The Tuscan group Piccini 1882 was able to increase its turnover in 2020 by seven percent to €68 million. Production amounted to 18 million bottles. The export business accounted for 65 percent of the revenues with €44 million. Sales of the Tuscan wines Chianti DOCG, Chianti Classico DOCG and Brunello di Montalcino DOCG 2020 increased above average by 14 percent.
The family business attributes the good result to the strategic reorientation that Piccini had started at the beginning of 2020. It led to a rebranding in March 2021. The name Tenute Piccini was changed to Piccini 1882 to strengthen the recognisability and clarity of the brand statement.
More than €20 million were invested in a multi-year investment programme. The takeover of the cooperative winery Agricoltori del Chianti Geografico in 2018/19 and a new 17,000-square-metre production facility in Casole D'Elsa alone consumed €18 million. In 2020, a further €2.5 million was spent to complete the renovation of the historic headquarters in Castellina in Chianti and that of the Geografico production facility in San Gimignano.
"A company alone can never grow if the territory in which it works and the circles involved do not share its vision. The Agricoltori del Chianti Geografico are a wonderful example of cooperation and supply chain support; beyond the cooperative's winegrowers, an entire territory is involved. They represent not only an oenological model, but also a production, logistics and financial model that we are proud to see replicated in our plans for industrial growth," explains managing director Mario Piccini.
The Piccini Group was founded in Castellina in Chianti in 1882 and today has five wineries with a total of more than 200 hectares of vines: Fattoria di Valiano in Chianti Classico, Tenuta Moraia in Maremma, Villa al Cortile in Montalcino, Regio Cantina in Basilicata and Torre Mora in Sicily.
Piccini exports to 82 countries and has been able to establish a solid presence in markets such as Germany, the UK, China and the USA. Exports account for 65 percent of sales and 83 percent are generated through food retail. Germany occupies the third position among the international markets. vc