Interview with Giampiero Bertolini, CEO of Biondi Santi | Travel Italy

The story of the Biondi-Santi family is inextricably linked to that of the Brunello di Montalcino: this Sienese wine is produced within the small municipality of Montalcino, a town nestled among the soft Tuscan hills, from which the homonymous DOCG originates.

This red wine, obtained solely from Sangiovese grapes, boasts an origin dating back to the nineteenth century, traced back to the first experiments by Clemente Santi: at that time, the grape used for winemaking was simply called “brunella,” indicating the dark color of its berries. Today, that adjective has become globally known as a proper name – with a capital B – for one of the longest-lived Italian wines.

Giampiero, can you explain where we are and the importance of this place?

Within these walls, malolactic fermentation of the wine was once carried out, a process no longer in use. It is a historic place that preserves the memories of a past spanning two centuries: the first vintage of Brunello was indeed produced in 1888 by Ferruccio Biondi Santi, grandson of Clemente. The second vintage, also signed by Ferruccio Biondi Santi, dates back to 1891 and is followed by another 37 vintages, produced first by his son and then by Ferruccio's grandson, Tancredi and Franco Biondi Santi, who saved the family cellar from enemy looting in 1944.

Without them, we would have lost an invaluable heritage in terms of the history of this wine, but each generation of the family has left its mark on production. This place is the origin of it all.

Today, however, the management of the company has passed to a French owner. Can you tell us more about him?

The group that purchased Biondi Santi is that of Christofer Descours, who has been leading this reality since 2016. The traditions that have developed here throughout the long family history are still respected by the company, which primarily aims to give a dynamic twist to brand promotion, without altering its nature but rather restoring its prestige.

To achieve this, the focus is not only on Brunello but also on Rosso di Montalcino, a young wine suitable for spreading among a less trained audience to appreciate the complexities of a bottle aging for over forty years. At the same time, the goal remains excellence quality, conducting technical tasting meetings on alternating weeks and investing in both genetic analysis of the base vines and the yeasts used.

So the major innovation will be a different marketing strategy, associated with a more in-depth study of the territory and the wine it produces?

It can be said so. The French approach – also considering the experience that Descours' EPI group has with Champagne Houses – is to reduce quantity and increase quality, always and in any case, stimulating a demand that is already eager. Initial sales data confirm the success of this approach.

To conclude our interview and to bid farewell while looking to the future, I would ask you: what challenges do you see on the horizon for Brunello di Montalcino?

Without a doubt, the greatest challenge will be to reconnect with people. Many know the name “Biondi Santi” but have never tasted the wine, almost as if they were afraid of it. Instead, thanks also to the skills of winemaker Federico Radi, we have designed a wine that combines elegance with accessible flavor, undeniable value with broad appeal.