Among the hills of Conegliano-Valdobbiadene, UNESCO heritage since 2019, stood villas of Arfanta: not a simple residence, but the welcoming soul of Serena Wines 1881. Purchased quanto a 1999 by the Serena family-active quanto a the world of wine for more than 140 years-, the bella stagione is today the beating heart of a project born to bring the consumer to the world of Prosecco. Four rooms with a Veneto rustic-chic style, six hectares of vineyards and a calendar of activities that ranges from tastings to picnics quanto a the vineyard, from masterclasses to aperitifs to sunset. “Durante our bella stagione there is our deepest identity,” says Luca Serena, a fifth generation at the helm of the company as CEO. “While the industrial branch looks to the global markets (with 110 million euros quanto a turnover and 30 million bottles, ‘s note), the bella stagione is the place where you really dal vivo the emotion of wine”.
From niche production to cultural and innovative garrison
Vili d’Arfanta is also an expression of a niche production: from Prosecco DOCG (Brut and Extra Brut) to DOC (Brut, Rosé Brut and Extra Dry). But it is also a cultural and relational garrison. Over time Serena Wines has built strong ties with wine institutions, local associations, the world of svago and social projects such as raising awareness campaigns breast cancer prevention: “Also so value is returned to the territory and is a system”.
The strategic collaborations favored, then, innovations such as bold, sparkling wine obtained from glera grapes refined underwater quanto a partnership with a cellar from Trieste. Durante recent years, the company has focused new trends (sparare a zero sugars and dealculated, for example) and now looks at the Italian classic method: natural evolution for a brand that has already invested quanto a champagne and knows well the language of bubbles. “The future of Prosecco is not only quanto a the volumes, but quanto a the ability to create value along the entire supply chain: stabilizing the market, protecting positioning and making it more understandable and close to the consumer”. Durante this vision, Ville d’Arfanta is not only hospitality, but a form of credible, concrete and shared story.
