Marchesi Antinori

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

For over a decade, Magrino has worked as agency of record for the renowned Italian winemaking family Marchesi Antinori, whose expertise spans more than 630 years.

STRATEGY

Throughout the partnership, Magrino has developed timely news hooks and interesting story angles, capturing the attention of media ranging from lifestyle and art outlets to wine and business publications, including a segment on the family for 60 Minutes with Morley Safer, who often cited it as one of his most beloved interviews.

Leading up to the opening of the Marchesi Antinori Chianti Classico Cellars in Bargino, Italy, Magrino brought Florence to New York with a Cantinetta Antinori pop-up event. The ticketed experience excited press and consumers, and earned coverage on Good Day New York and in the New York Post, The New York Times, and others. When the picturesque winery opened in 2013, it was a groundbreaking architectural feat complete with a museum, restaurant, and visitors’ center on site. Magrino secured coverage for the new winery in outlets such as the Los Angeles Times, Chicago Tribune, Travel + Leisure, Vanity Fair, Food & Wine, and Departures.

As the company structure evolved, Magrino told the story of the 26th generation sisters taking the helm of Marchesi Antinori through 2015 and 2016—the first female leaders of the company in its entire history. Most recently, Magrino has capitalized on having 26thgeneration Vice President Alessia Antinori in the U.S., curating a Chianto Classico Dinner Series. The events garnered coverage in outlets such as WWD, Vogue, AVENUE, Page Six, and OK! Magazine, and raised the profile of Alessia Antinori among a new celebrity base, with famous guests such as Julianna Margulies, Cuba Gooding Junior, Katie Couric, and Christie Brinkley.

SOLUTION

Over the last eight years, Magrino has worked to generate awareness of the portfolio wines, members of the family, and its centuries-long leadership in the wine community, earning tens of billions of impressions. Most recently, for the calendar year of 2017, Magrino secured more than 580 million impressions alone.

Marchesi Antinori engaged Magrino to position the 625-year-old family-owned Italian company for the future as Marchese Piero Antinori began to transfer duties to the 26th generation, his daughters Albiera, Allegra, and Allesia Antinori. To elevate U.S. awareness of the daughters and their remarkable wine legacy, we created experiential events and media opportunities that have led to 500 million media impressions.