Italian winemaker Villa Sandi is a family-run company that produces what it describes as the finest Prosecco and wines of exceptional quality on its estates in the most renowned DOC and DOCG areas between Veneto and Friuli Venezia Giulia.
Villa Sandi wines are said to reflect family values, a sense of responsibility and the company’s deep bond with the land and nature. And the heritage winery includes an ancient Venetian villa, a Palladian-style masterpiece which is an important landmark for wine culture in Italy.
Villa Sandi Commercial Director Flavio Geretto explains to The Moodie Davitt Report just what makes the Italian company stand out in an increasingly competitive market.
What distinguishes Villa Sandi from other Italian wine producers?
Villa Sandi distinguishes itself as a heritage company with a deep commitment to authenticity, a rich history and products that capture the essence of the Italian lifestyle.
Based in the heart of the Prosecco region, Villa Sandi is one of the few major family-owned wineries still led by its founding family. The company is currently transitioning to its fourth generation, with the involvement of the President’s children, Diva and Leonardo Moretti Polegato, who hold various roles within the organisation. This continuity in leadership preserves the company’s core values and its dedication to producing wines of exceptional quality.
Villa Sandi’s mission is to craft premium Prosecco while prioritising sustainability in both vineyard management and community engagement. The company is committed to producing wines that are true to the unique terroir of the region, promoting the culture of Italian sparkling wines worldwide and fostering collaboration among producers to elevate the entire category.
A key differentiator for Villa Sandi is its bottle design, which enhances shelf visibility and has become synonymous with the brand’s identity globally. This bottle has made Villa Sandi an instantly recognisable name in the wine industry.
Apart from its distinctive packaging, Villa Sandi’s status as an authentic family-run business with a strong international presence is also an important factor in ensuring it stands out from other brands.
What regional markets is Villa Sandi targeting and why?
In the travel retail sector, Villa Sandi wines are featured in airports across Europe and Asia through partnerships with retailers such as Gebr. Heinemann, Lotte Duty Free and DFS, and are also available on various cruise lines and at border stores in Northern Europe. A recent collaboration with Lagardère Travel Retail led to the opening of a Prosecco Wine Bar at Venice Marco Polo Airport, further elevating our brand’s presence in travel retail.
Our ambition is to establish Villa Sandi as a leader in this channel. Building on our well-established position in domestic markets, where our brand enjoys wide recognition, we are committed to enhancing our visibility and brand identity.
A compelling presence and strong brand recognition in the travel retail sector are indispensable for leading brands like Villa Sandi.
As global travel continues to rebound post-COVID, we recognise the strategic importance of being visible and accessible to consumers wherever they are, much like the fashion industry has done. To thrive in this evolving landscape, we are dedicated to ensuring that Villa Sandi stands out as a premium and distinguished choice in every market.
What consumers is Villa Sandi targeting? What role do Gen Z and Millennials play in your plans in the channel?
In response to today’s new trends and the preferences of younger generations, Prosecco can perfectly align with their tastes. Part of Prosecco’s strength is its versatility; our wines are suitable for every occasion and for every age group. Younger consumers, in particular, represent an increasingly important segment of our target market, and digital is a key component of our marketing strategy.
We aim to reach all potential customers because Prosecco is a truly ‘democratic wine’. It offers an affordable price point while its fruity, fresh and light character appeals to new generations and today’s younger, traveling consumers.
The Villa Sandi Asolo Superiore DOCG Il Nero and Prosecco DOC Rosé Millesimato are especially well-suited for Millennial and Gen Z travellers. Millennials tend to favour our wines due to their preference for high-quality Prosecco, while Gen Z appreciates the modern and distinctive packaging.
Our company is attentive to market evolutions. For example, we are launching a 0% alcohol Prosecco under the Villa Sandi brand at the forthcoming TFWA World Exhibition in Cannes (Yellow Village, F51-55 with ISWA; Blue Village, A1 with Food Accademia). We are proud to have a zero-alcohol wine under the La Gioiosa brand that has reached the finals in several prestigious wine awards, underscoring our commitment to innovation and meeting diverse consumer preferences.
How important are gifting and travel-exclusive lines?
Gifting and dedicated packaging are very important in the travel retail channel. We are developing bespoke packaging specifically for this market, which will be introduced in the near future to further enhance our brand’s appeal and visibility.
As part of this strategy, we are also considering launching exclusive products tailored for specific partners.
For example, in response to a request from Princess Cruises, we collaborated with Britto, a Miami-based artist, to create a special label for our Villa Sandi Prosecco. This product is now featured on all Princess Cruise ships, demonstrating our commitment to developing distinctive offerings that meet the specific needs of our partners in travel retail.
What do you see as the major challenges facing the wine, and in particular the Prosecco category? How can brands and retailers attract more consumers?
The Prosecco category has faced some challenges in the last year, primarily due to fluctuations in global demand, supply chain disruptions and increasing competition from other sparkling wine producers. However, Villa Sandi’s extensive distribution network and strong brand awareness, both in domestic markets and in travel retail, have played a crucial role in maintaining its success during these turbulent times.
Developing packaging dedicated to specific retailers or shops presents an effective strategy to attract consumers and further increases awareness of Villa Sandi products, strengthening our position in a competitive market.
Villa Sandi boasts strong sustainability credentials. How does the company communicate these to travellers?
Sustainability is deeply embedded in our DNA, as emphasised by our ‘Villa Sandi for Life’ project, which focuses on preserving our vineyards through the Biodiversity Friend certification. This certification ensures that our vineyard practices support biodiversity, protect natural habitats and promote ecological balance.
Beyond this, we embrace a social commitment by keeping our vineyards open to the public, encouraging visitors to connect with the natural environment and experience the beauty of our landscape firsthand.
Many bottles of Villa Sandi Prosecco feature a QR code on the back label, allowing consumers to access detailed information about our recycling initiatives, including how we manage waste, reduce plastic use and promote eco-friendly packaging. In the near future, this platform will also provide updates on all of our sustainability-focused projects, including water conservation practices, renewable energy use and carbon footprint reduction efforts.
Engaging consumers in these initiatives is crucial for us, as we believe in making them part of our mission to safeguard the environment. Our dedication to sustainability also extends to our social responsibility efforts.
We actively support local communities through various charity activities, such as funding educational programmes for underprivileged youth, sponsoring cultural events and collaborating with environmental bodies. For example, many of our vineyards are completely open and accessible to the public, and in some we have set up outdoor gyms where visitors can perform various exercise routines.
In Valdobbiadene, the heart of the Prosecco region, the Moretti Polegato family has provided a venue for a culinary school that hosts 250 students, who will become the future professionals of our territory. Every year, scholarships are awarded to the most deserving students.
In addition to this, we also support the restaurant industry and sommelier associations in Italy and around the world through various events promoting Italian excellence. ✈️
