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HIGH QUALITY FOR REASONABLE PRICES THIS IS THE FORMULA FOR TOLAINI
Quality and cost control: these are the Tolaini project’s two strengths. The vinery, situated in the Sienese hills, produces high quality wines dedicated to the connoisseur and much appreciated by foreign clientele, but offers ‘added values’, the main one being a young staff ready to respond to all the client’s needs. We asked Diego Bonato, CEO, how Tolaini operates in foreign markets and about their future project plans.
Mr Bonato, let’s begin with the numbers coming out of your company, to get to know it better.
Our company has 30 employees and produces 220 thousand bottles a year. The annual turnover is around two million Euros and the export business represents 80% of the total income.
Who is the typical Tolaini client?
The typical Tolaini client is prepared, they know what they want and know how to find it, because our brand is still not very well known. Our client is impassioned by wine and wants quality without spending too much. In fact, we manage to offer bottles of good quality at a price that is fair, reasonable.
Is there a product you would describe as your ‘leader’?
Most definitely the Picconero, of which we produce only five thousand bottles. It is a wine produced with the best grapes we are known for, and it indicates the direction we want to go in.
Which are instead your best known wines?
I would say the Valdisanti, of which 100 thousand bottles are produced. There is also the Chianti Classico Riserva, which, like the Valdisanti, has received recognition nationally and internationally.
Of the foreign markets, is there one which you consider your favourite?
Without doubt the United States, where we also own an important wine importer. From New York we reach the area of New Jersey and the USA in general, even serving Canada.
Which markets are you aiming at for the future?
We are working on markets such as China, India, Russia, Indonesia and Brazil. Then there is the Balkan area, for which we need more time however.
Are there names in these markets that could be defined as your competitors?
I must just say that I don’t like the word ‘competitors’. In an international scenario, I prefer to speak of colleagues. There are very good colleagues with whom I like to be compared, apart from exchanging suggestions and advice with them. I would say that, more important than competing, is constructing networks.
What does 2012 have in view for Tolaini, in your opinion?
At the moment we are concentrating on finishing all the work connected with the grape harvest, but commercially our objective is to concentrate on the contacts which we have made in the last few years of work, because the business is young and needs just that.
Tolaini is in effect a new project which is very unusual for the Italian business panorama, characterized since its inception by a strong calling towards the foreign market. The conceiver and executer of this entrepreneurial venture was in fact Pierluigi Tolaini, a businessman who, after working for a long period in Canada, arrived back in Italy with energy to spare. Tolaini , passionately defining himself as “the first worker in the business”, was the one who recognized the potential of his land, 108 hectares with 50 planted with vine in the heart of the Chianti Classico, that they represented a real jewel, a treasure of inestimable value. He knew how to marry the Italian specificities of drinking well and living well with an almost Anglo-Saxon organizational system for the business.