Guido Berlucchi and Franco Ziliani are unanimously given the credit for having been the first to understand the winegrowing potential of Franciacorta. But in the realm of ideas, paternity and primogeniture rarely guarantee survival or success: what are also needed are determination and ability to keep in step with new developments, with changing consumer tastes, and with viticultural and winemaking innovation.

Quality must be continuously improved and the range of wines broadened and upgraded, for today’s consumers are ever more knowledgeable and able to evaluate the qualities of wines in the market. Their buying habits are proof, in fact, that they are quite capable of making well-considered, shrewd choices.

The venerable Maison di Borgonato has always been able to re-invent itself, adopting whenever necessary proven technological advances in the wine field (with its own considerable experience making some contributions of its own), with the goal of tirelessly advancing the quality of its sparkling wines.

The primary philosophy guiding this winery was laid out by founder Franco Ziliani: produce wines of quality, at affordable prices, in quantities that will make them easily available in every region of Italy, and to a broad group of serious consumers.

Such are the fundamental principles that account for the leadership position achieved by Cuvée Imperiali Berlucchi!

The past ten years have been particularly important for Berlucchi because they have witnessed thoroughgoing renovation and renewal of the winery, its technical facilities, and its products. Franco Ziliani’s children, Cristina, Arturo, and Paolo have assumed increasingly responsible positions within the winery and represent the new generation that will shape and determine future development.

In fact, with investments over the last 6-7 years valued at around 30 billion old liras (about 15.5 million euros), Berlucchi has:

• Undertaken the re-structuring of its estate vineyards, re-planted to a variety of clones and at density of 8,000-10,000 vines per hectare;
  
  
• Acquired new vineyards, to add to the 85 hectares of estate vineyards;
  
  
• Completely re-structured its Press House in Borgonato, installing six modern membrane presses which allow light pressing, accurate control over all phases of pressing, and a precise fractioning of the must;
  
  
• Built two Press Houses, in Trento (at Lavis) and in Oltrepò Pavese (Casteggio), with a considerable impact on the quality of the musts and therefore on that of the wines destined for the cuvées, since all of the grapes brought in are pressed and the musts vinified under the direct control of Berlucchi winemakers;
  
  
• Carried out a complete re-design of all packaging (labels, bottle presentation, boxes);
  
  
• Launched a new promotional campaign with the goal of increasing the occasions for enjoying a sparkling wine, by suggesting its pairing with fine foods and its suitability for drinking throughout a meal. The investment in promotional activities and marketing initiatives has been around 2.5 million euros over the last few years;
  
  
• Redesigned the winery brand image and logo, and therefore all of the official communication and product materials;
  
  
• Created the Website Project: in particular, the Berlucchi Wine Educator, to promote and share with wine lovers familiarity with premium-quality sparkling wines. In an enjoyable session of a couple of hours, the Berlucchi Wine Educator reveals all of the secrets of the production, the qualities, and the tasting of sparkling wines, suggesting the pairing of four Cuvée Imperiali Berlucchi wines with four high-quality, natural food products;
  
  
• Continued our association with Slow Food and its local Presidia, supporting specific projects, such as the Ark, to preserve and promote a wide range of high-quality, traditional agricultural products;
  
  
• Strengthened our relationship with the Associazione Italiana Sommelier, the Italian Association of Sommeliers, by means of the Guido Berlucchi Trophy, awarded to the winner of the annual competition for the Best Sommelier of Italy. Further, the awarding of the certificate for the third and final course for Sommeliers takes place during a ceremony that includes a visit to Berlucchi’s cellars in Borgonato, as well as a Gala Dinner within the walls of Antica Fratta in Monticelli Brusati, a 19th-century villa (and comfortable guesthouse for friends of Berlucchi) belonging to the Gruppo Berlucchi and where a line of Franciacorta DOCG and Curtefranca DOC sparkling wines is produced.