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Travel & Hospitality | Food & Wines

Berlucchi

GUIDO BERLUCCHI is synonymous with Franciacorta, Italy’s most prestigious Metodo Classico. The story began in 1955 at Palazzo Lana, when visionary wine producer Guido Berlucchi and young oenologist Franco Ziliani had the revolutionary idea of creating a great Italian sparkling wine in the province of Brescia. With the 1961 vintage and the first 3,000 bottles, Metodo Franciacorta was born, establishing Berlucchi as its undisputed pioneer.
Today, under the guidance of Arturo, Paolo, and Cristina Ziliani, Guido Berlucchi continues to lead the way in winemaking research, innovation, and sustainability, setting the standard for Franciacorta DOCG worldwide.
GRASSI+PARTNERS was appointed to strengthen brand positioning, highlighting the winery’s heritage as the creator of Franciacorta, while also amplifying its voice as a leader in sustainability within the premium wine sector, in Italy and internationally.
Our strategy was built on a unique narrative celebrating the visionary spirit of Guido Berlucchi and Franco Ziliani: a story of innovation that revolutionized an entire region, while continuously striving for excellence. Beyond wine, we collaborated with the company to build cross-industry opportunities in lifestyle, art, design, philanthropy, and culture, creating partnerships and placements that extended Berlucchi’s reputation well beyond the vineyard.
We organized immersive press days at Palazzo Lana, guiding journalists through the historic cellars, the first bottle of Franciacorta, and the heritage of the Berlucchi family — offering an experience that effectively communicated the brand’s prestige.
The results were outstanding: Guido Berlucchi achieved wide coverage in top-tier national and international publications, while reinforcing its reputation as the benchmark of Italian sparkling wine. The strategy also generated new and valuable contacts with leading wine guides, lifestyle editors, and opinion leaders, consolidating the winery’s role as both the historical founder and the modern voice of Franciacorta.