So, what’s the story? That’s a question that Sue and I frequently ask each other after a tasting or winery visit. We’ve learned a lot, tasted interesting wines, met fascinating people. But what’s the takeaway message?
Sometimes it’s a fairly straightforward choice but to be honest I think we live for the complicated narratives– the experiences that really make us sit down and think. What is the story!? Our recent visit to the Valpolicella region was like that. We didn’t find a story — we found a lot of them and the other members of our merry media band – Mauro Fermariello, Michelangelo Tagliente, Michelle Williams and Mads Jordansen – who shared the same experience with us, found many different stories, too, and different ways of telling them.
(Click on the names above to see our colleagues’ work. Mauro Fermariello’s video, which I have embedded above, is a particularly striking account of our journey.)
We’ve already told several of the stories we found in earlier columns and I’m using this final post to fill in some gaps and sum up. What are the stories? Here are three of them chosen to say something about the winery business models we encountered.
The San Rustico Story
Let me start with San Rustico, a winery with a long history that it wears proudly and gracefully. As you can see in Mauro’s video, the tasting room is decorated with artifacts that give a sense of the past. Touring the cellar we were struck by the wooden grape drying racks, key to Amarone production, that spoke to us of time and tradition. Great atmosphere.
A visit to the winery is a warm and friendly experience here — very personal. Sort of like tasting wine with a family friend in a farmhouse kitchen. And while the wines honor tradition they do not seem especially trapped in it. Wines are made in two ranges and Amarone in particular in several styles.
One wine we tasted for example was made to appeal to new world export markets, a bit sweeter and with more new oak (60 percent of the winery’s 170,000 bottle annual product is sold outside of Italy). The premium Gaso Amarone, on the other hand, is made in the traditional style. It was delicious — our favorite glass in the line up.
The two brothers who are responsible for San Rustico (one works in the vineyard and the other in the cellar) have purposefully focused on their traditional production base, limiting output while looking outside the region for sales.
Sartori di Verona
History is also a strong theme at Sartori di Verona, but the business strategy is much different. Andrea Sartori is the fourth generation of the Sartori family to lead the winery and he has taken it in a different direction from San Rustico. Actually (and this fits into the theme of this column), Sartori’s strategy involves moving in several directions at once.
Go big or go home is one part of the story. Seeking the resources needed to expand production, Sartori entered into an agreement with the Cantina Colognol cooperative in 2000 that gave it secure access to 6200 acres of vineyards in the Valpolicella and Soave regions. This base allowed a three-fold expansion of production necessary to fill an increasingly export-oriented pipeline. About 80 percent of production is exported today. The well-regarded Banfi firm imports Sartori into the U.S. market.
At about the same time that the volume push began a super-quality brand was also established. Sartori partnered with consulting winemaker Franco Bernabel, who began to work with both vineyards and cellar practices, raising quality and drawing out the characteristics of the different vineyard terroirs. Four years later, in 2006, the I Saltari line of super-premium wines was launched. Sartori has also expanded its reach beyond the Veneto, establishing relationships with Cerulli Spinozzi in Abruzzo and Feudo Sartanna in Sicily. There’s also a partnership with Mont’Albano, a pioneering organic estate in Friuli.
Sartori reminds me a bit of the Mondavi strategy of years past. Mondavi moved upmarket with Opus One and also mass market with the Woodbridge wines. The story did not end happily for everyone, as Mondavi went public to raise expansion capital and eventually lost control of the business (wine giant Constellation is the current owner). The stories differ here: there’s no indication that the Sartori strategy will have anything other than a happy conclusion.
The Cesari Story
One of our favotie stops was at Cesari. We loved the wine, the people and the story. The fact that we like the wines is perhaps not an accident. The U.S. is a prime export market for this winery and it is not impossible that the style was evolved over the years with American tastes in mind — rounder, fuller wines, but still striking the authentic classic notes.
The Americans in our group were all familiar with the Cesari brand so I was a little surprised when someone told me that it is not as well-known within Italy. The strong export focus makes it different even among wineries (like those above) who sell more than half their production abroad.
Cesari was founded in 1936, during a particularly turbulent period for wine in Italy and Europe. Many private firms failed and cooperatives went bankrupt. Some of the wineries that emerged (or simply survived it) were led by supremely talented entrepreneurs. This sprit in part drove Cesari to push dramatically into global export markets in the 1970s and guides them today to produce the distinctive wines that are needed to attract discerning customers.
I’ve embedded a Cesari video above to give you a sense of the winery and its vision and also to show you how effective they are in telling their own story. Story-telling is almost as important as wine-making when it comes to the business of wine today. Fascinating that the global market’s demands appear here, don’t you think. And I agree with the narrator — all kidding aside, the wines really are good.
Eight Million Stories?
Years ago there was a U.S. television series about life in New York City called “Naked City” that closed each week with the line “There are eight million stories in the Naked City — this has been one of them.” (Scroll down to see a video clip.) There may not be eight million stories in Valpolicella but there are sure a lot of them. Some, like the three above, about different business models and different historical evolutions. Others, like my earlier posts, are about wine tourism, weather problems and the difficulties of establishing and maintaining a luxury brand for the region in an increasingly competitive marketplace.
There are very personal stories too, like two of my favorite wineries (Zyme and Secondo Marco) that exist today more or less because of family issues that caused a younger generation to start out in a different direction. Reminds me a bit of the story of Robert Mondavi and the family disagreements that led to the founding of his eponymous Napa Valley winery.
Lots of stories and not enough time or space to tell them all. Maybe that’s what makes a wine region really great. I realize that wine marketers are attracted to the idea of a silver bullet story — a signature grape variety, an iconic brand or rock star winemaker — that can make a region’s reputation in a single stroke. There are good examples for each of these strategies, but I have my doubts about this as a general theory. Maybe real strength comes from diversity and not from a monolithic approach?
I’m glad there are millions of stories to tell and not just one because that means a world of different and distinctive wines … and job security for story-tellers like me! Thanks to everyone who made our Valpolicella visit so rewarding.
Here is a list of the wineries we visited during our Valpolicella tour. See if you can identify each one of them in Mauro’s video. At the end of the list I have embedded a bit of the old “Naked City” television show for those of you too young to have seen the original. Cheers!
Wineries we visited in Valpolicella:
Valentina Cubi, Fumani
San Rustico, Valgatara
Terre di Leone, Marano di Valpolicella
Villa Cordevigo and Villabella, Cavaion Veronese
Casa Vinicola Sartori, S. Maria di Negrar
Cantina Valpolicella Negrar, Negrar
Cesari, Cavaion Veronese
Zýmé, San Pietro in Cariano
Santa Sofia, Pedemonte
Secondo Marco, Fumane
Salvaterra, San Pietro in Cariano