PICCINI WAS BORN 1882
PICCINI FAMILY HOLDING COMPANY COMPLETES PROCESS
OF REBRANDING: NEW NAME REPLACES “PICCINI HOLDINGS” IN ALL GROUP COMMUNICATIONS.
A new baptism for the Italian wine family led by CEO Mario Piccini: “Piccini 1882” is born, replacing “Tenute Piccini” in the official communications of the Group, which now boasts five estates, covering more than 200 hectares of vineyards, from Chianti Classico to Maremma to the volcanic territories of Vulture and Etna.
“With Piccini 1882, a new chapter in our history begins,” comments CEO Mario Piccini. “It is a brand that will allow us to be even more recognizable and clear in the messages and initiatives in which we will be protagonists already in the coming months: if Tenute Piccini represented the plurality and ensemble of our wineries, Piccini 1882 is unicum: it is the parent company that encompasses all the estates and the emblem of the value universe that has guided our daily work for almost 140 years.
The holding company’s rebranding process completes the strategic repositioning of the company, initiated by the Piccini family with the aim of optimizing and giving even more value to the multiple activities of the individual wineries and to the future projects, already in the pipeline, of a Group that has grown a great deal over the years, with more than 17.7 million bottles produced in 2020 and total sales reaching 67.5 million euros (+6.5 percent compared to 2019).
“The philosophy of our family remains unchanged,” stresses Mario Piccini, “deeply linked to traditions and values handed down from generation to generation as a starting point for creating wines of the highest quality. However, we felt the need to take the winery to an even higher level: we have worked tenaciously to create a modern, efficient and functional organization and, from this point of view, Piccini 1882 represents the ability to read the times by riding the innovations they require.”
By making explicit the year of its founding, the new brand reinforces the Piccini family’s connection with the origin of its history and helps make even more recognizable a Group that works every day to create and select its wine offerings so that it can capture the trends and tastes of different types of customers. Piccini 1882 for five generations has been committed to achieving a mission that has always kept its eyes open to the future: to be the most dynamic and familiar ambassador of Italian wine and its main traditions and territorial expressions in the world.