|(GMBA - Luxury Brand Management)|
ESSEC GMBA Luxury Brand Management candidates recently embarked on a memorable trip to Ornellaia, located in Toscana, Italy. Students were greeted by Ms. Greta Roscioni, Brand Manager at Ornellaia. As the cohort delved into the heart of this renowned estate, they discovered a captivating blend of history, nature, and art. Ornellaia, established in 1981, has continuously strived for excellence in winemaking, resulting in a timeless elegance that embodies the Italian lifestyle.
To kick off, Ms. Greta initiated the exploration by providing insightful knowledge about the terroir. Situated on a remarkable land, Ornellaia's vineyards possess a rich and diverse terroir. In the past, the area was submerged under the Mediterranean Sea, leaving behind soils intermixed with marine fossils. The estate meticulously divides its vineyards into numerous parcels, each with its own unique identity and expression. Nestled among the vines, the Mediterranean bush and forest create an enchanting backdrop.
During the subsequent segment of the tour, participants were introduced to Ornellaia's Vendemmia d'Artista project. Renowned contemporary artists are invited to create site-specific artworks that find inspiration in the estate's surroundings. Moreover, the artists design limited edition labels for the wine bottles, representing the chosen word that encapsulates the vintage's essence.
The participants also had the privilege of visiting the Ornellaia Archivio Storico, a testament to their illustrious heritage. Ornellaia’s commitment to crafting exceptional wines is reflected in the choice of grape varieties. The estate primarily cultivates Cabernet Sauvignon and Merlot, which are the mainstay of their red wines. Additionally, Cabernet Franc and Petit Verdot play supporting roles, adding complexity to the blends. For their white wines, Ornellaia utilizes grapes such as Sauvignon Blanc, Petit Manseng, Viognier, Verdicchio, and Vermentino. The vineyards are thoughtfully oriented towards the southwest, ensuring that the vines bask in the warmth of the setting sun, which beautifully sets over the nearby sea.
After the estate tour, attendees enjoyed a wine tasting session and indulged in a delightful lunch. Overall, the visit to Ornellaia was a captivating exploration of the winery's commitment to excellence, artistry, and the Italian way of life.