<p>With 30 generations in the wine business, the Frescobaldis have a long-term view of the wine business.&nbsp; This mindset has enabled <a href="https://www.ornellaia.com/en/" rel="noopener noreferrer" target="_blank">Ornellaia</a> to become a global icon.&nbsp; Lamberto Frescobaldi, President of Frescobaldi, discusses how Ornellaia established and maintained its status as a global icon.&nbsp;</p><br><p>Detailed Show Notes:&nbsp;</p><br><p>Background: grew up in the Italian countryside, studied at UC Davis, learned the wines of the world working at Corti Bros in Sacramento</p><br><p>Frescobaldi family</p><ul><li>30 generations in wine</li><li>Now in Tuscany, Northern Italy, Oregon, &amp; Sicily</li><li>Focused only on wine</li></ul><p><br></p><p>Ornellaia overview</p><ul><li>Cabernet Sauvignon, Petit Verdot, Merlot based</li><li>Bolgheri not historically known as a wine region, not good for Sangiovese</li><li>Sassicaia, Orenellaia, &amp; Masseto put Bolgheri on the map</li><li>From year 1, quality was consistently good</li><li>Founded by Antinoris, Mondavis invited Frescobaldis to partner (Feb 2002), when Mondavi sold to Constellation (2004), Frescobaldi bought out Ornellaia (April 1, 2005)</li><li>Frescolbaldis have long-term view, have owned Castiglioni since 1052</li></ul><p><br></p><p>Distribution is mostly allocated due to limited quantities</p><ul><li>Consistent in giving allocations to people who bought the year before</li><li>Grew distribution globally to maintain scarcity</li><li>Focused on top restaurants first, get in the right accounts</li></ul><p><br></p><p>3rd party validation (wine critics, famous artists, top restaurants) key to building reputation</p><br><p>Vendemmia d’Artista</p><ul><li>Great artists interpret the wine</li><li>Each vintage given a name (e.g. - power, elegance)</li><li>Partnership w/ the Guggenheim globally introduces wine to art collectors</li><li>Artist label on large formats and 1 bottle of each 6 bottle case</li></ul><p><br></p><p>Ornellaia Blanco</p><ul><li>1st planting by Antinori was Sauvignon Blanc</li><li>Cooler, north facing site, small amount produced</li><li>Aged same amount of time as red, not aromatic, but complex</li></ul><p>Monitors secondary market to help learn about wine’s age ability, if prices dropping, implies inability to age</p><p>Not sure if people buy Ornellaia from seeing it on social media, but allows winery to connect directly to customers</p><p>Negative macro market conditions and trade wars not impacting Ornellaia much, 3rd wine (Le Volte) more susceptible, but haven’t seen impact yet</p><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>