Giovanni Frascolla is a young talent to watch at Tua Rita Winery in Tuscany. In 2000, he was just a kid when the Robert Parker Wine Advocate - the renowned independent American guide to fine wine - awarded Tua Rita’s Redigaffi label a perfect 100 points. As owner and global brand ambassador of Tua Rita and Poggio Argentiera wineries, located in Cornia Valley and Tuscan Maremma, Frascolla is already a star in the world of fine wines.
Twenty-five-year-old Frascolla is a clear exponent of millennial entrepreneurs, known as the golden boys and girls of top wine producers, and he is now raising the bar. Giovanni graduated in Viticulture from the University of Pisa with an expanded knowledge of the family business as well as a deepened soul. Long before those studies, he had been working at the winery with his father Paolo, his mother Simena, and Nonna Rita. His extremely polite demeanor suggests the strong influence of a solid family of winemakers. Winemaking in Italy is more than soil, sun, or seasons.
Monica Larner, a professional wine taster and the Italy reviewer for the Robert Parker Wine Advocate explains, “the Roman magic genius loci (spirit of a place) implies a sustainable and holistic approach and a greater emphasis on the human factor. Great wine is not only a product of a noble vineyard. Italy proves that rural farming traditions, church, art, culture and regional cuisines also figure into the identity of an Italian wine”. Family is ingrained in Giovanni. He has chosen to engage a group of schoolmates to make his family winery soar. America Domani sat down with Mr. Frascolla to learn his story. The following interview has been edited for length and clarity.
(Photo credit: Tua Rita Winery)
America Domani: Your family winery, Tua Rita, has a fascinating story. Can you tell us about it?
Giovanni Frascolla: Tua Rita’s winery story would be the perfect Netflix series, full of unexpected events and twists. It all started back in 1984. My grandparents, Rita and Virgilio, decided they wanted to retire to the countryside, but without even thinking of creating the international company which Tua Rita has become today. In 1988 my grandfather planted the first vineyard of Merlot and Cabernet Sauvignon, but the very first wine bottled would come out in 1992.
From then on Tua Rita wedges itself between those companies producing Supertuscan, and surfing the wave of 90s Italian wine it has a very wide international success. Our outstanding Redigaffi 2000 has been, in fact, awarded with the Robert Parker Wine Advocate’s 100/100 points: the very first time for an Italian wine. The company is constantly evolving and today owns 60 hectares [150 acres] of vineyards in Tuscany. Poggio Argentiera, a 26-hectare [64-acre] vineyard, is the other winery in Maremma, part of our group.
(Photo credit: Tua Rita Winery)
AD: You have chosen to follow your family’s professional and personal path. How important was your family’s influence?
GF: I learned how to walk in the old cellar, which is now our tasting room. I always lived the company as a game during my childhood. I spent whole afternoons on the tractor along with my grandfather, playing and, at the same time, learning!
AD: You and your schoolmates are leading the charge of growing the business and footprint of Tua Rita. Can you tell us about your strategy?
GF: I’m my company’s brand ambassador around the world, telling about the terroir my vineyards belong to. But I would like to think that I’m a bit of Italy’s ambassador as well. Of course, I’m also supervising the operational issues of the company.
The harvest (Photo credit: Tua Rita Winery)
AD: Can you talk about the Cornia Valley and what makes it so special?
GF: Val di Cornia (Cornia Valley) offers many touristic opportunities. You have the chance to choose between enchanting beaches along the Etruscan coast up to the hills, where some of the most beautiful medieval villages of Tuscany are nestled, such as Suvereto. Here you can appreciate the culinary delicacies as well. Of course, the local territories are working to improve the tourism offerings and this is everyone’s goal: enhance the territory trying to highlight the endless peculiarities and let those who choose to spend time here live an unforgettable experience of life.
AD: How would you help young people develop an appreciation for wine and educate them about the industry?
GF: This is the biggest question! I’m sure that we need to redefine the language by addressing the new generations. This applies to communicating wine as well as other fields. We should use less technicalities and more storytelling. For instance, in Italy, it’s not a big deal to make people all over the world understand that our country’s culture and values represent our greatest legacy.
Wine cellars (Photo credit: Tua Rita Winery)
AD: How does Tua Rita position itself in the U.S. market?
GF: The USA remains the first market for Tua Rita, which is positioned covering the entire HO.RE.CA. (Hotellerie-Restaurants-Cafe) sector, from basic products served by the glass such as Rosso dei Notri and Perlato del Bosco Bianco to flagship products such as Per Sempre and Redigaffi.
AD: How would you approach using social media to reach out to young people and introducing them to wine?
GF: I would use the same words that we have on the label and that, in my opinion, contain the essence of what wine represents: “Wine is pleasure and culture, drink soberly!”
Barbara Benzoni
Barbara Benzoni was born in Milan and lives between Rome and Tuscany. She is devoted to USA, the land of courage and innovation. She’s Peter's super-lucky mum and Ale's wife. Cinema, art, good food and only beautiful things are the themes of her existence. With a degree in Italian literature and a Masters in Sports Management she can both enjoys books and basketball matches. In 25 years she has been organizing sport events all over the world and she’s been lucky enough to meet the greatest champs ever. Curiosity in everyday life and people are her drivers. Her personal icon is Mohammed Ali : "It's not bragging if you can back it up".