Spirits

Vecchia Romagna, new workshops in Bologna to grow abroad

Hi-tech investment in the city of brandy and a tour of 30 restaurants in Italy for the iconic distillate (Montenegro Group)

3' min read

3' min read

It will have new high-tech cellars and a new research and laboratory area (sensory, chemical, physical, microbiological) in the Bolognese cathedral of brandy, the immense factory on the outskirts of Bologna of the Montenegro Group, where the distillate rests for years, if not decades, in 4,000 oak barrels before becoming Vecchia Romagna, the world's best-selling Italian brandy.

"Technology changes but wood does not change, ingredients do not change and time does not change. In fact, our most important job is to stand here and wait for the years to pass, to hand down to posterity the heritage that our ancestors left us,' says Antonio Zattoni, master blender of the Montenegro group, walking between the small French oak barriques (for the first year of 'rest') and the large Slavonian oak casks where 4 to 5 thousand litres of distillates mature, which, once blended, become the nectar of Bacchus preserved in the iconic triangular bottle. From the classic version to the historic Vecchia Romagna "Etichetta Nera" to the two reserves launched in the last four years, the "Riserva Tre botti" (a blend of brandy aged in three different barrels, Slavonian oak, French oak and red wine tonneaux) and the "Riserva 18", which rests 18 years in oak barrels before being refined in barrels previously used for Amarone della Valpolicella, the most prized blend of the Bolognese house.

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The City of Brandy opens its doors

A visit to the plant in San Lazzaro di Savena, an area of 18 hectares, 5 of which are covered, in the countryside east of Bologna, the heart of the Montenegro Group's liqueur production since 1970 (and one of the five best-equipped brandy plants in Europe) is an opportunity to retrace the centuries-old past of the triangular bottle and to understand the development plans of the Bologna-based company, in the hands of the Seragnoli family since 1999.

Here was collected the heritage ofJean Buton, the master distiller of the French Napoleonic court, who in 1830 opened the first Italian steam distillery in Bologna (Buton cognac became Vecchia Romagna in 1939 because France forbade the use of the term Cognac outside its borders and specifications). Here 4 million litres of alcohol are stored today (more than 12 million a year pass through here), 4 million bottles of Vecchia Romagna come out of here and small reserves of brandy from every vintage since 1860 remain jealously guarded here.

Investing in Bologna to grow in the world

While work is in full swing on the construction of the laboratories, which will be inaugurated next year, there are no official dates for the start of building work in the cellars, 'but the investments have already been decided and will allow us to improve the process technologies and enhance the Italian roots of a brandy that still has its reference market in our country, with over 70% of sales, but which we also want to grow abroad, starting with Romania, Germany and Switzerland, and which is also attracting interest in Arab and Asian countries, with over 70% of sales, but which we also want to grow abroad, starting with Romania, Germany, and Switzerland, and which is also attracting interest in Arab and Asian countries," explain the top management of the Montenegro Group.

The recent acquisition from Diageo of the Venezuelan rum Pampero will also allow the internationalisation of all 14 spirits in the portfolio to be strengthened, taking advantage of the established foreign rum distribution outlets. In Bologna, the Montenegro Group produces not only Vecchia Romagna and Amaro Montenegro but also Olio Cuore, three of the 20 iconic Made in Italy brands (of which 11 historical brands) that belong to the holding company, which has just finished a 2023 closed with a turnover of 320 million euro in 70 countries and 380 employees in its six factories in Italy.

The partnership with restaurants

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In the cellars of the former Buton where Zattoni, 25 years ago now, gathered the secrets of the Vecchia Romagna blend and where the distillation of the spirit (from Trebbiano grapes) still takes place using the double discontinuous method (with Charentais-type stills to cut off the heads and tails of the distillate) and column stills (in continuous with steam) before ageing in barrels, preparations are now underway for the national launch of the Tre Botti and Riserva 18 reserve tasting project, following the successful test in Bologna (at Casa Azzoguidi) and the appointment in Milan (at Identità Golose).

The Restaurant Project will involve 30 venues throughout Italy with experiential dinners in which author gastronomic pairings and tastings guided by master blender Zattoni will alternate. "Today's consumers are increasingly seeking out-of-home taste experiences," explains Daniele De Angelis, head of Marketing Core Brands at Gruppo Montenegro, "and focusing on restaurants is proving to be a winning choice, combining for the first time the two Vecchia Romagna Reserves with the creations of renowned chefs.

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