That train for….Pursuing!
The ideal verb to describe the wine world today is to pursue.
Above all the consumer, who with his evolving taste and choices, changes the trend of the whole sector.
The consumer chooses the bottle on the shelf or in the restaurant and this choice in turn determines the
choices of the companies.
Thus the harvest period changes, the regulations change, the labels and weight
of the bottles change. Unfortunately, even the company philosophy sometimes changes.
It happened a few weeks ago with the change in the Chianti regulations. A change in the race to authorize
sugar residues that are so dear to the new wine market world (especially South-East Asia and China).
The market that travels at full speed. Too often too fast to get the ball rolling. That, as we know, times in
the vineyard and in the cellar follow an annual and seasonal logic that is not combined with the need to
But….the turning point is there. The station to bet on is there.
The possibility to vary the route and to run on tracks far from this logic: identity.
Building and safeguarding it and making it speak the language of all the countries of the world. Always
recognizing and being recognized. Having your ideas and self-awareness clear in your mind.
Rather than attaching your own train onto trains that are already moving and too fast and close to their
destination. Rather than being transported to unchosen worlds and places. Always finding your way and
Always finding your identity and focusing all the coal on that engine. Winning.
Creating one’s own market is very difficult, but the feeling is indescribable.
“Pursuing your dreams, coloring them with your own hands. Getting dirty and savoring the sweet taste…”
Tenuta Liliana staff