{"id":27533,"date":"2025-09-02T10:27:55","date_gmt":"2025-09-02T08:27:55","guid":{"rendered":"https:\/\/www.banfi.it\/?p=27533"},"modified":"2025-09-02T10:42:02","modified_gmt":"2025-09-02T08:42:02","slug":"rodolfo-maralli-change-is-an-opportunity-to-grow","status":"publish","type":"post","link":"https:\/\/www.banfi.it\/eng\/rodolfo-maralli-il-cambiamento-e-unopportunita-per-crescere\/","title":{"rendered":"Rodolfo Maralli: \u201cChange is an opportunity for growth\u201d"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"27533\" class=\"elementor elementor-27533\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-62a8393 e-flex e-con-boxed e-con e-parent\" data-id=\"62a8393\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9c5bae0 elementor-widget elementor-widget-text-editor\" data-id=\"9c5bae0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>From the voice of the President of Banfi Srl and the Banfi Foundation, <a href=\"http:\/\/www.fondazionebanfi.it\">Banfi Foundation<\/a>a reflection on the future of Italian wine: expertise, vision, and the ability to tell a new story are the keys to meeting the challenges ahead.<\/p><p><strong>Italian wine stands at a crossroads.<\/strong> After years of expansion\u2014when the market seemed ready to welcome every new label\u2014the scenario has shifted: competition is fiercer, consumers more demanding, and markets increasingly saturated. In this context, standing still means losing ground.<\/p><p>This is the view of\u00a0<strong>Rodolfo Maralli<\/strong>, President of Banfi Srl and the Banfi Foundation, in an interview with Fabio Piccoli for Wine Meridian. His words outline a clear course:<\/p><p>\u201cThis is no time for fear. It is a time for our sector to mature, to strengthen business culture, and to build solid brands that can endure and grow over the long term.\u201d<\/p><p><strong>Beyond the product: the importance of brand-building<\/strong><\/p><p>For Maralli, the main challenge is moving from simply having a label to developing a brand strategy. A label can tell the story of a territory, but a brand builds value over time, maintains a presence in the markets, and stands out with consistency. Achieving this requires investment in training, managerial skills, and the ability to read market signals and adapt quickly.<\/p><p><strong>A cultural and language challenge<\/strong><\/p><p>According to Maralli, wine has lost some of its centrality in the collective narrative, particularly among younger generations. Complex language, self-referential storytelling, and an inability to communicate with immediacy have widened the gap.<\/p><p>\u201cYoung people are not only looking for a product\u2014they are looking for experiences and an identity they can connect with. We must learn to speak their language\u2014visual, fast, and engaging\u2014without losing authenticity.\u201d<\/p><p><strong>Wine tourism as a strategic lever<\/strong><\/p><p>Transformation does not happen only in the vineyard. Experiential hospitality and wine tourism have become pillars of growth, but they must be approached with strategic vision, moving beyond improvisation. Banfi has chosen to invest in an integrated model that combines quality, innovation, and an authentic bond with the territory.<\/p><p><strong>Awareness, courage, and competence<\/strong><\/p><p>To face the future, three fundamental elements are needed: awareness, to read the context clearly; courage, to step out of the comfort zone and experiment; and competence, to turn ideas into concrete strategies.<\/p><p>\u201cA good wine alone is not enough to run a business. We must be true entrepreneurs, ready to see change not as a sunset, but as the beginning of a new season.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Dalla voce del Presidente di Banfi Srl e della Fondazione Banfi, una riflessione sul futuro del vino italiano: competenza, visione e capacit\u00e0 di raccontarsi in modo nuovo sono le chiavi per affrontare le sfide che ci attendono. Il vino italiano \u00e8 davanti a un bivio. Dopo anni di espansione, in cui il mercato sembrava accogliere [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":27541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-27533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rodolfo Maralli: \u201cIl cambiamento \u00e8 un\u2019opportunit\u00e0 per crescere\u201d - Banfi<\/title>\n<meta name=\"description\" content=\"Dalla voce del Presidente di Banfi Srl e della Fondazione Banfi, una riflessione sul futuro del vino italiano: competenza, visione e capacit\u00e0 di\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.banfi.it\/eng\/rodolfo-maralli-change-is-an-opportunity-to-grow\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rodolfo Maralli: \u201cIl cambiamento \u00e8 un\u2019opportunit\u00e0 per crescere\u201d - 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