With 30 generations in the wine business, the Frescobaldis have a long-term view of the wine business.  This mindset has enabled Ornellaia to become a global icon.  Lamberto Frescobaldi, President of Frescobaldi, discusses how Ornellaia established and maintained its status as a global icon. Detailed Show Notes: Background: grew up in the Italian countryside, studied at UC Davis, learned the wines of the world working at Corti Bros in SacramentoFrescobaldi family30 generations in wineNow in Tuscany, Northern Italy, Oregon, & SicilyFocused only on wineOrnellaia overviewCabernet Sauvignon, Petit Verdot, Merlot basedBolgheri not historically known as a wine region, not good for SangioveseSassicaia, Orenellaia, & Masseto put Bolgheri on the mapFrom year 1, quality was consistently goodFounded by Antinoris, Mondavis invited Frescobaldis to partner (Feb 2002), when Mondavi sold to Constellation (2004), Frescobaldi bought out Ornellaia (April 1, 2005)Frescolbaldis have long-term view, have owned Castiglioni since 1052Distribution is mostly allocated due to limited quantitiesConsistent in giving allocations to people who bought the year beforeGrew distribution globally to maintain scarcityFocused on top restaurants first, get in the right accounts3rd party validation (wine critics, famous artists, top restaurants) key to building reputationVendemmia d’ArtistaGreat artists interpret the wineEach vintage given a name (e.g. - power, elegance)Partnership w/ the Guggenheim globally introduces wine to art collectorsArtist label on large formats and 1 bottle of each 6 bottle caseOrnellaia Blanco1st planting by Antinori was Sauvignon BlancCooler, north facing site, small amount producedAged same amount of time as red, not aromatic, but complexMonitors secondary market to help learn about wine’s age ability, if prices dropping, implies inability to ageNot sure if people buy Ornellaia from seeing it on social media, but allows winery to connect directly to customersNegative macro market conditions and trade wars not impacting Ornellaia much, 3rd wine (Le Volte) more susceptible, but haven’t seen impact yet Hosted on Acast. See acast.com/privacy for more information.