Antonio Bordini


Antonio Bordini

Area: South East Asia

 

Getting Form

Southeast Asia Consultant

Interview with Antonio Bordini

When did you start collaborating with Farina?

I started working with Farina about 17 years ago. I met Remo Farina, and unfortunately after 3/4 years he passed away, Elena and Claudio took over, with them I’ve kept an excellent relationship. I met Remo because I was looking for a company that would make a good Amarone at a decent price. I was not interested in big and famous names. My goal was to find family businesses whose the owner would experience first-hand and work hard. Luckily I found this quality in Remo.


What did you like about Farina?

First of all, Remo. Remo and I had the same ideas. Those who work must be given the right salary and then must try to do their job as best as they can, with no-frills. Then another quality that I really appreciate is the fact to keep one’s word. I'm always traveling around the world and so many times (at that time there was no internet) we talked on the phone and if we agreed something, that was it. One’s word was important, as if it was a written contract! Unfortunately, today is no longer so.


What role do you play for Farina?

I'm a consultant. I try to sell their products to potential customers in East Asia, to be more precise I have contacts going from Singapore to South Korea. I am currently selling their wines mainly to a Japanese company, but when I have potential buyers in other countries, I always speak with Claudio and Elena to see if I can handle it.


You have Italian origins, don’t you? How did you gain expertise in these markets?

Yes, I'm originally from Lake Garda. I know Japan for about 40 years, I lived there for about 5 years and now I visit Japan at least 3/4 times a year. I also have a Japanese wife!


You could be defined as an ambassador of the Italian culture in Japan ...

Most of all, I was the first to propose Italian food in South Korea. We're talking about 17-18 years ago. While in Japan, I have some customers, each purchasing different products. The Koreans, instead, buy everything: I taught them well! This for a simple reason: the Japanese started to import Italian products 50 years ago, while the Koreans only 16 years ago.


Let’s speak about the Japanese market, what are the main features in general?

The Japanese are precise, neat and pay in advance. To be honest, the Japanese came to Italy at first in search of Italian products, then there were some big Italian companies that became well known in Japan. In my opinion, the biggest mistake the Italian companies make is changing the labels too frequently. They believe the new one is more beautiful and attractive... but that's not how it works in Japan! Japanese customers identify the product through the label design, when the company changes it (without informing the customer) the Japanese think it is a new product! We can say that change is a little disorientating for them.


Do you have any advice on the wine market in Japan?

The Italian importer has to be committed. It takes years to convince the customer, you have to be patient and perseverant! Obviously a good product and sincerity must be at the base! In their field they know each-other, so an offer should be the same for everyone, otherwise you risk not being able to trade in that field anymore, because they speak and ask for advice among them, this is why before you get an answer to an offer it could take months.


What do you think of Farina wines today? Have they changed over time?

I have to say that Claudio keeps high quality standards, every 3/4 years he puts a new wine on the market, the last one was Godò that dates back to a couple of years ago. They implemented new labels, then it is obvious that each vintage is different.


What is your favorite wine of Farina’s?

My favorite wine is Ripasso.


What is the wine with higher potential in Japan?

The one my clients love more is the Ripasso... but they also like Bardolino and Valpolicella very much.


What adjective would you give the company Farina?

Serious. It is the only adjective with which I could describe them, because if they weren’t so, I would not work with them.


What message or advice would you give the company?

Put a few bottles aside every year. So with the passing of time, we’ll have our history right before our eyes, not only metaphorically but also tangibly.


  • - Interview with Antonio Bordini