When did you start collaborating with Farina?
I begun in 2006
when I started my company with two Danish colleagues who were already in
contact with Farina. As a consumer I already knew them, but as I
started working with them I appreciated their wines and style even more.
The company had already made their name with Ripasso and Amarone in the
territories of northern Europe at the time, but I proposed them to work
with diversified importers not only with the world of Mass Market
Retailer, with the aim of capturing the markets of Scandinavia and
What is your role?
I am the promoter of the
contact between Farina and importers and local business realities,
through activities designed to introduce the products on the market,
such as wine tastings and events. I cover all of Scandinavia (Sweden,
Norway, Denmark ...) and a part of Germany.
What are the characteristics of those markets?
and Norway are the main markets, because there the red wine consumption
is very high. In these countries we have to deal with monopolies: while
Sweden is less strict, Norway is stricter. You can not interact with
the end consumer, the Government will do it.
My role is to mediate
between the importer, who is an agent on behalf of the Monopoly, and the
company, and keep in touch with them.
Sweden is easier on the front
of the catering field, while in Norway you have to have very solid and
reliable reference points, otherwise there is no space to enter the
What do you think of Farina wines?
For 4-5 years now the company has been making excellent products, thanks to the work of the skilled winemaker.
The products reflect the trend of the markets, excluding reserves, they have become somewhat fusion.
the Godò line, dedicated to young people, they have widened their
offer, and the restaurants in Germany has already started appreciating
What are the most interesting channels?
wholesalers channel, for sure, they make some good numbers. The
restaurants field does what it can, because it has different depletion
Tell us something about yourself ...
Tuscan-born, Bolognese by adoption. My palate was born with the oil, the
oil of my homeland, Tuscany. My father bartered the oil of the low
Mugello hills with wine. Therefore these two products have always gone
hand in hand for me.
I'm a failed engineer. I wanted to do marine engineering, so I went to Sweden to study.
Then I moved to Denmark and from there I started my current activity
Today I live in Bologna, where I have my office, but I also have a company in Germany and a reference point in Denmark.