Breaking from Tradition - Cristina Mariani-May, Banfi

Breaking from Tradition

FAMILY-OWNED BANFI PRESIDENT & CEO CRISTINA MARIANIMAY CELEBRATES SOMETHING SWEET

By Terri Marshall

Cristina Mariani-May serves as President and CEO of Banfi, her family business. “We’re a fine wine company, and one of the brands I’m most excited about is Rosa Regale,” says Cristina. “Rosa Regale is a line of sweet, sparkling wines from our Piedmont winery in Italy. They are beautifully made but equally stunning in the bottle and the glass. Rosa Regale loves to mix it up too! The red and the white are a lower alcohol at 7% and make some delicious cocktails.”

One of the things Cristina loves most about Rosa Regale is how it brings people together. “Bubbles have a tendency to do that, but Rosa Regale is an especially social brand,” she explains. “It’s fun, playful, and accessible from an affordability and distribution standpoint.” Banfi used to treat it more as a specialty or special occasion item—a sweet red sparkling was not something you’d see every day. But the brand has expanded to include a sparkling Moscato and a sparkling Rosé, and the feedback has been great. “It’s something we’ve noticed with sparkling trends,” explains Cristina. “People crave celebration, and the fact that it’s Tuesday or something is a perfectly great reason to raise a glass with friends.”

When choosing an alcoholic beverage option, Cristina thinks consumers want to feel that there’s an option for them, something they can enjoy without stigma. “With a portfolio that includes a wide range of styles and price points, we often ask ourselves about the meaning of luxury,” she explains. “I’m confident that Banfi offers consumers a super-premium experience at all price points and in any style, even sweet!”

As for women in leadership, Cristina believes when you see women in these roles consistently, it becomes the norm, and that is very impactful. “I think our industry does a great job of celebrating women and highlighting our contributions to the category,” she says. “For me, it’s rewarding, and I’m seeing it from every aspect of our business—on and off premise accounts, at our distributor partners, in the press and media. Even within my own team, I’m inspired by the impressive and hardworking women of the Banfi team globally.”

Since its inception, Banfi has been driven by education and excellence in hospitality. Supporting hospitality programs in higher education institutions and inspiring the next generation of the industry is a key element of the company’s foundation. “When it comes to hospitality, there probably isn’t a brand that embodies the spirit more than Rosa Regale,” Cristina says, adding that the brand is welcoming, celebratory, and uniquely delicious.

As for advice to other women entering the industry, Cristina advises, “Don’t be afraid to ask for help! Being a woman in our industry doesn’t mean you’re alone or disadvantaged. It’s important to find your voice, and sometimes, you need to lean on others to get there. Use the resources that are available and reach out often.”