The Long View to a Global Icon w/ Lamberto Frescobaldi, Ornellaia

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 Sacramento

Frescobaldi family

• 30 generations in wine
• Now in Tuscany, Northern Italy, Oregon, & Sicily
• Focused only on wine

Ornellaia overview

• Cabernet Sauvignon, Petit Verdot, Merlot based
• Bolgheri not historically known as a wine region, not good for Sangiovese
• Sassicaia, Orenellaia, & Masseto put Bolgheri on the map
• From year 1, quality was consistently good
• Founded 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 1052

Distribution is mostly allocated due to limited quantities

• Consistent in giving allocations to people who bought the year before
• Grew distribution globally to maintain scarcity
• Focused on top restaurants first, get in the right accounts

3rd party validation (wine critics, famous artists, top restaurants) key to building reputation

Vendemmia d’Artista

• Great artists interpret the wine
• Each vintage given a name (e.g. - power, elegance)
• Partnership w/ the Guggenheim globally introduces wine to art collectors
• Artist label on large formats and 1 bottle of each 6 bottle case

Ornellaia Blanco

• 1st planting by Antinori was Sauvignon Blanc
• Cooler, north facing site, small amount produced
• Aged same amount of time as red, not aromatic, but complex

Monitors secondary market to help learn about wine’s age ability, if prices dropping, implies inability to age

Not sure if people buy Ornellaia from seeing it on social media, but allows winery to connect directly to customers

Negative macro market conditions and trade wars not impacting Ornellaia much, 3rd wine (Le Volte) more susceptible, but haven’t seen impact yet

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