Tradition and innovation in Italian wines

Fontanafredda is a prominent Italian company specialised in wine production. The company is well anchored in its local territory, the Piedmont region, a traditionally prolific region in terms of exquisite high-end red wines, such as Barolo. The history of Fontanafredda goes back to 1858 and is intertwined with the history of Victor Emanuel II, the first King of Italy and the founder of the estate. Eugenia Fiusco talks with Mr Roberto Bruno, CEO and sales director of Fontanafredda about the future direction of the company.

Barolo wine has played a significant part in the success of the company. As Mr Bruno explained, Fontanafredda was able to make the most of the local resources, the excellent Nebbiolo grape, and turn it into an internationally acclaimed product. “Our production is focused on those wines that can be produced from Piedmont’s indigenous grapes. We produce, among the reds, wines such as Barolo, Barbera and Dolcetto; white and sparkling wines are produced from grapes such as Moscato, Arneis and Cortese.” Annual production amounts to around 8 million bottles that are then exported to more than 75 countries around the world. Investing towards a sustainable future

Fontanafredda particularly values the cooperation of a wide range of suppliers, including farmers and vine growers, wine producers, after sales services companies and packaging and raw materials suppliers. “Along the years, we have established fruitful partnerships with our suppliers, meaning that we promoted many innovative projects together aimed at the realisation of more sustainable production and consumers protection,” said Mr Bruno. The goal is the care of the local territory and the protection of the biodiversity of the soil, which are both vital to the production of excellent wines. “For example, we aim to reduce the use of chemical fertilisers and weed-killers and employ packaging and material that have a low impact on the environment or by using recycled materials.” Among the Italian winery’s strategic partners there are Syngenta (agricultural solutions), Eurostampa (labels), Verallia (glass bottles), and Nomacorc (corks).

A network of wineries

Fontanafredda is at the centre of a wider network of 13 wineries that are spread over seven Italian regions. These wineries have full control over their production and aim to preserve their identities and reflect the characteristics of the region in their wines. “On the other hand, we

have created a very strong synergy in terms of distribution, marketing and communication. Being the biggest company among the group, we took upon ourselves the responsibility to coordinate all these operations,” explained Mr Bruno. “As a result, we have a vast assortment of exquisite wines that are dispatched from our main plant in Serralunga D’Alba to both the domestic and international markets.”

A considerable amount of funds and efforts is being put in the ‘Vino Libero’ (free wine) initiative. This project stems from the collaboration of Fontanafredda with the other 12 wineries of its Italian network, all committed to the preservation of the soil and the unspoiled quality of their wines.

Geographical markets and future goals

Fontanafredda has always distinguished itself for its strong link to international markets and producing and distributing a widely known wine, and the Barolo has certainly contributed to the brand recognition abroad. In particular, the Italian company exports to 75 countries. However, the national market is still very significant, according to Mr Bruno: “The Italian market absorbs 50 per cent of our production. Among the most important international markets there are Canada and North America, some North European countries, in particular Scandinavia, and in Asia we have a wellestablished business connection with Japan whilst the link with China is getting stronger. Food and wine are the trademark of our country, one of the most important heritages to be exported abroad. We are optimistic about the future and the growth of our products in new emerging markets.

“The future goal of the company is to strengthen our links with the wineries in the region and to further develop our network through acquisitions, joint ventures and partnerships. At the same time, we want to keep investing in our current network of companies by bringing new projects to life that are innovative and far-reaching,” concluded Mr Bruno. n