Transmitting Values through Generations w/ Alessia Antinori, Primum Familiae Vini

As the 26th generation family member to run Marchesi Antinori, Alessia Antinori, VP and Winemaker, knows the benefits of being a family-owned business, particularly around transmitting family values from generation to generation. These insights and values are shared as members of an elite group of family-owned wineries, the Primum Familae Vini. Alessia digs into the structure of the PFV, its purpose, and its activities to promote family businesses globally. 

Detailed Show Notes: 

Antinori Family - started in wine in 1385 as wine merchants in Florence and became a producer in the Chianti Classico region

• Alessia is part of the 26th generation, the 27th generation also in the company
• Father was part of the important 25th generation - in the 60s/70s changed towards a quality mindset vs. quantity focus for most of Italy, e.g., launched Tignanello (1st Super Tuscan)
• “Blending tradition and innovation”
• Family members are not obliged to join the company but grow up around the winery

Primum Familiae Vini (“PFV”)

• Founded in 1993 by Joseph Drouhin and Miguel Torres wineries
• Current members include Vega Sicilia, Pol Roger, Chateau Mouton
• 12 members, family-owned, old world (the exception was Opus One w/ Mondavis and Mouton Rothschild)
• When a family sells, a new winery is invited, often from a missing region (e.g., Jaboulet replaced by Beaucastel to keep a Rhone producer), look for high quality, shared values, and families get along (including children)
• Exchange one case of wine with each other every Christmas

Family businesses are important to: 

• Transmit values from generation to generation (e.g., for Antinori - passion, integrity, obsession for quality)
• Can make decisions for future generations (long-term mindset)

Two committees in the PFV - marketing & technical

• Meet 3-4x / year virtually or in person
• Meet at least 2x/year (1 annual meeting - 2024 in Oregon hosted by Drouhins)

Annual Meeting

• Up to 100 people, several generations per family
• Business meetings, lunches, dinners
• Each year, a different family hosts an event and then becomes President of PFV for the following year
• Topics - technical (Torres often has good topics), issues in family businesses, sales, legal issues, future PFV planning
• Mostly, internal PFV presenters

Promotion/marketing events

• 2024 - after Oregon hosted a press tasting in Napa
• Usually, press, charity, or walk-around tastings

PFV Family Prize - “the most beautiful company of the year”

• Family-owned businesses, not only wine, must have 3 generations working in the business
• Receive financial and market support/cross-promotion
• 1st year was a Belgian violin company
• Given every two years
• Do an event together with the press to present the award

PFV is funded by an annual fee from members

Collector Cases

• Haute Couture case - 1 back vintage, iconic wine from each winery, only for charity, includes the PFV Passport, which is an invitation to visit each winery with lunch or dinner with a family member (many wineries closed to the public)
• Limited Edition case - 1 recent vintage wine for each winery can buy for €25k

Advice for other family wine businesses - be very passionate about the work, be curious and passionate

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