Originally from Morocco, Malek Amrani is a successful entrepreneur with his very own wine label (The Vice Wine), a self-taught Level 3 Sommelier, a Triathlon Certified Coach, and a 2019 TEAM USA Triathlon athlete. Amrani was so passionate about his vices that he named his business after them, proving that you can have your “Vice” and drink it too. Prior to finding success within his current roles, he had helped build several widely-successful brands including Bulleit Bourbon and Don Julio.
I had the pleasure of doing Q&A with Malek Amrani — who can be visited online at www.malekamrani.com — on behalf of A Global Lifestyle and highlights of such are below. More on The Vice Wine can be found online at www.thevicewine.com.
You ultimately worked your way up through the beverage industry to create your own wine label. Who or what was it that drew you into the wine and spirits industries?
Malek Amrani: A lot of things drew me to the wine and spirits industries, to name a few: One, I discovered a passion for both wine and spirits at an early age. Two, very few jobs in this industry are 9:00 AM to 5:00 PM. Three, constant change and evolution in both industries that are related to consumers’ trends, weather, politics, and competition. Four, the art of selling a regulated and legal intoxicating product. I often feel the only difference between a wine/ spirits professional and a drug dealer is that the latter does not have a license. “The game” is basically the same. Five, it ’s so much fun!
When did the idea for The Vice wines first come to you?
Malek Amrani: The idea came to me six years ago. After a decade of grinding my way up the industry, I realized that the market was missing an American and Napa Valley brand such The Vice that is at once cross-generational and value-driven.
To you, what sets The Vice apart from other fine wines?
Malek Amrani: The Vice wines are made in small batches, from sustainable single vineyards of Napa Valley and from a single grape varietal in most cases. What perhaps sets us apart the most is our competitive price point in which wines from Napa Valley of the same quality and style are often sold three times the price than us.
What were some of the New York bars that really embraced The Vice early on?
Malek Amrani: Carbone, Dear Irving, Black Barn, Sojourn, and Grand Havana Room, to name a few…
Do you have a favorite of the Vice varieties available?
Malek Amrani: I love all my wines equally. Every batch is special and unique in its own way. When not doing barrel tastings or sharing my craft with a prospect client, it’s always very hard for me to choose which Vice I will enjoy with a meal or with friends.
The Vice is known to be your passion project. What else are you working on at the moment?
Malek Amrani: The Vice at the moment is more than just a passion project. It’s everything to me, and I’m the happiest when working on it from the moment I wake up until I go to sleep. What’s more, is that some of the best ideas come to me when I’m asleep too.
When not busy with work, where does your free time usually go?
Malek Amrani: There isn’t much free time when busy living this dream, I sacrifice sleep most days to make time in the morning for Triathlon training, every single day of the year.
Finally, Malek, any upcoming travel planned?
Malek Amrani: In two weeks, I am competing at the National Championship of Aquathlon in Miami, the next day I go to L.A. and Napa for 72 hours of work before I head to Phoenix for Triathlon National Championship. As a current Team USA athlete in Triathlon, I’m hoping to podium at Nationals and qualify to represent USA once again in Triathlon World Championship next year.
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