His wines will be made for the market, but at the same time to his palate. He believes there's a place for sweet wines and rosés, as long as they're done right. He wants his wines to be food friendly, easy to drink and not out of reach on the budget.
He explains that he's making wine for a broad range of customers, from the person who has never tasted wine to the true connoisseur. "I don't buy enough wine to keep us in business", he says, so he makes wines for the people on the other side of the counter. He listens to his customers, too, and enjoys interacting with them.