Piergiorgio Borgogno


Piergiorgio Borgogno

Area: Denmark

 

Getting Form

Small family business, TCF Borgogno, based in Villanova di Mondovì. The company was founded in 1995 thanks to Paul Borgogno who was and still is the export manager. From there comes the relationship with Coop Denmark that appoints the company created by Borgogno as an agent for Italian wines. The company also deals with other Scandinavian and Northern European markets. Today the company is led by Paul and his sons Piergiorgio and Daniele.

Interview with Piergiorgio Borgogno

How is the Danish market? 
The market started with the first volumes of Lambrusco and a few other Italian wines. In the last period, however, it has had an evolution of taste, with more valued wines such as Barolo, Barbaresco, Barbera. It is a market that is still changing. It is starting now to have an approach to sparkling wine, but compared to the rest of Europe it is still focused on wines from Veneto. The Danes have an almost obsessive attachment to this wine region. 

What are Scandinavian tastes? 
More structured wines, soft and pleasant. I would dare to say more easy-pleasing. The Valpolicella wines are perfect. Amarone, Ripasso and the Veneto reds are the top, in fact most of the volume of imported wine comes from Veneto. 

It must be said that it is also one of the most prosperous markets ... 
From the statistics made on the wines we sell, for each Danish are calculated 3 bottles of wine per day. The total consumption is exorbitant. Now the consumption is reduced because of the excise taxes set up by the governments of Northern Europe. 

What are Farina's best sellers? 
The Ripasso. It is a wine that even before us was already on the market. It is also required by shopkeepers, they insistently require it.
Through which channels do you sell? 
We work with the Coop Denmark group, a chain of quality supermarkets, with a good positioning on the market. 

What is in your opinion the wine with the most potential among Farina’s? 
The Nodo d’amore. It has great potential, especially in Denmark, and it is a step ahead compared to Veneto wines. It has an elegance difficult to find in Italian wines. It has a French style with an Italian character. 

Which adjective would you use to describe Farina? 
Cozy and familiar. It is a company that gives priority to people before business and this is a key feature in the long term. 

If you were to give the company a piece of advice, what would it be? 
To continue on their way without being blinded by temporary novelties.
  • - Interview with Piergiorgio Borgogno