Mike Weir has come a long way since, as a teen, he wrote a letter to Jack Nicklaus and asked the legend if he should switch to playing right-handed. Nicklaus replied he should stay with his natural swing. He’s come a long way since his wife, Bricia, caddied for him when he first started playing professionally. And he’s even come a long way since winning the 2003 Masters and returning to his native Canada a national hero.
But while the 40-year-old Weir, who turned pro in 1992, continues to add to a professional golf portfolio that has seen him win eight PGA titles and more than $26 million (U.S.) in winnings, his star continues to burn even brighter away from the links via his Mike Weir Wine line and his charitable Mike Weir Foundation — which is the direct beneficiary of proceeds from his winery.

Blame it on Grandpa
Weir, who got his first taste of wine from his grandfather’s supply, launched his Mike Weir Wine line in the spring of 2005. “My family has deep roots in Niagara (region of Canada), and I had watched with interest the growth in quality and size of the Ontario wine industry,” the 5-foot 9-inch, 155-pound Weir says. “For years, my only background in wine was drinking my grandfather’s homemade stuff.”

He’s got a tad bit more knowledge on the subject now thanks to Mike Weir Wine increasing its yearly output of cases six-fold since it started.

Weir’s goal when he founded his estate winery in 2005 was to produce ultra-premium VQA wines (Vinters Quality Alliance — a Canadian government-sanctioned system that allows consumers to identify the origin and be assured of the quality of Canadian wines) that showcase Niagara’s reputation as a world-class grape-growing region. Several years ago, Weir announced plans to produce his wine in conjunction with Chateau des Charmes in Niagara-on-the-Lake — one of Canada’s most revered vintners. That move has given him access to more than 300 acres of pristine VQA vineyards.
“We started out with 5,000 cases,” notes Weir, who was bestowed with the Order of Canada — the country’s highest civilian honor — in 2009. “Now we produce 30,000 cases annually, and we are available in every province of Canada, select states in America and in duty-free and other retail outlets. Our growth has been remarkable. We are very fortunate.”

However, being a success in the wine racket is akin to being a well-rounded golfer when the chips are on the line. “Our challenges as a winery are no different than any other mid-size winery,” Weir says. “It’s a complex operation that involves farming, production, selling and marketing. You need to be good at all three aspects and that can be a challenge.”

Weir’s operation, which started out in a partial ownership agreement with Creekside Estate Winery in 2005, now has seven full-time staff members led by President Barry Katzman and Jim Weir, who oversees the operation on his brother’s behalf. The winery also has a key agreement with Diageo Brands — owners of Smirnoff, Guinness, Baileys and Johnny Walker — to promote and sell Mike Weir Wine in Canada and all over the world.

Weir, a 1993 graduate of Brigham Young University, says he’s somewhat surprised by how the winery has taken off, but at the same time knows the exact reasons that have fueled its success. “We are very focused on a quality product, we have great staff and excellent partners,” Weir says. “That is a recipe for success.”

Katzman isn’t shocked by the winery’s success in the least. After all, it echoes the success of the surname printed on the label. “I consider working with Mike and all of the Weirs the most rewarding thing that I have done in 25 years in business,” he says. “I’ve seen enough in business to know that the caliber of your partner, not their money or fame but their integrity, means everything to a business’ success, and that is the most amazing thing about working with Mike. The odd trip to Augusta isn’t too bad either.”

Katzman marvels at how Weir is able to balance his family life, busy golf life and outside business interests.

“I don’t think people have any idea how hard Mike works,” Katzman says. “He stays in top physical condition, he has numerous business obligations, a young family (children Elle, 12, and, Lili, 10), and every week he goes out and takes on the best in the world. In most cases they’re bigger than him, at least half are younger than him and most don’t have an entire nation rooting for them every time out. How he balances this and stays as focused as he does is astonishing. He’s one of the most driven people I’ve ever been around.”

Weir has made sure to not go hog-wild when it comes to the winery’s annual output based on that very quality-of-product credo he strongly believes in.

“The winery’s No. 1 goal is to have a quality product, and I think that it’s a tremendous accomplishment to produce quality wine at significant volumes,” Weir says. “A lot of quality wines are made in small-batch, handcrafted ways. It’s much more difficult to produce high quality on thousands of cases, so I’m very proud of the fact we continue to aggressively pursue growth, but not at the expense of quality.”

Weir’s operation is unique to the wine game because of its small, six-wine portfolio. “Most wineries average over 30,” Weir notes. “We pursue a quality-volume approach, and one of the ways to do that is by focusing on key varietals. We make two whites — chardonnay and sauvignon blanc; two reds — cabernet merlot and pinot noir; and two ice wines — vidal and cabernet.”

He says the cabernet merlot is the winery’s best-seller, followed closely by the chardonnay. “Those are the two varietals we make in large quantities.”

Weir, who has two wine cellars of his own in his home, was hard-pressed to pick his top choice from his own line. “My favorite wine is usually dictated by what I’m doing, what time of the day it is and what I’m eating,” he says. “That’s the beauty of wine — so many choices. But if I had to pick one, especially with my own wines, I would say I’m partial to the pinot noir.
“Wine is a never-ending learning process, and with every passing year my knowledge and enthusiasm for the product continue to grow,” says Weir, who likens his foray into wine to his long journey on the golf course, labeling wine and golf as “absolutely a natural fit.”

“When you start out in golf, you feel there is a lot to learn. Maybe you take lessons, and as your interest grows, you buy better equipment and play better courses. But you’re always learning, always trying to improve. The journey is the same with wine. First, you start out with inexpensive wines trying to learn and slowly you spend more time and money on wine — you might collect or join a club. It’s the same journey — always learning and always trying new things.”

In terms of the future, Weir has big plans for the expansion of his wine business, namely the building of showcase wine and hospitality areas in the Niagara region and the Okanagan Valley in British Columbia (to coincide with a golf course he is designing).

“Naturally, we need to be located in designated viticulture areas, but our hope is to add some style and hospitality services that would expand facility usage and increase length of stay,” Weir says.

Going Hand-in-Hand
Weir’s success in the wine industry ties in directly to his Mike Weir Foundation — a charitable organization committed to advancing the physical, emotional and educational welfare of children in Canada.

“The charitable component to the winery was always one of the most important reasons for starting that business,” Weir explains. “I was always interested in the wine business but always viewed it as an excellent way to promote the foundation and raise money for different causes. All of the profits from the winery go directly to the foundation. I hope that over time, as the winery matures, it will be the largest, single contributor to the foundation.”

Weir and his wife started the foundation in 2004 and have raised more than $3.5 million since. But Weir’s charitable wheels don’t stop spinning there. His Mike Weir Golf Drive, started in 2007 in partnership with the Children’s Miracle Network and the National Golf Course Owners Association Canada, has launched a concerted national effort to raise $10 million for children’s health care. Weir lauded the efforts of both organizations for making the golf drive a success.

“This is a grassroots program largely spearheaded in the field by the National Golf Course Owners Association through its network of members and golfers who want to contribute to their local community, help kids and participate in golf,” Weir says. “The partnership with Children’s Miracle Network is the key to our success, especially with the host city event that is run each year. These are very large undertakings and the CMN hospitals work very hard to assist in making a special day and generating key local financial support for these hospitals.”

Weir also started a celebrity Mike Weir Classic (now in its second year) that is held in conjunction with the RBC Canadian Open. Last year’s inaugural event raised almost $400,000, and Weir is expecting to raise even more this year.

He notes his foundation is the direct beneficiary of the celebrity event, but the foundation, in turn, supports charities at the local and national levels. For example, the foundation donated $50,000 last year to the Reach Out Centre for Kids (ROCK) — a mental wellness organization in the greater Toronto area.
Weir’s affinity for giving back to others can be traced back to his days growing up in the southwestern Ontario city of Sarnia — the largest city on Lake Huron.

“I have always been taught to give back and contribute,” Weir says. “I learned it in school in Sarnia and at home. But after 2003, I was able to clearly see how my success as a professional golfer played into charitable work. I was shocked at how generous people were with me when I would engage them in charity events. I realized I had a great opportunity to do some off-course work that would be multiplied by the support of others.” Weir praises the support of partners RBC, Thomson Reuters, and TaylorMade in particular.

Katzman appreciates the fact that Weir is extremely visible in all of his charitable endeavors. “I hate to say it, but a lot of so-called athletes’ foundations are good ideas that run an event or two a year — almost gratuitous,” Katzman says. “The Mike Weir Foundation generates serious funds and makes a big difference. Myself and the winery staff love it. It keeps us motivated to know that if we are successful, others benefit. Mike Weir has never, ever forgotten where he comes from or how fortunate he has been. He gives back every day.”

“It’s a testament to the person Mike is that almost every one of his off-course business interests benefits the foundation in some way,” says Ty Votaw, the PGA Tour’s executive vice president for communications and international affairs. “Mike not only uses the foundation to benefit kids, but to grow the game in Canada.”

The Future
Weir sees a prosperous path ahead for himself on the golf course and, eventually, back at the winery — emphasis on the word eventually.

“I am proud of the wine and I enjoy the business immensely, and one day when I wind things down a bit with golf, I’ll spend more time at the winery,” he says. “But that’s not anytime soon. The operation is in capable hands. I’m very proud of where we are headed.”

Weir admits he dreamed of being a professional golfer as a kid. And now that dream has morphed into something much bigger than just the game itself. “Even I couldn’t have dreamed of everything that has happened,” he says. “I never take it for granted.”

He recalls those days when his wife was his caddie as they made their way around their world in search of success. “I’m really proud of the fact we shared that vision from the start and never gave up. It’s not an easy road, and we always appreciate how far we’ve come.”