Bosio Family Estates’ results and initiatives in the first semester of 2021
Valter Bosio's winery decides to "go back to the past to build the future" of the family and enhance its strategic assets
Bosio Family Estates includes the Santo Stefano Belbo winery, in the Moscato d'Asti area and that of Verduno, in the Barolo area and an estate of 40 hectares owned by the family; moreover another 600 hectares managed by local winegrowers permanently linked to the family.
Among its assets the brands Bosio, Luca Bosio Vineyards, Truffle Hunter LEDA, Antico Monastero, Bel Colle, Tropical Moscato and Passato. In 2020, a critical year for the entire wine business - and beyond - Bosio made significant investments in production and human resources areas, entered new markets and strengthened its presence in areas already manned.
The first half of 2021 confirms the expansive trend and highlights Bosio's desire for the future and the courage to make choices in line with the times and market needs.
By wisely stemming the constraints that the Covid emergency has mercilessly imposed on the entire wine sector, the winery has benefited mostly from the remote tastings, virtually reaching importers in the USA, Asia, South America, Oceania and Europe: the growth achieved in the United States was noteworthy, while the performances achieved in Japan, South Korea and China were important. In the USA sales had a 90% increase in both volume and turnover, driven by the flavored drinks sector and the new health trend of "Better For You (BFY) Wines", with a reduced alcohol content, where Bosio is a market leader; on the Asian continent there was growth of around 200,000 bottles in China, 150,000 bottles in South Korea and 200,000 bottles in Japan. European markets are now regaining share, albeit with a slower growth rate than non-European markets. With regard to the internal market, the use of forms of B2B online has made it possible to expand the network of intermediaries and customers, with excellent market response: new restaurateurs, wine shops and wine shops are inserting Barolo, Barbera d'Asti and Langhe on the menu Nebbiolo branded Bosio.
New markets have also opened in Italy, thanks to the collaboration with new representative agencies and local distributors that operate mainly in the Ho.Re.Ca channel: significant was the response of the Belcolle and Bosio brands in Lazio and Umbria, Belcolle also ranks very well in Lombardia, Basilicata and Campania. The progress on the domestic market is to be attributed to the attention paid to the sales department, which already employs 18 direct collaborators, with new additions expected by the end of the year and the activation of new distribution channels.
New cross-sectoral collaborations were signed, such as the innovative collaboration with the Signorvino distribution chain owned by the Calzedonia group, supported by the creation of customized brand products, available by the glass at the chain's stores in Italy. At the starting line a collaboration with Carrefour Piemonte with Bosio wines, currently marginally present in the Ho.re.ca. line, will start in autumn.
In order to give further prestige to the territory and to its labels, attention is growing for the transformation phase, with meticulous and respectful vinification of tradition: fermentations with the use of indigenous yeasts and the use of large oak barrels for aging, according to the historical tradition of this part of Piedmont, without indulging in barrique philosophies.
A significant step towards the "future" leads the winery to invest in the "Passato" brand, an expression of the company's ambitions in terms of sustainability: a project that started with the denominations Barolo, Barbera d'Asti DOCG Superiore, Langhe DOC Chardonnay, Roero Arneis DOCG, Barbera d'Alba DOC, Langhe DOC Nebbiolo, and which today also sees Barbaresco in cask, which will be available on the market from January 2022. In all, 12 hectares devoted to organic, without pesticides in the vineyard, located between Langa, Roero and Basso Monferrato, for a total of 90,000 bottles. An investment that is deserving the attention of countries with more mature environmental responsibility, such as Northern Europe, Canada and the USA, where the mentioned phenomenon of Better For You Wines, healthy for the consumer and with a low production impact, is gaining ground.
“Passato” project intends to bring the consumer back to the suggestion of ancient peasant traditions, but with precise production choices inspired by respect for environment and consumers’ health. Passato label is distinguishable for its visual impact: objects of the peasant tradition, family seal, ancient images of the harvest, and a graphic font capable of exalting the past with a very current awareness; in short, a touch of Italian tradition that cleverly uses graphics and an evolved descriptive register.
Even the Bel Colle brand wines are protagonists, in these first months of 2021, of careful research initiatives, selection of grapes and careful care of the vineyards. We are in the sub-area of Verduno called Monvigliero, which is considered among the best areas of all the production of Barolo.
In this small area of excellence, which morphologically looks like a natural amphitheater facing south-west, research is constantly aimed at preserving the characteristic features of the terroir, applying the "golden" formula in the vineyard and in the cellar to guarantee an unmistakable floral and fruity complex embellished with essences and spiciness: the prerogative of this "Grand Cru", which stands out for its balance, elegance and longevity and which, even in an area of Italy dedicated to excellence, finds only a few and qualified "Competitor".
The great awareness of the centrality of human resources, which represent the key investment of the entrepreneurial formula of Bosio Family Estates, contributes to support the company's commitment on the commercial, production and communication front. The human factor represents the identity trait of greatest strength and the priority that has never failed, not even in the uncertain horizons of recent months: the search for new talents has represented a constant commitment for the property and continues to maintain a leading role. in the business growth strategy.