Signorvino invests again: fifteen more openings planned over the next two years

At a time that is certainly not one of the most prosperous in terms of both wine consumption and meals out, Signorvino, which combines wine bar and restaurant, continues to invest in openings, renewing a formula that focuses on new models of conviviality. A format founded in 2012 by Oniverse Group owner Sandro Veronesi, who was later joined by the Oniwines project that now controls 6 wine cellars, Signorvino will have a turnover of 85.7 million (+17.5%) in 2024 and is expected to close at 90 in 2025. Today there are 42 premises (32 under direct management, including the two abroad in Paris and Prague).

After six openings in the last two years, plans now call for another 15 (approximately) in the next two, seven of which are already scheduled for 2026: in Rome in the Ara Pacis area, then in Naples (in the centre and then in Marcianise), Florence, Turin, Udine and Erbusco (in Franciacorta). The 're-opening' of the first historic venue took place a couple of weeks ago and now, the only case among the chain's signs, it incorporates the name of the city: "Signorvino Milano Duomo is not a simple renovation, but the beginning of a new story: it has been completely renovated, with an enlarged wine bar and an outdoor space in Corso Vittorio Emanuele for a total of 180 covers that will offer an expanded and dedicated menu," says the ad manager Federico Veronesi.

Why did you decide to speed up despite the crisis? "There is no denying that the moment is not easy, we see it too and we are certainly not immune from it,' comments Veronesi. 'There are many reasons, from the health scare to the drop in purchasing power, from the lack of desire to celebrate because of the wars to customers' fears over the tightened penalties in the Highway Code, which join those of producers over tariffs. But we certainly do not stop believing in the world of wine and I believe that after the crisis a phase of rebirth and change may follow. We must not think of a return to the past, but try different models and visions'. In what way? 'We propose a more direct, immediate if non-trivial approach. We try to be closer to the new customer needs, with immediate and comprehensible communication, but also withmore accessible prices,' says Veronesi.

Among the objectives is the greater involvement of young people who, although they drink little at home, are also extremely involved in out-of-home consumption (67% regularly go out every week, source: Cga by Niq and World Data Lab) and embody a generation characterised by 'social exhibitionism': the choice of venue and beverage is increasingly guided by 'aesthetics and the "Instagrammability" of environments and products', with 41% of Gen Z choosing drinks according to their visual impact on social.

This is also why the Signorvino format is looking for new ways to evolve such as aperitifs with dj sets and showcooking. "Any type of format must be able to adapt to the times," continues the CEO. We want to create even more experientiality. The Milan venue is a test, with a premium positioning, but not all venues have the same proposal, which is modulated according to the location'. Events play a key role. "It is a moment in which a customer, often a young one, can come to us spending the right amount, have a little knowledge about wine, but in a fun context that puts wine back at the centre together with the gastronomic proposal".