Investments in research, development and innovation at the base of the entrepreneurial philosophy.
2020 turnover up compared to 2019, supported by exports.
Although 2020 was a difficult and uncertain year that kept everyone in suspense, Umberto Cesari, with over 55 years of history and ambassador of Sangiovese di Romagna in the world, has maintained their positions, laying the foundations for the years to come through a responsible and respectful innovation approach.
A confident look, projected towards the future, which has materialized with the approval of a 2021-2023 investment plan 10% higher than that previously allocated for winery activities, organic viticulture, research and sustainability that will give life within the year to a cultivation project, new wines and new experiential initiatives always with the values of territory, quality and heritage and the centre. The presentation of the B2C rebranding and communication project is also imminent. 2020 also saw the arrival in the company of two important managerial figures such as Marcella Logli in the role of Marketing and Strategy Director, and Carlo Cappuccio as Sales Director.
Umberto Cesari contained the effects that the Covid 19 pandemic had on consumption: turnover sees a growth of + 0.5% compared to 2019. The positive trend is driven by references such as Liano and Sangiovese Riserva that present the territory through enhancement of Sangiovese, a vine of which the company proposed a new interpretation in 2020: Costa di Rose, the first 100% Sangiovese Rosé. A seek for excellence also sanctioned with the prestigious Cinque Grappoli (Five bunches by prestigious Italian wine guide Bibenda) obtained by Resultum.
The large-scale distribution sector grew by about 20%, in the face of the inevitable decline in Ho.Re.Ca linked to closures due to COVID.
The wines are distributed in 60 Countries around the World. The market that records the best results is the North American one, among the most competitive and selective on a global level for fine wines, where a +10% market growth was recorded, compared to the average of +2%. In Canada in particular, Umberto Cesari ranks first among the wineries most present in the wine lists of Québec restaurants (source MiBD Analytics). A goal that is the result of intense, widespread work and great response and listening to the consumer, which offset the drop in consumption in Italy and in the rest of the World.
The digital sector is expanding, reaching 4% of Italian turnover with a triple-digit increase over 2019. Social channels have also seen a strong momentum: Instagram has gone from 2700 followers in 2019 to 18800 in 2020, also with a three-digit increase.
Great attention was paid to consumers and wine lovers who, no longer able to be welcomed in the company, were invited to exclusive online tastings. Interactive activities and experiences to be savoured in the privacy of your own home in the company of the winery’s Sommelier, Daniela Iogna, who shared her knowledge of wine and Umberto Cesari labels with the participants and provided advice on food pairings. The Wine Club recorded a 100% increase in members compared to 2019.
“The past year was an opportunity for a moment of strong strategic reflection: we continued in the constant search for excellence – comments Gianmaria Cesari, at the helm of the company – thanks to a team that translates the philosophy of Umberto Cesari into products that stylistically interpret our terroir. Success arises precisely from the ability to have brought a precise, increasingly recognized identity into the bottle. We face this new year with a positive spirit, continuing to invest in research and innovation respecting our tradition, because it allows us to have all the tools to intercept and anticipate trends and respond promptly to market needs. It is essential to be reactive and above all proactive, without ever forgetting who we are, our heritage, our wines and Emilia Romagna itself, a rich land, to which through our work we try to give, in Italy and in the world, the stage it deserves.” concludes Gianmaria Cesari.