Over the past two years, Piccini 1882 has faced the challenges of the wine industry with a forward-looking strategy, focusing on diversification of sales channels, digitalization and strengthening its presence in large-scale retail and e-commerce. The orange brand symbolizes energy and modernity, while the company philosophy remains rooted in the family values of tradition, passion and authenticity. Thanks to an innovative approach and the ability to adapt to the needs of the market, Piccini stands out for the accessible quality of its wines and a strong identity that makes it a benchmark in the international wine scene.
What challenges has Piccini faced in the past two years?
The spread of the Covid-19 pandemic changed the rules of the game, but we were ready to counter the emergency. When the situation forced the closure of restaurants, we decided to bring our premium labels to supermarket shelves, allowing consumers to enjoy the quality of a great wine at home. At the same time, we focused on the online sector, achieving a 300 percent increase in sales. In addition, in the last two years we have undertaken a strategic repositioning that has led to the inauguration of a new production center and a total rebranding of our Group.
The last two years have reminded us that, even in the darkest times, our country will always be able to count on a priceless treasure: its extraordinary beauty. We are the country that has dedicated centuries to the creation of masterpieces that today, more than ever, must inspire our actions and guide our restart.
What does Piccini’s bold orange label symbolize?
Piccini has always followed a line true to its philosophy between tradition and innovation. The company’s value system is represented by the orange label, a winning challenge launched by Piccini in 2002. The color orange expresses dynamism, originality and tells of the international dimension of the company. It is charged with energy and vivacity, two values that guide Piccini every day.
How has becoming a people-centered company affected Piccini’s success?
“We have tried to face the difficulties generated by Covid-19 with energy and determination, keeping in mind that the difference, especially in times of crisis, is always made by people,” – comments Mario Piccini, CEO of the company – “Hence the decision to further diversify the channels through which to reach and remain close to consumers. We were able to reorganize ourselves taking into account the difficulties experienced by ontrade operators, choosing to strengthen our presence in large-scale distribution and, above all, in e-commerce. A growth that has also involved the staff of our company, reaching 99 specialized employees within the group. Even in a period of crisis like this, it was essential to decide to invest in human resources, and the results prove it.”
What distinguishes Piccini from its competitors?
Today, Piccini represents one of the most dynamic and innovative realities of the entire Italian wine scene. Our winery boasts a family history of 140 years. Since 1882 our family, now in its fifth generation, has always held the reins of the company. This legacy is our greatest treasure, because it gives us a strong identity that consumers recognize and choose to reward with their trust. When you sip a glass of Piccini, you become part of our family.
How has Piccini remained innovative in an ever-changing wine industry?
The past few years have marked a crucial stage in the digital revolution, offering events and fairs that have taken place in an unprecedented virtual setting. For this reason, we have strengthened the tools of digital communication to express an even stronger proximity to our customers.
“Markets demand clarity, sincerity and precision, combined with a greater attention to territory and quality,” says Mario Piccini, “and today more than ever we feel the need to offer consumers a product that reflects excellence and respect for our territory. All this translates into the great loyalty that our customers have always shown toward our brand. Piccini, after all, is an easy brand to love because we offer authentic, quality wines at an affordable price every day. Our authenticity and accessibility have allowed us to win a space in the hearts of consumers, who today support our brand in more than 80 countries around the world. All of our wines are designed down to the smallest details, starting with the packaging, to offer the consumer a 360-degree experience. Behind each bottle is a project that starts from the very concept of the wine we want to bring to the market.”
What family values have been passed down over time?
Piccini is first and foremost the story of a great family passion. Each Piccini wine is not just a bottle, but encapsulates a whole system of values that we want to communicate: Family, Tradition, Dynamism. Finally, the desire to spread excellence and the Italian way of living life.
Piccini is the story of five generations that have passed on the passion and culture of wine. It is a story of adventure and patient commitment, of work and wisdom, of obstacles overcome and successes achieved through sacrifice. Each generation has always cherished the teachings of the previous one, looking to the future with ambition and following the values of our ancient founder, Angiolo Piccini. He loved to repeat, “It doesn’t matter how much you do, but how much passion you put into what you do.”
What is the most difficult step in the winemaking process?
Creating a wine is a process full of challenges: from harvesting to aging, through design and agronomic techniques. I can only say what the easiest phase is: drinking it!
If we were to visit Tuscany for a day, where would you recommend we go?
It is really difficult to enjoy all the beauty of Tuscany in just one day. Our land never ceases to amaze, from medieval villages to the Renaissance splendor of Florence. But for a single-day visit, we recommend the quiet, harmonious beauty of the Chianti hills at our family estate in Valiano.