Marchesi Antinori

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

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

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.

As the company structure evolved, Magrino told the story of the 26th generation sisters taking the helm of Marchesi Antinori – the first female leaders for the company in its entire history. Leveraging the sisters’ presence in the U.S. for key media interviews, Magrino secured national interest, including placements in The New York Times, Vogue, CNBC, TODAY Show and a segment on the family for 60 Minutes with Morley Safer who often cited it as one of his most beloved interviews.

Most recently, Magrino has capitalized on having 26th generation 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, Flaunt and OK! Magazine, and raised the profile of Alessia Antinori among a new celebrity base, with star-studded guests such as Julianna Margulies, Gabby Karan, Katie Couric, Rachel Roy and Christie Brinkley.

SOLUTION

Over the last eight years, Magrino has worked to generate awareness of the portfolio wines, members of the family, properties throughout Italy, including the groundbreaking architectural feat of the Marchesi Antinori Chianti Classico Cellars in Bargino, Italy, and its centuries-long leadership in the wine community, earning tens of billions of impressions. Most recently, for the calendar year of 2019, Magrino secured more than 604 million impressions alone.