ wine tasting in the Georgian’s Terrace at Harrods.
Meeting of minds of wine industry disrupters
The partnership in this, Pasqua Wine’s centenary year, represents a meeting of minds Riccardo explains.
We each recognise each other for interpreting wine in a creative, personal and authentic way,” he says. “It is a great union of unconventional wine houses with a shared passion for authenticity”.
Smith then takes over the presentation and explains bluntly that he is not going to give us the usual talk about terroir, as we sit with a flight of glasses of wines to taste. He believes the quality of his wine should speak for itself without long-winded technical explanations, or flowery descriptions.
One wine in the portfolio mischievously labelled ‘Real Wine’ emphasises exactly that. The Syrahs have iconic labels and names such as Motor City Kitty (100% Syrah), The Creator (70% Cabernet Sauvignon, 30% Syrah) and there’s Charles and Blossom Fury (100% Riesling), not forgetting the acclaimed single vineyard Royal City Syrah. The rosé, simply named Sex, turns out to be a delightful Pinot Noir.
Although Smith refuses to enter any discussion on the terroir at his winery in Walla Walla county in Washington State, his highly focused winemaking is all about embracing its importance. Whites are rich yet very minerally (the Sixto Uncovered Chardonnay 2020 is a particular find) and the powerful yet enjoyable reds express the variety and richness of the region.
Both Pasqua Wines and House of Smith are committed to premium wine quality but stand out for their disruptive and different eye-catching approach designed to stay relevant and appeal to new markets.
The extreme example of labelling a wine ‘Sex’ is certainly attention grabbing.
“It’s a bit like Marmite and may not appeal to all,” says Smith “but it works as a way of making a wine stand out on a shelf.” (Asking for it in a restaurant might be more awkward! – Ed.). We all comment on its quality and freshness. It could be mistaken for a premium white wine in a blind tasting – so we call it “a white wine dressed up as a rosé”.
Appealing to Millennials and Gen Z
Millennials and Gen Z are key targets, of course. The producers want to appeal to their youthful values of transparency, honesty, and modern branding. The vision of both companies is to combine creativity and innovation with serious winemaking expertise. Creating a contemporary appeal of a brand, without forgetting the typical characteristics of the wines from their region of origin.
“We are well aware that wine enthusiasts can indulge themselves and delve into the technical aspects, but at Pasqua Wines and House of Smith we both take a more inclusive approach and speak in a language that can reach wider audiences, sparking curiosity even in non-wine experts. It should all be about enjoyment,” Smith explains.
Lessons from being a rock band manager to help in wine?
We ask him if being a former rock band manager has helped in developing House of Smith. “First and foremost, I’ve learnt that everything is possible, if the determination is there.” You can see that this powerful mindset is what informed his career success in music and becoming a critically acclaimed wine producer.
Both men use artistic expression as a stimulus to imagine wine production outside traditional canons, as can be appreciated in Hey French's innovative multi-vintage project for Pasqua Wines. In the case of House of Smith, the palette of Syrah wines expresses the territory in an unconventional and inclusive way.
Why the partnership?
Smith will gain access – via Pasqua Wines’ commercial and distribution network – to new audiences and markets that are strategically relevant for the House of Smith portfolio. Meanwhile, Pasqua Wines is constantly seeking new inspiration to bring unconventional winemaking projects to life, in line with the spirit of the family winery, celebrating its centenary in 2025.
The partnership with House of Smith represents a strategic commitment, not just a short-term commercial one, including shared investment in the Real Wine range. It goes beyond distribution, marking a long-term alliance based on common values, innovation, and a bold approach to winemaking.
Artistic influence and support
Both houses see strong parallels between wine and the arts as forms of cultural expression. Smith’s music background informs House of Smith’s bold, authentic branding and storytelling.
Pasqua Wines is a cultural patron, investing over €6 million since 2018 in contemporary arts and collaborations with more than 30 international artists. Its partnerships – including with the Saatchi Gallery – reinforce the company’s role as a bridge between tradition, innovation, and culture.
After the tasting in Harrods, we were then treated to a private view of the Saatchi Gallery’s new Long Now exhibition, created to celebrate the 40th anniversary of the gallery in supporting pioneering artists and innovative artworks. Pasqua is sponsoring the arts institution for a second year and ‘took over’ the Friday Late serving its highly-acclaimed 11 Minutes Rosé and Cecilia Beretta Brognoligo Soave Classico.
Miranda Long getting into the spirit of things at Harrods
Shared passions
It is clear to see that both producers share the same passion for authenticity, experimentation, and modern storytelling. Pasqua brings over 100 years of Veronese winemaking expertise and global reach, while House of Smith contributes its bold, artisanal approach rooted in Washington State. Together they create a dynamic portfolio that connects tradition with contemporary expression.
