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In fact, during Prohibition the winery increased its business. After the repeal in 1933, de Latour began searching for someone who could contribute European winemaking expertise. In 1938, he traveled to France and returned with Andr? Tchelistcheff, famed viticulturist and enologist who instituted the philosophy of continuous innovation in vineyard and winery to which we remain dedicated today. Tchelistcheff introduced cold fermentation for white wines, malolactic fermentation for reds and aging red wines in small, French oak barrels. He also tasted the de Latour family’s private wine-what they called “Private Reserve”-from the 1936 vintage. This Cabernet Sauvignon-based wine was so distinctive that Tchelistcheff insisted it be bottled and sold as the winery’s flagship offering. The result was the inaugural release of Georges de Latour Private Reserve Cabernet Sauvignon, a wine that was destined to become Napa Valley’s first “cult” Cabernet.