Ornellaia, recently held its 15th charity auction dedicated to the Vendemmia d’Artista 2020 ‘La Proporzione’. The online auction, conducted by Sotheby’s, raised $300,000 contributing to a total of $2.5M since the project began. Here, Samantha Welsh speaks to Ornellaia’s CEO Giovanni Geddes da Filicaja about why this is an essential event and how he turned Ornellaia into one of the world’s most celebrated wine estates in the world
LUX: How did you start-out, and what were you invited to create with Ornellaia?
Giovanni Geddes: In 1999 I became CEO of Ornellaia; the same name as its first growth that represents the style of the estate.
Ornellaia also produces a second wine, Le Serre Nuove dell’Ornellaia and Le Volte dell’Ornellaia, a blend made mainly by Merlot and represents a more joyful approach of the domaine style. Furthermore, Ornellaia produces two white wines, Ornellaia Bianco and Poggio alle Gazze dell’Ornellaia
LUX: How did you shine a light on the Ornellaia brand and build it separately to Masseto?
GG: I realised that it was important to create a clear distinction between Masseto and Ornellaia, so the latter did not become seen as a second wine. This is because Masseto was produced in a very limited quantity and sold at a higher price, so my idea was that Masseto needed to become an estate with its own name, its own identity, its own winery and wine. Masseto extended over 8ha and has now grown to around 11ha. We also set up a new management structure for the winery with the appointment of a Production Director and a Sales and Marketing Director. This was a milestone for the Frescobaldi group.
LUX: What was the thinking behind the go-to-market strategy for Ornellaia; how does an art partnership potentially add value and position brand?
GG: My idea was production, promotion and brand building, so everything had to be the very best quality.
Vendemmia d’Artista project was presented in 2009 with the 2006 vintage. Since then, the estate defines every year the character of the vintage and commissions an international renowned artist to translate the vintages’ character in art. Every year 111 large format bottles are “dressed” with these art labels. These bottles have become sought after by collectors. Furthermore, in every case of six 0.75 litre bottles, one bottle bears an art label created by the artist.
LUX: How does the Vendemmia d’Artista project celebrate the exclusive character of each new vintage of Ornellaia?
GG: Each year, art is created and bespoked to the theme which best expresses the character of that particular vintage. First, we define the character of the wine, then an artist is identified and commissioned to interpret the character of the vintage in a series of art labels and one site-specific installation. There is no competition involved.
For example, Luigi Ontani, one of the most renowned Italian artists, interpreted the first Vendemmia d’Artista vintage (2006) “L’Esuberanza”, creating an artwork which portrayed this exuberant vintage; the following year, the wine was more elegant in style, so “L’Armonia” or “Harmony” was the predominant characteristic and a wonderful Egyptian artist, Ghada Amer created the concept for the artwork. The 2020 vintage, released this year, is balanced and “La Porporzione” as it has been defined by the estate, is represented by the conceptual art pioneer, Joseph Kosuth, through the art of language, an interaction and interpretation of ‘vino’ and art.
LUX: What happens with these art bottles?
GG: The artwork bottles are sold at auction through Sotheby’s. Usually there are ten lots offered (there were twelve this time) and they comprise several of the double magnums (3 litres), ten Imperials (6 litres) and the unique Salmanazar (9 litres). Proceeds were originally donated to international museums. Since 2019, we have been supporting the ‘Minds Eye’ programme of the Solomon R. Guggenheim Foundation, the award-winning programme which immerses blind and low-vision people into multi-sensory experiences to foster art appreciation.
LUX: Where is demand for Ornellaia particularly strong?
GG: The demand for our wines is exceeding in all markets! We have the best collaborators in all markets that together with our team support the increased awareness of our wines and that of the appellation we are part of.
LUX: With hindsight, what have you most enjoyed in your highly-successful career?
GG: Seeing Ornellaia and Masseto being recognized as Italian iconic wines, brings me great joy and pride.
LUX: What would you like to leave as your legacy?
GG: I have always wished to leave a very strong company and reinforce the estate awareness. Of course, Ornellaia and Masseto are globally very well-known, but I have always strived to amplify the characteristics and values of the wines far beyond the key markets.
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