“During our more than 200-year-long history, our love of good wine has enabled us to reach the tables of numerous families in Italy and around the world. Drinking a toast with our wines is a way to mark genuine moments of everyday joy and celebrate the simple gestures that have such a profound value: sharing and conviviality, trust and responsibility. With this awareness in mind, we have always put the quality of our wines front and center as a continuous tribute to our passionate consumers who have chosen our wines for generations and who continue to do so even today: for us ‘making good wine’ has always been the only way to ‘run our business’.

 

Wine education is also a fundamental element for us because it promotes and energizes our work. Maximizing visibility is not enough to sell bottles of wine: it is essential to discover, narrate and bring to light the ‘invisible aspects of the visible’, that is, the culture, traditions and stories that express this extraordinary product of the land so that we are increasingly able to conceive of wine as a ‘good’ product, one that is healthy if drunk in moderation. But above all, it has to be conceived as a custodian of knowledge and traditions that have been handed down for generations and must now be enriched for future generations.

 

The process of acquisitions started by my family in the 1970s was aimed at enhancing and promoting Italian wine cultures internationally but also at preserving our unique winegrowing districts for future generations. The theme of generational renewal is key to understanding our entrepreneurial vision: companies not only have responsibilities in the ‘here and now’ but, like families and institutions, they must contribute via their work to expressing the values of openness and otherness, including protecting resources, respecting the environment, guaranteeing personal well-being, promoting gender equality and valuing diversity.
Now more than ever, the world and consumers at large demand that companies take a stand on sustainability-related issues: the logic of unfettered profit, the irrepressible capitalism of profit without consequences is no longer synonymous with good entrepreneurship. Companies are being tasked to express responsibility in their work and justify their choices: in the light of this, sustainability cannot be conceived as an additional element to doing business but must be one of the founding elements of a business model, its corporate culture and its strategic choices.

 

We should also try to be concrete and realistic and avoid falling into idealism: promoting sustainability is not easy and the road for society is long, as shown by the frequent changes in pro-sustainability legislation. The path must be traveled together, involving every company and individual, each in their own small way. By taking one step at a time and making informed choices, we can all make a positive contribution to the present and, consequently, a difference to the future.”