KEEPING THE 2020 TURNOVER AT 6.5% SMALL THANKS TO E-COMMERCE AND GDO

"It was a dramatic year from a social point of view and very complicated from a business point of view" - declares Mario Piccini, CEO of the company - "the Ho.Re.Ca. channel has suffered significant losses but we managed to reorganize ourselves quickly enhancing the growth of sales in large-scale distribution and direct e-commerce, which today represents 1% of the company's turnover. The diversification strategy, the rapid reorganization of distribution and the collective commitment of all the company's collaborators , contributed to the achievement, in this difficult year, of a 6.5% turnover on 2019. The market remains extremely volatile and inevitably linked to the developments in the Covid situation with the relative effects of the pandemic on the purchasing power of families ", he concludes the CEO.

In terms of volumes, Tenute Piccini expects to reach the end of the year with an increase of 3% in Italy, 9% abroad and around 300% in the e-commerce channel. This growth has up to now guaranteed the continuity of full-time work for all employees, as well as the inclusion of new professional figures within the company staff.

A year of transition, 2020, which began with the inauguration of the new production site in Casole d'Elsa - an investment of 13 million euros in production and logistics - and continued with the reorganization and improvement of internal production processes in terms of qualitative efficiency and sustainability. "The cancellation of events and trips has allowed us to devote more time and to turn our focus within the company", continues Mario Piccini, "we have undertaken a certification process for social, environmental and economic sustainability that accompanies in addition to an increase in the offer of our organic wines. This is due to an ever greater attention to the needs of the final consumer, to whom we wanted to show our closeness even during the hardest moment of the lockdown, with investments in communication also through institutional television commercials and with the strengthening of the e-commerce channel to allow the purchase of premium labels normally distributed only by restaurants ".

Also worth mentioning is the evolution of the historical reality Agricoltori del Geografico, under the guidance of the Piccini family since 2018, which this year has been the protagonist not only of a significant qualitative increase in new vintages, but also of the launch of new excellences, fruit of the supply chain project in progress with the contributing winemakers, whose growth in number has led to the vinification of 40,000 quintals of grapes.