Serena Wines 1881 Company Profile

Background

Overview

Serena Wines 1881 is a family-run winery established in 1881, located in the heart of the Prosecco region near Conegliano, Italy. With over 140 years of winemaking tradition, the company has evolved into a global ambassador for Italian wine, blending historical heritage with modern innovation.

Mission and Vision

The winery's mission is to produce high-quality wines that honor its rich heritage while embracing innovation. Its vision focuses on sustainability, quality, and flexibility, aiming to be a benchmark in the wine industry by combining tradition with forward-thinking practices.

Primary Area of Focus

Serena Wines 1881 specializes in the production of Prosecco DOC and DOCG, along with a diverse range of still and sparkling wines. The company emphasizes quality, sustainability, and customer-centric solutions, catering to both domestic and international markets.

Industry Significance

As one of the leading producers of Prosecco, Serena Wines 1881 holds a significant position in the Italian wine industry. Its commitment to quality and innovation has contributed to the global recognition of Prosecco as a premium sparkling wine.

Key Strategic Focus

Core Objectives

Quality Excellence: Maintain rigorous standards to ensure the highest quality in every bottle.

Sustainability: Implement environmentally and socially responsible practices throughout production.

Innovation: Continuously invest in modern winemaking techniques and technologies.

Customer-Centric Approach: Provide versatile solutions tailored to diverse market needs.

Specific Areas of Specialization

Prosecco Production: Crafting both DOC and DOCG Prosecco with a focus on authenticity and quality.

Still and Sparkling Wines: Offering a range of Veneto IGT red and white wines, as well as sparkling and semi-sparkling varieties.

Kegged Wines: Pioneering in the production of wine in kegs, catering to the HoReCa sector.

Key Technologies Utilized

Charmat Method: Employing this technique for sparkling wine production to preserve freshness and aroma.

Sustainable Practices: Utilizing eco-friendly technologies to reduce environmental impact.

Primary Markets Targeted

Domestic Market: Strong presence in Italy, particularly in the HoReCa sector.

International Markets: Exports to over 60 countries, with significant growth in Germany, France, and emerging markets.

Financials and Funding

Funding History

Serena Wines 1881 is a privately held family business and has not publicly disclosed detailed funding histories or recent funding rounds.

Financial Performance

Annual Turnover: In 2023, the company reported a turnover exceeding €108 million, marking a 4.5% increase from the previous year.

Production Volume: Approximately 28 million 0.75-liter bottles sold in 2023.

Notable Investors

As a family-owned entity, Serena Wines 1881 has not publicly disclosed information about external investors.

Utilization of Capital

The company has utilized its capital to:

Expand Production Facilities: Investing in state-of-the-art equipment to enhance production capacity and efficiency.

Sustainability Initiatives: Funding projects aimed at reducing environmental impact and promoting social responsibility.

Market Expansion: Allocating resources to enter new international markets and strengthen existing ones.

Pipeline Development

Key Pipeline Candidates

Serena Wines 1881 continually develops new wine varieties and product lines to meet evolving consumer preferences. Specific details about upcoming products are typically announced through official channels.

Stages of Development

The company is involved in various stages of product development, from initial concept and grape selection to fermentation, aging, and bottling.

Target Conditions

The focus is on producing wines that reflect the unique terroir of the Prosecco region, catering to both traditional and innovative wine styles.

Anticipated Milestones

Milestones include the introduction of new wine varieties, expansion into new markets, and the achievement of sustainability certifications.

Technological Platform and Innovation

Proprietary Technologies

Keg-Filling Machinery: Investing in single-use keg-filling machinery to deliver wine to overseas markets.

Significant Scientific Methods

Sustainability Reporting: Implementing comprehensive sustainability reports to monitor and improve environmental and social impacts.

Leadership Team

Giorgio Serena: Co-CEO and fourth-generation leader, overseeing strategic direction and operations.

Luca Serena: Co-CEO and fifth-generation leader, focusing on international markets and innovation.

Francesca Ruffini: Marketing Director, appointed in 2024, leading brand development and market positioning.

Competitor Profile

Market Insights and Dynamics

The Prosecco market is experiencing steady growth, with increasing global demand for quality sparkling wines. Italy remains the dominant producer, with Prosecco accounting for a significant share of the sparkling wine market.

Competitor Analysis

Botter: A major competitor, Botter acquired Serena Wines 1881 in 2020, creating one of the largest wine companies in Italy.

Strategic Collaborations and Partnerships

Djokovic Wines: Serena Wines 1881 is the exclusive distributor of Djokovic wines in Italy, expanding its portfolio and market reach.

Operational Insights

Strategic Considerations

Serena Wines 1881 focuses on maintaining its leadership in the Prosecco sector while diversifying its product offerings to include still wines and expanding its international presence.

Competitive Advantages

Heritage and Tradition: A long-standing family tradition in winemaking.

Quality Commitment: Rigorous quality control and sustainable practices.

Innovative Practices: Adoption of modern winemaking techniques and packaging solutions.

Strategic Opportunities and Future Directions

Strategic Roadmap

Market Expansion: Entering new international markets and strengthening existing ones.

Product Diversification: Developing new wine varieties and exploring non-alcoholic options.

Sustainability Leadership: Enhancing environmental and social responsibility initiatives.

Future Business Directions

The company aims to achieve a turnover of €150 million within five years, focusing on quality still wines and expanding its global footprint.