Our story begins a long time ago, in a small town in the heart of Tuscany: Poggibonsi. Here,In 1861, in the year of‘Unification of Italy, Angiolo Piccini was born, the progenitor of an adventure spanning five generations.. Heir to a family of merchants, young Angiolo follows his father’s business with interest, but textiles do not excite him. Thus, one day, when he was only 21 years old the boy gives a shove to his destiny, abandoning the plans his family had embroidered on him, to pursue his true passion: the world of wine. Piccini’s adventure was thus born, from that brave and rebellious spark that led Angiolo to found a winery , breaking with his past. It was the year 1882.
Within a few years, the young winery began to reap its first successes, thanks largely to Angiolo’s enterprising streak and the propensity for commerce, inherent in his family. Meanwhile, d i pace with the growing turnover achieved by thethe company, also this corner of Tuscany experiences unprecedented ferment and development. A whole world rotates around wine, shaping the social and economic profile of the Chianti villages.
By now at the height of his success, in 1925 Angiolo left the company to his sons Mario and Arturo: Piccini becomes a family affair. His heirs can count on 50 hectares of land and a valuable lesson: “It doesn’t matter how much you do, but how much passion you put into what you do.”
Mario picks up his father’s baton, with the ambition to usher in a new season of goals. His task, however, is far from easy: the gales of history bar his way, threatening his path. Indeed, these are the years of the Great Depression and World War II. Nevertheless, Mario proves to be a skillful and courageous captain and, thanks to his daring, he writes Piccini’s golden age.
As a seasoned businessman, Mario knows that the road to success passes through the tracks. Following this intuition, the winery changes its home and moves in front of the Poggibonsi train station. Along rail trails, Piccini wines reach the four corners of the globe.
But the twentieth century is an unforgiving one, and in 1943, On a December day, the hands of history stop. Poggibonsi’s sky turns black. And in the air rumbles the swirling of planes. From above, beyond the clouds, u na shower of bombs falls on the city. In the pandemonium that ensues, even the Piccini winery is reduced to a pile of ashes. However, Mario is not the type to be discouraged, and even the bombs do not demolish his tenacity. Rolling up his sleeves, nn the 1950s he founds a consortium that breathes new life into the wine trade, boosting the local economy. Hand in hand, Mario reinforces the image of the brand, thanks to a targeted and pioneering communication campaign that opens the doors to international customers. Symbol of this new identity is the “Chianti Preferred,” which accompanies the rebirth ofthe company, in Italy and abroad.
In 1963, Mario leaves the helm of the company to his son Pierangiolo. At only 29, the boy finds himself at the head of a colossus, but like his father, he is not intimidated. Under his leadership, the winery changes its appearance e dwelling, moving from Poggibonsi to Castellina in Chianti. The operation already hints at the dynamic and rebellious spirit of Pierangiolo, who for the occasion of the move invests in the purchase of 155 hectares, in the lands of the Black Rooster. But the enterprising streak of Pierangiolo does not end there. Mitigating the blow of heavy financial restructuring in 1984, Piccini is back on track ready to grind out new successes. Experimentation and innovation mark the spirit of the third generation, which sets its sights On two corners of excellence in Tuscany: the Chianti Classico and the Tuscan Maremma..
Nn 2004 Pierangiolo handed over the reins of the company to his son Mario, ready to write his name in the family epic. Mario reveals his explosive character right from the start. and, in the years that followed, shifted the company’s horizon even further: Piccini took root outside Tuscany, assuming an increasingly national profile. In addition to the famous brand, Mario inaugurates the estates project, a parallel path that passes through the highest peaks of wine excellence in our country. However, the Piccini family does not forget its Tuscan origins, and in 2018 it completes the acquisition of Chianti Geografico, a historic entity that has made Chianti Classico famous around the globe. The following year, Piccini lands on the Asian continent, putting down roots in Shanghai, with the opening of its own offices in the heart of the Chinese metropolis. 2020, Finally, with a view to complete reorganization, the company inaugurates its new production hub, in Casole d’Elsa, which in every corner exalts the dynamic spirit of Piccini. Here, ample space and modern bottling lines have made it possible to boost production capacity, propelling the winery to the heights of the wine scene.
Meanwhile., Piccini opens its doors to the fifth generation: Benedetta, Ginevra and Michelangelo enter the historic family business. Under the watchful eye of their father Mario, the three youngsters bring new ideas and new horizons to explore: Piccini lands in the world of digital, revolutionizing the his way of communicating wine and demonstrating, once again, that it is at the forefront of innovation. Meanwhile, the winery surpasses the dark times of the pandemic with flying colors and celebrates its 140th anniversary in 2022, in an eternal bond that binds together family, past and future. Always remembering the words from which it all began, “It doesn’t matter how much you do, but how much passion you put into what you do.”
OUR VALUES
As the history we have just gone through teaches, family and entrepreneurial vision are the essential coordinates that trace our values universe. Over more than 140 years, each generation has stamped its signature, helping to shape the identity and originality of the winery. Sincethe beginnings, we have always exhibited an innovative approach, listening, without prejudice, to consumer demands and constantly updating our our offer to meet new market trends. This philosophy is the result of the distinct personality of the Piccini family, which has shaped the company in its own image and likeness, giving it an energetic and dynamic character. Precisely by virtue of our our volcanic nature, Piccini today represents a unicum on the wine horizon, offering wines that dialogue with modernity. The heart of this philosophy is the “Chianti Arancio” the label that has consecrated the winery among the general public.. Its history holds a veritable manifesto of the Piccini spirit, in a sort of compendium that sums up all the our cornerstones.
On the threshold of the year 2000, Mario Piccini places his bet: to redesign the most classic of Italian wines and deliver, in this way, to new generations a fresh and modern Chianti. The stated intent is to take one of the symbols of Tuscan wine tradition by the hand and bring it into the new millennium.
“I wished to leave a mark – comments Mario Piccini – by making a Chianti that would break the mould, breaking away even from the usual labels that then dominated the wine scene. For this, I thought of a bright red color, but my sister nipped my enthusiasm in the bud by arguing that red recalled the traditional , and relaunched by proposing a bright yellow. My father, then CEO of the company, found the perfect solution: “We are a family,” he cautioned, “and we must always come to a compromise. That was how the orange label was born. “
The gamble proves successful: Chianti Arancio is born. S on the wave of his triumph, the entire wine industry has changed its look by dyeing itself with the characteristic orange color, which expresses dynamism and innovation, two binaries that, we have always walked..
Since then, many other labels have accompanied our history, offering a 360-degree journey through the Italy of wine. Piccini’s wide range of signature wines allows., in fact, to range across the whole Boot: from the sparkling bubbles of Veneto to the volcanic Sicilian wines, passing through the prestigious Tuscan excellences. The stylistic feature that unites each our wine is summed up in their vibrant and contemporary appearance. But , above all, each bottle brings to the table that brio and air of home that make Piccini the Italian wine family.