Sartori di Verona
“I knew my great-grandfather, but not my grandfather, because fate decreed that the father outlive his son,” says Andrea Sartori, President of the company, “Despite a rather grumpy character, he had certain affection for my brother and me.” Sartori di Verona was founded out of the entrepreneurial spirit of grandfather Pietro.
Eccentric yes, but from a business point of view magmatic. His days were spent in a thousand different undertakings. However, this whirlwind of interests reached a turning point, stability, in the running of his trattoria.
It is the last part of 1800s: Pietro Sartori’s trattoria was a place that could not be missed for merchants, small industrialists, and businessmen of the area, for whom Pietro could never lack the best Rosso Veronese, as it called back then.
It was this inn and its strategic location that would turn Pietro into a wine merchant: the daily pouring over the counter and the direct sales to the public in demijohns and bottles made it necessary to have a steady supply of wine that was sufficient in both quantity and quality. Thus, in 1898 grandfather Pietro bought his first vineyard in Negrar, so that the good wine would always be on the tables of his devoted clientele. In those days, horses had to carry people and goods, and Pietro rode like a pioneer determined to find opportunities to expand businesses everywhere job opportunities and growth arose, in Verona, in Brescia, on the shores of Lake Garda, and lower Trentino.
A flourishing business definitely did not deter him, however, from his desire to have a large family: he had five children and he made them all study, encouraging them to attain a degree, something that was not too common at that time. Now among the Sartori family, there stood a lawyer, an engineer, a doctor … and Regolo, the sole heir to exhibit, without a doubt, a calling for wine. It would be Regolo, who would take charge of the company after Pietro’s retirement and re-launch the family’s trademark towards the second half of the last century.
Regolo believes in the company, has a great passion for wine, and works tirelessly to consolidate and make Sartori even more respected in the market. Regolo used to personally prepare his wines for his customers, who, at the end of the “composition” would affix their signatures on the barrel, confirming their approval of the blend. But in 1952, Regolo dies, and his two young sons, despite the difficulties, assume control of the company. Pierumberto, in the jargon of the family, becomes Foreign Minister and looks after the business side, while Franco assumes the title, Minister of the Interior, or in other words, production and personnel management.
Today, Sartori reproduces this way of working on a large scale. Sartori = tailoring, in nomen, omen! (in a name, an omen!). Just as a tailor styles, Sartori measures, sketches the design, chooses the fabrics and finally creates the suit–the blend, the wine–which will walk down the world’s most prestigious “catwalks” and shine in a glass of Amarone or Soave Classico, the quintessence of Made in Verona, Italy.
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