Chteau salvatore
It’sa warm November afternoon at the Club House at JW Marriott, Mumbai. The view is of a sunny poolside and Juhu beach. And it’s into this tranquil scene that a tall, lean and well-groomed Italian strides in at a brisk pace, wearing a blue-black suit matched with Ferragamo shoes and watch. He fixes me with his intent blue eyes and introduces himself with a bright smile—“Salvatore Ferragamo, my grandfather’s namesake.”
At 37, Ferragamo has an air of acute focus and determination, as well he might, sitting at the helm of the family business, one of the largest luxury houses in the world.
Ferragamo, the brand, currently operates out of 525 stores worldwide, four of which are in India. And that’s just the staple business—leather goods, high-end shoes and bags and such. But now Ferragamo’s plate just got fuller. He now wants the brand to be known for its wine.
“We are taking this venture one step at a time and bringing down five labels from the Il Borro vineyards first,” he says. The Il Borro vineyards are in Tuscan, a red wine producing area. They have been in the Ferragamo family since 1993. “Of the four red wines, I am certain that the Brunello DI Montalcino will gain popularity because of its ability to match the different Indian cuisines.”
It started in April this year when Dharti Desai, founder and CEO of Finewinesnmore—an importer, distributor and marketer of premium wines, spirits and beverages—was on a visit to Italy during a wine festival, where the family had put up a stall.
Only then did she realise that these wines were owned by the famous Ferragamo family. “I usually hand-pick the beverages that are imported and distributed by my company,” says Desai. “And once I found out, all it took was a quick chat at the stall and two follow-up meetings to enter into a deal with them.”
Desai can be forgiven for not knowing that the Ferragamos were into wine. They don’t exactly advertise. “If you look at the bottle, you won’t see the family name stamped all over it,” says Ferragamo.
“While the prestige of the family business has definitely helped the family venture into the business, we do not want this wine to be consumed because of endorsements. This wine is for those who love wines of the highest quality.”
Not that this has put off several other luxury brands who have diversified into unusual areas over the years. Louis Vuitton and Cavalli are in wine too, and Versace is big in interior decoration, among other areas.
It’s a far cry from the simple origins of the Ferragamo empire. The story begins in 1927 when Salvatore Ferragamo (Sr.) managed to take his shoemaking business to dizzy heights with a clientele that included Hollywood stars and European nobility.
Three days after he passed away in 1960, his wife, Wanda took over and under her management, the business grew to include leather bags and watches. It was a cautious, if natural expansion, perfectly in line with their core competencies.
But in the 1990s, Ferruccio Ferragamo, now 63, and his son, Salvatore, came to own Il Borro vineyards that is situated 600 metres above sea level in Tuscany.
“As all Italians, we love our wines and food but our foray into wine production is purely a business venture. We are one of the best in the luxury business but wines, they are a cultural and social element. It enjoys global participation. So, we have ensured that the best in the industry are working with us to produce high quality wines,” says Salvatore.
The Indian wine market has become a landmark on the global market, Salvatore mentions. But at a time when South African, Argentine, Australian and Chilean wines are coming into the market, does an Italian wine coming in sound like a delayed reaction?
He remains optimistic that the slowdown won’t affect the wines that will be retailing duty free for a year in hotels and restaurants at Rs 8,000-12,000 (750ml).
“In difficult times, it’s not that people don’t drink. Maybe, people drink more!” He points to his favourite wine bottle, the Brunello, which is one of four red and one white wines that’ll be available in India, and says that it matches well with red-meat-Indian-style preparations.
“The first time I visited India was 10 years ago for an Indian wedding that started in New Delhi and travelled via Agra, Udaipur and Mumbai to end at Chennai. I’ve tried Indian food and I just know the wine is a perfect match! This proves that the Indo-Italiano connections go beyond political arrangements,” Salvatore concludes with a sparkling smile. It is definitely a match made on the dining table!
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