Lia Tolaini

Area: USA New York

 

Getting Form


Job: Importer
Location: USA - New York 
Company Name: Banville Wine Merchants 
Distinctive signs: She has been working for 17 years with Farina, the Tolaini family is a wine importer in the USA, but also a wine producer in Tuscany. 

Pier Luigi Tolaini, together with his daughter Lia Tolaini Banville, started Banville Wine Merchants, an importer of fine Italian wines and beer, in 2004. In 2005 the company was moved from Boston to New York City. In 2011, Banville created their own wholesale division for NY and NJ states, and in 2016 the mid-Atlantic region (DC, VA, and MD) was added. Today Banville imports wines from France, Italy, Germany and England with 8 District Managers located across the USA as well as a national brand manager for beer.

Interview with Lia Tolaini


When did you start collaborating with Farina? 
In 2004 I founded with my father the import company Banville Wine Merchants and from then we started to work with Farina, importing their wines to America. 

What is your role for Farina? 
I import Farina’s wines in the USA.
 
What are the characteristics of the US market? 
The United States is a huge market where you can find many wines from all over the world, from high quality wines to lower priced ones. Here the value for money always wins. Farina has always represented for us a supplier of Amarone, Valpolicella, Ripasso: quality wines at very competitive prices.

What do you think of Farina's wines today? 
They are high quality wines, but with prices that allow a good market placement. What is your favorite wine? The basic Amarone, but also the new Appassilento, which is cheap, yet very good, with those fruity notes, well appreciated in the US.
The one with the best potential? 
Amarone has always been the most appreciated in the USA. 

Which range of prices is most sold in the US?
Wines below $12 account for 85% of the total sales. 
What is the most important result obtained with Farina in these years? 
The brand is definitely better known, especially in the catering industry, the strongest channel for this company on the American market. 

What adjective would you give to Farina as a company? 
Innovative, young and attentive to the needs of the market. As an importer I greatly appreciate the fact that they travel often and visit this market frequently. 

What message would you give the company today? 
Keep doing what you do the way you do it, even if you are a family business you have many potential for further growth. 

What has changed in these 17 years? 
Wines have increased in quality, but they have kept fair and proportionate prices. 

How would you describe the relationship with Farina? 
Honest and sincere, right from the start.
  • - Interview with Lia Tolaini