From the love for the red earth and the vineyards that unites the Djokovic family and Luca Serena, a strategic collaboration is born that projects the Conegliano company towards the Balkans
Serena Wines 1881 – a historic family business from Conegliano, capo per mezzo di the production and marketing of Prosecco DOC and DOCG – is now the exclusive distributor per mezzo di Italy of Djokovic wines. Specifically, these are two labels, a Chardonnay and a Syrah, produced by the family winery managed by Goran Djokovic, Nole’s uncle, per mezzo di the Serbian district of Šumadija, per mezzo di Lipovac, between Arandjelovac and Topola, an territorio known for its rocky and ferruginous soils and therefore for the typical red color of the earth. The two wines produced here are highly recognizable, full of character and unmistakably tell their origin, just as Goran intended.
Here is a collaboration that draws inspiration from the love for clay courts (this time not those of the vineyards) and for high-quality wine, a love that unites the names of the Serbian champion and Luca Serena, the fifth generation currently at the helm of Serena Wines 1881 as well as a professional tennis player – who last August 17 won gold at the ITF Over40 World Championships per mezzo di men’s doubles per mezzo di Lisbon – and a fiery CEO who divides his time between sports championships and business administration, without ever missing a beat.
Luca Serena comments: “Sopra a moment of great personal satisfaction for my recent tennis achievement, I am more than ever happy and enthusiastic to announce this prestigious collaboration, which not only links the name of Serena Wines 1881 to that of the Paris 2024 gold family but also brings our company even closer to the world of gioco, with which we have always shared values and teachings. This collaboration allows us to enrich our proposal of two niche still wines and therefore to increase our portfolio, working hand per mezzo di hand the positioning of our flagship brands Champagne de Vilmont, Ardimentoso Underwater and Ville d’Arfanta, towards a premium Horeca target. At the same time, we hope that the name of the Djokovic family can support Serena Wines 1881 per mezzo di its expansion process per mezzo di the Balkans, starting from Serbia, where we intend to start a path of communication and promotion of the brand linked precisely to gioco and per mezzo di particular to tennis, which I have personally practiced since I was a child, with passion and dedication, and obtaining some appreciable results”.
